Academy Awards ad revenue drops 11%

Number of commercials rise, but ad units plunge 18%

During this year's Academy Awards, ABC rang up about $72 million in advertising for the 26 minutes of ad spots it sold. It was the most commercials sold since 2004, according to TNS Media Intelligence.

But because the ad unit price dropped to $1.4 million for a 30 second spot, down 18% from $1.7 million last year, the actual amount brought in was 11% below the estimated $81 million generated at last year's Oscars.

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The high number of sales came despite General Motors and L’Oreal, two major sponsors, pulling out.

With those advertisers withdrawn, Hyundai was the top sponsor, with eight commercial units taking up four and a half minutes. Also with eight units were Coca-Cola and JC Penney. Coke had four minutes of ad time and Penney had three and a half.

Hyundai was a first-time Oscar advertiser. Other newbies in the broadcast were Sprint-Nextel, Bristol-Myers Squibb, Disney Touchstone Pictures, Hoover Vacuums, Paramont Pictures and Maytag.

The Oscars allowed movie advertising for the first time this year.

ABC itself had 6 minutes and 20 seconds of network promos in the Oscars, up from 5:40 and the most since 2006. 

(Image source: debbieschlussel.com)