“This Sunday, we’re going to deliver an unforgettable night of television. Our sponsors showed up in full force, across every major category with new and custom creative, joining a spectacular evening celebrating the biggest achievements in storytelling and the moments that bring us together,” said Rita Ferro, president, Disney Advertising. “The Oscars is a cultural phenomenon at the center of creativity and entertainment – and with Jimmy Kimmel back at the helm as host, our all-star production team is set to bring the magical night to movie fans, everywhere.”
This year’s show has an expansive collection of categories including apparel, auto, beverage, consumer packaged goods, entertainment, financial services, insurance, luxury spirits, media & entertainment, pharmaceutical, retail, streaming, technology and telecom and travel.
Advertisers of this year’s show include proud sponsors Pfizer; Rolex and Verizon; and participating sponsors: Allstate; Amazon XCM; Applebee’s; Audible; AutoDesk; Booking.com; Carnival (Orion); (CBS) Paramount +; Chase; EJ Gallo; Constellation Brands; GSK; Henkel; Hulu; Hyundai; Intuit Turbo Tax; KDP Dr. Pepper; Liberty Mutual; Lucid Motors; Novartis; Progressive; Rocket Mortgage (Quicken Loans); Snapchat; Sony; Starbucks; Stellantis; TIAA Cref; Universal; Volvo; Warner Brothers and Walt Disney Motion Pictures, among others.
Disney Advertising continues to build successful multi-media campaigns for Local clients with unique ad products, integrations, and sponsorships, available on a geo-targeted level. 14 new advertisers join Disney’s roster of clients sponsoring The Academy Awards on a Local level, including: ELF Cosmetics; Haverty’s; Lexus; The Honest Company; BMW; LAPAM / Israel Tourism; Mazda and Rolex, among others. Local clients will showcase commercials in everything Disney Advertising has to offer, and consumers will see messaging across our ABC Owned Television Stations, Streaming and Social campaigns, including “On The Red Carpet Live: Countdown to Oscars 95.”
Advertisers consistently seek out and have a strong appetite for sponsorship of the Oscars®. They look to the show to help launch new creative, initiatives and raise awareness for campaigns. In fact, brands see significantly greater ad awareness and purchase consideration. Additionally, the Oscar viewing audience are more likely to recommend these brands to others. Advertisers who activate across social, digital, and linear opportunities, see the greatest lifts across ad awareness and purchase consideration. The Oscars also drives action for brands. In 2022, brands saw an average of +49% search engagement rate than the average primetime broadcast according to EDO. Additionally, it would take almost 9 ad exposures in primetime entertainment to match the search impact of 1 ad in the Oscars.
For the first time, Disney is expanding beyond syndicated and effectiveness research to enable brands to measure advanced audiences in the Oscars through an integration to VideoAmp. Now, advertisers can begin to understand with more precision, reach and frequency through advanced audience analytics.
The 95th Oscars will be held Sunday, March 12, 2023, at the Dolby® Theatre at Ovation Hollywood and will be televised live on ABC at 8 p.m. EDT/5 p.m. PDT and in more than 200 territories worldwide.