Disney Sees Sell-Out for Oscars Ads — And Not Just on TV

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The Oscars isn’t merely a television spectacle; it also presents an opportunity for businesses aiming to advertise during the broadcast.

This year’s awards show will air live on Hulu for the first time, as well as on ABC as usual. In a creative expansion of sponsorship opportunities, Disney has designed packages that extend far beyond the show itself. Advertisements linked to Oscar sales also encompass sponsorships for “Good Morning America” and “Live With Kelly and Mark” the day after, and even an international agreement where Christian Dior is sponsoring a collection of movies on Disney+ in France and the U.S.

I’ve noticed that many people and companies are eager to connect with current cultural trends and discussions, as I learned during a recent interview with John Campbell, Disney Advertising’s senior vice president of entertainment and streaming solutions. Last year’s upfront saw an overwhelming demand for this connection, resulting in a large number of our units being sold. In fact, the majority of these units were purchased weeks before the show even started.

Disney confirmed that all their commercial slots linked to the event, including television, streaming, social media, and others, were sold out by Friday morning. It was reported that they had aimed to sell 30 seconds of commercial time on the TV broadcast for between $1.7 million and $2.3 million.

The company announced that all the commercial slots related to the event, such as television, streaming, social media, etc., were sold out by Friday morning. It was reported that they aimed to sell 30 seconds of advertising time on the TV broadcast for a price between $1.7 million and $2.3 million.)

The main sponsors of the Oscars for this year include Rolex, who are participating for the 8th time, along with Prudential and T-Mobile. These advertisers will be featured alongside promotional messages encouraging viewers to tune in, which have been shown across various Disney channels. Some of their commercials might resemble an awards ceremony itself.

Among the advertisers for this year’s Oscars are Airbnb, Allstate, Ancestry.com, Audi, Audible, Boehringer Ingelheim, Carnival Cruise Line, Charter Spectrum, e.l.f. Cosmetics, Eli Lilly, Emirates Airlines, FX Networks, H-E-B, Henkel’s Schwarzkopf, Hiscox Insurance, Homes.com, Hyundai, Invisalign, Johnson & Johnson, Johnsonville Foods, Kenvue, Kiehl’s, Lionsgate, L’Oreal Paris, Lufthansa, Mazda, MNTN, Molson Coors Brewing Company, Novartis, Otsuka-Lundbeck, Planet Oat, Poise, Samsung Galaxy, Sanofi, Skechers, SkinnyPop Popcorn, Snack Factory, Starbucks, TurboTax, Ulta Beauty, Unilever, Verizon, Visa Inc., Visit California, Volkswagen of America, Walmart, Walt Disney Studios, and Comcast’s Xfinity.

The companies advertising for the Oscars this time around are Airbnb, Allstate, Ancestry.com, Audi, Audible, Boehringer Ingelheim, Carnival Cruise Line, Charter Spectrum, e.l.f. Cosmetics, Eli Lilly, Emirates Airlines, FX Networks, H-E-B, Henkel’s Schwarzkopf, Hiscox Insurance, Homes.com, Hyundai, Invisalign, Johnson & Johnson, Johnsonville Foods, Kenvue, Kiehl’s, Lionsgate, L’Oreal Paris, Lufthansa, Mazda, MNTN, Molson Coors Brewing Company, Novartis, Otsuka-Lundbeck, Planet Oat, Poise, Samsung Galaxy, Sanofi, Skechers, SkinnyPop Popcorn, Snack Factory, Starbucks, TurboTax, Ulta Beauty, Unilever, Verizon, Visa Inc., Visit California, Volkswagen of America, Walmart, Walt Disney Studios, and Comcast’s Xfinity.

Another way to put it: For the Oscars this year, Airbnb, Allstate, Ancestry.com, Audi, Audible, Boehringer Ingelheim, Carnival Cruise Line, Charter Spectrum, e.l.f. Cosmetics, Eli Lilly, Emirates Airlines, FX Networks, H-E-B, Henkel’s Schwarzkopf, Hiscox Insurance, Homes.com, Hyundai, Invisalign, Johnson & Johnson, Johnsonville Foods, Kenvue, Kiehl’s, Lionsgate, L’Oreal Paris, Lufthansa, Mazda, MNTN, Molson Coors Brewing Company, Novartis, Otsuka-Lundbeck, Planet Oat, Poise, Samsung Galaxy, Sanofi, Skechers, SkinnyPop Popcorn, Snack Factory, Starbucks, TurboTax, Ulta Beauty, Unilever, Verizon, Visa Inc., Visit California, Volkswagen of America, Walmart, Walt Disney Studios, and Comcast’s Xfinity are the businesses advertising.

Campbell notes that many ads are designed to be “fun and daring,” with a strong emphasis on the product, and where the brand takes center stage as the main character. Some promotional content may blend seamlessly into the program, while others might creatively echo the grandeur of the special occasion.

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2025-02-28 17:18