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Oscars ads command $1.9m

News, 22 February 2016

NEW YORK: The cost of purchasing a 30-second spot during the 2016 Academy Awards is expected to reach at least $1.9m, according to estimates from Kantar Media.

Figures from the research firm, MediaPost reported, show that acquiring a half-minute of commercial airtime within this year's Oscars broadcast on ABC will require marketers to stump up between $1.9m and $2m.

That can be measured against the comparative figure of $1.83m recorded last year, itself marking an annual increase from $1.76m.

ABC – which holds broadcasting rights for the Academy Awards until 2020 – generated $110m in advertising revenue from the event in 2015, Kantar said, versus $95m in 2014.

This year's ceremony, set to be held on February 28, promises to be even more lucrative for the network, potentially bringing in $135m.

And Kantar's figures also leave the Oscars safely ahead of other leading awards shows in terms of total advertising spend.

The insights provider suggested that the Grammys, shown by CBS, drew $75m in ad expenditure in 2015, beating the Golden Globes, aired on NBC, which yielded $42m.

Drilling down into the data, the company stated that the 2015 Oscars show featured 29 minutes and 45 seconds of ads – up by over five minutes from 2011 – as well as promo spots and local ads.

Across the last five years, electronics giant Samsung has registered the highest expenditure during the Academy Awards, investing $61m, followed by department-store chain JC Penney, on $52m.

Completing the top five on this measure, Kantar found, were automaker Hyundai, finance brand American Express and soft drinks manufacturer Coca-Cola.

Data sourced from Mediapost/Broadcasting & Cable; additional content by Warc staff