• by Wayne Friedman , February 14, 2012

Although ratings have dipped for the "Academy Awards" in recent years, it remains the least advertising-cluttered high-rated annual TV program.

Last year, ABC's "Academy Awards" averaged just 9 minutes of advertising an hour  -- national advertising time and TV promotional program spots. This was down from an average 9 minutes and 40 seconds in 2010, according to media researcher Kantar Media.

By way of comparison, there are some 13 minutes to 14 minutes per hour of advertising time in the Super Bowl and 14 minutes to 16 minutes per hour for regular broadcast network prime-time shows.

Overall for the three-hour-plus show in 2011, total advertising time came in at 29 minutes and 48 seconds, down from 35 minutes and 20 seconds in 2010.

The biggest Oscar advertisers in 2011: Hyundai Corp and JCPenney each bought $10.9 million worth of Oscar messaging, and each company had 3 minutes and 30 seconds in total advertising time. Coca-Cola was at $7.8 million and 2 minutes and 30 seconds of total ad time.

Kantar says 40% of all Oscar advertising money came from these three companies last year. In 2011, there were 31% new advertisers, and five new Oscar sponsors. The year before, there were 10 new Oscar advertisers, representing 48% of all marketers.

Last year's 30-second commercial price tag was $1.55 million, and the overall show pulled in $74.4 million in 2011. For the 2012 Oscars, it is estimated the show has grabbed an average $1.7 million. By way of comparison, the Super Bowl pulled in $3.5 million per 30-second commercial, and around $240 million for the entire telecast, according to estimates.

The "Academy Awards" pulled in 37.9 million viewers in 2011. Kantar says viewing has dropped 23% over the past decade and is down 15% from five years ago.