It was the show’s largest audience in three years.
The national TV advertising spend for the awards show was estimated at around $67.4 million, according to iSpot.tv.
In terms of the top individual brands' spend, Kia came in at $7.8 million, followed by Eliquis with $3.2 million, Rybelsus, ($2.7 million); Amazon Prime Video ($2.7 million); and Samsung Mobile ($2.6 million).
The biggest categories were automakers ($9.7 million); video streaming services ($6.9 million); pharmaceuticals - diabetes/blood disorders ($6.4 million); pharmaceuticals - cancer ($3.6 million); and credit cards ($3.5 million).
Looking at entertainment advertising, TV networks (including on-air CBS promos) had a combined paid TV spend/media value of $12.6 million (14 spots, 32 airings); streaming services: $9.2 million (seven spots, 13 airings); and theatrical movies: $2.5 million (three spots, six airings).
CBS had 26 airings of on-air promos (16 equivalized 30-second units), while ViacomCBS’ Paramount+ had four airings (three equivalized units). ViacomCBS touted shows including CBS’ “Survivor”, “The Late Show,” “The Neighborhood”, new show “Ghosts”, and Paramount+’ “Queenpins” and “Mayor of Kingstown”; as well as Showtime’s “Dexter: New Blood”.
Among media companies' movie studios and TV platform services: 20th Century Studios, Warner Bros, Universal Pictures, FX Network, Showtime, HBO, Amazon Prime Video, Peacock TV, Disney+, Netflix, each had two 30-second spots.
Amazon Prime Video had four equivalized 30-second units. HBO Max had one 60-second airing, profiling a number of its shows.
The average cost per 30-second unit ranged roughly from $360,000 to $680,000, according to iSpot.tv.