Advertisers shine during the Oscars

Who’s on Top? – February 20 - 26, 2017

With Oscar Sunday on the calendar, advertising on national television took center stage during the week of February 20. Expenditures for new creatives during the week reached $148 million, with the awards ceremony and red carpet pre-show accounting for 34% share of spend, or $50 million.

Creative Spotlight

For the ceremony, advertisers came out in droves with new creatives that were politically charged, thought provoking and of course integrated motion picture clips or themes. Rolex evoked the latter of the three, with one of the more moving commercials of the night entitled “Celebrating Cinema.”

The one minute spot featured silver screen icons including Marlon Brando, Al Pacino and Jim Carrey wearing Rolex watches in various movie scenes. The creative also included Bill Paxton, whose death was announced just hours before the 2017 Oscar ceremony began.

For personal luxury brands like Rolex, who tend to lean more towards print advertising, investing significantly in television goes against the grain. Indeed, the $6.9 million allocated towards the Oscars from Rolex, accounted for 96% of overall television ad expenditures from the brand for the past 90 days, compared to just 57% of total measured media expenditures during the same time period.


This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.

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