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Oscars Ads Sold Out: Disney Reports Record Demand
12 Mar
Summary
- All advertising slots for the 98th Academy Awards broadcast have been sold out.
- Advertising rates have seen double-digit growth compared to the previous year.
- Brands are increasingly seeking integrated partnerships beyond traditional ad spots.
The Walt Disney Co. has officially sold out of advertising inventory for the upcoming 98th Academy Awards broadcast, signaling a major success for its live event programming strategy. This marks the sixth consecutive live tentpole event for Disney to achieve a sell-out status, following previous successes with events like the CMA Awards and Dick Clark's New Year's Rockin' Eve.
Advertising rates for the Oscars have reportedly grown by double digits compared to the prior year, with the company securing approximately 24 new sponsors in addition to 18 returning ones. Brands are increasingly looking for innovative ways to engage audiences, moving beyond traditional 30-second spots to pursue integrated opportunities within the program, sponsorships on platforms like Hulu and Disney+, and coverage of the red carpet.
John Campbell, senior VP of entertainment and streaming solutions for Disney Advertising, highlighted that brands seek to align with content and intellectual property to maximize cultural moments. This trend is reflected in the "Proud" and "Silver" sponsor tiers, which offer enhanced brand integrations. The strong performance of Oscars advertising revenue, with streaming up 76 percent and social revenue up 46 percent year-over-year, sets the stage for a busy year for Disney in live events, including upcoming broadcasts of the College Football National Championship and the Grammy Awards.
