Two spectators who had stayed to watch the last Goya awards gala until the end explained that the experience had been complicated. His favorite film was not the one that had won, so his feeling at the closing of the gala was that of “so long and for this”. They felt like they had wasted too many hours watching content that was too long and too slow. In the last edition, that of 2019, the gala was exceeded 25 minutes in length.The problem of the duration of the awards galas is not limited to the Goya. It is in fact one of the problems that drag all this type of content and that affects even those that have a higher pull among the public or that are seen as milestones within the year, as is the case with the Oscars. The Oscars are one of the great dates on the film agenda and also one of those great television events. They are also one of the great advertising dates in the United States.Despite the fact that audiences for the gala have been falling hopelessly in recent years in the US, the company that has the broadcasting rights (ABC) continues to sell advertising at record prices. This year, the 30 seconds of advertising broadcast was priced at nothing more and nothing less than up to 3 million dollars, a record amount that exceeds previous figures. Although since 2014 the audience has been falling, since 2016 the prices of advertising windows at the awards have been rising.The average that brands have paid for an ad this year has been $ 2.2 million per ad, which is, according to data from Kantar Media, an increase of 10%. In total, ABC made $ 128 million in advertising revenue at the gala last year, representing a year-on-year growth of 17%.

Why the Oscars are still interesting The Oscars remain an attractive claim to advertisers, despite Czech Republic WhatsApp Number List this contradiction, because they remain one of the few events in the year that has general appeal, as one analyst explains to Business Insider .In other words, in an environment of fragmented audiences, the Oscars continue to reach a large mass of the population. They especially work with the female segment, which makes for brands in certain sectors one of the peak moments of the year in advertising.In addition, and in the face of the on-demand boom, the Oscars continue to be content that viewers want to see live, which makes it even more attractive for advertisers.Remove prizes, an unsuccessful option But this creates a new problem: the awards gala, which is becoming more and more eternal and that its organizers have tried to lighten and make much more enjoyable in recent years, cannot avoid its advertising breaks. You will have to go, yes or yes, to advertising, which will not only last longer but the impact that this has cannot be reduced.

The Academy announced this year that it would take advantage of the publicity break to deliver awards. Until now, when the spectators in their houses went to publicity, the gala stopped. His plans were to be to continue, but not live, handing out prizes.However, the announcement was widely rejected by the industry, which considered it an insult to professionals in the category, and the Academy had to back down, re-including these awards in the gala that will be seen live. The gala will now exceed three hours in duration again.The burden of advertising and immediate content The debacle of advertising during the Oscars broadcast also opens another topic of debate and allows another approach to this type of content and advertisements.

Are consumers already so saturated with advertising that these traditional ad breaks, no matter how much advertisers continue to pay millionaire amounts to the American Film Academy, should they go into crisis?It should not be forgotten that in recent years viewers have been more tired than ever of traditional advertising breaks and that some players in the market, such as Netflix, are establishing business models that avoid having to use the advertisements.The absence of advertising is what has made them triumph and studies show that bringing ads to your content would drag on your relationship with the public. For consumers, advertising has become a burden, especially considering that it is increasingly less integrated with content. Ads are seen as a drag on the viewing experience.

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