{"id":12981,"date":"2024-03-13T11:49:32","date_gmt":"2024-03-13T18:49:32","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12981"},"modified":"2024-05-07T08:57:36","modified_gmt":"2024-05-07T15:57:36","slug":"2024-academy-awards-win-big-audiences-via-broadcast-tv","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/2024-academy-awards-win-big-audiences-via-broadcast-tv\/","title":{"rendered":"\u200b\u200b2024 Academy Awards Win Big Audiences via Broadcast TV\u00a0\u00a0\u00a0"},"content":{"rendered":"<p><span data-contrast=\"none\">The first few months of 2024 have demonstrated that embracing sports and live events is an award-winning strategy.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Take the 2024 Academy Awards as an example; the numbers speak for themselves: <\/span><b><span data-contrast=\"auto\">19.5 million viewers<\/span><\/b><span data-contrast=\"auto\"> tuned into ABC on a Sunday night, making it the <\/span><b><span data-contrast=\"auto\">most-watched Oscars since 2020<\/span><\/b><span data-contrast=\"auto\"> and marking the<\/span><b><span data-contrast=\"auto\"> third year of consecutive viewership growth<\/span><\/b><span data-contrast=\"auto\">.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">We know live sports deliver big broadcast audiences, and these <\/span><b><span data-contrast=\"auto\">viewership numbers are on par with the<\/span><\/b> <a href=\"https:\/\/www.tegna.com\/advertise\/nfl-season-advertising\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">NFL\u2019s regular season<\/span><\/b><\/a><b><span data-contrast=\"auto\"> average<\/span><\/b><span data-contrast=\"auto\"> audience of<\/span> <a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2024\/01\/09\/nfl-viewership#:~:text=Regular%2Dseason%20games%20averaged%2017.9,(dating%20back%20to%202000).\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">17.9 million viewers<\/span><\/a><span data-contrast=\"auto\"> this season. Better yet, broadcast viewership is up across all of Q1\u2019s tentpole events.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">This year\u2019s <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/3-lessons-from-the-most-watched-super-bowl-ever\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Super Bowl set records<\/span><\/a><span data-contrast=\"auto\">, becoming the most-viewed event since the moon landing with 123.7 million viewers across CBS, Nickelodeon, Univision, and streaming on Paramount+ and NFL digital platforms. It is also the second-most-watched TV event in American history.\u00a0\u00a0 <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">The Golden Globes jumped 50% from 2023 to<\/span> <a href=\"https:\/\/www.nexttv.com\/blogs\/why-tv-tentpole-ad-buys-are-worth-it-bc-guest-blog#:~:text=Placing%20ads%20in%20tentpole%20programming,13.83%25%20from%202022%20to%202023\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">9.4 million viewers<\/span><\/a>.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">The <\/span><a href=\"https:\/\/variety.com\/2024\/tv\/news\/grammys-ratings-viewers-2024-1235896637\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Grammy\u2019s viewership<\/span><\/a><span data-contrast=\"auto\"> also climbed 34% from 2023 to 16.9 million.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><a href=\"https:\/\/www.tegna.com\/advertise\/everything-you-need-to-know-about-nascar-advertising\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">NASCAR viewership<\/span><\/a><span data-contrast=\"auto\"> is up 19% over 2023, with the Cup Series race from Phoenix Raceway amassing more than 4 million viewers on FOX.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Interestingly, <\/span><span data-contrast=\"none\">a<\/span><span data-contrast=\"none\"> PGA Golf rerun of Pebble Beach, where Wyndham Clark set a course record in his winning moment, <\/span><span data-contrast=\"auto\">amassed more than<\/span> <a href=\"https:\/\/apnews.com\/article\/liv-golf-tv-ratings-pga-tour-28663978787cce342736ea757d523a3d\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">1.21 million viewers on CBS<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:1080,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">\u201cThe numbers speak volumes,\u201d says Tom Charno, TEGNA\u2019s Senior Consumer Insights Strategist. \u201cThese live events offer <strong>unmatched reach<\/strong> and programming that viewers are <strong>actively invested<\/strong> in and engage with, showing the importance of why advertisers should roll out the red carpet and get their messaging in these tentpole events.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">What\u2019s Behind Live TV\u2019s Comeback? <\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">The Oscars aired an hour earlier than in previous years, which could explain the rise in viewership. But, there\u2019s also a sense of shared cultural moments paired with FOMO, according to Charno.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThere\u2019s so much on-demand content to watch via streaming with no shared experience, and I think, evidenced by the box office success of \u2018Barbenheimer,\u2019 we saw people flocking to theaters to be a part of this cultural moment because <strong>audiences crave live, in-the-moment, water-cooler conversation experience<\/strong>, especially after being isolated for so long,\u201d Charno notes. <\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cI believe this translates into audiences wanting to also recreate this shared experience through the award shows broadcast on live TV. It puts them back in that moment of a shared cultural experience.