By Princewill Okike
Against the backdrop of three years of a viewing uptick, Disney Advertising has again sold out national TV ad inventory in “The 97th Academy Awards.”
Thirty-second advertising messages went for an average $2 million, according to media-buying executives. Prices were as low at $1.7 million and as high as $2.3 million.
For the first time, the show will be aired on ABC Television Network and simulcast on Disney’s streaming platform Hulu, and internationally on Disney+. It will also air on broadcast outlets in more than 200 territories worldwide.
The show’s list of major “Proud Sponsors” include Rolex — now eight years with the broadcast — and first-time sponsors Prudential and T-Mobile.
As with past years, the event will include a broad range of 20 ad categories — apparel, automotive, beverages, consumer packaged goods, entertainment, financial services, healthcare, insurance, media, pharmaceuticals, retail, technology, and telecommunications.
Specific brands include: AirBnB; Allstate; Ancestry.com; Audi; Audible; Boehringer Ingelheim; Carnival Cruise Line; Charter Spectrum; e.l.f. Cosmetics; Eli Lilly; Emirates Airlines; FX Networks; GlaxoSmithKline; H-E-B; Henkel’s Schwarzkopf; Hiscox Insurance; Homes.com; Hyundai; Invisalign; Johnson & Johnson; Johnsonville Foods; and Kenvue.
Other brands include Kiehl’s; Lionsgate; L’Oreal Paris; Lufthansa; Mazda; MNTN; Molson Coors Brewing Company; Novartis; Otsuka-Lundbeck; Planet Oat; Poise; Samsung Galaxy; Sanofi; Skechers; SkinnyPop Popcorn; Snack Factory; Starbucks; TurboTax; Ulta Beauty; Unilever; Verizon; Visa Inc.; Visit California; Volkswagen of America; Walmart; Walt Disney Studios; Wingstop; and Xfinity.
The event will also include the first international sponsorship on Disney+ with advertiser Christian Dior Parfum.
Last year “Oscars” pulled in $126.6 million in advertising revenue on ABC, according to EDO Ad EnGage.
“The Oscars” in 2024 drew in 19.5 million Nielsen-measured viewers — up 4% from 18.7 million in 2023, 16.2 million in 2022 and 10.4 million in 2021.
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