Core Viewpoint - The Oscar Awards, despite declining viewership, have seen a significant increase in broadcasting and advertising fees, indicating a shift in the advertising landscape where live events remain valuable for marketers [2][3][4]. Broadcasting Rights and Fees - ABC has been the broadcasting partner for the Oscars since 1976, with a contract extending to 2028, coinciding with the 100th anniversary of the awards [2][3]. - The broadcasting fee paid by ABC has risen from approximately $40 million in 2008 to over $100 million in recent years [2]. Advertising Revenue - The cost of a 30-second advertisement during the Oscars has increased from $1.8 million in 2008 to $2.3 million in the current year, with ABC expected to earn $130 million in advertising revenue during the ceremony [3][4]. - Despite lower viewership, the Oscars remain a prominent live event, attracting advertisers due to the inability of viewers to skip ads during the broadcast [3][4]. Audience Engagement and Demographics - The Oscars maintain an audience of around 20 million, significantly higher than other award shows like the Grammys and Emmys, which have seen even lower viewership [4][6]. - The audience for the Oscars is predominantly female (approximately 60%), making it an attractive platform for brands targeting this demographic [6][7]. Changes in Advertising Strategy - The Oscars have limited the overall program length, reducing available advertising slots, which has led to increased competition for these spots [5][6]. - Brands are eager to secure advertising slots early, with a reported 50% increase in the number of brands wanting to partner with the Oscars compared to previous years [5][6]. Social Media and Digital Engagement - The Oscars have expanded their reach through streaming platforms like Disney+ and Hulu, with advertisers focusing on user data collected from these platforms rather than just traditional viewership numbers [7][8]. - Social media engagement around the Oscars has surged, with significant interactions on platforms like TikTok, indicating a shift in how audiences engage with the event [9].