The Super Bowl is as synonymous with advertising as it is with football. However, another player in the market for premium advertising dollars has emerged — the Academy Awards. Sara Loughran Dommer, a marketing professor in Georgia Tech’s Scheller College of Business, looks at Oscar’s rising power.
Are the Oscars the new Super Bowl with respect to advertising? By one measure, they are.
Advertising efficiency is often measured by the cost to reach 1,000 people via an advertising outlet or medium. Advertisers paid $4.5 million for 30 seconds of airtime during Super Bowl XLIX, which 114.4 million people watched. That works out to a “Cost per Thousand” of $39.34. Advertisers paid $1.95 million for a 30-second spot during the 2015 Oscars, which reached 43 million people. That works out to a “Cost per Thousand” of $45.35.