Pharmaceutical, Retail Replace Automotive, Beauty As Top Ads At 2022 Grammys

The 63rd Grammy Awards hosted by South African comedian Trevor Noah hit record low ratings, down nearly 53% compared with 2020, according to one media outlet.

Music’s biggest night delivered an average of 8.8 million viewers for the network during the ceremony’s broadcast on Sunday with a 2.1 rating in the key adult 18-49 demographic, according to Nielsen Live.

The 2020 Grammy Awards drew a 5.4 rating in the key demo and 18.7 million viewers. The 2019 Grammy Awards drew a 5.6 rating and 19.9 million viewers, reported Variety.

Pharmaceutical and retail companies this year replaced the automotive and beauty categories that ranked in the top five slots for commercials running during the 2022 64th Grammy Awards. About 118 commercials ran that night on Hulu’s live streaming.

MediaRadar analyzed the commercials that aired during Hulu Live’s streaming of CBS’ 64th Annual Grammy Awards. There were 118 commercials overall.

The top categories for commercials, which accounted for 55% of those that aired, included Media & Entertainment, Pharmaceutical, Finance, Retail, and Technology. Last year, these categories accounted for 44% of the aired commercials.

Automotive and food categories fell just below technology, with nearly 8% of share each. Dodge RAM, Honda, Hyundai, and Toyota showcased vehicles. Cheerios, Goldfish, and Jimmy Dean commercials ran in the food category.

Ashley Furniture, Best Buy, Gap, Macy’s and Walmart showcased their retail products. Target did not return to the small screen this year, although it advertised during the 2021 music awards show.

Media & Entertainment saw brands CNN+, Disney+, FX (Hulu), HBO Max, and Peacock+ advertise their streaming services. Films and shows such as "Wicked," "Bad Guys" and "Sonic 2" advertised.

Fourteen different pharmaceutical brands bought ads during the Grammy Awards, and of those 14 brands, three — Zyrtec, Kisqali and OPDIVO + YERVOY — also advertised in 2021. 

MediaRadar also looked at companies and brands that advertised at the past Grammys and found a 2% year-over-year (YoY) increase in the number of companies advertising brands during CBS’ broadcast of The Grammy Awards.

About 19% of the 58 companies that advertised in 2021 aired commercials every year since 2018.

Comcast, Ford, Mastercard, McDonald’s, and Progressive were some of the top spenders. McDonald’s and TurboTax were the only two that showcased their products each year since 2018.

Some 28 companies in 2021 had not advertised in the previous four years.

Of the brands, 82% were not seen during that time frame at the awards show. These included Bristol Myers Squibb’s lung cancer medication, OPDIVO + YERVOY, Ford’s Lincoln Nautilus, the Apple AiPods Pro and Johnnie Walker, among others.

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