Post by The Ultimate Nullifier on Feb 11, 2015 8:10:02 GMT -6
variety.com/2015/news/netflix-comcast-disney-among-oscar-telecast-advertisers-1201429947/
Coca-Cola has returned as an advertiser in ABC’s Academy Awards telecast after dropping out of the 2014 event. Netflix, Comcast and Disney are also among the marketers ponying up around $2 million for a 30-second spot in the live Oscarcast set for Feb. 22.
ABC said Tuesday that spots in the 2015 telecast sold out last fall, marking the network’s earliest sell-out date for the broadcast that is seen as the glitzy pinnacle of awards season. A person familiar with the situation said 30-second ad berths were priced between $1.9 million to a little over $2 million.
Last year Coca-Cola ceded its category turf to rival Pepsi.
Coca-Cola comes back to the event even as it has pulled back from other big TV properties, like Fox’s “American Idol.” Pepsi was angered last year, according to advertising executives, when a pizza box festooned with Coca-Cola insignia made its way on screen during the broadcast as part of a humorous sketch.
Other blue-chip advertisers taking spots in the three-hour show, to be hosted by Neil Patrick Harris, include AT&T, McDonalds, Anheuser Busch, Sprint and Samsung, according to ABC.
Awards telecasts are gaining traction among advertisers in search of live “event” programs that draw large masses of viewers at a single moment, particularly as new technology splinters the crowds who might all have tuned it at once for a scripted drama or comedy.Madison Avenue has placed more value on ABC’s Oscars telecast in recent years. In 2014, the Walt Disney network sought between $1.8 million and $1.9 million for a 30-second spot.The slight uptick in ad prices suggests that so-called “event” programming – shows that draw outsize audiences and are only available for a limited duration – has become as important as sports broadcasts as TV-viewing behavior becomes ever more splintered with the rise of time-shifting devices, video streaming and other new technologies.
Coca-Cola has returned as an advertiser in ABC’s Academy Awards telecast after dropping out of the 2014 event. Netflix, Comcast and Disney are also among the marketers ponying up around $2 million for a 30-second spot in the live Oscarcast set for Feb. 22.
ABC said Tuesday that spots in the 2015 telecast sold out last fall, marking the network’s earliest sell-out date for the broadcast that is seen as the glitzy pinnacle of awards season. A person familiar with the situation said 30-second ad berths were priced between $1.9 million to a little over $2 million.
Last year Coca-Cola ceded its category turf to rival Pepsi.
Coca-Cola comes back to the event even as it has pulled back from other big TV properties, like Fox’s “American Idol.” Pepsi was angered last year, according to advertising executives, when a pizza box festooned with Coca-Cola insignia made its way on screen during the broadcast as part of a humorous sketch.
Other blue-chip advertisers taking spots in the three-hour show, to be hosted by Neil Patrick Harris, include AT&T, McDonalds, Anheuser Busch, Sprint and Samsung, according to ABC.
Awards telecasts are gaining traction among advertisers in search of live “event” programs that draw large masses of viewers at a single moment, particularly as new technology splinters the crowds who might all have tuned it at once for a scripted drama or comedy.Madison Avenue has placed more value on ABC’s Oscars telecast in recent years. In 2014, the Walt Disney network sought between $1.8 million and $1.9 million for a 30-second spot.The slight uptick in ad prices suggests that so-called “event” programming – shows that draw outsize audiences and are only available for a limited duration – has become as important as sports broadcasts as TV-viewing behavior becomes ever more splintered with the rise of time-shifting devices, video streaming and other new technologies.