The 86th Academy Awards

The 86th Academy Awards take place on March 2nd and will be watched by millions of TV viewers tuning in to see who wins, what they’re wearing, whether an acceptance speech goes off track and to critique the performance of the host. A select group of marketers will also be looking to take home a prize, paying hefty prices to be associated with this marquee franchise and woo its viewers – an audience that is heavily dominated by women. 

Kantar Media has mined its extensive database to compile key figures on Academy Awards advertising. Significant trends include upward movement in ad pricing and revenue; less ad clutter compared to other programming; commercial messages with merely average holding power; and a variety of digital tactics used by media companies to create interest in Oscar-related content and offer marketers a way to target Oscar enthusiasts.

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