Oscar Advertisers Paid Record Prices for a 15% Drop in Audience
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A slate of boutique films and an uneven, torpidly paced broadcast conspired to put a whammy on Sunday night’s Oscars ratings, as overall viewership dropped 15% versus last year’s big show.
According to Nielsen fast national data, ABC’s presentation of the 87th Annual Academy Awards averaged 36.6 million viewers, down from 43 million a year ago. Of these, approximately 13.7 million, or 37%, were members of the key 18-49 demographic.
Barring a significant upward adjustment, last night’s Oscars broadcast now stands as the third least-watched in a decade and the fourth biggest bust in 40 years. (Note: While adjusted fast nationals are statistically of a piece with the final live-plus-same-day results, there may be a minor adjustment here and there before those “official” numbers are released Tuesday morning. Last year’s broadcast inched up to 43.7 million viewers in live-plus-same-day.)
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