TV advertisers, like many others in Hollywood, are holding their collective breaths.
They’re anxiously waiting to see how audiences respond Sunday to ABC’s broadcast of the 88th Academy Awards. The controversy over the lack of people of color among the 20 actors nominated for an Oscar — and calls for a TV boycott of the program — have put additional pressure on the show’s host, comedian Chris Rock, the television network owned by the Walt Disney Co. and the Academy of Motion Picture Arts and Sciences.
OSCARS 2016: Full coverage | List of nominees | #OscarsSoWhite controversy
Advertisers, who are paying record prices for air time, find themselves in an awkward position.
They want to attach themselves to the glamour of Hollywood without having their brands tarnished by the controversy over the all-white slate of acting nominees. Most advertisers finalized their ad buys last fall, long before the furor. Advertisers agreed to shell out about $2 million for each 30-second spot in the TV program, a new record.
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Nominated for: lead actor Oscar in “The Pursuit of Happyness,” 2007 | lead actor Oscar for “Ali,” 2002 (Robert Gauthier / Los Angeles Times)
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Nominated for: supporting actress for “Junebug,” 2006 | supporting actress for “Doubt,” 2009 | supporting actress for “The Fighter,” 2011 | supporting actress for “The Master,” 2013 | lead actress for “American Hustle,” 2014 (Kirk McKoy / Los Angeles Times)
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Nominated for: lead actor Oscar for “Sweeney Todd: The Demon Barber of Fleet Street,” 2008 | lead actor Oscar for “Finding Neverland,” 2005 | lead actor Oscar for “Pirates of the Caribbean: The Curse of the Black Pearl,” 2004 (Mark Boster / Los Angeles Times)
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Nominated for: lead actress Oscar for “Gorillas in the Mist,” 1989 | supporting actress Oscar for “Working Girl,” 1989 | lead actress Oscar for “Aliens,” 1987 (Liz O. Baylen / Los Angeles Times)
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Nominated for: Supporting actor Oscar for “Magnolia,” 2000 | lead actor Oscar for “Jerry Maguire,” 1997 | lead actor Oscar for “Born on the Fourth of July,” 1990 (Shown center with “Valkyrie” director Bryan Singer and writer Chris McQuarrie.) (Jay L. Clendenin / Los Angeles Times)
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Nominated for: supporting actor Oscar for “Tropic Thunder,” 2009 | lead actor Oscar for “Chaplin,” 1993. (Shown here at left with “Iron Man 3” director Shane Black.) (Robert Gauthier / Los Angeles Times)
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Nominated for: lead actress Oscar for “Love Field,” 1993 | lead actress Oscar for “The Fabulous Baker Boys,” 1990 | supporting actress Oscar for “Dangerous Liaisons,” 1989 (Jennifer S. Altman / For The Times)
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Nominated for: supporting actor Oscar for “The Lord of the Rings: The Fellowship of the Ring,” 2002 | lead actor Oscar for “Gods and Monsters,” 1999 (Jennifer S. Altman / For The Times)
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Nominated for: best picture Oscar for “The Fighter,” 2011 (shared with David Hoberman and Todd Lieberman) | supporting actor Oscar for “The Departed,” 2007 (Genaro Molina / Los Angeles Times)
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Nominated for: lead actress Oscar for “Albert Nobbs,” 2011 | lead actress Oscar for “Dangerous Liaisons,” 1989 | lead actress Oscar for “Fatal Attraction,” 1988 | supporting actress Oscar for “The Natural,” 1985 | supporting actress Oscar for “The Big Chill,” 1984 | supporting actress Oscar for “The World According to Garp,” 1983 (Jay L. Clendenin / Los Angeles Times)
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Nominated for: lead actor Oscar for “Witness,” 1986 (Kirk McKoy / Los Angeles Times)
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Nominated for: supporting actor Oscar for “Pulp Fiction,” 1995 (Jennifer S. Altman / For The Times)
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Nominated for: lead actor Oscar for “Pulp Fiction,” 1995 | lead actor Oscar for “Saturday Night Fever,” 1978 (Jay L. Clendenin / Los Angeles Times)
14/16
Nominated for: supporting actress for “The Wings of the Dove,” 1998 | lead actress Oscar for “The King’s Speech,” 2011 (Carolyn Cole / Los Angeles Times)
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Nominated for: Lead actress Oscar for “The Help,” 2012 (Brian van der Brug / Los Angeles Times)
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Nominated for: lead actor for “Tinker Tailor Soldier Spy,” 2012 (Carolyn Cole / Los Angeles Times)
“This is such a big investment for advertisers,” said Lisa Herdman, director of national programming for RPA, a Santa Monica ad agency. “And advertisers are having to deal with forces that they cannot control.”
