• by Wayne Friedman , October 29, 2009

 

The Academy of Motion Pictures Arts & Sciences has a new media agency for its big Oscar Awards event: New York-based Media Storm.

AMPAS changed its longtime media agency OMD USA, moving to Media Storm, whose client list includes Scripps Networks, Miramax Films, NBC Universal On Demand and The Weather Channel.

"It shows how specialized TV marketing is becoming," says Craig Woerz, MediaStorm's co-founder and managing partner, in explaining the move to a smaller media agency. "The 82nd Academy Awards" will be aired on March 7, 2010 on ABC. The AMPAS media budget was not disclosed.

Woerz would not say where the agency will place the emphasis this year, but it will include a combination of media -- off-ABC airwaves -- cable, local, digital, print, radio and outdoor.

"We are going to find the intersection points, especially for those viewers who are on the fence when it comes to watching," says Woerz. "This may be different for viewers in New York versus that of Los Angeles."

The Oscars has been adjusting to viewer fractionalization over the last few years -- especially when it comes to the plethora of new entertainment award shows that hit in the first quarter.

Still, the "Academy Awards" has seen relatively stable ratings -- typically the second-biggest-rated broadcast TV one-time event of the year, just behind the Super Bowl. For the event this past February, the Oscars averaged 36.3 million viewers and a 12.1 adults 18-49 rating, up 13% from last season's all-time low.

The Oscar event is a special effort for a smaller agency such as Media Storm. "Part of the responsibility is working hand in hand with ABC," says Woerz. "We get one shot at this -- one TV show. There are no makegoods."