Media Buying and The Academy Awards

ACADEMY AWARDS MEDIA BUYING Cost Per 30 Second Ad $1.7 million The sticker price of a Bugatti Veyron. 2008 2011 That's $57,000/second! 2010 2009 $70 Million $.034 Total advertising revenue for ABC in 2010 (1.4 mil- lion per 30 second Ad) Cost of the ad buy per viewer $720 Million Total spent on advertising during the Oscars over the past 10 years, which is more than the GDP of Grenada in 2010 9 minutes of commercials per hour $24 Billion ABC's Primetime Ad Sales for 2010-2011 season GREY'S ANATOMY $220,000 Amount Ads sell for on ABC's next highest selling primetime show: Grey's Anatomy Top Advertisers Since 2006 12.3 million Coca-Cola JCPenney GM AMERICAN EXPRESS MasterCard The Number of 12 Packs of Coke it would take to equal Coca Cola Master Card J.C. GM AMEX their Ad Spending Penny Advertisers refer to the Academy Awards as The Super Bowl for Women But how does it compare with the real thing? 107 75 61 58 47 41 Super Bowl Post Game Academy Super Bowl Super Bowl Pre-Game NFC AFC Championship Championship Awards RATINGS FOR TOP 6 TELEVISED EVENTS OF 2010 30 Second Ad Price Cost per Viewer Reached Vital Stats Viewers Academy Awards 41 Million $1.7 Million 107 Million $3 Million Super Bowl 51% The Last 10 Years: Watch the game for the Commercials 99.2% Coke Audience GM PEPSI Pepsi Coke Disney retention Anheuser -Busch GM during commercials $1.62 Billion Total Spent by Advertisers. Equals the GDP of 425 Greenland Minutes of Commercials over Last Ten years Sources: http://kantarmedia.com/sites/default/files/press/2011 Academy_Awards_Press_Release.pd http://mediadecoder.blogs.nytimes.com/2011/02/11/abc-sells-out-ads-on-oscars/ http://www.utalkmarketing.com/pages/Article.aspx?ArticlelD=20358&Title=The_Oscars'_attracts_$1.7m_per_ad_spot http://www.medialifemagazine.com/artman2/publish/Television_44/For-ABC-Oscar-night-s-a-sell-out.asp http://www.reuters.com/article/2011/02/15/us-oscars-idUSTRE71E17Q20110215 http://adage.com/upfront2010/article?article_id=144357 http://www.frankwbaker.com/prime_time_programs_30_sec_ad_costs.htm http://www.medialifemagazine.com/artman2/publish/Sports_TV_52/A-media-buyer-s-primer-to-Super-Bowl.asp http://kantarmedia.com/sites/default/files/press/2011_Super_Bowl_Pre-Game_Release.pdf $1.8M $49.2M $1.3M $45.6M $1.4M $1.7M $38.3M* $33.3M $28.2M ACADEMY AWARDS MEDIA BUYING Cost Per 30 Second Ad $1.7 million The sticker price of a Bugatti Veyron. 2008 2011 That's $57,000/second! 2010 2009 $70 Million $.034 Total advertising revenue for ABC in 2010 (1.4 mil- lion per 30 second Ad) Cost of the ad buy per viewer $720 Million Total spent on advertising during the Oscars over the past 10 years, which is more than the GDP of Grenada in 2010 9 minutes of commercials per hour $24 Billion ABC's Primetime Ad Sales for 2010-2011 season GREY'S ANATOMY $220,000 Amount Ads sell for on ABC's next highest selling primetime show: Grey's Anatomy Top Advertisers Since 2006 12.3 million Coca-Cola JCPenney GM AMERICAN EXPRESS MasterCard The Number of 12 Packs of Coke it would take to equal Coca Cola Master Card J.C. GM AMEX their Ad Spending Penny Advertisers refer to the Academy Awards as The Super Bowl for Women But how does it compare with the real thing? 