ABC is expected to rake in at least $120 million in advertising revenue from the telecast — its biggest haul ever. And much of that money will go to pay the TV license fee to the Beverly Hills-based academy, which depends heavily on revenue from the annual telecast to finance its operations throughout the year.
OSCARS 2016: Awkward Oscar moments | Oscars quiz | Awards season database
Industry experts say the debate over diversity in the entertainment industry might boost ratings by increasing interest in the show. Some people might tune in just to see whether Rock skewers the industry in his opening monologue and in his quips throughout the ceremony.
But there also is a concern that audience levels could be depressed, particularly if casual viewers become turned off during the show should the acceptance speeches take on an overtly political tone. In addition, ratings have been down slightly for this year’s other big live TV events, including the Grammy Awards and the Super Bowl.
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Hollywood’s top players are usually flawless on screen, but at the Academy Awards, they’re bound to say or do the unexpected. We’ve compiled a list of squirm-in-your-seat uncomfortable moments from past Oscar ceremonies. (From left: Ken Hively / Los Angeles Times; Stan Honda / AFP / Getty Images; Sebastian Artz / Getty Images; Robert Gauthier / Los Angeles Times)
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When Sean Penn opened the envelope to announce the best picture at the 87th Academy Awards, he asked, “Who gave this son of a ... his green card?” before revealing “Birdman” as the winner. In a year when the Oscars were being scrutinized for the lack of diversity among the nominees in the top categories, some felt Penn’s joke about director Alejandro G. Iñárritu’s nationality fell flat.
(Robert Gauthier / Los Angeles Times) 3/20
After hosting the Emmys and the Tonys, jack-of-all-trades Neil Patrick Harris took over Oscar duties in 2015 with mixed results. In addition to butchering actors’ names and making an ill-advised joke about Edward Snowden’s absence, Harris strained the patience of even the most faithful viewers with a running gag involving a magic box holding his winners predictions.
(Robert Gauthier / Los Angeles Times) 4/20
During a red carpet interview actress Melanie Griffith admitted she had not yet seen daughter Dakota Johnson’s performance in “Fifty Shades of Grey,” implying she was uncomfortable with some of the scenes she would see. When Griffith continued to refuse even the possibility of watching the film, a flustered Johnson responded “All right! You don’t have to see it!”
(Jay L. Clendenin / Los Angeles Times) 5/20
John Travolta was tasked with introducing Idina Menzel to perform the Oscar-nominated (and later Oscar-winning) song “Let It Go” from “Frozen” at the 86th Academy Awards. Unfortunately, he ended up introducing “Adele Dazeem” in what would become the flub of the night. Ever the professional, Menzel still nailed her performance.
(Robert Gauthier / Los Angeles Times) 6/20
Host Ellen DeGeneres rounded up high-profile celebs for a selfie that set records for retweets. What fans missed was Minnelli joining from behind, too short to be seen. Later, Minnelli tried to hug winner Lupita Nyong’o before some of Nyong’o’s cast members could. (Jason Merritt / Getty Images)
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The academy took a gamble by having Seth MacFarlane host the 85th awards. Some people thought the many moments that MacFarlane relied on jokes about race or women were inappropriate for the occasion, including his cringe-worthy opening number, “We Saw Your Boobs.” (Robert Gauthier / Los Angeles Times)
8/20
Jennifer Lawrence proved she is just as human as the rest of us when she tripped on the stairs on the way to accept her best actress Oscar at the 85th Academy Awards. After making it to the stage to a standing ovation, she confronted the situation head-on by saying, “You guys are just standing up because you feel bad that I fell and that’s really embarrassing, but thank you.”
