The 94th Academy Awards will air on ABC on March 27, 2022. And this year’s ceremony could be instrumental in Hollywood’s biggest night. With ratings steadily declining in recent years, all eyes are on the 2022 Oscars for a sign of what the future may hold for the awards show. For example, fans might wonder how much it costs advertisers to land an ad at the 94th Academy Awards.
The Oscars ceremony hopes to rebuild in 2022
The Academy of Motion Picture Arts and Sciences – the organization behind the Oscars – has been at the center of controversy in recent years. More recently, the Oscars made the much-criticized decision to hand out multiple awards during their off-air portion of the ceremony. The idea is that the highlights of these awards will be edited into the telecast later. But will that help the Oscars win back waning interest?
According to Variety, the 2021 Oscars drew just 10.4 million viewers. That’s a 56% drop from the previous year – when 23.6 million viewers tuned in – and the smallest audience ever. Once upon a time, the Oscars were among the most-watched live events every year. But with smaller films winning most of the awards, many assumed that was the reason for the declining ratings. Enter for this year’s fan favorite movie award.
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How much does it cost to run an advertisement during the Oscars?
Despite all the academy’s troubles, Variety reports that ABC sold out all 60 commercial slots available for the 2022 Oscars. Last year, the event brought in $115.3 million in ad revenue. That total marks a 10.7% drop from 2020’s $129.2 million. But that doesn’t appear to have hurt ad sales for the 2022 Oscars too much. advertisements in 14 different marketing categories.
A 30 second commercial would have cost between 1.7 and 2.2 million dollars. While that might sound encouraging, Rita Ferro, president of Disney Advertising Sales, admitted to Variety that more ads than normal were sold during the “scatter” market. Translation: advertisers waited until they were closer to the Oscars airing to buy ads rather than buying them in advance. With everything the Oscars are facing with COVID-19, that’s not a good sign.
Which companies will advertise at the 2022 Oscars?
The 2022 Oscars might not look like the Oscars they once did. But a variety of high profile advertisers still took advantage of the event to promote their businesses. Ads for 2022 will include Pfizer, Rolex, Verizon and Crypto.com, the first cryptocurrency company to advertise during the Oscars.
And in keeping with the growing prominence of companies like Netflix at the Oscars, several advertisers will be looking to promote their streaming services. CNN Plus – a new subscription service launched the same week as the awards – has a 30-second ad on the show. Likewise, Discovery Plus, Disney+, Paramount Plus, and Peacock have in-queue ads.
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