If the Super Bowl is the king of live events, with no fast-forwarding through the ads and a rare big-tent audience, the Academy Awards ceremony is the queen. People tune in not just to guess the winners, snipe at the red-carpet fashions and pray for train-wreck celebrity moments at the podium. They also look forward to the commercials.
“These are the programs that magically defy TV erosion,” said Sean Blankenship, senior vice president of marketing at Coldwell Banker Real Estate. They tend to be “DVR-proof.”
The Oscars bring something else to advertisers: chatty viewers. Throughout the broadcast, they are glued to their smartphones, checking out Facebook, Twitter feeds and live blogs, and then weighing in with some of their own personal commentary.
Sprint, which will air three ads during the program, is sponsoring Oscar-related tweets by HelloGiggles, a website aimed at young women, and actress Shay Mitchell from “Pretty Little Liars,” a show which had a huge presence on Twitter.
All of this is profitable for ABC, longtime broadcaster of the event. This year advertisers forked over roughly $1.8 million for 30 seconds of Oscar ad time, an increase of about 9% from last year. It’s the second priciest real estate on TV after the Super Bowl (which attracted prices of roughly $4 million for a 30-second spot early this month).
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