ACADEMY OF MOTION PICTURE ARTS AND SCIENCES/GETTY
BY ALEX WEPRIN
Source: www.hollywoodreporter.com, March 2024
The 96th Academy Awards will air on ABC this Sunday.
Disney has officially sold out its advertising inventory for this Sunday’s 96th Oscar telecast.
The Academy Awards have long been a showcase for marketers, with the broadcast one of the few non-sports events to routinely rate among the most popular TV programs each year (the Macy’s Thanksgiving Day Parade is the other big one).
Disney says that TikTok will sponsor a “first-of-its-kind red carpet live stream,” with tequila brand Don Julio sponsoring an “in-show moment.” Rolex and Bank of America will also be integrated into the broadcast, which will be hosted by ABC late night host Jimmy Kimmel (see our interview with Kimmel about the show here).
Other sponsors of relevance to the entertainment industry include Universal Pictures, Lionsgate, SiriusXM, Amazon MGM Studios, and Disney’s own film studio. All told Disney says 17 different categories of sponsors have signed on to advertise during the broadcast.
“On March 10th, Hollywood’s biggest night returns and we couldn’t be more excited, along with our incredible brand partners, to once again have the honor to celebrate the greatest in films and storytelling, said Rita Ferro, president of global advertising for Disney. “The Oscars stage and telecast continues to be the break-through moment for the most impactful brand marketers to bring their own creative storytelling to the cultural forefront through new innovation and never-before-seen activations.”
The Oscars sellout is also notable as it comes during something of an advertising downturn for linear TV networks. While live sports programming has mostly avoided advertising issues, entertainment programming has been hit hard. The Oscars, of course, as a live event, have been able to capitalize on the “must-see” nature of the broadcast.
