×

ABC Will Test New Commercial Format During Oscars

Lady Gaga and Viggo Mortensen aren’t the only entities set to take a star turn during ABC’s coming broadcast of the Oscars.

Marriott International will get its own commercial break during ABC’s telecast this Sunday evening. Viewers will see a 30-second promo for the hotel operator and then a 60 second ad for its new Bonvoy rewards program before the network goes right back into the show, part of the Walt Disney network’s ongoing efforts to make more sponsors of the glitzy awards event a part of the program itself. While many networks have allowed an advertiser to have its own individual ad “pod,” ABC has not used the format during past Oscars broadcasts.

“It feels like there are great links between the content of the Oscars and the content that our advertisers are developing to debut in the Oscars,” says Jerry Daniello, senior vice president, entertainment brand solutions, for Disney Advertising Sales, in an interview.

One advertiser is expected to unveil a tie-in to the network’s pre-show red-carpet coverage. And 16 advertisers will have either content tailored to their appearance during the event or debut new creative work.

Recent controversies about the format of the program and its lack of host have not crimped ad demand “at all,” Daniello says. ABC sold out its available commercial inventory in what is expected to be a three-hour (and possibly longer) broadcast about two weeks ago, Daniello adds. ABC had been seeking between $2 million and $3 million for a 30-second spot. “It actually caused a lot of conversation,” he says. “Clients wanted to know how they might attach themselves to those moments.” ABC signed a good chunk of its ad base during last year’s “upfront” market, he says, well before efforts to find a host for the Oscars floundered.

Among this year’s advertisers are General Motors’ Cadillac; Google; Marriott Bonvoy; Rolex; Samsung; Verizon and Walmart; Budweiser; Ferrero; Hennessy Cognac; IBM; Intuit’s TurboTax; McDonald’s; Paramount and Walt Disney Studios. If some of the companies that used the Super Bowl to unveil new projects for video-streaming services intend to use the Oscars for the same purpose, they haven’t unveiled their intentions as of yet.

 

More TV

  • Steve Stark

    Steve Stark Named President of Newly Formed MGM/UA Television

    The newly formed MGM/UA Television label has found a president in Steve Stark, who previously served as MGM’s president of scripted television production and development. MGM Worldwide Television Group chairman Mark Burnett made the announcement late Friday, adding that Stark has extended his contract with the studio as part of his new role. “We are [...]

  • Bad Education

    TV News Roundup: HBO Sets Premiere Date for Hugh Jackman's 'Bad Education' (Watch)

    In today’s TV News roundup, HBO Films set the premiere date for “Bad Education” starring Hugh Jackman and Allison Janney and “Volcano Live! with Nik Wallenda” tapes Chris Harrison and Sage Steele as hosts. CASTING “The Bachelor” host Chris Harrison will host “Volcano Live! with Nik Wallenda” alongside co-host Sage Steele of ESPN, ABC announced. [...]

  • Randall Park Ed Helms

    Randall Park, Ed Helms to Host Hybrid Alternative-Scripted Series 'True Story' for NBC

    Ed Helms and Randall Park are attached to co-host a hybrid scripted-alternative series titled “True Story” at NBC. The hour-long show has received a six-episode order. It is based on the Australian series “True Story with Hamish & Andy.” In the series, everyday Americans sit down with Helms and Park to share their most extraordinary [...]

  • Annie MurphyGlamour Women of the Year

    'Schitt’s Creek' Star Annie Murphy Cast as Lead in AMC's ‘Kevin Can F— Himself’

    “Schitt’s Creek” star Annie Murphy has been cast as the lead in AMC’s upcoming series “Kevin Can F— Himself.” The dark comedy centers around Murphy’s Allison, Kevin’s wife, who escapes her confines and discovers her rage. “Kevin Can F– Himself” probes the secret life of a type of woman we all grew up believing we [...]

  • Vudu

    NBCUniversal in Talks to Buy Walmart's Vudu

    Comcast’s NBCUniversal is looking to add some Vudu into its streaming-video mix. The media conglomerate is in talks to buy Vudu, the Walmart-owned entertainment rental, download and free-streaming service, sources confirm to Variety. It’s unclear what the terms of the pact would be or the timing. News of NBCU’s interest in Vudu was first reported [...]

  • Friends reunion

    'Friends' Cast to Reunite for Exclusive HBO Max Special

    It’s happening: The “Friends” cast is reuniting for an exclusive untitled unscripted special on HBO Max. Jennifer Aniston, Courteney Cox, Lisa Kudrow, Matt LeBlanc, Matthew Perry and David Schwimmer will return to the original “Friends” soundstage, Stage 24, on the Warner Bros. Studio lot in Burbank to celebrate the long-running series, which ended its run [...]

  • Regina King Watchmen

    HBO Reclassifies 'Watchmen' as a Limited Series, Including 'Possible Future Installments'

    In the ongoing saga of whether HBO’s “Watchmen” will continue after its initial, acclaimed season late last year, the pay cable network announced on Friday that it is reclassifying the show from a drama series to a limited series, including for “any possible future installments.” The move aligns HBO’s awards season campaign for “Watchmen” with [...]

More From Our Brands

Access exclusive content