The Hollywood Foreign Press Association who conducts the Golden Globes decides who wins what on the big night, yet they are not always in tune with public opinion. In 2019, 'Bohemian Rhapsody' won the award for Best Motion Picture in the drama category, yet its opening weekend revenue in the United States totaled 51.06 million U.S. dollars, much lower than the 202 million U.S. dollars generated by "Black Panther", one of the latest installments in the Marvel Cinematic Universe franchise. Of course, the public can also have its say on the awards ceremony through social media. The most talked about celebrity of the 2019 awards on social media was Lady GaGa, who won Best Original Song for "Shallow", which featured in the movie, "A Star Is Born".
The glitz and glamour of the Hollywood awards season always attracts impressive viewing figures and the Golden Globes are no exception. In 2019, the awards reached a total of 12.7 percent of all television-equipped households in the United States. Naturally, when national viewers are guaranteed, advertisers don’t want to miss out. Competition is fierce and saw the cost of a 30 second commercial rise to 679 thousand dollars for the 2017 awards, a price well worth paying when compared to the advertising revenue of the televised awards which reached 49 million U.S. dollars in the same year.