AWFUL OSCARS ROYALLY SCREWS ADVERTISERS

JohnLandsberg
February 23rd, 2015
Neil Patrick Harris1

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.”

3 Responses

  1. kansas karl says:

    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.

    • JohnLandsberg says:

      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.

  2. Pat Carlson says:

    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!

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  • MIZZOU NEEDS CRISIS PLAN TO RESTORE IMAGE

    In Journalism circles, having a degree from the University of Missouri was often a ticket for success. It is not only the nation’s oldest Journalism school, it is also one of the most prestigious.

    When rankings for the best “J” schools in the nation are posted the University of Missouri is almost guaranteed to be in the Top 10 or Top 5. However, that may have all changed due to the actions of a single media professor during the recent student uprising at the school.

    A Mass Media Professor, Melissa Click, is shown in a video asking for “muscle” to remove a student photojournalist, Tim Tai, who was working for ESPN and in a public place. It is a horrible act by a college professor and shows a total disregard for the Journalist’s First Amendment rights, which is against what the school has taught for decades.

    “Who wants to help me get this reporter out of here? I need some muscle over here,” says Click.

    A video of Click’s actions against Tai has gone viral and has well over 500,000 views (LINK) on a single site. The New York Times has written an extensive story about her actions.

    What was once a sympathetic media for the protesters has now changed with the actions of students and faculty against them.

    Technically some have pointed out Click works in the Mass Media Division of the Department of Communications in College of Arts & Sciences, which is separate from the J-school. However, she is listed on the School of Journalism’s site (LINK), which tars the entire Journalism program whether it deserves it or not.

    Click had earlier Tweeted out that she she was looking for coverage of the event by Journalists. Later on she is clearly leading the charge against other Journalists with total disregard for their rights to cover the event.

    With the resignation of the school’s President and Chancellor the University of Missouri is clearly being painted as a college where the inmates are running the asylum. Rather than act like a Professor, Click and other faculty members have clearly shown they were behind the student protests against the administration.

    If the University of Missouri doesn’t hire a crisis communications team immediately its entire image for producing quality Journalism graduates could likely be tarnished forever. If the school was wise it already had a crisis communications plan in place for such an incident, but that is unlikely.

    The first move would be to remove Click. But that would be a stop-gap measure since a faculty member helping foment the disturbance was an indictment on all the faculty. The school hired her, and whether tacitly or not, approved of her actions.

    A statement issued today by the Dean of the Journalism School denied she was part of the faculty and sounded as if her days as a professor at Missouri were numbered. Click has also been forced to apologize in an attempt to save her job and resigned her “courtesy” appointment to the J-School.

    However, a Kansas City reporter told BLC that the protesters are refusing to speak with local reporters and will only do interviews with national media outlets. That is the kind of move that will turn sympathetic local media against them now and in the future.

    It’s a bad move.

     

     

    Published November 10, 2015 at 10:23 am - 5 Comments In Journalism circles, having a degree from the University of Missouri was often a ticket for success. It is not only the nation’s oldest Journalism school, it is also one of the most prestigious. When rankings for the best ...