Academy Awards ad prices up


Over the past 10 years, the price of a 30-second ad spot in the Academy Awards telecast on ABC has more than doubled, from about $700,000 in 1995 to $1.6 million last year, according to a report issued by TNS Media Intelligence. This year's telecast airs on ABC again this year on Sunday, Feb. 25 at 8 p.m.

With the high price tag, though, comes less ad clutter with viewers typically exposed to 11-12 minutes of commercials per hour, compared to 13-14 minutes of commercial time per hour in the Super Bowl, and a typical 18 minutes per hour in regular prime-time programming on the broadcast networks, the report said.

About one-third of Academy Awards advertisers each year have also bought time in the Super Bowl, the report said, with that number peaking in 2003, when 9 advertisers bought commercial time in both telecasts.

The top five advertisers in the Academy Awards over the past 12 years are General Motors; American Express and McDonald's, which have each advertised in each of the 12 years; JCPenney, which has advertised in 9 of the 12 years; and Pepsi, which has been in 8 of the 12 years. GM has spent $99.5 million over the past 12 years on Academy Awards spots; American Express has spent $67.9 million; Pepsi has spent $61.5 million; JCPenney has spent $53.5 million; and McDonald's has spent $31.6 million, TNS reported.