Viewing Of The Oscars Drops 7%, Ad Sales Drop 4%

From last year’s total of 19.5 million Nielsen-measured viewers, ABC’s “The Oscars” viewership fell 7% to 18.1 million.

EDO Ad EnGage projected that the TV advertising income from 59 TV commercial airings for “The Oscars” was $121.5 million. A little more commercials (64) were aired during the performance the year before, bringing the total estimated budget to $126.6 million.

Compared to the previous year’s total of 11 airings ($6.3 million), the pre-show “Oscars Red Carpet” featured 12 commercial airings ($7.8 million).

Prescription weight-loss companies spent an estimated $11.7 million on two advertisements. Life/retirement insurance (at $8.75 million, with four airings) and pharmaceutical brands (at $8.75 million, with five airings) were the next two largest categories.

At $8.75 million for four airings, Prudential Insurance was the most expensive individual brand.

Although overall viewing decreased, viewers aged 18 to 49 increased by 3% to a rating of 3.92 (compared to 3.82 the previous year). With a rating of 3.17, ABC reports that younger viewers aged 18 to 34 had the greatest results in five years.

For the occasion, social media engagement increased. According to the network, “The Oscars” had 104.2 million social media engagements, which is the highest number of any TV broadcast so far in the 2024–2025 season.

For the first time ever, this year’s show outperformed both “Super Bowl LIX” (62.4 million social media interactions) and “The Grammy Awards” (102.2 million).

According to EDO, the minutes immediately after the airing of a “Oscars” TV commercial saw an average 1,540 spike in internet search engagement activity.

Source

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