Disney Advertising has sold out of promoting inventory for ABC’s Oscars telecast Sunday, per a press release. The film awards show’s 96th ceremony attracted brands representing 17 categories, including apparel, automotive, consumer packaged goods, entertainment and healthcare. Airbnb, Dunkin’, Procter & Gamble, Pfizer, Southwest Airlines and Walmart were amongst some of the names listed within the announcement.
Healthy demand is an indication that advertisers proceed to value live programming and the Oscars, specifically, for the event’s ability to achieve young, affluent and multicultural consumers, based on Disney. Along with a full slate of commercials, this weekend’s gathering on the Dolby Theatre at Ovation Hollywood will feature several first-of-their-kind brand integrations.
Diageo’s Don Julio tequila can have an “in-show moment,” though details of the activation weren’t shared, while luxury watchmaker Rolex can have a notable presence in the course of the winner celebrations. Bank of America is sponsoring a program aiding people with disabilities and TikTok is hosting a recent red carpet livestream, one other sign that Disney is desirous to construct a bridge with Gen Zers who’ve tuned out traditional TV in favor of social media. The TikTok partnership arrives because the app owned by Chinese tech firm ByteDance is again threatened with a ban within the U.S.
The Oscars, which will likely be hosted by late-night fixture Jimmy Kimmel for the fourth time, may benefit from a yr that delivered several box-office smashes, including the twin “Oppenheimer” and “Barbie” releases last summer. The “Barbenheimer” cultural phenomenon was a boon to studios and theaters which might be still attempting to get well from the post-pandemic slump and persuade consumers that making the trip to multiplexes is well worth the extra costs over streaming at home.
Ratings for the Oscars were up 8% in 2023, with viewership nearing the 20 million mark. Other award shows have received a lift in recent months, a promising sign for Disney and its brand partners. Grammy rankings for CBS soared 34% year-over-year to 16.9 million in February, aided by buzzy performances, including the primary public show from Tracy Chapman in years, and the presence of stars like Taylor Swift, who used the occasion to announce her recent album.
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