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. Here's a look at some historical trends of Oscars ad costs:
Leading the way this year were Hyundai and J.C. Penney, each with seven commercials during the live Oscars telecast. Hyundai was also the biggest spender last year and J.C Penney continues its high-spending trend since 2006.
One definitely gets the sense from looking at the advertisers why The Oscars are called “The Super Bowl for Women” in ad circles: Dove, Venus Shavers and Diet Coke, among others, all targeted the female demographic.
J.C. Penney is probably wishing it spent less right now. Coupled with ratings dropping and costs rising, are the stats that showed their ad campaign didn't leave a lasting impression on viewers:
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.
Visit our blog's Media Buying category to view more about the 2011 Academy Awards commercials.