An Oscar image stands during a preview in front of the Governors Ball at the 91st annual Academy Awards week in Hollywood, California, February 15, 2019.
Valerie Macon | AFP | Getty Images
Disney Advertising Sales said Thursday that it has sold out of ad inventory for the 93rd Oscars broadcast on ABC this Sunday.
The show, which usually airs in February or early March, was postponed by organizers on April 25 due to pandemic restrictions and security concerns.
Despite stagnating ratings and productions that are causing pandemic safety, advertisers are still turning to the Oscars. Brands like Verizon and Expedia will run big new campaigns during Sunday’s broadcast. They will be joined by General Motors’ Cadillac, which will post ads for its first electric crossover, Lyriq, Ad Age reported earlier this week.
Other advertisers include Google, Rolex, Airbnb, Apple, P&G, Panera, Subway and more.
Awards for awards were down even before the pandemic. According to Nielsen, the number of viewers at last year’s Oscars fell 20% to a new low, with only 23.6 million viewers. The Emmys and Grammys both also saw viewership decline.
The reality of the pandemic, which has led to shows to try out socially distributed formats, has sparked additional strife. For example, the Golden Globe Awards ceremony at the end of February was full of technical problems.
According to Kantar Media, the average cost of a 30-second spot in the ceremony in 2020 was $ 2.15 million, up 9% from 2019. The company said the ceremony is consistently generating more ad revenue for ABC than any. other day in the year. , with $ 129 million spent by sponsors in 2020.
Kantar said that despite the dwindling viewership and the impact of the pandemic on the economy, ABC hasn’t made any major changes to ad prices. ABC is looking to raise $ 2 million for 30 seconds for this year’s broadcast, he said.