According to Kantar Media, the value of the Academy Awards franchise has recovered from a post-crisis valley and it’s pointing upward. ABC will be building on an excellent 2014 base.
The telecast is on the schedule for Sunday 2/22/15.
The average price of a 30-second spot reached $1.689M in 2008, then took a nosedive to $1.307 the following year.
But its climb back up was steady. However, it did not attain its previous altitude until 2014, but in so doing totally eclipsed the previous high, jumping to $1.76M per spot.
The program has added spots over that period of time, allowing total spend to recover quite a bit sooner.
It reached $81.1M during the 2008 program, then walked off the post-crisis cliff to total only $68M in 2009. But it was back to $82.1M by 2012, followed by performances totaling $88.2M and $95M the last two years.
Ad minutes per hour stood at 9:40 in 2010, with 6:50 of that paid and 2:50 used for network promotions. Both numbers were up significantly last year, rising to 10:58 and 3:35 respectively.
Kantar points out that this makes the Oscars a very good deal, despite the increase, compared to normal network fare, which generally has between 14-16 total minutes of advertising.
We can also give out an award to the top five advertisers over the past five years, courtesy of the Kantar report. The envelope please:
$50.8: JC Penney
$44.9: Hyundai
$43.4: Samsung
$31.1: Coca-Cola
$28.8: American Express
Finally, Kantar notes that only between 5-8 advertisers use both the Super Bowl and the Academy Awards to promote their goods and services, out of what is a pool of 21 advertisers.
In fact, there were 21 advertisers in four of the past five years, with 2014 being the exception. 17 different companies participated, only five of which also bought Super Bowl time.
