25 Days of Data - Day 2

25 Days of Data - Day 2 

The Oscars continues to dominate against its rivals the Grammy’s and Golden Globes, pulling in $115 million in ad revenue last year. And with both commercial load and the cost of a 30 second spot continuing their long term trend increases, the show continues its dominance, despite recent political controversies regarding diversity at the Oscars, a rise in political speeches at awards show podiums, and concerns about declining live audiences for awards shows.

Kantar Media has mined its extensive database to compile key figures on Academy Awards advertising. Significant trends include higher ad prices and revenue; rising ad volume that is diminishing the event’s advantage versus other programming; and an influx of first-time advertisers. Advertisers are also using regional TV buys to circumvent exclusive-sponsor arrangements in the network telecast. Finally, product integrations are creeping into the awards ceremony itself and giving a few marketers the opportunity to “brandjack’ the social media discussion during the live broadcast.

Ad Revenues Remain High

Ad revenue has been increasing at a faster pace than spot pricing because there is more inventory for sale. In 2016 sponsors paid $102 million for messages in the awards show, a slight decline due to the decrease in ad rates. When the pre-ceremony Red Carpet coverage is included, the grand total jumps to $115 million. Oscar Sunday perennially generates more ad revenue for ABC than any other day of the year.



Kantar Media Advertising Intelligence
Advertising and Search, Monitoring & Evaluation
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Audience Measurement
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