The Drum: Oscars 2019

The Academy Awards may be host-less this year, but the televised Oscars show is still a huge draw for advertisers, who are paying up to $2.2m for a 30-second spot during the broadcast. Some of the biggest brands and names in advertising and entertainment are involved with Oscar-timed campaigns.

Star power includes multiple Oscar nominee Ridley Scott, who has directed an epic spot for Hennessy, while Oscar winner Charlize Theron is starring in a 60-second ad for Budweiser. Other advertisers on Hollywood’s biggest night include Verizon, Google, Cadillac, IBM, McDonald’s, Rolex, Walmart and Samsung, not to mention others who are hitching a ride thanks to the hype around the evening, which is wise considering being part of the evening can up a brand’s mindshare. Search intelligence company Captify’s research found that sponsoring the Oscars is a win for brands, on and off the TV screen. In 2018, PepsiCo introduced Bubly Sparkling Water at the Oscars and the search uplift that followed was among the highest of all sponsors at 71%, which is a key indicator of successful awareness.

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