Though it attracts only half the viewers, a recent study unveiled by Forbes has revealed that advertisers pay a larger premium to show off their wares at The Academy Awards, which were held in LA last night and were broadcast in the US on the ABC network, than they did at the Super Bowl. This year, the average rate for a 30 second commercial on the NBC network during the broadcast of the Super Bowl, which saw the New England Patriots triumph over the Seattle Seahawks by 28-23, as around $4.5 million. The costs are even more stellar when you factor in the viewing figures of 114.4 million people, which mean only 25.4 viewers actually saw those ads, per advertising dollars spent.
Forbes has revealed that advertisers pay a larger premium to show off their wares at The Academy Awards than they did at the Super Bowl
The Oscars, however, saw ABC charging an average rate of $1.95 million. Exact viewing figures are yet to be revealed, but last year saw 43.7 million viewers tune in to the awards show, which was the biggest audience of any Academy Awards broadcast since 2000. Assuming the audience total last night was anywhere near that, it's still more than half the amount that tuned into the Super Bowl, and equates to just 22.6 viewers for every dollar spent. This means advertisers will have paid in the neighbourhood of a 12% premium for the Oscars over the Super Bowl.
The premium was slightly less last year, when the Super Bowl generated 26.7 viewers-per-advertising dollar versus 24.8 for the Oscars
The premium was slightly less last year, when the Super Bowl generated 26.7 viewers-per-advertising dollar versus 24.8 for the Oscars; a 7.7% advantage for the Academy Awards. The primary season is that the average cost of a 30 second commercial for the Super Bowl rose 7.1% year-over-year compared with an 11% increase in the cost for a comparable commercial during the Oscars. This comes after leaks indicating that the Academy Awards was primed to spend a whopping $5.5m in marketing to help it fight off tough competition from all new episodes of Downton Abbey and The Walking Dead in the US.
Advertisers will have paid in the neighbourhood of a 12% premium for the Oscars over the Super Bowl
As for why the premium always seems to be higher for the Oscars than the Super Bowl? Well, it's been suggested that Oscar viewers are more likely to actually go out and buy the promoted products than their football fan counterparts. It could also have something to do with the fact that the Oscars traditionally have a larger female viewership than the Super Bowl, and female viewers are the ones who (traditionally at least) do the lion's share of the shopping. We here at Creativepool don't condone this kind of blanket misogyny of course, but the figures don't lie!