(Robert Gauthier / Los Angeles Times) 9/20
Sacha Baron Cohen walked the red carpet of the 84th Academy Awards in character as General Aladeen from his film “The Dictator.” He also carried a gold urn he claimed contained the ashes of former North Korean leader Kim Jong-Il, which he dumped over Ryan Seacrest. (Jay L. Clendenin / Los Angeles Times)
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The 84th Academy Awards hit a hurdle when producer Brett Ratner resigned and his planned host, Eddie Murphy, stepped down too. Billy Crystal seemed like a safe choice to host. But Crystal fell back on an old bit impersonating Sammy Davis Jr. and later made racially charged joke. (Robert Gauthier / Los Angeles Times)
11/20
James Franco and Anne Hathaway were paired to host the 83rd Academy Awards. Unfortunately, most people agreed the show was a bust. Hathaway gave an honest effort, and even looked like she was trying to overcompensate for Franco, who at best could be described as not mentally present. (Robert Gauthier / Los Angeles Times)
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Brad Pitt and Jennifer Aniston ended their five-year marriage in 2005 amid reports that linked Pitt romantically to Angelina Jolie. The 81st Academy Awards was the first time all three were publicly present in the same room. (Jay L. Clendenin / Los Angeles Times)
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When Glenn Hansard and Markéta Irglová won the award for original song for “Falling Slowly” at the 80th Academy Awards, both were overcome with emotions. Hansard took the mike first. When Irglová leaned in to give her own thanks, the show cut her off. Host Jon Stewart later called her back. (Lawrence K. Ho / Los Angeles Times)
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Ryan Seacrest wanted to interview Laura Linney and Jennifer Garner, but Gary Busey was not having it. Busey first called out to Seacrest, delaying the start of the interview. Later, Busey surprised Garner with a hug and a kiss on the neck. (Stan Honda / AFP / Getty Images)
15/20
The 77th Academy Awards assigned stand-up comedian Chris Rock to the hosting post, foreshadowing a night of ruder-than-usual digs at celebrities for laughs. Take this for example: “Who is Jude Law?” Perhaps actor Sean Penn thought that Law forgot his armor, stepping onstage to defend his peer. (Brian Vander Brug / Los Angeles Times)
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Apparently, when overcome with happiness, actor Adrien Brody’s primal instinct tells him to latch his lips onto the pretty lady who gave him the news. Brody took everyone by surprise (especially Berry) when he kissed her after winning a lead actor Oscar for “The Pianist.” (Brian vander Brug / Los Angeles Times)
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Most winners don’t even have time to finish their thank-yous before the cut-off music switches on, but filmmaker Michael Moore managed to squeeze in a whole political rant after snagging a best documentary win for “Bowling for Columbine.” The boos and cheers were very, very audible. (Lee Celano / AFP / Getty Images)
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Gwyneth Paltrow’s skimpy 2002 Oscar outfit seemed to be missing some vital components. (Was she not cold? Look at how bundled up everyone else is outside the Vanity Fair after-party.) In later years, the actress admitted that she wished her bits were covered better, citing the mistake as one of her worst red carpet looks. (Sebastian Artz / Getty Images)
19/20
That Oscar trophy wasn’t the only one smooched by Angelina Jolie’s famous lips at the 72nd Academy Awards. The actress planted a kiss on older brother James Haven with a force that set rumor-mongers atwitter with word of an incestuous relationship. It didn’t help that the excited Jolie launched into her acceptance speech for lead role in “Girl, Interrupted” with an ode to the sibling: “I’m in shock, and I’m so in love with my brother right now,” she giggled. “He just held me and said he loved me and I know he’s so happy for me.” (Ken Hively / Los Angeles Times)
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To open the 1989 Academy Awards, an off-key Rob Lowe sang a duet with actress Eileen Bowman as Snow White as part of an elaborately hokey musical medley that lasted more than 10 minutes and left seated stars such as Dustin Hoffman, Robert Downey Jr. and Sigourney Weaver scratching their heads in confusion. How bad was it? Disney filed a lawsuit against the academy for unauthorized use of its character.
