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Advertisers who have ponied up for a 30-second slot during this year’s Oscars include AT&T, Bank of America, Careerbuilder.com, Coca-Cola, Unilever’s Dove, General Motors, JCPenney, Kodak, L’Oreal, Masterfoods, MasterCard, McDonald’s and Microsoft, according to MediaPost.
While ABC won’t comment on the price tag for Oscar ads, last year’s ads went for $1.6 million, according to a report issued by TNS Media Intelligence (via Adweek). Estimates this year are putting ads at nearly $2 million.
This year, advertisers can expect to air among less clutter: about 12 minutes of commercials will run per hour, compared to 14 minutes of commercials during the Super Bowl and 18 minutes during a typical prime time hour on the broadcast networks.
Last year, the Oscars telecast was seen by an average audience of nearly 39 million, pulling a 13.9 rating and 33 share among adults 18-49.
The Oscars telecast sees more repeat business than the Super Bowl and the World Series. According to the TNS report, the top five Oscar advertisers have spent $314 million on the program over the past years, and 77 percent of that spending came from advertisers who bought time in the program the previous year. Retention rates for the Super Bowl have been 62 percent. World Series retention has been 67 percent.
The Oscars will air Sunday, Feb. 25 on ABC, hosted by Ellen DeGeneres.
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