Disney Seeks Up to $2.2 Million for Oscars Ads in Soft Market for Awards Shows (EXCLUSIVE)
variety.comBrian Steinberg Senior TV Editor And the award for trying to sell top-priced advertising in a format that may no longer be as valuable as it once was to Madison Avenue goes to….ABC.
Executives at the Disney-backed broadcast network are still working to sell commercials for the 96th Oscars, slated to air on Sunday, March 10, according to three people familiar with the negotiations — with a little more than two weeks to go before the glitzy event.
While CBS’ recent Grammys telecast showed growth after ratings hit a nadir in 2021, advertisers have viewed some of the big annual awards programs with new skepticism as the shows’ allure has faded and proved less enticing to younger audiences. “While we’re not yet sold out, we are approaching sell out,” Disney said in a statement .”We’re three weeks away from the show and well ahead of where we typically are in any given year.” Disney has been seeking between $1.7 million to $2.2 million for a 30-second spot in the event, according to these people, but media buyers caution that they think ABC may have been open to lower bids.
Still, Disney may be acting with more confidence. Last year, the company sought $1.6M to $2.1M for a 30-second spot. The 2023 show also showed some momentum.
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