Did you watch the Oscars? As we wait for the overnight numbers, keep in mind that increasingly viewers are opting out when it comes to this annual telecast. Last year’s show garnered the lowest viewership on record (32 million, down from 39.9 million in 2007). In general, the awards show hasn’t seen a big crowd in this decade since the year 2000, when American Beauty won best picture (see Nielsen for a list of the ten most-watched Oscar shows in the years 1974—2008).
So, why should marketers care at all about the Oscars? Industry types know that Oscar buzz translates into greater box office for a picture, in part because of a self-fulfilling prophecy. Once nominated, a film is typically given much broader distribution, which in turn leads to more take at the box office…an increase in the range of 18%–72% for this year’s nominated films.
For other marketers, though, the Oscars award show represents one of the few remaining marquee opportunities to reach a relatively broad swath of viewers, all interested in watching a live event. Even with viewership at a record-low level in 2008, 18.7% of American homes tuned in—just a tick under the same amount who tuned in for the opening ceremonies of the 2008 Olympic Games. Particularly in years when there is no Olympics, and particularly for those who can’t or won’t pay Super Bowl-level prices for 30-second spots, the Oscars telecast remains a valuable option for placing broad-appeal ads. Plus, beyond reach the Oscars offers advertisers a desirable image for association—it is still perceived as an upscale venue and premium event in the minds of its audience.
This year’s show tried to mix things up, with a new host (Hugh Jackman), new presentation gimmicks (e.g., having five of the former winners in a category up on stage, each saying a word of admiration to a nominee), and a new earnestness (with a nod to the down economy, in skits that attempted to suggest Oscar had grown cost-conscious). The results were mixed at best. At least online during the show, many of those posting in #oscaradwatch were not impressed. In general, the show seemed slow this year, with many uninspired attempts at humor.
Marketers had various objectives for their advertising during this year’s telecast. For example, Hoover is launching a new “Platinum Collection” vacuum line; Coke is seeking to shore up and reinvigorate Diet Coke; Hyundai is involved in an epic battle for the pole position on American automotive buyers’ shopping list. Frito-Lay, with its “True North” campaign for True North line of nuts, seeks to create associations in consumers’ minds very different from those created by the recent Dorito’s ads. As with the Super Bowl, marketers had many reasons to pony up big bucks for spots on the telecast. But given those objectives, how did they fare?
To achieve maximum results, we know that four conditions are necessary: exposure, attention, comprehension, integration. While there didn’t seem to be as much emphasis on integration as we saw during the Super Bowl, ads still varied in terms of their performance on the other three criteria.
Notable advertisers this year, at least in terms of exposure, were Hyundai and JCPenney. But size (share of voice) isn’t everything—winners in terms of attention and uniqueness were Coke and Tide. The latter stole the show with an inspired spot featuring Tim Gunn, designed to launch Tide Total Care with a broader audience. Given that Gunn had been very apparent in interviews during the red carpet phase of the show, in addition to the night’s obvious tie-in to clothing, the spot really popped. (While the spot isn’t available yet online, Gunn has created several videos to promote Tide Total Care—you can check them out here). As an aside, the evening offered—in an ironic twist—a parade of Bravo TV personalities, on stage and in ads, including Heidi Klum and Tom Collichio in addition to Tim Gunn. Weird to see so many on an ABC telecast!
If Tide scored with a very-memorable spot, Hyundai and JCPenney scored with sheer share of voice. Between the two, JCPenney had the more remarkable creative strategy, with ads that were fresh, attention-grabbing and consistent with the hip image JCPenney is chasing. Target, watch out—as one poster on Twitter mentioned during #oscaradwatch, this was definitely a shot over the bow at the Minneapolis-based rival!
In addition, a special mention goes to Coke. Their Oscars spot featuring the iconic Coca-Cola bottle was very consistent with the “Open Happiness” spots that debuted during the Super Bowl. This campaign appears to be very integrated and on-brand. Nice to see, in the face of the seemingly-schizophrenic creative strategy adopted by Hyundai.
Speaking of Hyundai, there seems to be a debate in the community regarding their marketing strategy. Some admire the company for constantly reminding consumers of their Assurance program (an admittedly-fine feature for skittish automotive shoppers in these trying times). But others feel the brand STILL has no clear brand identity, even with massive expenditures on Super Bowl and Oscars advertising (as well as their regular media appearances). What do you think?
OK, time to take down the balloons and clean up the empty champagne bottles till next year. Meanwhile, more on Hyundai and brand strategy soon!
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