Disney Sells Out Ad Inventory for 2024 Oscars Telecast on ABC

The rate for a 30-second spot during the telecast ranges between $1.7 million and $2.2 million

Oscars statues
Oscar statues await placement at the 95th Academy Awards (AMPAS)

Disney has sold out ad inventory for Sunday’s 96th Oscars telecast on ABC.

Sponsors for this year’s telecast represent 17 different brand categories, including
apparel, auto, beverage, consumer packaged goods, entertainment, financial services, healthcare, insurance, luxury spirits, media & entertainment, pet care, pharmaceutical, retail, streaming, technology and telecommunications.

WalletHub estimates that ABC generates at least $120 million in ad revenue from Oscars Sunday, with upwards of $23 million of that coming from the red carpet show. It pegs the cost of a 30-second spot at $1.85 million, 73% less than the Super Bowl.

Disney’s current rate for a 30-second spot ranges between $1.7 million and $2.2 million, according to an individual familiar with the matter. The person declined to confirm how much revenue ABC expects to bring in for the 2024 telecast.

This year’s advertisers include:

  • Abbvie
  • Airbnb
  • Allstate
  • Astellas Pharma
  • Bank Of America
  • Booking.com
  • Carnival Corporation
  • Costar Group Inc. (Homes.com)
  • CVS Corporation
  • Diageo (Don Julio)
  • Discover Card
  • Doordash
  • Dunkin’ Donuts LLC
  • Eli Lilly
  • Energizer Holdings
  • GetYourGuide Inc
  • GlaxoSmithKline
  • Henkel
  • Intuit
  • Kenvue Inc.
  • Lionsgate
  • LVMH Group
  • Marshalls
  • MGM
  • Nerd Wallet
  • Nestle
  • Nissan Motor Corp. (Infiniti)
  • Panda Express
  • Peacock
  • Penney Opco LLC.
  • PepsiCo (Mountain Dew Baja Blast)
  • Pfizer
  • Polestar
  • Procter & Gamble
  • Progressive
  • Rolex
  • Charles Schwab
  • Sirius XM Radio Inc.
  • Southwest Airlines
  • Starbucks
  • State Farm
  • Talking Rain Beverage (Sparkling Ice)
  • TikTok
  • UCB Inc.
  • Ulta
  • Unilever
  • Universal Pictures
  • Verizon
  • Walmart
  • Walt Disney Studios
  • Wayfair
  • Whirlpool

The festivities will include an in-show moment from Don Julio, an integration from luxury brand Rolex that will help to celebrate this year’s winners, and a red carpet live stream with TikTok sponsored by Bank of America.

“On March 10th, Hollywood’s biggest night returns and we couldn’t be
more excited, along with our incredible brand partners, to once again
have the honor to celebrate the greatest in films and storytelling,” Disney global advertising president Rita Ferro said in a statement. “The Oscars
stage and telecast continues to be the break-through moment for the
most impactful brand marketers to bring their own creative
storytelling to the cultural forefront through new innovation and
never-before-seen activations.”

According to Vivvix, a firm that tracks ad spending, an estimated $117.4 million was spent during last year’s Oscars, a 15% year over year decline from the $138.9 million during the 2022 Oscars.

Vivvix attributed the decline to advertisers such as Cypto.com, Eli Lilly & Co, and Meta not returning to the red carpet in 2023. Sponsors that advertised in their place included Booking.com, GSK, and Hyundai, among others.

The 2024 ceremony, which will be hosted by Jimmy Kimmel from the Dolby Theatre at Ovation Hollywood, will be televised live on ABC and in more than 200 territories worldwide. The show will kick off at 7 p.m. ET.


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