107 75 61 58 47 41 Super Bowl Post Game Academy Super Bowl Super Bowl Pre-Game NFC AFC Championship Championship Awards RATINGS FOR TOP 6 TELEVISED EVENTS OF 2010 30 Second Ad Price Cost per Viewer Reached Vital Stats Viewers Academy Awards 41 Million $1.7 Million 107 Million $3 Million Super Bowl 51% The Last 10 Years: Watch the game for the Commercials 99.2% Coke Audience GM PEPSI Pepsi Coke Disney retention Anheuser -Busch GM during commercials $1.62 Billion Total Spent by Advertisers. Equals the GDP of 425 Greenland Minutes of Commercials over Last Ten years Sources: http://kantarmedia.com/sites/default/files/press/2011 Academy_Awards_Press_Release.pd http://mediadecoder.blogs.nytimes.com/2011/02/11/abc-sells-out-ads-on-oscars/ http://www.utalkmarketing.com/pages/Article.aspx?ArticlelD=20358&Title=The_Oscars'_attracts_$1.7m_per_ad_spot http://www.medialifemagazine.com/artman2/publish/Television_44/For-ABC-Oscar-night-s-a-sell-out.asp http://www.reuters.com/article/2011/02/15/us-oscars-idUSTRE71E17Q20110215 http://adage.com/upfront2010/article?article_id=144357 http://www.frankwbaker.com/prime_time_programs_30_sec_ad_costs.htm http://www.medialifemagazine.com/artman2/publish/Sports_TV_52/A-media-buyer-s-primer-to-Super-Bowl.asp http://kantarmedia.com/sites/default/files/press/2011_Super_Bowl_Pre-Game_Release.pdf $1.8M $49.2M $1.3M $45.6M $1.4M $1.7M $38.3M* $33.3M $28.2M ACADEMY AWARDS MEDIA BUYING Cost Per 30 Second Ad $1.7 million The sticker price of a Bugatti Veyron. 2008 2011 That's $57,000/second! 2010 2009 $70 Million $.034 Total advertising revenue for ABC in 2010 (1.4 mil- lion per 30 second Ad) Cost of the ad buy per viewer $720 Million Total spent on advertising during the Oscars over the past 10 years, which is more than the GDP of Grenada in 2010 9 minutes of commercials per hour $24 Billion ABC's Primetime Ad Sales for 2010-2011 season GREY'S ANATOMY $220,000 Amount Ads sell for on ABC's next highest selling primetime show: Grey's Anatomy Top Advertisers Since 2006 12.3 million Coca-Cola JCPenney GM AMERICAN EXPRESS MasterCard The Number of 12 Packs of Coke it would take to equal Coca Cola Master Card J.C. GM AMEX their Ad Spending Penny Advertisers refer to the Academy Awards as The Super Bowl for Women But how does it compare with the real thing? 107 75 61 58 47 41 Super Bowl Post Game Academy Super Bowl Super Bowl Pre-Game NFC AFC Championship Championship Awards RATINGS FOR TOP 6 TELEVISED EVENTS OF 2010 30 Second Ad Price Cost per Viewer Reached Vital Stats Viewers Academy Awards 41 Million $1.7 Million 107 Million $3 Million Super Bowl 51% The Last 10 Years: Watch the game for the Commercials 99.2% Coke Audience GM PEPSI Pepsi Coke Disney retention Anheuser -Busch GM during commercials $1.62 Billion Total Spent by Advertisers. Equals the GDP of 425 Greenland Minutes of Commercials over Last Ten years Sources: http://kantarmedia.com/sites/default/files/press/2011 Academy_Awards_Press_Release.pd http://mediadecoder.blogs.nytimes.com/2011/02/11/abc-sells-out-ads-on-oscars/ http://www.utalkmarketing.com/pages/Article.aspx?ArticlelD=20358&Title=The_Oscars'_attracts_$1.7m_per_ad_spot http://www.medialifemagazine.com/artman2/publish/Television_44/For-ABC-Oscar-night-s-a-sell-out.asp http://www.reuters.com/article/2011/02/15/us-oscars-idUSTRE71E17Q20110215 http://adage.com/upfront2010/article?article_id=144357 http://www.frankwbaker.com/prime_time_programs_30_sec_ad_costs.htm http://www.medialifemagazine.com/artman2/publish/Sports_TV_52/A-media-buyer-s-primer-to-Super-Bowl.asp http://kantarmedia.com/sites/default/files/press/2011_Super_Bowl_Pre-Game_Release.pdf $1.8M $49.2M $1.3M $45.6M $1.4M $1.7M $38.3M* $33.3M $28.2M ACADEMY AWARDS MEDIA BUYING Cost Per 30 Second Ad $1.7 million The sticker price of a Bugatti Veyron. 