Anyone who witnessed the 87th Annual Academy Awards knew they were watching a politically correct disaster.
A bevy of celebrities came forth proclaiming their latest causes as the event dragged on into the wee hours of the morning. At times the camera seemed to focus on Oprah Winfrey to make sure she was not offended that her movie “Selma” not getting sufficient love.
Host Neil Patrick Harris bombed. How bad? He even came out in his underwear to try and generate buzz regarding the movie “Birdman.” But it is likely viewers had no idea what he was doing. The skit didn’t work. It was a juvenile trick that caused viewers eyes to roll.
As one witness to the disaster noted, “The Academy Awards used to be a classy affair. Not anymore.”
When all is said and done, while viewers turned away and went to bed, it was the advertisers who are moaning today. When you are paying $1.9 million for a 30-second spot it hurts when viewership drops 15% from last year’s effort.
How bad was it? Advertising Age said 36.6 million viewers tuned in to the fourth-biggest bust in 40 years.
What’s even worse for advertisers is that ABC will not do make-goods. That generally would mean the network would give advertisers some guarantees if the event proved to be a ratings disaster and they might get free spots on other shows to make-up for the loss.
“If the turnout for Hollywood’s annual exercise in self-aggrandizement was a bit of a downer, ABC is in no way on the hook for make-goods,” notes Ad Age. “As is the case with TV’s other mega-event, the Super Bowl, the network does not offer ratings guarantees to advertisers; in other words, the $1.9 million investment marketers made for each 30-second chunk of airtime was an exercise in good faith.”











NOT SCREWED
Screwed? not so much. While the advertiser’s did buy the Oscar’s broadcast they have an out so to speak, if the program does not do the rating promised by the broadcaster, then make goods are offered in other programming or a reduction in rate is offered, if promised a 5 rating and the show only produced a 4 then the advertiser gets that point made good or the rate is reduced. Standard agency TV station procedure.
READ THE STORY
If you would have read the story it clearly pointed out that ABC is not offering make-goods on the broadcast. There were no ratings guarantees. Advertisers were screwed.
WHAT COULD GO WRONG?
I agree that openly gay Harris bombed. Gee, couldn’t see that coming.
Sean Penn alone announces best picture. Here again, what on Earth could go wrong?
Puke!