(Randy Leffingwell / Los Angeles Times) “The audience ratings this year are much more difficult to predict,” said Jon Swallen, chief research officer with Kantar Media, which tracks advertising spending. “I don’t think the controversy is going to help the ratings — this year it’s a real wild card.”
One of leaders of the threatened TV boycott, Najee Ali, director of Project Islamic Hope, would like advertisers to be stung by the controversy. “We think the nationwide tune-out of the Oscars will be successful because this conversation about racism and the lack of diversity in Hollywood has been going on for several weeks,” he said.
That adds more tension to the telecast, and gives advertisers heartburn.
“It’s really difficult for advertisers to take a stand on social issues,” said Herdman. “The lack of diversity is a very sad situation, but advertisers are not spending money to support causes. We’re spending money to support our products.”
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Last year, 37.3 million people watched the program, making it one of the lowest rated Oscar telecasts in years, according to Nielsen. Audience levels were down 14% from the 43.7 million viewers in 2014, when the show was hosted by Ellen DeGeneres. The talk show host is particularly popular among young women viewers desired by advertisers. And to the delight of audiences, she sprinkled into the program comedic bits, including ordering pizza and a cellphone selfie picture with Jennifer Lawrence, Bradley Cooper and Angelina Jolie. Social media conversations soared, making the Oscars even more valuable to marketers.
Despite the controversy, none of the advertisers who committed to buying time in the Oscars have withdrawn from the show, according to ABC.
The prestigious nature of the Academy Awards, and the huge TV audience, has enabled ABC to charge a significantly higher ad rates compared to what other networks charge for ad time
in the Grammy Awards or the Golden Globes. Last year’s Oscar broadcast generated $110 million in ad revenue, according to Kantar Media. Meanwhile, the Grammy Awards in 2015 brought in $75 million and the Golden Globes generated $42 million in advertising revenue.
The big-ticket nature of the Oscar broadcast ups the ante with advertisers. The show has traditionally attracted advertisers because the TV audience has a higher concentration of high-income viewers. But the overall size of the TV audience continues to be the main draw.
“We think the Oscars are an important space to be in,” said Barbara Shipley, senior vice president for brand integration at AARP. “We are supporting the academy’s efforts to increase diversity,” she said, referring to recently enacted rule changes by the academy. “We certainly need to be sensitive to the issue and we are because we are a multi-faceted and diverse organization ourselves.”
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Writer-actor Sylvester Stallone, star of the Oscar-winning film “Rocky,” congratulates Peter Finch’s widow, Eletha, center, after Finch was posthumously awarded the lead actor award at the 1977 Academy Awards. Faye Dunaway, right, won for lead actress. (Robert Lachman / Los Angeles Times)
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Jack Palance uses molar power to pull Oscar onstage at the 65th Academy Awards, as Billy Crystal enjoys the ride. (Gary Friedman / Los Angeles Times)
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Oscar winners Tom Hanks and Jessica Lange at the Governors Ball in 1995. (Lawrence K. Ho / Los Angeles Times)
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David Letterman with Oscar dog in 1995. (Lawrence K. Ho / Los Angeles Times)
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Susan Sarandon accepts her lead actress Oscar for “Dead Man Walking” in 1996. (Robert Gauthier / Los Angeles Times)
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Björk on the red carpet at the 73rd Academy Awards at the Shrine Auditorium.
(Wally Skalij / Los Angeles Times) 7/44
Julia Roberts wins lead actress for “Erin Brockovich,” at the 73rd Academy Awards. (Al Seib / Los Angeles Times)
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Adrien Brody surprises presenter Halle Berry with a kiss after he wins lead actor for “The Pianist” at the 75th Academy Awards at the Kodak Theatre in Hollywood.
