Oscars: Inside the 2014 Telecast's Advertising Plan
With the 86th Academy Awards arriving in just a few days, The Hollywood Reporter takes a closer look at advertising for the live awards ceremony Sunday, airing on ABC.
This year, companies paid roughly $1.8 million for a 30-second spot, according to Kantar Media, a 10 percent increase from 2013. Though the gap is closing between the Oscars and the Grammys, the Academy Awards remains a big generator for ad revenue among live entertainment ceremonies ($88.3 million compared to $67.2 million).
PepsiCo serves as this year's nonalcoholic beverage sponsor, taking over the perch previously held by Coca-Cola. PepsiCo will debut one 60-second spot in the 7 p.m. PT/10 p.m. ET slot, touting its 7.5-ounce mini Pepsi cans with a spin on Cuba Gooding Jr.'s Oscar-winning line from Jerry Maguire: "Show me the money!" Additionally, the spot highlights memorable pieces of dialogue from The Wizard of Oz, Scarface, Titanic, Good Will Hunting and When Harry Met Sally. (Watch the ad below.)
General Motors takes over from Hyundai as the Oscars' exclusive national automotive advertiser, with Chevrolet and Cadillac running ads during the preshow and main ceremony. Cadillac's three spots, promoting the 2014 CTS luxury sedan and the 2014 ELR electric luxury coupe, ran during Olympics broadcasts on NBC. Chevrolet also plans to debut a minute-long short film, Masterpiece by South Korean filmmaker Jude Chun, winner of the Chevrolet/MOFILM Oscar film program. (However, viewers may see other automakers in regional ad segments during the telecast.)
Disney's upcoming Muppets Most Wanted, which hits theaters March 21, will receive an Oscar push with a 60-second spot for Lipton's "Be More Tea" campaign airing during the 6 p.m. PT/9 p.m. ET half-hour. (Watch the ad below.) There will also be a new 30-second spot with a Godzilla nod during the Oscars, through Snickers. (Watch the extended 45-second ad below.) It is unclear whether other film studios will be participating during the main show.
J.C. Penney, whose spokesperson is Oscar host Ellen DeGeneres and who is marking its 13th year as the exclusive retail sponsor, will broadcast six spots launching its spring campaign. Other advertisers with spots booked during Sunday's show include (but are not limited to) AARP, American Express, Chattem, Coldwell Banker, J&J, Mars, McDonald's, Samsung, Sprint, Sunovion and Unilever (Dove and Lipton).
Meanwhile, ABC will premiere a series of spots for midseason drama Resurrection ahead of the March 9 launch, as well as new promos for "some key series."
From 2009-13, Hyundai, J.C. Penney, Coca-Cola, American Express and Samsung were the top five advertisers during the Oscars in terms of ad spending, with Hyundai paying out the most ($56.6 million).
Watch the Godzilla ad below.
Watch the Muppets' Lipton ad below.
Watch the Pepsi ad below.