LOS ANGELES – Nielsen’s ratings for Sunday night for the film industry, which was already fighting to make its way into the center of American culture 93rd Academy Awards Came as a Body Blow: About 9.85 million people watched the telecast, a 58 percent decrease from last year’s record low.
According to Nielsen’s preliminary data released on Monday, between 18 and 49, the demographic that many advertisers have paid premiums to reach, Oscar suffered a 64 percent drop. Nielsen’s final numbers are expected on Tuesday and will include outdoor viewing and some streaming stats.
The Academy of Motion Picture Arts and Sciences declined to comment.
There was a break in the academy for the academy Drop fast rating. Award shows have struggled mightily during the epidemic, and the Oscars have been down for years. But some academy officials were hopeful that Sunday’s telecast could still crack 10 million viewers and attract up to 15 million.
Offensive? Undoubtedly. But millions of dollars are also at stake.
Under a long-term licensing deal with ABC, which is owned by Disney, the academy stands to collect nearly $ 900 million between 2021 and 2028 for broadcasting Oscar rights worldwide. Money is important for the running of the academy, especially at a time when it is spent to open it Museum in los angeles. But some of that money is threatened. If some ads reach the sales threshold, the academy’s payment includes a guarantee and then revenue sharing.
So far, ABC has been able to Keep advertising rates high Due to fragmentation of television viewing. Oscar night may be a shadow of its former self, but the rest is network television; The ceremony is still one of the biggest TV shows of the year. Google, General Motors, Rolex and Verizon Cost an estimated $ 2 million According to media buyers, for every 30-second spot in Sunday’s telecast, only a slight drop from last year’s pricing. ABC said on Thursday that it had sold off its inventory.
The ABC Oscar does not guarantee audience size for advertisers, thus removing any capacity for so-called make-goods (additional commercial time at a later date) to compensate for lower ratings.
Some in the entertainment industry, whether it is out of optimism or denial or both, believe that award shows are going through a temporary meltdown – that is, the Emmys (under 30) and the Screen Actors Guild Awards ( Ratings are down for veterans such as below 52). Percent) reflects an epidemic, not a paradigm. Without a live audience, the telecast is drained of their energy. Large studios also postponed major films, leaving this year’s award circuit for small-scale art films.
Most nominated film “Munk” was on Sunday. It got 10 nodes. Surveys before the show indicate that most were American Never even heardDespite being available on Netflix, it was seen by very few people. “Manc”, a love letter to Old Hollywood from David Funcher, won for production design and cinematography.
Still, the Oscars are downward from 1998, when 57.2 million people watched “Titanic” win for best-picture.
Starting with the delivery route, many factors are reducing ratings. Older broadcast networks such as ABC are no longer as relevant, especially to younger people. (An award shows that is actually growing Sports award, Which celebrates the best video game of the year and is streamed on platforms such as YouTube, Twitch and Twitter.)
In many cases, analysts say, the telecast is too long for the contemporary attention span. The ceremony on Sunday was one of the shortest in recent years, and it still lasted 3 hours 19 minutes. Why slogans all through when you can catch snippets on Twitter? On Sunday, the video from the ceremony showing Glenn Close in “Da Butt” went viral.
Increasingly, ceremonies are less about the honor of entertainment and more about civic issues and progressive politics, which inevitably annoys half the audience. Regina King, the previous Oscar winner and director of “One Night in Miami”, accepted as much at the top of the show.
“I know a lot of people at home want to reach for your remote when you think Hollywood is promoting you,” she said. “But as a mother of a black son, I know the fear that so many people live together, and no fame or fortune is like that.” He was led by half a dozen honorees and spoke on issues such as racial justice and police brutality.
Award show fatigue is also a factor. There are at least 18 television festivals each year, including the villagers (Down 53 percent) And Golden Globes (Down 62 percent) Belongs to. Still, Oscar ratings have gained more theatricality in recent years, and Grammyz is closing in on becoming the most-watched award show, once an unachievable notion. Last month it had nearly 9 million viewers for its telecast.
The academy itself has played a part in the demise of the show, sparking efforts to make it more relevant (honoring announcing a new category in a hurry Achievement in “popular” films And then retreat) and reject ABC’s plea to reduce the number of Oscars presented during the show.
On Sunday, the proceedings were largely suppressed – almost the opposite of a big-tent award show. Best song performances were transferred to Presu. The film clip scaled back. There were comedy bits. A long segment of the show was dedicated to the Motion Picture and Television Fund, which provides a charity Housing and Health Care for Hollywood Seniors.
A spokesman for the academy said the producers of the Oscars were not available to discuss their decisions on Monday.