Oscars Ads Own Sunday Primetime

Numerous trophies were given out during the 96th Academy Awards on Sunday. But the ads during the event also collected some honors, as shown by data from iSpot:

• The 2024 Oscars delivered 16.07% of primetime TV ad impressions on Mar. 10, which was three times more than the next program, and 54.29% of primetime ad impressions across the Big 4 broadcast networks (ABC, CBS, Fox, NBC).
• Ads appearing during the awards saw 38% higher attention than the average. SiriusXM Satellite Radio’s “It’s Gonna Be The Things That We Heard” was the top brand spot by attention during a commercial break, at 59% higher than the average.
• Super Bowl spots scored during the Oscars, too: Spots from State Farm (“Neighbaaa: Chopaaa”), Mountain Dew (“Aubrey Plaza Having a Blast”) and Booking.com (“Tina Fey Books Whoever She Wants To Be”) were all easy nominees to appear during the Academy Awards after highly likeable – according to iSpot Creative Assessment data – Super Bowl airings.
• The live Oscars broadcast on ABC also drew a total average minute TV audience of approximately 20 million viewers (P2+).