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How Much Did Samsung Spend On Its Oscars Appearance?

The Oscars selfie tweeted ’round the world is also an ad for Samsung.

When Oscars host Ellen DeGeneres asked Bradley Cooper to take a celebrity-studded selfie featuring Brad Pitt and Meryl Streep, among others, she did so by handing him   a Samsung Galaxy Note 3 that had been placed in her hands as part of an ad agreement between the consumer-electronics maker and ABC, according to a report in The Wall Street Journal. To be sure, DeGeneres wasn’t looking to be a Samsung pitchwoman, according to the report. But she did suggest the idea of taking selfies, and ABC recommended the use of Samsung devices, because the company was a sponsor, the newspaper said, citing two people familiar with the matter.

With ad time for the 2014 Oscars going for around $1.8 million for 30 seconds of time, The Journal estimated Samsung’s in-show appearance could be worth as much as$18 million. Samsung has spent about $24 million on the Oscars between 2009 and 2013, according to Kantar Media, a tracker of ad spending.

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