2008 2011 That's $57,000/second! 2010 2009 $70 Million $.034 Total advertising revenue for ABC in 2010 (1.4 mil- lion per 30 second Ad) Cost of the ad buy per viewer $720 Million Total spent on advertising during the Oscars over the past 10 years, which is more than the GDP of Grenada in 2010 9 minutes of commercials per hour $24 Billion ABC's Primetime Ad Sales for 2010-2011 season GREY'S ANATOMY $220,000 Amount Ads sell for on ABC's next highest selling primetime show: Grey's Anatomy Top Advertisers Since 2006 12.3 million Coca-Cola JCPenney GM AMERICAN EXPRESS MasterCard The Number of 12 Packs of Coke it would take to equal Coca Cola Master Card J.C. GM AMEX their Ad Spending Penny Advertisers refer to the Academy Awards as The Super Bowl for Women But how does it compare with the real thing? 107 75 61 58 47 41 Super Bowl Post Game Academy Super Bowl Super Bowl Pre-Game NFC AFC Championship Championship Awards RATINGS FOR TOP 6 TELEVISED EVENTS OF 2010 30 Second Ad Price Cost per Viewer Reached Vital Stats Viewers Academy Awards 41 Million $1.7 Million 107 Million $3 Million Super Bowl 51% The Last 10 Years: Watch the game for the Commercials 99.2% Coke Audience GM PEPSI Pepsi Coke Disney retention Anheuser -Busch GM during commercials $1.62 Billion Total Spent by Advertisers. Equals the GDP of 425 Greenland Minutes of Commercials over Last Ten years Sources: http://kantarmedia.com/sites/default/files/press/2011 Academy_Awards_Press_Release.pd http://mediadecoder.blogs.nytimes.com/2011/02/11/abc-sells-out-ads-on-oscars/ http://www.utalkmarketing.com/pages/Article.aspx?ArticlelD=20358&Title=The_Oscars'_attracts_$1.7m_per_ad_spot http://www.medialifemagazine.com/artman2/publish/Television_44/For-ABC-Oscar-night-s-a-sell-out.asp http://www.reuters.com/article/2011/02/15/us-oscars-idUSTRE71E17Q20110215 http://adage.com/upfront2010/article?article_id=144357 http://www.frankwbaker.com/prime_time_programs_30_sec_ad_costs.htm http://www.medialifemagazine.com/artman2/publish/Sports_TV_52/A-media-buyer-s-primer-to-Super-Bowl.asp http://kantarmedia.com/sites/default/files/press/2011_Super_Bowl_Pre-Game_Release.pdf $1.8M $49.2M $1.3M $45.6M $1.4M $1.7M $38.3M* $33.3M $28.2M ACADEMY AWARDS MEDIA BUYING Cost Per 30 Second Ad $1.7 million The sticker price of a Bugatti Veyron. 2008 2011 That's $57,000/second! 2010 2009 $70 Million $.034 Total advertising revenue for ABC in 2010 (1.4 mil- lion per 30 second Ad) Cost of the ad buy per viewer $720 Million Total spent on advertising during the Oscars over the past 10 years, which is more than the GDP of Grenada in 2010 9 minutes of commercials per hour $24 Billion ABC's Primetime Ad Sales for 2010-2011 season GREY'S ANATOMY $220,000 Amount Ads sell for on ABC's next highest selling primetime show: Grey's Anatomy Top Advertisers Since 2006 12.3 million Coca-Cola JCPenney GM AMERICAN EXPRESS MasterCard The Number of 12 Packs of Coke it would take to equal Coca Cola Master Card J.C. GM AMEX their Ad Spending Penny Advertisers refer to the Academy Awards as The Super Bowl for Women But how does it compare with the real thing? 