Oscar awards have not lost their charm for advertisers despite declining ratings and PR gaffes in the past few years that earned it flak from the media. Academy of Motion Picture Arts and Sciences has announced that Disney’s network ABC that is in charge of televising the event sold of its entire advertisement inventory for the awards show. These short 30 second advertisement spots are said to be worth between $2 million to 2.6 million as per a report on Bloomberg. Regarded as one of the most prestigious television events and is more popular than live sports broadcasts that people still like to watch.
The only sports event that is comparable is Super Bowl which boasted price tag of $5.25 million this year. As per estimates of WalletHub the organization and management of Oscar costs around $44 million and advertisements help to recoup the cost. During the awards television viewers can expect to see adverts from the usual big brands like Cadillac, Rolex Budweiser, Wal-Mart, Paramount, Walt, Disney, Verizon and McDonalds along with several others. More than a dozen industries are participating in the ad blitzkrieg ranging from luxury spirits to tourism, apparel and restaurants said the ABC.
Some of these advertisements will be directly related to the event while some of them will first time debuts for the marketers. According to fashion magazine Variety, Marriot International chain of luxury hotels will have an exclusive slot for itself during the broadcast in which the group will show a 30 second promo about its hotels and also a 60 second ad for its own rewards program. After this the awards ceremony will resume again and this is the first time that “pod” advertising has been used during Oscar awards. In the past some other networks like these have used this form of advertisement formats for large brands.