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.
- $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.