»
Television audience numbers have declined over the past decade as viewing choices expand and the audience splinters - and the upcoming Academy Awards reflects that trend, with current audience levels 25 percent less than they were 10 years ago, according to TNS Media Intelligence, MarketingCharts reports.
Now that the writer’s strike is over, advertisers are nevertheless poised to capitalize on prime viewing time during the February 24 Academy Awards - often referred to as “the Super Bowl for women,” though the actual Super Bowl has fared better in household percentage ratings (see comparison chart of the two events).
Ad rates for the Oscars have increased 75 percent over the past decade, reaching $1.67 million in 2007 for a :30 second spot, or about 35 percent less than the cost of the same spot during the Super Bowl.
Overall, marketers spent $651 million for ad time during the Academy Awards from 1998 to 2007, and total ad spend for 2007 ($80 million) is nearly double the amount spent in 1998. (See table of overall ad rates and spending.)
Part of the appeal of the Academy Awards is the lack of ad clutter: Per hour…
See table of network ad time from 1998 to 2007.
The Academy Awards, like the Super Bowl, has traditionally been dominated by blue-chip advertisers. The top 3 advertisers from 1998 to 2007 were General Motors ($97.1 million), Pepsi co ($60.7 million), and American Express ($60.5 million).
Other big advertisers and ad spend in millions:
Those 8 companies have accounted for over 60 percent of the total amount, with an aggregate spending of $381.2 million during the past 10 shows.
Retention for the Academy Awards is high: 75 percent of the yearly spend in the telecast has come from advertisers who bought time the previous year. (The Super Bowl retention rate is 63 percent.)
Overlap between these two events is also quite high (see overlap table). In the past 5 years, 21-41 percent of advertisers bought time in both events. TNS notes there is slightly less overlap during Winter Olympic years, as many big advertisers choose this option and forgo one of the other two events.
TargetSpot has acquired online streaming ad rep firm Ronning Lipset Radio in a move that will form the largest audio advertising network and streamline the buying of online radio spots, the companies say.
TargetSpot is an online system for creating,…
FT Group, publisher of the Financial Times, saw total revenue leap 11% for the first nine months of 2008. Circulation and ad revenue grew, as did revenue from interactive data.
Ad revenue was up 1% over the first nine months…
Location-based services that allow marketers to connect with consumers wherever they are have long been considered the ideal in advertising. eMarketer is predicting that the opportunity will grow significantly in coming years, with the number of consumers using such services…
Comedy Central is building on the success of its two wildly popular fake-news programs, The Colbert Report and The Daily Show, adding a show called Chocolate News.
The new show will star David Alan Grier as the pompous host of…
Prices of list rentals are declining across the board and – for the first time ever - show a downward trend in every B2C and B2B category tracked, according to Worldata’s Fall 2008 List Price Index (see table), writes MarketingCharts.
Permission-based email…
Custom publications are being increasingly produced by specialty editors and designers (73%) rather than by those in communications roles, according to a study conducted by the Custom Publishing Council (CPC) in cooperation with Publications Management, writes MarketingCharts.
The survey, “Staffing and Compensation:…
