ABC has bought out its promoting stock for the pandemic-delayed Academy Awards on Sunday, with firms like Google, Basic Motors, Rolex and Verizon spending an estimated $2 million for every 30-second spot, in keeping with media patrons — solely a slight decline from final yr’s pricing although the tv viewers is predicted to be sharply smaller.
Rita Ferro, president of Disney Promoting Gross sales, which sells advertisements on Disney-owned ABC, introduced the sellout. She declined to touch upon pricing or say how a lot income Disney will generate from the telecast. Final yr, the Oscars pulled in about $129 million throughout 56 advertisements, in keeping with Kantar Media, a analysis agency. (A red-carpet preshow attracted $16.3 million throughout 42 advertisements.)
Further income comes from “integrations” and different sponsorships. For the primary time, as an illustration, ABC can have a sponsor for closed-captioning (Google). The upshot: ABC’s income for the telecast is estimated to have declined solely 3 to five p.c from final yr — a tiny drop in contrast with the anticipated 50 to 60 p.c decline in viewing.
The ceremony is “a kind of large cultural moments,” Andrew McKechnie, Verizon’s chief artistic officer, stated of the corporate’s resolution to purchase advert area. “The printed this yr will probably be a bit completely different,” he acknowledged, “however the occasion will nonetheless be an impactful one and an vital one for us to indicate up in.”
Final yr, about 23.6 million individuals watched “Parasite” win the Academy Award for finest image, in keeping with Nielsen knowledge. That was a 20 percent drop from the earlier yr and a document low. On Sunday, 9 million to 12 million individuals are anticipated to tune in.
Audiences have been turning away from awards telecasts for years, however scores have nose-dived throughout the pandemic. With out stay audiences, the exhibits have been drained of their vitality. Huge studios have additionally postponed main films, leaving this yr’s awards scene to downbeat artwork movies.
ABC doesn’t assure an viewers measurement to Oscar advertisers, thus eradicating any potential for so-called make-goods — further industrial time at a later date — if scores tumble.
ABC has been capable of hold advert charges excessive partly due to the fragmentation of tv viewing. Oscars night time is a shadow of its former self — it attracted 57 million viewers in 1998 — however nonetheless pulls in one of many largest audiences on broadcast tv, actually for a nonsports telecast. New advertisers this yr embrace Flats.com and Freshpet canine and cat meals. Expedia and Adidas have purchased industrial time to introduce new campaigns.
“We’re more than happy with the place we’re,” Ms. Ferro stated, citing “the amount, the caliber and the variety of the advertisers within the present.”