ABC charging $2 MILLION for a 30-second commercial at Oscars

ABC charging ‘$2 MILLION for a 30-second commercial’ at this year’s Academy Awards … despite having no host and drastically dwindling awards show audiences

Awards show audiences have plummeted amid the pandemic with The Grammy Awards and Golden Globes showing abysmal ratings.

Despite the apparent lack of interest from viewers, ABC is reportedly asking for $2 million dollars to air a single 30-second commercial at this year’s Oscars, according to Variety.

The biggest night in film is typically a cash-cow for ad dollars with the 2020 Academy Awards raking in nearly $130 million, the outlet added.

Big money: Despite the apparent lack of interest from viewers, ABC is reportedly asking for $2 million dollars to air a 30-second commercial at this year’s Oscars, according to Variety

Two sources familiar with the situation confirmed to Variety that ABC, the network airing the 93rd Academy Awards, is pricing advertising spots at approximately $2 million a pop for a 30 second commercial.

The trade noted that, perhaps surprisingly, ‘the network does not appear to be facing much resistance.’ 

‘Two media buyers with knowledge of the Disney outlet’s approach to Madison Avenue say they have not recently taken any pressure-filled calls from ad-sales executives eager to unload ad time as the event draws closer,’ according to Variety.

The multi-million dollar price tag is on par with recent years, however, those years were uncomplicated by the coronavirus crisis.

Willing to pay: The trade noted that, perhaps surprisingly, ‘the network does not appear to be facing much resistance’

Last year’s Oscars, which occurred shortly before the pandemic lockdowns, hit an all time ratings low of only 23.6million – down 6million from the previous year. 

Between socially distanced and virtual, or virtual/in-person hybrid shows, awards show viewership in 2021 has taken a nose dive and the Academy Awards are expected to be no different.  

Earlier this month, the Grammys telecast, which aired on CBS, had just 8.8million total viewers across multiple platforms, dropping 10million from last January.

Shortly before that, the audience for the Golden Globes which was hosted by Tina Fey and Amy Poehler, dropped 60% from the previous year. 

‘Two media buyers with knowledge of the Disney outlet’s approach to Madison Avenue say they have not recently taken any pressure-filled calls from ad-sales executives eager to unload ad time as the event draws closer,’ according to Variety.

After COVID-19 delays, the 93rd annual Academy Awards will proceed this year without a host and, instead, producers are ‘making offers’ to stars ‘they hope will come in to present the categories’ during the live telecast.

The show will be partially broadcast in-person from Union Station in downtown Los Angeles with a live component to take place at the Dolby Theatre in Hollywood.

The Academy of Motion Picture Arts and Sciences and producers are planning ‘for high profile presenters to deal out the awards on a rotating basis’ during the show, which will reportedly not include a Zoom element unlike most awards shows this season.

‘Our plan is that this year’s Oscars will look like a movie, not a television show,’ said show producers Jesse Collins, Stacy Sher and Steven Soderbergh in a statement to Deadline. 

Lack of interest: Earlier this month, the Grammys telecast had just 8.8million total viewers (dropping 10million from last January) and the audience for the Golden Globes which was hosted by Tina Fey and Amy Poehler, dropped 60%

‘We are treating the event as an active movie set, with specially designed testing cadences to ensure up-to-the-minute results, including an on-site COVID safety team with PCR testing capability.

‘There will be specific instructions for those of you traveling in from outside of Los Angeles, and other instructions for those of you who are already based in Los Angeles. This will all come directly to you from the Academy to ensure you have a safe, carefree evening (a glimpse of the future?).’

Producers are also hoping a new format could shake up the anticipated low ratings as viewership has been down for awards shows this season. The Oscars air April 25th. 

And the Oscar goes to: The show will be partially broadcast in-person from Union Station in downtown Los Angeles with a live component to take place at the Dolby Theatre in Hollywood on April 25th

Source: Read Full Article