Jimmy Fallon Launches Reality Show Amid Struggles in Late Night TV

NEW YORK, NY — Jimmy Fallon is set to debut his new reality competition show, “On Brand,” on September 30, 2025, amid a challenging landscape for late-night television. The show invites contestants with no marketing experience to pitch advertising campaigns for major brands like Pillsbury and Dunkin’ Donuts.

Fallon, who has hosted “The Tonight Show” since 2014, noted the need for fresh ideas in the face of declining viewership and ad revenue across the late-night landscape. “It’s a new type of show, and I think it’s a new type of business model, too,” he said. The series aims to create a mutually beneficial relationship with brands by airing winning campaigns the day after each episode.

During his tenure, Fallon has become a pop culture enthusiast, known for his engaging segments and extensive social media following, which exceeds 100 million across platforms. While he continues to pull in millions of viewers, he ranks behind Stephen Colbert and Jimmy Kimmel in his time slot.

The pressures of the industry are evident as ad revenue for “The Tonight Show” has dropped by 35% from 2022 to 2024, forcing NBC to adjust the show’s budget by reducing its weekly airings. Fallon remains optimistic, stating, “I want every company that we’re working with to write down where they’re at right now and then see where they are after “On Brand” happens.” His previous ventures include various products and viral segments that reflect his interests and creativity.

With the television landscape evolving, Fallon is committed to staying relevant and hopes that “On Brand” will rejuvenate his brand and the advertising strategies of the participating companies. As competition persists, his focus remains on creativity and connection with audiences.