Tuesday, August 20, 2019

OSCAR ADVERTISERS SPENDING MORE ON ADS THAN NOMINEES DID

February 15, 2012 by · Leave a Comment 

The two top advertisers on this year’s Oscars telecast, Hyundai and JC Penney, will each spend about $10.9 million on ads during the telecast — an amount that exceeds the entire ad spending for all but three of the nine nominated films before and after their release, according to a study by Kantar Media. Indeed, according to the study, The Artist, the frontrunner in the best picture competition, was backed by only $500,000 in ad spending. The Kantar study observed that Hyundai and JC Penney, along with Coca-Cola, accounted for 40 percent of the ad revenue for the 2011 Oscarcast. Advertisers are attracted to it not only because of the huge, mostly female audience, but also because it does not stuff as many ads into its three-hours-plus time period as, say, the Super Bowl, or even a run-of-the-mill network broadcast. For the past ten years, the Kantar study observed, the show has averaged just 8-10 minutes of ads per hour — thereby allowing commercial messages to stand out — versus 14-16 minutes per hour for the Super Bowl.