• by David Goetzl  @dgoetzl, February 13, 2013

Last year, Ellen DeGeneres starred in a slew of spots for the retailer. How will JCPenney, or JCP, take advantage of its ad time on this year’s Academy Awards?
 
JCP, which annually uses the event as a high-profile marketing platform, is returning for the Feb. 24 broadcast on ABC. Other advertisers back in the event to be hosted by Seth MacFarlane include American Express, Coca-Cola (presumably for Diet Coke), Hyundai, Samsung, Sprint and Anheuser-Busch backing Stella Artois.
 
DeGeneres, posing as a time traveler who vaulted from ancient Rome to the 1950s in last year's ads, may have appeared in the most memorable spot from the 2012 event.
 
ABC announced an incomplete list of advertisers that includes four marketers that were also in the Super Bowl earlier this month: Coca-Cola, Hyundai, Samsung and A-B. Other advertisers for the Oscar-cast ABC listed were Ameriprise, Blue Diamond, Coldwell Banker, McDonald’s, Royal Caribbean and the University of Phoenix.
 
The only movie studio named was 20th Century Fox.
 
Some in last year's Oscars not mentioned in the upcoming broadcast include AT&T, Google and Procter & Gamble.
 
Hyundai and University of Phoenix also have top-line roles on Oscar.com and an ABC app, while Xfinity now has a heavy presence with Oscar-themed copy on Oscar.com.
 
Spots for the show are reported to be in the $1.7 million-plus range.

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