• by Wayne Friedman , March 7, 2024

Disney Advertising says it has sold out advertising inventory in “The 96th Oscars” spanning some 17 categories, with an average price tag of between $1.8 million and $2.3 million for a 30-second commercial, according to sources.

That list of advertisers includes the categories of apparel, automotive, beverage, consumer packaged goods, entertainment, financial services, healthcare, insurance, luxury spirits, media & entertainment, pet care, pharmaceutical, retail, streaming, technology and telecom.  

Last year’s event had 51 airings of messages totaling an estimated $118.8 million, according to EDO Ad EnGage. Big spending brands: Verizon ($10.8 million); Rolex ($7.2 million) and Booking.com ($7.2 million). 

According to EDO, the brands from last year's event with the best results in increased search engagement in the minutes following their TV commercials included Walt Disney, Lucid Motors, Autodesk, Verizon, Universal Pictures, Rolex, Dodge, Warner Bros., Booking.com and Sony Pictures.

Brands that will air commercials with this year's Oscars show include Abbott Laboratories; Abbvie; Airbnb; Allstate; Astellas Pharma; Bank Of America; Booking.com; Carnival Corporation; Costar Group Inc. (Homes.com); CVS Corporation; Diageo (Don Julio); Discover Card; Doordash and Dunkin’ Donuts LLC.

Other advertisers for the broadcast include Eli Lilly; Energizer Holdings; GetYourGuide Inc; GlaxoSmithKline; Henkel; Intuit; Kenvue Inc.; Lionsgate; LVMH Group; Marshalls; MGM; Nerd Wallet; Nestle; Nissan Motor Corp. (Infiniti); Panda Express; Peacock; Penney Opco LLC.; PepsiCo (Mountain Dew Baja Blast); Pfizer; Polestar and Procter & Gamble.

Insurance company Progressive will also air messaging, as well as Rolex; Charles Schwab; Sirius XM Radio Inc.; Southwest Airlines; Starbucks Corporation; State Farm; Talking Rain Beverage (Sparkling Ice); TikTok; UCB Inc.; Ulta; Unilever; Universal Pictures; Verizon; Walmart; Walt Disney Studios; Wayfair and Whirlpool.

“The 96th Oscars” show airs Sunday, March 10, 2024.