ABC Oscar Ad Revenue Tops $115 million
Cost of 30 Second Spot Continues Long Term Increase, and Could Reach $2 Million in 2017; Commercial Clutter Also Grows, Up 45% From Just 5-10 Years Ago
New York, NY, February 21, 2017
– And the Oscar for highest ad revenue generating award show still goes to – the Academy Awards.
As ABC and marketers prepare for the 89th Academy Awards ceremony on February 26th, the awards show continues to dominate 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 is likely to continue 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.
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