Academy Awards ad prices up

February 16, 2007 Over the past 10 years, the price of a 30-second ad spot in the Academy Awards telecast on ABC has more than doubled, from about $700,000 in 1995 to $1.6 million last year, according to a report issued by TNS Media Intelligence. With the high price tag, though, comes less ad clutter with viewers typically exposed to 11-12 minutes of commercials per hour, compared to 13-14 minutes of commercial time per hour in the Super Bowl, and a typical 18 minutes per hour in regular prime-time programming on the broadcast networks, the report said. About one-third of Academy Awards advertisers each year have also bought time in the Super Bowl, the report said, with that number peaking in 2003, when 9 advertisers bought commercial time in both telecasts.

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