ABC Fetching Higher Ad Prices for Oscars

Jan 11, 2013  •  Post A Comment

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.

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