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 2018, 'Three Billboards Outside Ebbing, Missouri' won the award for Best Motion Picture in the drama category, yet its opening weekend revenue in the United States totaled 4.4 million U.S. dollars, much lower than the 50.51 million U.S. dollars generated by Christopher Nolan's 'Dunkirk'. Of course, the public can also have its say on the awards ceremony through social media. The most talked about moment of the 2016 awards on Twitter was the moment when Leonardo DiCaprio won the Best Actor award, which generated 13,146 mentions.
The glitz and glamour of the Hollywood awards season always attracts impressive viewing figures and the Golden Globes are no exception. In 2018, the awards reached a total of 13.4 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.