The Oscars Are a Week Away, but How Many Will Watch?

TV ratings for awards shows have been in free fall, especially during the pandemic, and Hollywood doesn’t want the viewing public to toss its premier showcase into the entertainment dustbin.

…there is simply awards show fatigue. There are at least 18 televised ceremonies each year, including the MTV Video Music Awards, BET Awards, Teen Choice Awards, Academy of Country Music Awards, Billboard Music Awards, CMT Music Awards, Tony Awards, People’s Choice Awards, Kids’ Choice Awards and Independent Spirit Awards.

With ratings expected to tumble for the coming telecast, ABC has been asking for $2 million for 30 seconds of advertising time, down about 13 percent from last year’s starting price. Some loyal advertisers (Verizon) are returning, but others (Ferrero chocolates) are not.

“We’re really not getting much advertiser interest,” said Michelle Chong, planning director at Atlanta-based agency Fitzco, “and it’s not something we’ve been pushing.”

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