ABC Fetching Higher Ad Prices for Oscars Ad Age
ABC is getting more money for commercial time on its broadcast of the Oscars, with a 30-second spot going for between $1.65 million and $1.8 million in this year's show, reports Brian Steinberg in Advertising Age.
That's up slightly from the $1.6 million to $1.7 million the network fetched in 2012, the story notes.
"The network is verging on selling out its inventory ... and with ad time now scarce, it's trying to see whether latecomers may pay as much as $2 million for a 30-second ad," Steinberg writes.
He adds, "The pricing suggests that marketers are placing more value on the Oscars. In 2008, ads in the glitzy awards ceremony were going for around $1.82 million, but dropped in 2009 to around $1.3 million after the recession and ratings woes tamped down some of the telecast's appeal."
Expectations for this year's show are higher than in previous years, with a new producing team, Craig Zadan and Neil Meron, known for their Broadway shows. Host Seth MacFarlane, who created the irreverent "Family Guy" show, has helped the broadcast "cast a wide net," according to Christina Kounelias, chief marketing officer for the Academy of Motion Picture Arts and Sciences.