P&G Won’t Advertise on Academy Awards Broadcast

The significance of Procter & Gamble’s decision to skip this year’s broadcast of the Oscars should not be overlooked. When one of the world’s largest advertisers takes a pass on one of TV’s biggest broadcast events, the tide (no pun intended) has inexorably turned against the 3o-second spot.  (It’s worth noting that P&G’s Olay brand is advertising prominently on the Oscar website.)

The Academy Awards is up there with the Super Bowl as Big Time TV – MediaPost reports that ABC will be asking between $1.5 and $1.7 million per 30-second spot. Ogilvy & Mather Chairman Steve Hayden reflected not too long ago on how events like the Oscars and Super Bowl are the last remaining advertising venues for “real time, shared experiences” with a mass audience. The Super Bowl still creates an advertising frenzy, but we may be one step closer to crossing the Academy Awards off that list for sponsors.  

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One thought on “P&G Won’t Advertise on Academy Awards Broadcast”

  1. Post-Super Bowl postscript: Columnist says the game’s commercial hegemony is over too.

    http://www.msnbc.msn.com/id/16988568/site/newsweek/

    Funny:

    “Once the game begins, we still itch for that first commercial break for our long-awaited dose of hyperclever ads, hoping for a good belly laugh, something that will go straight into the pantheon alongside Budweiser’s croaking frogs. But it’s time to admit that the golden age of Super Bowl ads is over. Nowadays, we’re lucky if we get a halfway decent fart joke.”

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