VIEWERSHIPS & AD RATES: THE OSCARS VS SB
|T-1: BEST MOVIE BOX OFFICE WITH OSCARS VIEWERSHIP & AD RATES AND SB VIEWERSHIP & AD RATES|
|Best Picture||Dom Box Office in M $$$a||Host||Viewers Millions||AVG 30 sec ad $M||Cost Per Viewer||Viewers Millions||AVG 30 sec ad $M||Cost Per Viewer|
|2015||Birdman||37.78||Neil Patrick Harris||36.60||1.95||0.053||114.4||4.5||0.039|
|2014||12 Years A Slave||50.34||Ellen DeGeneres||43.74||1.85||0.042||112.2||4.0||0.036|
|2012||The Artist||31.78||Billy Crystal||39.34||1.61||0.041||111.3||3.5||0.031|
|2011||The Kings Speech||114.23||Franco & Hathaway||37.92||1.37||0.036||111.0||3.1||0.028|
|2010||The Hurt Locker||14.70||Baldwin & Martin||41.70||1.13||0.027||106.5||2.9||0.027|
|2009||Slumdog Millionaire||98.35||Hugh Jackman||36.31||0.99||0.027||98.7||2.8||0.028|
|2008||No Cntry 4 Old Men||64.30||Jon Stewart||32.01||1.82||0.057||97.4||2.7||0.028|
|2007||The Departed||131.81||Ellen DeGeneres||40.17||1.66||0.041||93.1||2.6||0.028|
|2005||Million Dollar Baby||64.85||Chris Rock||42.14||1.50||0.036||86.1||2.4||0.028|
|2004||Lord of the Rings 3||364.12||Billy Crystal||43.53||1.50||0.034||89.8||2.3||0.026|
|2002||A Beautiful Mind||154.70||Whoppi Gldbrg||41.78||1.29||0.031||86.8||1.9||0.022|
|2000||American Beauty||108.47||Billy Crystal||46.33||1.30||0.028||88.5||2.2||0.025|
|1999||Shakespeare in Love||79.19||Whoppi Gldbrg||45.62||1.00||0.022||83.7||1.6||0.019|
|Sources: AP & TV by the Numbers. a ALL Domestic Box $$ are summed from Date of Open till Oscar Sun of that yr.|
Let’s be real, sports fans/Oscars fans. The Oscars are a bloody dud! The Oscars of 1998 did it ALL. A movie (Titanic) with a monstrous domestic box office ($494.6 M) and an equally awesome foreign box of approx $1,148.4 M. (In 2015 $$$$ that is $718.2 M Domestic Box and 1,619.2 M Foreign Box, WOW!) The host in 1998 was the very well-known and liked comedian, Billy Crystal. With or w/o its 11 Oscars, the Titanic was either seen or known by everybody. The end result was an amazing domestic Oscars’ audience of 55¼ M, never duplicated, never approximated! It’s TV audience was over 55% of the SB’s TV audience that yr. Oscars’ 2015’s audience of 36.6 M, with host Neil Patrick Harris was ONLY 32% of SB 2015’s TV audience. ANYQUESTION$? Either THE Academy gave a damn about its audience in 1998 and doesn’t today OR the “stars” (so to speak) were aligned perfectly in 1998 (for the Titanic & its audience) and NOTSOMUCH today??? The Oscars telecast model is broken. THE Academy must fix it and fix it now, NOW!
WHY ARE THOSE $UN NIGHT OSCAR$’ AUDIENCE$ $O $KUNKY?
- We’ve already stated above that a primary reason of the Oscars’ small audiences is that the nominated flicks are from “nowhere” usually going to “nowhere.” They are “niché” films for a “niché” audience nominated by “niché” Academy Forgetting Am Sniper, the other 7 movies avg’d less than $38 M at the domestic box. THE Academy must change or it will be changed by the audience.
- The hosts, the presenters, the winners are rarely able to keep the audience engaged. True, Neil Patrick Harrison staged a “brief” appearance late in the show. Last yr “Ellen DeGeneres’ Samsung Selfie” act was early in the show. It received a lot of social media buzzz. While Mr Harrison was “ripped,” he was hardly worthy of a “tweet”. It may have helped if his “b rief” act had been earlier in the show. May be yes, may be no.
- The “Political Poop” that inevitably transforms the show into a mini “Inside Politics” (CNN) was spread on stage using the 2015 platform planks of Selma, Immigration (Birdman) & “Women’s Rights” (Thx to supporting actress winner Patricia Arquette [Boyhood]). So much for Hllywd’s Big Night!
- Finally, the show was boring, boring, boring, boring & too, too, too, too, & too long. It started at 8:30 PM EST and finished at 11:48 PM. UP$URD, UP$URD, UP$URD, UP$URD, & RIDICULOU$!
