Oscars sells out ad inventory despite awards show ratings declines

Oscars sells out ad inventory despite awards show ratings declines [ad_1]

An Oscar statue stands throughout a preview for the Governors Ball throughout the 91st annual Academy Awards week in Hollywood, on California, February 15, 2019.

Valerie Macon | AFP | Getty Images

Disney Advertising Sales mentioned Thursday it is bought out of ad inventory for the 93rd Oscars telecast on ABC this Sunday.

The show, which usually airs in February or early March, was pushed back by organizers to air on April 25 due to pandemic restrictions and security considerations. 

Despite stagnating ratings and manufacturing that caters to pandemic security, advertisers are nonetheless turning to the Oscars. Brands like Verizon and Expedia will be running major new campaigns on Sunday’s broadcast. They’re joined by General Motors‘ Cadillac, which is able to run advertisements for its first electrical crossover automobile, Lyriq, Ad Age reported earlier this week

Other advertisers will embrace Google, Rolex, Airbnb, Apple, P&G, Panera, Subway and extra.

Ratings for awards exhibits had been slipping even before the pandemic. Viewership for final 12 months’s Oscars dropped 20% to a brand new low, with solely 23.6 million watching, based on Nielsen. The Emmys and Grammys each noticed viewership declines as effectively. 

Oscars 2021 protection from CNBC

Read extra about this 12 months’s Academy Awards:

The realities of the pandemic, which have led exhibits to attempt out socially distanced codecs, have created further struggles. The Golden Globe Awards ceremony in late February, for example, was rife with technical hiccups

According to Kantar Media, the common value of a 30-second spot within the ceremony in 2020 was $2.15 million, a rise of 9% from 2019. The firm mentioned the ceremony perennially creates extra ad income for ABC than some other day within the 12 months, with $129 million spent by sponsors in 2020. 

Kantar mentioned despite dwindling viewership and the pandemic’s influence on the economic system, ABC hasn’t made main adjustments to ad pricing. ABC is looking for $2 million for 30 seconds on this 12 months’s broadcast, it mentioned. 


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