(Brian van der Brug / Los Angeles Times) 9/44
Charlize Theron wins lead actress for “Monster,” at the 76th Academy Awards at the Kodak Theatre in Hollywood. (Brian van der Brug / Los Angeles Times)
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Jamie Foxx hugs Halle Berry as daughter Corinne looks on, after winning lead actor for “Ray,” during the 77th Academy Awards at the Kodak Theatre. (Brian van der Brug / Los Angeles Times)
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Presenter Julia Roberts wipes her lipstick kiss off Clint Eastwood’s face as he accepts his Oscar for director for “Million Dollar Baby,” during the 77th Academy Awards.
(Brian van der Brug / Los Angeles Times) 12/44
Jamie Foxx, who won lead actor for “Ray,” is congratulated by Charlize Theron onstage at the 77th Academy Awards. (Al Seib / Los Angeles Times)
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Ben Stiller reads the winner of the visual effects award during the 78th Academy Awards show at the Kodak Theatre in Hollywood. (Mark Boster / Los Angeles Times)
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Actors Will Ferrell, left and Steve Carell present the Oscar for makeup during the 78th Academy Awards at the Kodak Theatre.
(Mark Boster / Los Angeles Times) 15/44
Reese Witherspoon kisses her then-husband, Ryan Phillippe, after hearing her name announced as the lead actress winner for “Walk the Line,” during the 78th Academy Awards.
(Mark Boster / Los Angeles Times) 16/44
Steven Spielberg snaps a photo of Ellen DeGeneres and Clint Eastwood while Beyoncé looks on during the 79th Academy Awards.
(Mark Boster / Los Angeles Times) 17/44
Leonardo DiCaprio congratulates Helen Mirren at the 79th Academy Awards. (Mark Boster / Los Angeles Times)
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Javier Bardem is embraced by his mother, Pilar, after winning supporting actor at the 80th Academy Awards at the Kodak Theatre in Hollywood. (Wally Skalij / Los Angeles Times)
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Presenter Helen Mirren and Daniel Day-Lewis onstage after he won lead actor at the 80th Academy Awards at the Kodak Theatre. (Wally Skalij / Los Angeles Times)
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Forest Whitaker escorts Marion Cotillard off the stage after presenting her the Oscar for lead actress at the 80th Academy Awards.
(Al Seib / Los Angeles Times) 21/44
Hugh Jackman opens the show at the 81st Academy Awards at the Kodak Theatre in Hollywood. (Al Seib / Los Angeles Times)
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Ben Stiller and Natalie Portman present at the 81st Academy Awards. (Mark Boster / Los Angeles Times)
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Phillipe Petit balances the Oscar after winning for documentary feature for “Man on Wire” as James Marsh looks on at the 81st Academy Awards. (Mark Boster / Los Angeles Times)
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Seal, left, and Mickey Rourke during the 81st Academy Awards at the Kodak Theatre. (Wally Skalij / Los Angeles Times)
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Actor Ben Stiller, as an Avatar blue man, backstage before an award presentation at the 82nd Academy Awards at the Kodak Theatre. (Al Seib / Los Angeles Times)
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Kathryn Bigelow backstage at the 82nd Academy Awards. (Al Seib / Los Angeles Times)
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Mauro Flore is congratualated for winning for cinematography for “Avatar” at the 82nd Academy Awards at the Kodak Theatre. (Robert Gauthier / Los Angeles Times)
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Jeremy Renner, from left, Brian Geraghty and Anthony Mackie of “The Hurt Locker” rejoice after the film in which they co-starred won best picture at the 82nd Academy Awards. Screenwriter Mark Boal is at lower right. (Robert Gauthier / Los Angeles Times)
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Natalie Portman after winning lead actress for “Black Swan” at the 83rd Academy Awards. (Al Seib / Los Angeles Times)
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Actor Colin Firth and his wife, Livia Giuggioli, react after Tom Hooper wins best director for “The King’s Speech,” at the 83rd Academy Awards. (Al Seib / Los Angeles Times)
