Oscars is promoting its advert stock regardless of falling scores

An Oscar statue stands during a preview for the Governors Ball during 91st Annual Oscar Week in Hollywood on February 15, 2019 in California.

Valerie Macon | AFP | Getty Images

Disney Advertising Sales announced Thursday that ad inventory for the 93rd Oscars broadcast on ABC this Sunday was sold out.

The show, which normally airs in February or early March, was postponed by organizers on April 25 due to pandemic restrictions and safety concerns.

Despite stagnant audience ratings and production that is fair to pandemic safety, advertisers are still turning to the Oscars. Brands like Verizon and Expedia will be running major new campaigns on Sunday. Add to this the General Motors Cadillac, which will run ads for its first electric crossover vehicle, Lyriq, Ad Age reported earlier this week.

Other advertisers are Google, Rolex, Airbnb, Apple, P & G, Panera, Subway and others.

Awards ratings were already down before the pandemic. According to Nielsen, viewership for last year’s Oscars fell 20% to a new low, with only 23.6 million viewers. Both the Emmys and the Grammys saw a decline in audience numbers.

Oscars 2021 coverage by CNBC

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The realities of the pandemic, which resulted in shows trying socially distant formats, sparked additional fighting. For example, the Golden Globe Awards ceremony at the end of February was fraught with technical problems.

According to Kantar Media, the average cost of a 30-second spot in the ceremony was $ 2.15 million in 2020, up 9% from 2019. The company said the ABC ceremony consistently brings in more ad revenue than any other day in the year, with $ 129 million sponsors spending in 2020.

Kantar said that despite dwindling viewership and the impact the pandemic had on the economy, ABC hasn’t made any significant changes to ad prices. ABC is searching for $ 2 million for 30 seconds for this year’s show.

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