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ABC (DIS -0.3%) has bought out promoting stock for this weekend’s broadcast of the Oscars, all the time one of many high tv occasions of the yr – although rankings for it and different awards reveals have slipped for a while.
That is an indication of what ABC hopes is a “rebuild yr” for the Academy Awards present after a COVID-19 pandemic that crippled moviegoing – and after final yr’s all-time low viewership of the awards.
Rankings for the 2021 version of this system crashed 58%, drawing 9.85 million viewers, although the subdued awards have been restricted to nominees solely and staged in Los Angeles’ Union Station.
The Oscars have sometimes represented the highest non-football TV program in rankings.
Disney’s Rita Ferro says ABC has secured advert commitments from a “tremendous wide selection” of advertisers throughout 14 completely different advertising classes. This yr, although, extra advertisements have been bought within the “scatter” market nearer to airtime than within the upfront advance gross sales interval.
The corporate sought between $1.7 million and $2.2 million for a 30-second advert spot, Selection experiences.
One main Oscars advertiser is skipping out this yr: Basic Motors. The present could have advertisements from varied gamers within the sizzling streaming leisure house, together with CNN+, Discovery+, Disney+, Paramount+ and Peacock.
This yr’s telecast could have eight awards stripped out in an effort to streamline the present. These awards will nonetheless be given in particular person, however come earlier than TV joins in. (An edited recap of these awards will seem throughout the telecast.)
Disney examined live-streaming the normally low-key announcement of Oscar nominations in February, an opportunity to get extra knowledge on live-streaming giant occasions, which holds promise for sports activities broadcasting.
