Bellevue, WA – March 15, 2023 – According to preliminary audience measurement estimates from iSpot, the telecast of the 95th Academy Awards ceremony, which aired on ABC from approximately 8:00 pm ET to 11:43 pm ET on March 12, 2023, drew a total average minute TV audience of approximately 20 million viewers (P2+) who tuned in to watch the film industry dole out its most prestigious honors.
Of the 20 million viewers who watched the 95th Oscars, out-of-home (OOH) viewership totaled an average minute audience of 1.8 million viewers, as measured by Tunity Analytics, an iSpot company. The Linear + OOH was 10% higher than in 2022, when the Oscars drew roughly 18.1 million viewers (P2+) tuning in live or that same day, including 2.3 million out-of-home (OOH) viewers.
When looking at linear viewership only, the 2023 Oscars saw 18.1 million viewers (P2+) tuning in – a 15% increase from 2022 when the ceremony averaged about 15.8 million viewers (P2+).
ABC Advertisements Receive Consumer Gold of Their Own
ABC’s live broadcast of the Oscars delivered over 1.14 billion TV ad impressions (P2+) and 776 million TV household impressions on March 12. The live event accounted for 19.35% of all primetime household TV ad impressions on the night, and 39.4% of primetime ad impressions across the Big 4 broadcast networks (ABC, CBS, Fox, NBC). The Oscars also led Sunday for the full day, delivering 10.11% of household TV ad impressions during first-airing programming.
This year’s Oscars aired 14% fewer ads, yet delivered just 5% fewer household TV ad impressions year-over-year.
Some of the top brands by minutes of advertising during this year’s Oscars included Rolex, Verizon and Booking.com. Ads appearing during the awards saw 13% higher attention than the average. Amazon Prime’s “Tache” was the top brand spot by attention during a commercial break, at 40% higher attention than the average.
iSpot Creative Assessment Survey data reveals that ads from Lexus, Pfizer and Corona had the highest likeability relative to respective brand industry norms. Dr Pepper, Wendy’s and Liberty Mutual were the funniest ads during the award show, according to survey respondents. Over half of the brand creatives during the Oscars generated “much more” purchase intent by at least 20% of those surveyed.
More About iSpot
iSpot.tv is a cross-platform TV measurement company trusted by brands and networks to deliver fast, accurate and actionable information the marketplace can use to transact. Its real-time, always-on platform measures all phases of the TV advertising lifecycle from creative testing to audience verification, to business outcomes and brand impact, empowering brands to justify, optimize and invest with confidence. iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD, streaming environments and out-of-home (OOH) environments. A trusted currency provider for networks, ad delivery platforms and agencies, iSpot uses its proprietary systems for bringing transparency into TV advertising at unparalleled scale. The company delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for networks, brands and agencies. Founded in Bellevue, Washington in 2012, iSpot has offices in major cities across America.