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UK Insights

Oscar big spenders

Jon Swallen

Chief Research Officer, Kantar Media Intelligence North America

TV 14.02.2013 / 00:00


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Academy Awards advertising spend data from Kantar Media

When the 85th Academy Awards took place on February 24th 2013 Kantar Media compiled the key facts and figures on Oscar advertising. The Academy Awards is one of the big advertising events of the year in the US, along with the Super Bowl. Although in recent years the Super Bowl has widened its lead over the Oscars in terms of revenue, pricing and audience. Meanwhile, the Grammy Awards is catching up with the Academy Awards, as its ad rates have continued to rise.

Key Numbers

  • $11.3 million Hyundai Corp
  • $9.7 million JC Penney
  • $8.1 million Coca-Cola
  • $6.4 million American Express

So, who are the big spenders? A small number of blue-chip companies dominate: Hyundai, JC Penney, Coca-Cola and American Express. Hyundai top the list, spending $11.3 million on 3 and a half minutes of advertising at the Oscars in 2012.

The price of advertising at the Academy Awards has dipped in recent years as a result of the recession, having peaked in 2008 at $1.68 million. In 2012 the average cost of a 30 second advert was $1.61 and in 2013 we expect the spots to sell for around $1.7 million, indicating a full pricing recovery.

In 2012, twenty nine percent of advertisers in 2012 were first time spenders, including: Google, Citigroup, Hulu and Metlife.

To read more about the Academy Awards advertising visit the Kantar Media website.

Source : Kantar Media

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