{"id":29072,"date":"2019-02-25T11:48:33","date_gmt":"2019-02-25T17:48:33","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=29072"},"modified":"2019-02-25T11:58:54","modified_gmt":"2019-02-25T17:58:54","slug":"oscars-commercials-debut-in-the-other-advertising-super-bowl","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/oscars-commercials-debut-in-the-other-advertising-super-bowl\/","title":{"rendered":"Oscars&#8217; Commercials Debut In the Other Advertising &#8220;Super Bowl&#8221;"},"content":{"rendered":"\n<p>Ad people love industry award shows and people working in advertising have a natural affinity for the people who make films, since they often work side-by-side on 30- and 60-second films, also known as commercials. The Oscar Awards are therefore a big deal. Not Super Bowl big, but big nonetheless.<\/p>\n\n\n\n<p>In media buying terms, ABC was seeking between $2 million and $3 million for a 30-second ad slot on Sunday\u2019s broadcast of the glitzy awards ceremony, while CBS got between $5.1 million and $5.3 million for the equivalent in its recent telecast of Super Bowl LIII. <\/p>\n\n\n\n<p>Also, the viewership isn&#8217;t quite the same. The most recent Super Bowl drew a crowd of 98.2 million TV viewers, according to Nielsen, while last year\u2019s Oscars attracted 27.4 million \u2013 a new low. A new low that still equals 25 million focused viewers\u2014a massive audience by today&#8217;s standards.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Commercials of Note<\/h3>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/-czP8snXuMU?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><figcaption>Inspired by the fitness trend known as&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.animalflow.com\/\" target=\"_blank\">Animal Flow<\/a><g class=\"gr_ gr_10 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation multiReplace\" id=\"10\" data-gr-id=\"10\">.<\/g><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/4ZQASXj19eI?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><figcaption>Hang up and enjoy the ride.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/aJaSCqPvwOA?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><figcaption>Talk to a friend, not a machine.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/8HIQ16PiFCM?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><figcaption>This is touching. <\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/s29YJ6sct_c?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><figcaption>Made in China. <\/figcaption><\/figure>\n\n\n\n<p>The spots above are good in places, but they are no match for <em>Roma,&nbsp;Black&nbsp;Panther,<\/em> or some of the other films that won Oscars last night.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ideas Needed, We&#8217;re All Good with Technique <\/h3>\n\n\n\n<p><a href=\"https:\/\/variety.com\/2019\/tv\/news\/oscars-commercials-advertising-abc-walmart-google-budweiser-1203148105\/\">According to Variety<\/a>: <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>At a time when more viewers have grown accustomed to skipping past commercials with time-shifting technology or not having to encounter them on subscription streaming services like Netflix, Madison Avenue has come under new pressure to devise ads that give consumer more of the content they came to see and less of the annoying, interrupting messages that get in the way of that entertainment.<\/p><p>ABC encouraged sponsors to not only launch new commercials that haven\u2019t been seen&nbsp;<em>ad <g class=\"gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_disable_anim_appear Punctuation only-del replaceWithoutSep\" id=\"5\" data-gr-id=\"5\">infinitum<\/g><\/em><g class=\"gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_disable_anim_appear Punctuation only-del replaceWithoutSep\" id=\"5\" data-gr-id=\"5\">,<\/g> but to work to make the ads carry elements of the awards ceremony itself to play off what drew viewers to the broadcast in the first place. \u201cSparking moments like that adds to the overall viewing experience,\u201d says Jerry Daniello, senior vice president of entertainment brand solutions for Disney Advertising Sales.<\/p><\/blockquote>\n\n\n\n<p>A powerful media executive wants better content from his sponsors. I don&#8217;t know if that&#8217;s precious or perfect.<\/p>\n\n\n\n<p>Are sponsors listening? Are they open to this line of criticism? With Chief Marketing Officer<g class=\"gr_ gr_27 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del\" id=\"27\" data-gr-id=\"27\">s under<\/g> constant pressure to keep the wolves at bay (and keep their high paying jobs), I&#8217;m not sure their too sensitive to Daniello&#8217;s arguments, even if they tacitly agree in private.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Veer from the Script, It&#8217;ll Do You Good<\/h3>\n\n\n\n<p>&#8220;The principal mark of genius is&nbsp;not perfection but originality, the opening of new frontiers,&#8221; said Arthur Koestler, author of novel&nbsp;<em><a href=\"https:\/\/en.wikipedia.org\/wiki\/Darkness_at_Noon\">Darkness at Noon<\/a><\/em>, an anti-totalitarian&nbsp;work that gained him international fame. <\/p>\n\n\n\n<p>In today&#8217;s distraction\/attraction multiple screen <g class=\"gr_ gr_5 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del multiReplace\" id=\"5\" data-gr-id=\"5\">digiverse<\/g>, a new frontier is badly needed. And talking to Google-owned disembodied voices isn&#8217;t the answer. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ad people love industry award shows and people working in advertising have a natural affinity for the people who make films, since they often work side-by-side on 30- and 60-second films, also known as commercials. The Oscar Awards are therefore a big deal. Not Super Bowl big, but big nonetheless. In media buying terms, ABC [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":29086,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,39,127],"tags":[],"class_list":{"0":"post-29072","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-awards","9":"category-creative-review","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Oscars&#039; Commercials Debut In the Other Advertising &quot;Super Bowl&quot; - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/oscars-commercials-debut-in-the-other-advertising-super-bowl\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Oscars&#039; Commercials Debut In the Other Advertising &quot;Super Bowl&quot; - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Ad people love industry award shows and people working in advertising have a natural affinity for the people who make films, since they often work side-by-side on 30- and 60-second films, also known as commercials. 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