Oscar Ads: The Envelope, Please
In another sign that Oscar revenues could be significantly lower for ABC at large this year, the network's station group was floating a proposal this week offering buyers a package at a sizable discount. The proposed deal includes 35 spots on Oscar night to run across nine of the local stations ABC owns that collectively reach some 21% of the country, sources said.
Cost is some $765,000, down from a posted value from ABC of $1.14 million. For the adult 25-to-54 demo, the CPM is in the $80 range, where the sales group projects a delivery of some 9.6 million impressions across the nine DMAs.
Most markets include a spot in the Academy Awards show on Sunday, along with ones in the Barbara Walter special beforehand--and the station's late local news and the network's Jimmy Kimmel broadcast following the ceremony.
The deal covers each ABC owned-and-operated station minus Philadelphia, which has no remaining inventory. WABC in New York, KABC in Los Angeles and WLS in Chicago are included.
Local stations receive several minutes an hour during network broadcasts to sell, and in ABC's case contribute to its overall haul for Oscar night. The local newscasts on the stations, buoyed by the strong lead-ins, might garner some of their highest ratings of the year.
An ABC representative declined comment.
On a national level, ABC is said to be cutting deals where spots in the Oscar ceremony itself carry a charge of some $1.4 million per spot, down from some $1.8 million a year ago.
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