• USA Today, Thursday, February 2, 2006 11:45 AM

Marketers and industry observers are split over how valuable an advertising venue the Academy Awards telecast will be this year. While some national advertisers--like Coca-Cola Co.--are sticking with the show, others are concerned that a preponderance of low-budget and mostly R-rated best-picture nominees will cause viewers to tune out. "I don't know how they get an attraction out of this," says independent analyst Dennis McAlpine. "Look at the top films and tell me who's starring in them. If I were an advertiser on the Oscars, I'd look for something else. This is not going to give Hollywood a chance to promote the idea of going to the movies for entertainment." Still, others say the suspense over who will win will carry the day. "People will go out and see the movies, and there's something appealing about the competition having no clear favorite," says Andy Donchin, director of national broadcast for media buyer Carat.

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