$43.6B U.S. agency revenue
General Electric will be an early sponsor of "The Tonight Show" when Jimmy Fallon takes the reins next week.
The business-to-business marketer will sponsor a segment involving Mr. Fallon and a group of children showcasing inventions, with the first installment on Feb. 19. Two more in-show segments will air in the coming year.
The partnership will also include a branded section on "The Tonight Show" website and digital content tied to each segment.
The 130-year-old company, whose products include everything from aviation systems to healthcare products, will also sponsor the "Tonight Show" app, which allows viewers to interact with the show and watch full episodes the day after they air.
GE has been aggressive in aligning itself with core moments in science and technology. Last year, the company conducted six-second science fairs on Vine and created a web series called "Datalandia" to illustrate the "industrial internet." GE also partnered with The Economist for a series called "Look ahead powered by GE," a daily look at innovation that transforms global business.
Broadcasting & Cable reported GE's deal Friday morning.