Oscars Ceremony Sees Rise Of First Time Advertisers Despite Ratings Slump

Oscars Ceremony Sees Rise Of First Time Advertisers Despite Ratings Slump

The Oscars ceremony, streamed by American channel ABC, has officially sold out its commercial time. A number of this year’s advertisers will be new to the event.

The commercial interest in the Oscars remains despite decreased yearly viewership, with the 2020 ceremony pulling a historic low of 23.6 million viewers.

According to Variety, ABC was seeking US$2 million for every 30-second ad.

Despite decreased ratings, like the Superbowl, the Oscars are an important chance for brands to make a splash among engaged audiences.

New advertisers to the programming include Airbnb, Grey Goose, Apartments.com, Accenture, Freshpet and Credit Karma.

Some of the other advertisers include leading brands like Warner Bros, Apple, Disney+, Google, Corona, Honda, Kellogg, and Procter & Gamble.

Jerry Daniello, senior VP, entertainment brand solutions at Disney Advertising Sales told AdAge that the first time advertisers were “COVID-thriving brands”.

According to the AdAge, there will be a “focus on inclusion in the creative”.

In a statement, Rita Ferro, president of Disney Advertising Sales said that “the later date of the event allows consumers even more time to view the nominated films, than in years past, in the comfort of their homes.”

“It’s also paved the way for even more activations and enabled us to expand our ad offering for sponsors – across linear, digital and social – pre- and post-show.”

The Oscars, which traditionally take place in February, will take place this year on April 25th. Because of the impact of COVID-19 on the film industry, films from both 2020 and early 2021 were able to be nominated.

In Australia, the awards will air on Channel 7 and 7plus live on Monday 26th at 10am, with encore programming at 9.30pm. Pre-show and red carpet reporting will be available from 7am on Foxtel’s E! channel.




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