The Oscars is not just a TV event for the company working to sell the commercials that support it.
With the annual awards show set to stream live on Hulu for the first time, alongside its regular broadcast on ABC, Disney has created packages that extend sponsorships beyond the program itself. Ads tied to Oscar sales also include sponsorships of “Good Morning America” and “Live With Kelly and Mark” the following day. L’Oreal and Eli Lilly are among the sponsors for the latter, and there is even an international deal with Christian Dior sponsoring a flight of movies on Disney+ in France and the U.S.
“We are seeing people and brands really want to attach themselves to cultural currency and cultural conversations,” says John Campbell, senior vice president of entertainment and streaming solutions for Disney Advertising. Disney experienced a surge in demand following last year’s upfront, with a significant number of units sold well in advance of the show. The company’s final Oscars-related sales were to Wingstop and pharma giant GSK.
Disney announced the official sellout of all commercial inventory tied to the event, including TV, streaming, social, and more. The company was seeking $1.7 million to $2.3 million for a 30-second commercial during the TV broadcast.
Top sponsors of the Oscars include Rolex, Prudential, and T-Mobile. These advertisers have been featured in tune-in messages across various Disney properties, with some commercials resembling an awards program.
Other Oscars advertisers include a wide range of brands such as AirBnB, Audi, Carnival Cruise Line, Hyundai, Samsung Galaxy, Starbucks, and more. Many of the ads are described as “playful and bold,” with a focus on being “product forward” and positioning the brand as the hero. Viewers can expect to see some commercial messages integrated into the program itself, as well as custom creative that aligns with the glamorous event.
Overall, the Oscars have become a significant platform for brands to engage with audiences and align themselves with cultural conversations. The diversity of advertisers reflects the broad appeal and reach of the awards show, providing opportunities for brands to showcase their products and connect with viewers in a meaningful way.
