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ABC Wants As Much As $3 Million For Ads During Academy Awards

December 11, 2018 | Posted by Joseph Lee
Academy Awards Image Credit: ABC

Variety reports that ABC is seeking between $2 million and $3 million for a 30-second ad during the February 24th airing of the Academy Awards. Jerry Daniello, senior vice president, entertainment brand solutions, said that ABC has already sold 3/4 of the space available, ahead of its progress at the same time last year.

He said: “We are working lockstep with the Academy. It’s the biggest event we have on our network.

Commercials brought in $128 million for ABC in 2017, more than it gets on any other day of the year. While the host is without a host at this time, advertisers didn’t buy time for the show due to a specific host. Daniello added that “most of the interest we had to date was locked in” before Kevin Hart’s departure due to homophobic remarks he made years ago. Brands offering ads this year include automobile manufacturers, retailers, beverage marketers, and makers of consumer technology.

Marketers in general are paying a lot of money for events that bring in large audiences. For example, CBS is looking for a package of TV and digital advertising for Super Bowl LIII prices of $5.1 million and $5.3 million, and around $1 million for a 30-second ad during the Grammys in February.

The ratings for the event have been dropping in recent years, ever since Ellen DeGeneres hosted in 2014 to 43.7 million viewers. This year’s event had 26.5 million viewers, a 19% drop from 2017. The license for ABC to air the event was extended through 2028 back in 2016. Ad costs continue to increase, with ABC looking for as much as $2.6 million for an ad during this year’s event. The price has usually been between $1.8 million and $2.2 million.

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Academy Awards, Joseph Lee