ABC will test a new commercial format during Oscars – Variety



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Lady Gaga and Viggo Mortensen are not the only entities ready to play a leading role in ABC's upcoming Academy Awards.

Marriott International will have its own commercial break during the ABC channel broadcast this Sunday night. Viewers will see a 30-second promotion for the hotel operator and then a 60-second commercial for its new Bonvoy Rewards program before the network returns to the show, as part of the Walt Disney network's ongoing efforts to make more sponsors for lavish rewards. event a part of the program itself. While many networks have allowed an advertiser to have their own "advertising module," ABC has not used this format in previous Oscars.

"There seems to be an excellent connection between the content of the Oscars and the content our advertisers are developing to make their Oscars debut," said Jerry Daniello, senior vice president of entertainment brand solutions at Disney Advertising Sales. , during an interview.

An advertiser should disclose their link to the red carpet coverage before the broadcast on the network. And 16 advertisers will have either content tailored to their appearance at the event, or a new creative work.

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Recent controversies over the format of the program and its lack of hosts have not "dampened" the advertising demand, said Daniello. ABC sold its available commercial inventory in what should be a three-hour (and perhaps longer) show about two weeks ago, Daniello added. ABC was looking for $ 2 million to $ 3 million for a 30-second spot. "This has actually caused a lot of conversation," he says. "Customers wanted to know how they could relate to these moments." ABC signed much of its ad base in the "initial" market of last year, he says, well before Efforts to find a host for the Oscars do not materialize.

Among this year's advertisers are General Motors Cadillac; Google; Marriott Bonvoy; Rolex; Samsung; Verizon and Walmart; Budweiser; Ferrero; Hennessy Cognac; IBM; TurboTax from Intuit; McDonalds; Paramount and Walt Disney Studios. While some of the companies that have used the Super Bowl to unveil new video streaming service plans intend to use the Oscars for the same purpose, they have not yet announced their intentions.

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