THE STORY OF THOSE O$CAR$ AD$/BIG $PENDER$, BIG RETURN?
Of the 58 network ads (nat’l), 18 of them (31%) had movie themes in one way or another. For example, JCP used “Cinderella” in one of its ads; Comcast invited the “Wiz of Oz” into 1 of its Acad ads; Caddy hosted a contest on the making of a short film; Apple used famed director Martin Scorsese to talk about making a movie on an ipad; and even M & Ms “acted” as though they were on the big screen. Now to the 10 biggest Acad Ad $pender$. They were:
|T-2: TOP 10 O$CAR$’ $PENDER$|
|SN||Brands||Units||Approx Spend||SN||Brands||Units||Approx Spend|
|1||Samsung||10||$19.0 M||6||AMEX||4||$7.6 M|
|2||Caddy||8||$15.2 M||7||3½||$7.6 M|
|3||JCP||6||$11.4 M||8||Coke/Diet Coke||3||$6.6 M|
|4||Comcast||5||$9.5 M||9||AT&T||3||$5.7 M|
|5||MCDS||4½||$8.6 M||10||Sprint||3||$5.7 M|
Were the Oscars’ ads worthy? Generally speaking, these ads (as most Oscars ads) create very, very little buzzzzz!
- The biggest buzz from the Oscars’ 2014 audience was that 31% of the viewers said that they were more likely to buy an Oscars’ advertised brand after the show vs ONLY 7% of recent SB viewers claiming the same. (Extreme Research in USA2Day by B Horovitz, 2/19/15).
- Let’s face it, the Oscars ad platform is less crowded & cluttered than the SB. The target audience for the Oscars is likely to be well incomed white women b/t 15 & 55 who are also well educated and self-considered as being well cultured. (GEO MARKETING sez 61% of Oscars’ viewers are women vs ONLY 46% of SB viewers).
- McDs appeared for the 24th consecutive yr. Am Exp for 23 straight yr. Rookies Netflix (an obvious choice) and Pet Smart (a curious but welcome 1st timer as it added to ABC’s coffer$. Pls see content detail below). Also, ONLY 43% of Oscars advertisers are returnees (Meg James LA Times, 2/19/15). This % of returnees is a small %.
- Caddy’s $15 M Oscars spend – “Big Bang 4 its Bucks” or did it “Get Banged by its Big Bucks?” Its ads were creative, obtusive, artsy, NYCsy, often w/o vehicles, culturally clever, very European and definitely targeted to the Oscars’ audience. Would these ads play in the SB, for the NCAA College Ftbll or BB Playoffs, for the Dayton 500 or for the upcoming Mayweather vs Pacquiao fight on May 2nd? RUCRZY? Caddy’s “Dare Greatly” campaign requires great, great PATIENCE and the continued delivery of great, great engineering, design effort & their $$$$$$$. Ellinghaus, current Caddy CMO & former BMW guru, better have the commitment and courage of Alan Turing as he tries to break the Enigma code of the German auto luxury $ucce$$. GOOD LUCK, Sir, GD LCK!!
- BEST OSCARS’ AD – Xfinity/Comcast “Emily’s OZ.” This 60 sec ad is about a 7 yr old blind girl who watches the Wiz of Oz by using Comcast’s “talking guides” service. This ad was better and more uplifting than ANY Oscars’ nominated movie or any show segment (and it was ONLY 60 secs NOT 3¼ hrs±).
- 2ND PLACE AD was won by Dove’s 30 sec gem about beauty & body image. Partnering with Twitter, Dove will respond to negative “tweets” about beauty and body image (#SpeakBeautiful program). Dove continues its SB “Like a Girl” message. It’s Oscar ad, however, featured NO Dove product/brand name of anything ONLY its message!
- 3RD PLACE – Pet Smart’s “Partners in Pethood” had by far the most adventurous ads of the night using actress/celeb Anna Farris as she threw a b-day party for her dog, Stanley. The message from Pet Smart is about returning the love and joy that our pets give us! AMEN!! AMEN!!! AMEN!!!!
O$CAR$ IN THE FUTURE
The end is in sight for THE Academy and its niché night. The world of flicks is door knocking. The Slumdog Millionaire (2009) and The Life of Pi (2013) WILL NO longer be foreign anomalies but rather they will be part of the world’s great films as China, India etc enter the global age and the global stage. If THE Academy doesn’t throw its door “wide open”, these movies & those that follow, their home countries and their potential 2.4/2.5 B movie goers will knock that damn door down and use THE Academy as a walking ramp! AMEN! ANYQUESTIONS?!