ABC’s Oscars event attracts top brands for unique integrations

Disney Advertising has announced that all advertising slots for ABC's Oscars telecast on Sunday have been filled, as stated in a press release. The 96th ceremony of the film awards show attracted brands from 17 different categories such as apparel, automotive, consumer packaged goods, entertainment, and healthcare. Some of the companies included in the announcement were Airbnb, Dunkin', Procter & Gamble, Pfizer, Southwest Airlines, and Walmart.

The strong demand for advertising slots indicates that advertisers still find value in live programming and specifically the Oscars for reaching young, affluent, and multicultural consumers, according to Disney. In addition to the regular commercials, this weekend's event at the Dolby Theatre at Ovation Hollywood will also include unique brand integrations.

Diageo's Don Julio tequila will have a special moment during the event, with more details to be revealed later. Rolex, the luxury watchmaker, will be prominently featured in the celebrations for the winners. Bank of America is supporting a program that helps individuals with disabilities, and TikTok will be hosting a live stream of the red carpet. This partnership with TikTok highlights Disney's efforts to connect with Gen Z audiences who prefer social media over traditional TV.

The Oscars, hosted by Jimmy Kimmel for the fourth time, are poised to benefit from a successful year at the box office. Blockbuster hits like "Oppenheimer" and "Barbie" last summer have revitalized the film industry. The cultural impact of these films has helped theaters recover from the pandemic and encourage moviegoers to return to the big screen experience.

Viewership for the Oscars increased by 8% in 2023, approaching nearly 20 million viewers. This positive trend is also seen in other award shows, which is good news for Disney and its brand partners. CBS saw a 34% surge in Grammy ratings from the previous year, reaching 16.9 million viewers in February. Memorable performances and appearances by popular artists like Tracy Chapman and Taylor Swift contributed to the success of the show.

Editor's P/S:

The article highlights the strong demand for advertising slots during the Oscars telecast, indicating the enduring value of live programming and the Oscars' ability to reach a coveted audience. The inclusion of unique brand integrations, such as Diageo's Don Julio's special moment and TikTok's red carpet live stream, showcases the event's appeal as a platform for advertisers to connect with consumers in innovative ways. The article also emphasizes the positive trend in viewership for award shows, with the Oscars and the Grammys both experiencing increases in ratings. This trend reflects the ongoing appeal of these events and their ability to generate cultural conversations and drive audience engagement. a program benefiting individuals with disabilities. These activations provide advertisers with opportunities to connect with viewers on a deeper level and create memorable experiences. The Oscars' partnership with TikTok also demonstrates Disney's commitment to engaging with Gen Z audiences, who increasingly prefer social media over traditional TV.