While the Oscars
may have lost some of their appeal in recent years, the biggest prize of the movie industry is still the most important entertainment award show on the calendar, at least in the United States but probably internationally as well. And what better way to gauge a major TV event’s appeal than to look at what brands are willing to spend to showcase their latest products during the TV broadcast.
According to Kantar Media
, total ad spending during the Academy Awards show amounted to $133 million in the United States, leaving the Grammy Awards and the Golden Globes far behind. On average, advertisers had to shell out $2.1 million per 30-second spot during last year’s Oscars broadcast, which is less than half of what Super Bowl advertisers
pay but considerably more than what brands have to pay at the Grammys and Golden Globes.
Last year’s Oscar viewership hit an all-time low
of 26.5 million people in the U.S., marking the fifth consecutive year of audience decline.