Disney Sells Out Ad Inventory for 97th Oscars Ahead of Show's Streaming Debut

Even without last year's Barbenheimer bump, the excitement surrounding this year's unpredictable Oscar race is proving Kenough for advertisers. Disney Advertising announced that it has once again sold out its Academy Awards ad inventory ahead of the show's 97th edition on March 2. The ceremony will air live on ABC and also stream live on digital platforms, including Hulu, Fubo, and AT&T TV, for the first time in its history. "The demand for this year’s Oscars is an undeniable reflection of the show’s evergreen cultural influence and a testament to Disney’s ability to deliver the greatest live entertainment specials in the market," Disney's senior vice president of entertainment and streaming solutions, John Campbell, said in a statement. "The Oscars continues to be the ultimate platform for advertisers to introduce bold concepts and connect with audiences on a global scale." A source close to the show said that the demand is rooted in the desire of major brands to be adjacent to live events, which still have the power to drive ratings on linear and digital platforms. This year's price range slightly topped 2024, with the company seeking between $1.7 million to $2.3 million for a 30-second spot compared to the $1.7 million to $2.2 million it asked last year. ADWEEK has learned that Disney also saw strong demand in the upfront for the event, with several brands buying multiple units. The national broadcast and livestream will feature an array of advertisers from nearly 20 industries, from first-time sponsors like Prudential and T-Mobile to such returning champions as Rolex. The watch giant is back for the eighth time with an all-new brand ambassador whose appeal has never departed—Leonardo DiCaprio. Other participating advertisers include AirBnB; Allstate; Ancestry.com; Audi; Audible; Boehringer Ingelheim; Carnival Cruise Line; Charter Spectrum; e.l.f. Cosmetics; Eli Lilly; Emirates Airlines; FX Networks; GlaxoSmithKline; H-E-B; Henkel’s Schwarzkopf; Hiscox Insurance; Homes.com; Hyundai; Invisalign; Johnson & Johnson; Johnsonville Foods; Kenvue; Kiehl’s; Lionsgate; L’Oreal Paris; Lufthansa; Mazda; MNTN; Molson Coors Brewing Company; Novartis; Otsuka-Lundbeck; Planet Oat; Poise; Samsung Galaxy; Sanofi; Skechers; SkinnyPop Popcorn; Snack Factory; Starbucks; TurboTax; Ulta Beauty; Unilever; Verizon; Visa Inc.; Visit California; Volkswagen of America; Walmart; Walt Disney Studios; Wingstop; and Xfinity. A source indicates that this is the most diverse slate of participating brands yet, with a notable bump in those expressing interest in custom spots and sponsorship opportunities. Case in point: Christian Dior Parfum has staked its claim as the first international sponsor of the Oscars on Disney+. In an exclusive interview with ADWEEK, Academy CEO Bill Kramer was bullish on the addition of the Hulu livestream to the show's overall ratings performance. "I think we’re going to reach a new audience this year," he said. "We’re very excited about that." Like the Grammys, the Oscars will also seek to give back to the Los Angeles community via fundraising opportunities to assist with wildfire relief. “Los Angeles is a place of resilience and creation, and we want to bring hope to our community and our audience and remind them that this is a city where we come together to make movies," Kramer said. "You’re going to see a lot of that messaging throughout the night.” California-based companies will similarly seek to boost the region's economic recovery, with Hiscox Business Insurance, Charter Spectrum, and Visit California specifically spotlighting its myriad business opportunities in local spots being shown throughout the night courtesy of Disney Advertising Local. No doubt about it—the 97th Oscars has plenty of Substance.

Programming & Performance

Disney Sells Out Ad Inventory for 97th Oscars Ahead of Show's Streaming Debut

The price of ads ticked slightly upward this year, ranging from $1.7 million to $2.3 million

Ethan Alter

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