The Academy of Motion Picture Arts and Sciences “will allocate about $5.5 million toward off-network media buys to help drive viewers to the [Oscar telecast on ABC], according to a report prepared by Haworth Marketing + Media, a copy of which was obtained by [The Hollywood Reporter].”
The story continues, “While ABC is shouldering the bulk of the promo effort through ads on its network and websites, a separate media strategy, to which ABC contributes about $1 million, is being developed by the Academy to cover cable, satellite and radio buys as well as social media, YouTube and mobile placements. The first promosfeaturing host Neil Patrick Harris began rolling out over the holidays.
“The blitz is designed to overcome potential threats to this year’s ratings. ‘Predicted nominations focus on art films rather than major blockbusters that have mass appeal,’ reads the Dec. 18 report by Haworth, which has worked with the Academy for three years. The report further warns that ‘counterprogramming may be a challenge,’ since the Oscars will air against AMC’s ‘The Walking Dead,’ PBS’ ‘Downton Abbey,’ and HBO’s ‘Girls.’”
The piece, by veteran entertainment reporter Gregg Kilday, notes that “Last year’s Oscar show set a daunting bar: 45 million viewers, the most watched nonsports telecast since the ‘Friends’ finale in 2004, and a 12.9 rating among adults 18-to-49.”
To read more details about the media plan and buy for the Oscar promotion, please click on the link above, which will take you to Gregg’s original piece.