Oscars Ad Rates Climb as ABC and Hulu Sell Out Inventory
In a positive development for the Oscars, Disney has reported that advertising inventory for Sunday’s telecast has sold out, with rates increasing by double digits compared to 2025 levels.
According to a source familiar with the sales process, the cost for a typical 30-second advertisement during the ceremony exceeds $2 million.
Last year’s broadcast attracted 19.7 million viewers, marking the fourth consecutive year of audience growth as the award show rebounded from the impacts of the pandemic. Factors contributing to this increase included an earlier start time of 7 p.m. ET and the telecast’s availability on Hulu. Both of these elements will be retained for this year’s show, and Conan O’Brien will return as host following positive reception in 2025.
“The demand started much, much earlier than last year,” said Campbell. “Coming right out of last year’s show, there were creative brainstorms like we’ve never had before. Brands are asking us much earlier to start to have those conversations. And I also think that brands just in general are planning longer-term for their live event strategies.”
Although the audience of nearly 20 million viewers remains significantly lower than the peak numbers seen in past decades, the Oscars continues to be a standout non-sports event with considerable reach.
Disney has implemented a “content everywhere” strategy, allowing brands to gain exposure across linear TV, streaming platforms, social media, and digital outlets. The telecast will also include a live announcement promoting a quick-service restaurant, with advertisements targeting streaming viewers using IP data from the Academy of Motion Picture Arts and Sciences for the first time.
In total, 42 advertisers will participate this year, an increase from last year. Eighteen of these ad buyers are returning, while 24 are new entrants. Rolex will return as a “proud sponsor,” a designation indicating total spend, and Burger King joins the lineup in the same capacity for the first time.
