The 96th Academy Awards was a winner for ABC on Sunday, both in terms of advertising and audience results, according to data from iSpot.
This year’s Oscars delivered 16.07% of primetime TV ad impressions on Mar. 10, which was three times more than the next program. The event also delivered 5.10% of the full day’s household TV ad impressions, which was No. 1 among all programming airing on Mar. 10.
Preliminary audience measurement estimates further outlined the success of the Oscars telecast, which aired live on ABC from 7:00 p.m. ET to 10:30 p.m. ET, drew a total average minute TV audience of approximately 20 million viewers (P2+) who tuned in to watch the film industry hand out its most prestigious trophies.
Of the 20 million viewers that watched the 96th Oscars, out-of-home (OOH) viewership totaled an average minute audience of 2.4 million viewers. When looking at linear viewership only, the 2024 Oscars saw 17.4 million viewers (P2+) tuning in.
Oscar Advertising Takes Top Honors
ABC’s live broadcast of the Oscars delivered 1.41 billion TV ad impressions (P2+) and 911 million household TV ad impressions on Mar. 10. Along with 16.07% of all primetime household TV ad impressions and 5.10% of the full day’s household TV ad impressions (both No. 1 among all programs), the Oscars also delivered 54.29% of primetime ad impressions across the Big 4 broadcast networks (ABC, CBS, Fox, NBC).
Some of the top brands by minutes of advertising during the live airing of this year’s Oscars included Rolex, Allstate and Bank of America, among many others that appeared for at least one minute during the broadcast. Ads appearing during the awards saw 38% higher attention than the average. SiriusXM Satellite Radio’s “It’s Gonna Be The Things That We Heard” was the top brand spot by attention during a commercial break, at 59% higher than the average.
iSpot Creative Assessment data highlights that some of the most likeable ads to air during the Oscars come on the backs of successful debuts during Super Bowl LVIII.
Spots from State Farm (“Neighbaaa: Chopaaa”), Mountain Dew (“Aubrey Plaza Having a Blast”) and Booking.com (“Tina Fey Books Whoever She Wants To Be”) all scored during the Big Game, and then again during the Oscars. Each also has a likeability score at least 15% above the all-industry norm in 2024, making the star-studded spots easy nominees to appear during the Academy Awards, too.
Carnival’s new ad, “On This Cruise You Can Do It All,” debuted during the Oscars, and achieved high likeability marks as well. The spot, starring Shaquille O’Neal, is 19% more likeable than the all-industry norm in 2024, and respondents found it both exciting and soothing, while netting 84% brand recognition (13% above the norm for all ads in 2024).