Most of the ads were sold before Christmas, and the entire Oscars telecast hasn’t been as well sold “in over a decade,” ABC says. The partial list of advertisers includes heavyweights Fox, Samsung, Sprint, Coke, and McDonalds as well as the University of Phoenix. The average 30-second spot sold for about $1.7M, probably a record indicating, that there’s been a “full pricing recovery following the impact of the recent recession,” ad monitoring firm Kantar Media says. Prior to this year, the highest average ad sales price for the broadcast was $1.689M in 2008 — when advertisers spent $81.1M — Kantar says. The average price then fell 22.6% to $1.307M (for a total of $68M), growing to $1.4M ($70M) in 2010, $1.55M ($74.4M) in 2011, and $1.61M ($82.1M) last year. But the broadcast has also become more cluttered with ads. Last year commercials filled an average of 9:42 minutes per hour, up from 9:05 in 2011, 9:40 in 2010, 9:07 in 2009, and 8:47 in 2008. Kantar also says that ABC sells ads on Oscars.com and in a companion mobile app. Primary sponsors on the digital platforms this year will be Hyundai, Samsung, and University of Phoenix.
Subscribe to Deadline Breaking News Alerts and keep your inbox happy.