The popular Oscar Awards, scheduled for February 24th , has already sold more than three-quarters of its commercial inventory to 2019 Oscar Advertisers. Which is amazing considering ABC is seeking between $2 million and $3 million per advertising spot meaning 2019 Oscar Advertisers will pay a hefty price for a 30-second ad, according to two media buyers familiar with negotiations for advertising.
Although senior vice president and entertainment brand solutions for Disney as sales, Jerry Daniello, declined to comment on the price tag for advertising, he did add that the company is “ahead of its progress at this time last year”. Daniello also stated that the Oscars is the “biggest event we have on our network”. In 2017 the Oscars broadcast and ABC’s red-carpet coverage generated approximately $128 million for the network, which is more ad revenue than any other day of the year.
However, critics were concerned for revenue after the host, comedian Kevin Hart, stepped down in the wake of previous homophobic tweets from the past. Vice President Daniello insists the company will be fine since “Most of the interest we had to date was locked in before the controversy sparked”. Daniello also went on to say, “ABC has seen an interest in the broadcast from automobile manufacturers, retailers, beverage marketers, and makers of consumer technology”. The company and Daniello are confident that advertisers didn’t “buy time in the Oscars” with a specific host in mind.
Even though the ABC’s Oscars telecast has experienced an audience drop, due to an era in TV audiences viewing on-demand streaming and video, big award shows continue to have value to viewers. Despite the audience drop the ad costs for the event continues to rise, partly due to advertisers knowing the value of ads during big event shows.
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