Last week, our Media Agency posted an informative infographic on Academy Awards Media Buying, using the often cited advertising phrase of “The Super Bowl for Women,” to compare its media buying rates to the actual Super Bowl. Here’s a follow-up now that all the 2011 numbers are in:
This year’s Oscars delivered 37.6 million viewers on average, a 10% drop from last year (the Super Bowl had no such problems this year, as it was the highest-rated event in history). 37.6 million viewers is still 82% higher than The Golden Globes, Hollywood’s other major award show, but a major disappointment nonetheless. Without a mega-blockbuster like Avatar, it seems the Oscars has some trouble maximizing its audience.
Based on the high rating from last year though, companies wanting to advertise on the 2011 Academy Awards had to spend $1.7 million per 30 second spot. This was an increase of 21% over 2010 rates.
ABC tried to bring in a younger demographic with hosts James Franco and Anne Hathaway, but most advertisers wisely stuck to the historical demographic data, targeting the early-middle-aged female demographic.