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Variety

ABC Close to Sold Out of Oscars Ad Inventory — and Prices Are Up

Oct 21, 2014  •  Post A Comment

ABC is close to selling out its advertising inventory for the 2015 Academy Awards ceremony, reports Brian Steinberg at Variety.

ABC is asking about $1.9 million for a 30-second ad in the broadcast, compared with about $1.8 million to $1.9 million for the most recent telecast of the event, the story adds.

The next telecast is set for Feb. 22, with Neil Patrick Harris set to host for the first time.

“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,” Steinberg writes.

Earlier this year, the telecast reached a 14-year ratings high, with about 43.7 million people tuning in to watch the ceremony hosted by Ellen DeGeneres.

The show typically features 9 to 10 minutes of national ad time per hour.

Steinberg adds, “Just a few years ago, the Oscars were in something of a post-recession slump. Ad prices in 2009 and 2010 fell as low as $1.3 million to $1.5 million for 30 seconds, as the nation worked itself slowly out of an economic crisis. In 2008, Oscars ads hit a previous high of $1.82 million for a half-minute berth.”

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