By Barry Janoff
October 26, 2016: Shows such as the Academy Awards, the Grammys, People's Choice Awards, Screen Actors Guild Awards, Academy Country Music Awards, The Tonys, Kids’ Choice Awards and MTV Video Music Awards do very well on TV and generate a plethora of interest on social media.
So it is no surprise that marketers want to be part of the action.
Sponsorship spend on awards shows is expected to hit a record $139.2 million this year, up some $6 million from the $133.5 million spend in 2015, according to research and consulting firm IEG, Chicago.
Personal Care is the most active category, with personal care companies 2.1 times more likely to sponsor the shows than the average of all sponsors.
The L’Oreal Group has replaced Procter & Gamble as the most active awards show sponsor.
Some 27% of awards show properties with a sponsor in the personal care category said they have an alliance with the brand, according to the IEG 2016 Awards Show Sponsorship Report.
Among L’Oreal’s high profile deals are the Academy Awards, Golden Globes, Cannes Film Festival and Paris Fashion Week.
Awards show sponsorship spend was $128.3 million in 2014, $121 million in 2013 and $115.8 million in 2012, according to the IEG 2016 Awards Show Sponsorship Report.
For all awards shows, behind Personal Care, the most active categories are Alcoholic Beverages (companies are 1.8 times more likely to sponsor shows than the average of all sponsors), Non-alcoholic Beverages (1.7), Financial Services (1.6), Food (1.4), Retail (1.2) and Telecom (1.2).
Among most active brands during awards shows, L’Oreal was followed by Mars Inc. (23% of awards show properties with a sponsor in the category said they have an alliance with the brand), Time Warner (23%), Coca-Cola (18%), PepsiCo (18%), Diageo (18%), Audi (14%), Chevrolet (14%), Kia (14%), MasterCard (14%), P&G (14%), Samsung (14%), Unilever (14%), United Air Lines (14%), Visit Vegas (14%) and Walmart (14%)
Among awards show, the Academy Awards has been called the Super Bowl for women, for good reason.
Ratings for the 2016 Oscars on ABC were down from previous years but still pulled in 34.4 million viewers. The 2015 event attracted in 37.3 million viewers and in 2014 a record 43.7 million people watched the show, according to the network.
"Some 27% of awards show properties with a sponsor in the personal care category said they have an alliance with L'Oreal."
Concurrently, spend on ad time has gone up at the Academy Awards every year since 2009, from $68 million that year to $110 million in 2015. That figure was topped in 2016, with the average cost of a 30-second spot on ABC gong for upward of a record $2 million, according to research firm Kantar Media, NY.
By comparison, 30-second ads during Super Bowl 50 this past February (on CBS) went for upward of a record $5 million, per Kantar.
McDonald’s has appeared in the Oscars program every year since 1992 and American Express every year since 1993. Hyundai was the exclusive auto sponsor from 2009-2013 before being replaced by General Motors in 2014. JC Penney’s deal as exclusive retail sponsor ended in 2015 and was replaced by Kohl’s beginning in 2016.
The auto category is the most active at the Oscars, with companies over the past few years including Toyota, Nissan, Ford, Lexus, Honda and Mercedes-Benz, according to Kantar Media.
Restaurants is the second most-active category.
UPCOMING AWARDS SHOWS
• American Music Awards Nov. 20, 2016 ABC
• 74th Golden Globes, Jan. 8, 2017 NBC
• People’s Choice Awards Jan. 18 2017 CBS
• 23rd Screen Actors Guild Awards Jan. 29, 2017 TNT TBS
• 59th Grammy Awards Feb. 12, 2017 CBS
• 89th Academy Awards Feb. 26, 2017 ABC
• Kids’ Choice Awards March 11, 2017 Nickelodeon
• 52nd Academy Country Music Awards April 2, 2017 CBS
• 71st Tony Awards June 11, 2017 CBS