"And the award for best picture goes to …" If history is any guide, on Sunday, March 5, 2006, there will be approximately 40 million people watching as some starlet reads those words at the upcoming Academy Award ceremony. And advertisers like blue-chip marketers McDonald’s, Coca-Cola, and AT&T are banking on it.
In this world of TiVO where viewers skip most ads, these high profile companies are betting that people will actually watch the commercials shown during this live event. Second only to the Super Bowl where prices top $2.4 million for each 30 second spot, the cost of ads during the Academy Awards show is nearing $1.7 million for a 30-second spot. (See previous Marketing Matters posts "Dove Bets Big with Contrasting Super Bowl Ad" and "Lessons from Super-Sunday")
In addition to tuning in to see which of this year’s Hollywood extravaganzas win Best Picture, we marketers will be bestowing an award of our own: "Best Oscar Advertisement."