Oscars Forecast To Draw As Much As $135M In Ad Revenues
by Wayne Friedman, MediaPost
ABC’s “Academy Awards” could pull in $120 million to $135 million in advertising revenues for this year's broadcast. This is up from the $110 million the show pulled in a year ago, according to Kantar Media. In 2015, the Oscars event earned just over $1.8 million for a 30-second commercial, according to the media researcher.
Kantar expects the average cost for a 30-second commercial to be as high as $2 million this year. Other estimates are that some units could go for $2.25 million. Around 60 thirty-second advertising units typically run in the Oscar event.
By way of comparison to other entertainment awards shows, the Academy Awards' $110 million in ad spend is higher than CBS’ Grammy Awards at $75 million and NBC’s Golden Globes at $42 million.
The Super Bowl remains the single biggest advertising event of the year. Estimates are the big game pulled in well over $400 million to $450 million for this year’s day-long event.
The Academy Awards now airs 29 minutes and 45 seconds of paid advertising time -- up from 24 minutes in 2011.
In addition, there are five to six minutes of ABC promotional spots for TV shows and other business and seven to eight minutes of local ABC TV station sold advertising. This totals 42 to 44 minutes of non-programming time -- 12 minutes per hour for the 3.5-hour live telecast.
The Oscar event on ABC airs on February 28th.
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