Oscars 2024 hits 4-year viewership high, sells out all ad inventory

The 2024 Oscars have reached a four-year high in viewership.  The award show drew 19.5 million viewers, up 4% from last year's record of 18.8 million US viewers, according to media reports. A report from Reuters also added that on social media, the Oscars ranked as the number one program on Sunday night generating 28.5 million interactions, said the report.

Don't miss: Oscars 2023 sees 12% spike in audience, but still third lowest in viewership history 

In addition, the #Oscars hashtag was reportedly the top trending topic in the United States on X throughout the telecast. It was also the most-used hashtag on X worldwide on Sunday.

The highest rated Academy Awards telecast reportedly took place in 1998 when 57 million people tuned in to watch Titanic sweep the honours. 

Much like the 2023 Oscars, Disney Advertising sold all of its ad inventory this year too. Disney Advertising secured a broad range of sponsors representing 17 categories including apparel, auto, beverage, entertainment, financial services, healthcare, insurance, pet care and more.  Some advertisers include Airbnb, Booking.com, Doordash, Energizer Holdings, Nissan Motor Corp, Panda Express, PepsiCo, Unilever and more. 

“On March 10th, Hollywood’s biggest night returns and we couldn’t be more excited, along with our incredible brand partners, to once again have the honour to celebrate the greatest in films and storytelling, said Rita Ferro, president of global advertising, Disney, in a statement.

“The Oscars stage and telecast continues to be the break-through moment for the most impactful brand marketers to bring their own creative storytelling to the cultural forefront through new innovation and never-before-seen activations.”

The 2024 Oscars also featured some notable firsts including an integration from luxury brand Rolex that will help to celebrate this year’s winners; Bank of America who will ensure people with disabilities can enjoy and access the program with ease and a first-of-its-kind red carpet live stream with TikTok. Don Julio, who had been a long-time sponsor, secured its first in-show moment. The in-show moment saw everyone present doing a toast with the brand's 1942 Don Julio tequila one-hour into the award show. 

According to Adweek, pricing for the event was slightly increased over the last year. This year, Disney Advertising reportedly sought US$1.7 million to US$2.2 million for 30-second ads. In 2023, it was reported that the company charged between US$1.6 million and US$2.1 million for 30 seconds of airtime. 

This comes after Disney Advertising sold out NHL All-Star weekend back in February this year. It managed to secure 38 advertisers and 12 sponsors across 26 categories. 

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