Disney Softens Prices for Oscars Commercials

variety.com:

Brian Steinberg Senior TV Editor To a movie actor, the Oscar statue is worth its weight in gold. To Madison Avenue? Well, maybe a little less.

Disney has declared sell-out of the approximately 60 to 70 commercial slots it sells in each year’s Oscars broadcast on ABC, a little more than 48 hours before the Sunday broadcast.

The company sought $1.6M to $2.1M for a 30-second spot, according to a person familiar with the matter, a slightly lower range than in the past, potentially owing to the economy, or the event’s ratings declines in recent years.

In 2022, Disney asked for between $1.7 million and $2.2 million for a 30-second ad, according to media buyers and other executives familiar with last year’s negotiations. “Our sponsors showed up in full force, across every major category with new and custom creative, joining a spectacular evening celebrating the biggest achievements in storytelling and the moments that bring us together,” said Rita Ferro, president, Disney Advertising, in a statement. “The Oscars is a cultural phenomenon at the center of creativity and entertainment — and with Jimmy Kimmel back at the helm as host, our all-star production team is set to bring the magical night to movie fans, everywhere.”    Leading sponsors of the 2023 broadcast in Pfizer; Rolex and Verizon.