Disney Advertising has sold out of advertising 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 among some of the names listed in the announcement.
Healthy demand is a sign that advertisers continue to value live programming and the Oscars, specifically, for the event’s ability to reach young, affluent and multicultural consumers, according to Disney. Along with a full slate of commercials, this weekend’s gathering at the Dolby Theatre at Ovation Hollywood will feature several first-of-their-kind brand integrations.
Diageo’s Don Julio tequila will have an “in-show moment,” though details of the activation weren’t shared, while luxury watchmaker Rolex will have a notable presence during the winner celebrations. Bank of America is sponsoring a program aiding people with disabilities and TikTok is hosting a new red carpet livestream, another sign that Disney is eager to build a bridge with Gen Zers who have tuned out traditional TV in favor of social media. The TikTok partnership arrives as the app owned by Chinese tech firm ByteDance is again threatened with a ban in the U.S.
The Oscars, which will be hosted by late-night fixture Jimmy Kimmel for the fourth time, could benefit from a year that delivered several box-office smashes, including the dual “Oppenheimer” and “Barbie” releases last summer. The “Barbenheimer” cultural phenomenon was a boon to studios and theaters that are still trying to recover from the post-pandemic slump and convince consumers that making the trip to multiplexes is 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 boost in recent months, a promising sign for Disney and its brand partners. Grammy ratings for CBS soared 34% year-over-year to 16.9 million in February, aided by buzzy performances, including the first public show from Tracy Chapman in years, and the presence of stars like Taylor Swift, who used the occasion to announce her new album.