107 75 61 58 47 41 Super Bowl Post Game Academy Super Bowl Super Bowl Pre-Game NFC AFC Championship Championship Awards RATINGS FOR TOP 6 TELEVISED EVENTS OF 2010 30 Second Ad Price Cost per Viewer Reached Vital Stats Viewers Academy Awards 41 Million $1.7 Million 107 Million $3 Million Super Bowl 51% The Last 10 Years: Watch the game for the Commercials 99.2% Coke Audience GM PEPSI Pepsi Coke Disney retention Anheuser -Busch GM during commercials $1.62 Billion Total Spent by Advertisers. Equals the GDP of 425 Greenland Minutes of Commercials over Last Ten years Sources: http://kantarmedia.com/sites/default/files/press/2011 Academy_Awards_Press_Release.pd http://mediadecoder.blogs.nytimes.com/2011/02/11/abc-sells-out-ads-on-oscars/ http://www.utalkmarketing.com/pages/Article.aspx?ArticlelD=20358&Title=The_Oscars'_attracts_$1.7m_per_ad_spot http://www.medialifemagazine.com/artman2/publish/Television_44/For-ABC-Oscar-night-s-a-sell-out.asp http://www.reuters.com/article/2011/02/15/us-oscars-idUSTRE71E17Q20110215 http://adage.com/upfront2010/article?article_id=144357 http://www.frankwbaker.com/prime_time_programs_30_sec_ad_costs.htm http://www.medialifemagazine.com/artman2/publish/Sports_TV_52/A-media-buyer-s-primer-to-Super-Bowl.asp http://kantarmedia.com/sites/default/files/press/2011_Super_Bowl_Pre-Game_Release.pdf $1.8M $49.2M $1.3M $45.6M $1.4M $1.7M $38.3M* $33.3M $28.2M ACADEMY AWARDS MEDIA BUYING Cost Per 30 Second Ad $1.7 million The sticker price of a Bugatti Veyron. 2008 2011 That's $57,000/second! 2010 2009 $70 Million $.034 Total advertising revenue for ABC in 2010 (1.4 mil- lion per 30 second Ad) Cost of the ad buy per viewer $720 Million Total spent on advertising during the Oscars over the past 10 years, which is more than the GDP of Grenada in 2010 9 minutes of commercials per hour $24 Billion ABC's Primetime Ad Sales for 2010-2011 season GREY'S ANATOMY $220,000 Amount Ads sell for on ABC's next highest selling primetime show: Grey's Anatomy Top Advertisers Since 2006 12.3 million Coca-Cola JCPenney GM AMERICAN EXPRESS MasterCard The Number of 12 Packs of Coke it would take to equal Coca Cola Master Card J.C. GM AMEX their Ad Spending Penny Advertisers refer to the Academy Awards as The Super Bowl for Women But how does it compare with the real thing? 107 75 61 58 47 41 Super Bowl Post Game Academy Super Bowl Super Bowl Pre-Game NFC AFC Championship Championship Awards RATINGS FOR TOP 6 TELEVISED EVENTS OF 2010 30 Second Ad Price Cost per Viewer Reached Vital Stats Viewers Academy Awards 41 Million $1.7 Million 107 Million $3 Million Super Bowl 51% The Last 10 Years: Watch the game for the Commercials 99.2% Coke Audience GM PEPSI Pepsi Coke Disney retention Anheuser -Busch GM during commercials $1.62 Billion Total Spent by Advertisers. Equals the GDP of 425 Greenland Minutes of Commercials over Last Ten years Sources: http://kantarmedia.com/sites/default/files/press/2011 Academy_Awards_Press_Release.pd http://mediadecoder.blogs.nytimes.com/2011/02/11/abc-sells-out-ads-on-oscars/ http://www.utalkmarketing.com/pages/Article.aspx?ArticlelD=20358&Title=The_Oscars'_attracts_$1.7m_per_ad_spot http://www.medialifemagazine.com/artman2/publish/Television_44/For-ABC-Oscar-night-s-a-sell-out.asp http://www.reuters.com/article/2011/02/15/us-oscars-idUSTRE71E17Q20110215 http://adage.com/upfront2010/article?article_id=144357 http://www.frankwbaker.com/prime_time_programs_30_sec_ad_costs.htm http://www.medialifemagazine.com/artman2/publish/Sports_TV_52/A-media-buyer-s-primer-to-Super-Bowl.asp http://kantarmedia.com/sites/default/files/press/2011_Super_Bowl_Pre-Game_Release.pdf $1.8M $49.2M $1.3M $45.6M $1.4M $1.7M $38.3M* $33.3M $28.2M