Media

Advertisers hoping Jimmy Fallon open to live commercials

Madison Avenue is hoping new “Tonight Show” host Jimmy Fallon is as amenable to live commercials and product placement as his rival on ABC, Jimmy Kimmel.

While NBC hasn’t yet been out selling a soda can on Fallon’s desk, late night is awash with similar ways for advertisers to avoid the DVR button and NBC is expected to follow suit.

Kimmel’s YouTube channel carries a clip of the comedian testing a fake Tostitos Gummy Worm flavor on unsuspecting taste testers.

Comedy Central’s Stephen Colbert is known for his tongue-in-cheek commercials for the likes of Doritos. Most recently the comedian appeared in a Super Bowl ad for Wonderful Pistachios.

Live commercials could be one way for NBC to boost late night advertising revenue even if ratings don’t move the needle.

TV buyers report that Fallon’s “Tonight Show,” is no more expensive than Leno’s since the show was mainly bought in last year’s upfront – when advertisers make their annual spending commitments.

If Fallon is able to hold on to an expected ratings gain from the Winter Olympics, then there may be more demand for his show. Ad rates for late night on broadcast TV hover between $50,000 and $80,000 sources said.

Most however think Fallon will come back down to earth after initial sampling in the same way ABC’s Jimmy Kimmel did after he moved to the earlier “Nightline” slot last year.

Gibbs Haljun, managing director of investment at Group M told The Post: “What you will begin to see, ideally, is more of a transition. When you look at Leno and Letterman there was less openness to integration and branded content. Kimmel has been a leader in that, and hopefully Fallon will be able to do more of it.”

Another buyer, Marc Morse with media agency, R.J. Palmer agrees, hoping that Fallon will consider live commercials. “Kimmel has been open to live commercials. It could be a nice pop to NBC’s revenue, like getting their production fee.” The cost of a live commercial in a show is pegged at around $100,000 on the high end, say Madison Avenue sources.