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The Disney advertising agency has sold all inventory for ABC’s Sunday night Oscars telecast, but at prices slightly below 2022 levels.
The company is seeking $1.6 million to $2.1 million for a 30-second airtime, a low-single-digit percentage drop from last year’s range, according to a person familiar with the negotiations.
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Over the past few years, ratings for major awards broadcasts have been hit by Covid, there is general uncertainty in the film business, and all primetime linear programming has seen lower ratings. While live viewing outside of sports is on a downward trend, which ultimately hurt the awards show after years of recovery, about two-thirds of Oscars ad inventory is bought in the upfront market. The ad industry is going through a difficult time as decentralized sales unfold, with advertisers in both the media and technology industries scaling back the gas pedal.
Sunday’s show will feature a broad range of brands across 15 categories. In addition to Disney’s own movie studios, ad buyers include Warner Bros., Sony, Universal and Paramount+.
“This Sunday, we’re bringing a night of TV to remember. Our sponsors pulled out all the stops, showcasing new and bespoke creatives in every major category for a spectacular evening celebrating the power of storytelling “The Academy Awards is a cultural phenomenon centered around creativity and entertainment — and as Jimmy King With Mel back at the helm, our all-star production team will deliver this magical evening to fans around the world.”
In a world of declining linear viewership, the Oscars are still viewed as a rare commodity, and Disney cited ample evidence to the advantage of ad buyers. For example, a statistic from measurement firm EDO shows that advertisers saw a 49% increase in search engagement last year compared to the average TV broadcast. Disney said it would take nearly nine ad impressions in prime-time entertainment to match the search impact of a single ad at the Oscars.
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