How much does it cost to run a 60-second ad at the Oscars
o assess the state of the Oscars, look no further than Thursday’s publicity event organized to brief the Hollywood press on the plans for the 94th annual awards ceremony. The presser featured producer Will Packer and co-hosts Wanda Sykes and Regina Hall, who promised a fresh and celebratory telecast on ABC. They even teased the possibility of a cameo by Ukrainian President Volodymyr Zelensky.
That’s because the Oscars are starting to feel like entertainment that is, well, a century old. Last year’s broadcast reached an all-time low of just over 10 million viewers, a drop of more than 50% from 2020’s already dismal ratings fall. That’s not good news for the world’s largest entertainment company, ABC parent Walt Disney Co., which has held the broadcast rights for the Oscars since 1976 and is on the hook to deliver the show through 2028.
“Definitely, no doubt,” says Neil Begley, a 30-year veteran of media analysis at Moody’s Corp., noting that it will be preceded by a slow drip of broadcast relevance for the show. “It’s only a matter of time where subscriptions and engagement decline and it’s time [for networks] to flip the switch.” It’s a convenient sidestep for streaming services, which do not reveal full details about viewership and are not tracked by the third-party ratings services that follow broadcast ratings on behalf of advertisers. MRC Entertainment, which produced the ACMs this year, said they did not have viewer numbers for the March 7 production and instead pointed to upticks in music streams for Parton and Morgan Wallen, who won album of the year. Representatives for Amazon and CBS declined to comment.
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