The show earned a Nielsen 36.6 million viewers and a 10.8 rating/27 share among adult 18-49 viewers -- down around 18% versus a year ago -- the lowest levels in eight years.
Last year’s Oscars telecast produced a 13.1 rating among 18-49 viewers and 43.7 million overall viewers -- yielding the highest results since 2000.
Media analysts anticipated lower numbers this year -- especially as only one of the Best Picture nominees, “American Sniper,” produced significant U.S. box office results.
With other big networks virtually on the sidelines last night, ABC pulled in big numbers leading up to the “Oscar” program.
Its “Oscar Red Carpet Special” posted 4.6/14 in 18-49 (and 19.3 million overall viewers) from 7 p.m. to 7:30 p.m.; a 6.1/17 (23.6 million overall viewers) at 7:30 p.m. to 8 p.m.; and an 8.3/22 (30.0 million) for the 8 p.m. to 9 p.m. hour.
Many “Academy Awards” commercials overindexed when it came to commercial retention by viewers. Ten “Academy Awards” commercials scored high in terms of retention/engagement, according to TiVo.
AT&T Mobile earned a high 90.1% score; followed by McDonald’s at a 87.6%; Cadillac, 86.3%; Google, 85.2%; Pixar “Inside Out,” 84.9%; Samsung, 83.9%; Adobe, 83.8%; Lexus NX, 82.6%; American Express, 82.4%; and Apple, 81.8%.
TiVo Research estimates the interest in programming content by measuring the percentage of the TiVo audience watching in "play" speed. The most engaging ads are determined by looking at commercial spots, which yield the biggest bump in viewership relative to the surrounding 15 minutes of programming.
By way of comparison, TiVo says the “15 minute-live-plus-same day commercial retention” for fourth-quarter 2014 for prime-time broadcast was 76.8% and for prime-time cable, 83.9%. For the 2015 Super Bowl the number was 98.4%.