Disney Advertising has sold all inventory for Sunday night’s Oscars show on ABC, but at a slightly lower price than 2022.
The company was asking between $1.6 million and $2.1 million for 30 seconds of airtime, a low single-digit percentage from last year, according to a person familiar with the negotiations.
In recent years, viewership for the leading awards shows has been hit by Covid, as well as a period of uncertainty for the film industry in general and reduced alignment for all prime linear programming. Despite the downward trend in live viewing outside of sports, which has finally hurt awards shows after years of resilience, about two-thirds of Oscar ad inventory was bought on the advance market. As distributed sales unfolded, the advertising industry hit a rough patch, with advertisers in the media and technology sectors declining.
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Sunday’s show features a wide variety of brand presence across 15 categories. In addition to Disney’s own film studio, there are also advertisers such as Warner Bros., Sony, Universal and Paramount+.
“This Sunday we deliver an unforgettable TV night. Our sponsors showed themselves in full, with new and custom creations in every major category, participating in a spectacular evening to celebrate the greatest achievements in storytelling and the moments that bring us together,” said Rita Ferro, President of Disney Advertising, in a press release. gain weight.”
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In a world of linearly declining viewership, the Oscars are still considered a rare commodity, with Disney citing ample evidence of the benefit to ad buyers. For example, statistics from the EDO measurement agency show that advertisers saw a 49% increase in search activity last year compared to the average broadcast. According to Disney, it would take nearly nine prime-time ad views to reach the search impact of a single ad at the Oscars.
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Source: Deadline
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
