Awards Show Changes Boost Viewers, Ad Rates

Awards show changes designed to boost ratings seem to be paying off in terms of ad revenue. The ACM has added fan voting over the last few years in order to encourage participation which leads to viewership on the big night.

Last year, the Oscars attracted a bigger audience by expanding the Best Picture category, which allowed for more blockbusters to be eligible for the night’s top honor. The move yielded an average audience of 41.3 million viewers, an increase from 2008’s low of 32 million.

Heading into the Feb. 27, 2011 Academy Awards, ABC is increasing ad rates for its broadcast for the first time in three years. AdAge reports a 30-second spot on the show in going for about $1.7 million, up from the 2009 and 2010 cost of $1.3 – $1.5 million.

The publication says that major, live TV events like awards shows are becoming increasingly attractive to advertisers in the face of audience fragmentation due to mobile devices, online viewing, etc.

The Oscars typically follow only the Super Bowl and NFL championship games for top annual TV ratings.

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Category: Awards, Featured, Sales/Marketing

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Sarah Skates has worked in the music business for more than a decade and is a longtime contributor to MusicRow.

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