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThere\u2019s also an element of spoilers at play. With live events, you can see the unexpected play out in real-time, and viewers are more immersed in the experience because of it,\u201d he says.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Some of this year\u2019s viral moments include \u201cBarbie\u201d star Ryan Gosling\u2019s live performance of &#8220;I\u2019m Just Ken,&#8221; a nude John Cena presenting the award for best costume, and Emma Stone&#8217;s emotional speech after winning Best Actress for \u201cPoor Things.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWatching live, at least in my opinion, is more fun than seeing a post about it on social media later, where you\u2019re playing catch-up. It\u2019s not as exciting to see it online after the fact when you could have been caught up and more emotional in the moment as a viewer.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">A Look into the Ad Creative<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">The Oscars also give advertisers an excellent storytelling opportunity to change the narrative and present the brand in a new light. For example, <\/span><span data-contrast=\"none\"><a href=\"https:\/\/www.fastcompany.com\/91054615\/rolexs-oscars-ad-continues-tradition-of-the-pop-culture-humble-brag\" target=\"_blank\" rel=\"noopener nofollow\">Fast Company<\/a> has highlighted Rolex\u2019s #HumbleBrag ad<\/span><span data-contrast=\"auto\">. The Rolex ad, \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=_JNYu4WGyTA\" target=\"_blank\" rel=\"noopener nofollow\">Every Hero Needs an Ally<\/a>,\u201d which Fast Company declared the best ad of the night, perfectly aligned with the magic of the night. It shows a montage of Rolex watches in popular movies like 2023\u2019s \u201cThe Iron Claw\u201d and more \u201cpop culture bona fides.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cAdvertisers place extreme importance on making memorable and emotional connections with audiences on the big screen, and for good reason,\u201d says Charno. When audiences become captivated by engaging storytelling, it improves brand awareness, ad recall, and purchase intent. It also starts conversations and generates word-of-mouth marketing. Plus, some of the ad creative we\u2019re seeing could win an award of its own.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/_JNYu4WGyTA?si=gG88NLutsP_gyCMV\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><b><span data-contrast=\"auto\">And the Award Goes To \u2026\u00a0 Live Broadcast TV<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Cue the \u201c<\/span><a href=\"https:\/\/www.washingtonpost.com\/music\/2023\/03\/10\/oscars-orchestra-speeches-time\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Too Long<\/span><\/a><span data-contrast=\"auto\">\u201d song. We\u2019ll wrap up the significant benefits the Oscars &#8211; and live event &#8211; audiences award to advertisers:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Massive Audience Reach: <\/span><\/b><span data-contrast=\"auto\">Major live events draw millions of diverse <a href=\"https:\/\/www.tegna.com\/advertise\/dissecting-the-pivot-in-appointment-tv-with-tegnas-al-reynolds-director-of-research-analytics\/\" target=\"_blank\" rel=\"noopener\">appointment TV<\/a> viewers, providing unparalleled exposure, reach, and engagement with consumers on a large scale.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Cultural Relevance:<\/span><\/b><span data-contrast=\"auto\"> These occasions serve as cultural touchstones, and advertisers can tap into people&#8217;s conversations about these events while building positive associations through<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/halo-effect\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">the halo effect<\/span><\/a><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Uninterrupted Attention:<\/span><\/b><span data-contrast=\"auto\"> In an age of ad-blocking and multitasking, live events and sports broadcasts offer advertisers a unique advantage: uninterrupted attention with no fast-forwarding or channel surfing.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2><b><span data-contrast=\"auto\">Advertising with TEGNA, Aligning with Live Events and Sports<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Team TEGNA knows the power of cross-platform ad campaigns that combine TV, OTT\/CTV streaming, and digital assets, and we\u2019re ready to jump-start your campaign today. With 64 broadcast stations in 51 markets nationwide, TEGNA has a unique ability to reach drivers across Broadcast, OTT Streaming, and digital solutions.<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Contact us today to see how we can accelerate your advertising.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Live events, such as awards shows, are not only some of the most-viewed programming on TV but are also experiencing their largest viewership in years. Broadcast TV remains THE premier home for the most buzzworthy cultural moments and shared viewing experiences.\u200b\u00a0\u00a0<\/p>\n","protected":false},"author":4,"featured_media":12982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[55,52,87],"tags":[],"class_list":["post-12981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-the-news","category-best-practice-tips","category-broadcast","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12981"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12981\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12982"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}