Oscars Sold Out, Pricing Up Slightly

Disney CEO Bob Iger said Tuesday that ABC has wrapped the sales process for the Academy Awards, often referred to as the Super Bowl for women. While he did not comment on pricing, spots were estimated to have a cost of $1.7 million -- slightly above last year.

ABC will announce the advertising roster later for the Billy Crystal-hosted show. Oscar.com advertisers include Hyundai, AT&T, Sprint and the Vanguard Group. All may have bought package deals that also include time in the show.

If Vanguard appears on the ABC broadcast, it may be for the first time.

Iger spoke on an earnings call, where Disney reported that ad sales were flat at ABC in the October-December period. Pricing was higher than the year before, but lower ratings hurt revenues.

Iger touted ABC shows “Once Upon A Time” and “Revenge” as first-year successes. Current scatter pricing is pacing about 15% above upfront levels, Disney said.

In the October-December period, ad revenues at ESPN would have been up 8%. Yet the loss of NBA games due to the lockout and timing changes with the Rose Bowl and Fiesta Bowl led to flat ad dollars. ESPN will air more NBA games in the January-April period this year than usual, which will make up for lost revenues.

Overall, Disney reported a 1% increase in revenues to $10.78 billion, and profits were up 12% to $1.46 billion.



Next story loading loading..