Ad It Up: ABC Considers Fate Of Oscar Spots

The fate of the Academy Awards is still in limbo, but ABC's sales department is not waiting to discuss contingency plans with advertisers should the event be scuttled, sources said.

One advertiser that has bought time in the Feb. 24 telecast wrote in an e-mail that "it's safe to say that we're having conversations with the network at this point."

A different advertiser hoping the show goes on is Procter & Gamble. It bought one spot in the Oscar broadcast after passing a year ago, the company said. Before that, P&G had been a long-time advertiser during the gala event, which draws high ratings among women. In 2006, it plugged its Olay brand; this year, it's unsure what brand will be promoted.

While ABC has been discussing back-up plans and how to work with advertisers in the event of a cancellation, no action is likely to take place until days before the event, as the Academy of Motion Pictures scrambles to save the 80th annual ceremony. "If it's anything like the Golden Globes, the plans changed constantly, almost up until the show aired, so it's a very fluid situation," the advertiser wrote.

advertisement

advertisement

Last Sunday, the gala Golden Globes telecast on NBC was canceled due to the writers' strike, which also threatens the Oscars. NBC remained in talks with advertisers almost till broadcast.

ABC declined comment on Oscar advertising.

In the event of a cancellation--due to actors who honor the writers' picket line--ABC would likely offer advertisers three options: the chance to simply walk away, perhaps get cash back if they've already paid, or receive some sort of makegoods.

Still, the "makegood" option would be difficult to execute, given that inventory is so tight in the market. Presumably, it would be difficult to find enough ratings needed to substitute for the high ratings an advertiser is seeking from the Oscars.

More pressing is advertisers that pay a premium to be associated with the Oscars; American Express and Apple have run movie-oriented spots. And other broadcasts aren't likely to offer the same coveted environment.

It is unclear how much pressure ABC may apply on the Academy to reach a deal with the writers' guild to allow the show to go on, given the amount of revenue it has riding on it.

Another factor that could help the network and the Academy: The possibility that public opinion may turn against the writers if a strike leads to the cancellation of the cherished broadcast.

Next story loading loading..