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.