The comeback of live event TV continues as ABC’s telecast of the 96th Academy Awards on Sunday drew a whopping 19.5 million viewers, marking a four-year viewership high, according to Nielsen. This surge in live TV audience is a positive sign for the network and the academy, especially considering the recent trend of declining viewership for major awards shows.
The ratings report will surely bring cheers to ABC and the academy, as the decision to start the awards ceremony an hour earlier seemed to have paid off. The numerous nominations for popular films like “Barbie” and “Oppenheimer” also contributed to the increased viewership, as did Jimmy Kimmel’s well-received hosting performance.
This year’s Oscars were the most-watched network awards show since February 2020, indicating a renewed interest in mass cultural events that struggled during the pandemic. The success of the Oscars follows a pattern seen in other recent live events, such as the Grammy Awards and the Golden Globes, which also saw significant increases in viewership.
ABC, which holds the broadcast rights to the Oscars through 2028, reported that it had sold out its advertising inventory for the event. The network charged between $1.7 million to $2.2 million for a 30-second spot, slightly higher than last year. Some of the ads even made their way into the broadcast, adding to the overall entertainment value of the show.
While TV viewing habits have undoubtedly changed in recent years, with the Oscars telecast seeing a significant drop in viewership before 2018, the recent surge in live event TV viewership is a promising sign for the industry. The success of the Oscars, along with other major awards shows, indicates that audiences are once again tuning in to watch these cultural events unfold in real-time.