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Jean Dujardin, after winning lead actor for “The Artist,” walks off the stage with Uggie the dog at the 84th Academy Awards. (Robert Gauthier / Los Angeles Times)
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Muppet characters Kermit and Miss Piggy at the 84th Academy Awards. (Robert Gauthier / Los Angeles Times)
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Presenters Rose Byrne, left, and Melissa McCarthy at the 84th Academy Awards. (Robert Gauthier / Los Angeles Times)
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Sandra Bullock at the 84th Academy Awards. (Al Seib / Los Angeles Times)
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Sacha Baron Cohen and entourage on the red carpet at the 84th Academy Awards. (Jay L. Clendenin / Los Angeles Times)
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Jennifer Lawrence slips on the stairs when going up to the stage to receive her lead actress Oscar at the 85th Academy Awards. (Robert Gauthier / Los Angeles Times)
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Channing Tatum dances with actress Charlize Theron as host Seth MacFarlane looks on during the 85th Academy Awards at the Dolby Theatre. (Robert Gauthier / Los Angeles Times)
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Anne Hathaway watches as her Oscar for supporting actress is engraved at the 85th Academy Awards the Dolby Theatre in Hollywood. (Wally Skalij / Los Angeles Times)
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The cast and crew of best picture “Argo” at the 85th Academy Awards. (Al Seib / Los Angeles Times)
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Legendary actor Sidney Poitier and actress Angelina Jolie chat backstage. Jolie was the recipient of the 2014 Jean Hersholt Humanitarian Award.
(Al Seib / Los Angeles Times) 41/44
Actors Liam Neeson and J.K. Simmons, right, chat backstage at the 87th Academy Awards after Simmons won a supporting actor prize for “Whiplash” in 2015.
(Al Seib / Los Angeles Times) 42/44
With “Star Wars” reintroduced to a new generation by “The Force Awakens” film, it seemed only fitting to have droids R2D2 and C3PO grace the Academy Awards stage once again.
(Al Seib / Los Angeles Times) 43/44
Brie Larson is ecstatic as she walks off the stage with the lead actress Oscar for her role in “Room.”
(Al Seib / Los Angeles Times) 44/44
In a “Titanic” meetup, Leonardo DiCaprio and Kate Winslet kiss backstage at the Oscars. DiCaprio won the lead actor Oscar for his role in “The Revenant.”
(Al Seib / Los Angeles Times) This will be the second year that King’s Hawaiian will be featured in the broadcast — an enormous bet for the Torrance-based bread maker.
“We made our decision prior to the controversy,” said Erick Dickens, vice president for marketing. “We are staying the course; we still have confidence in the platform. We think a lot of people will tune in to see Chris Rock, who should be a phenomenal host.”
King’s Hawaiian saw an uptick in bread sales last year — its first appearance in the Academy Awards — prompting the company to return this year.
Squeezing into the national broadcast has become increasingly difficult, in part, because the academy limits the commercial time. In addition, some advertisers, such as American Express and fast-food giant McDonald’s, faithfully advertise each year and pay a premium to keep their main competitors out.
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Bruce Springsteen performs “Streets of Philadelphia” from the film “Philadelphia” at the 66th Academy Awards in March 1994. (Bob Carey / Los Angeles Times)
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Celine Dion belts “My Heart Will Go On” from “Titanic” at the 70th Academy Awards on March 23, 1998. (Kirk McKoy / Los Angeles Times)
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Singer-songwriter Elliott Smith performs “Miss Misery” from the film “Good Will Hunting” at the 70th Academy Awards on March 23, 1998.
(Susan Sterner / Associated Press) 4/30
Robin Williams performs “Blame Canada” from “South Park: Bigger, Longer & Uncut” at the 72nd Academy Awards on March 26, 2000. (Robert Gauthier / Los Angeles Times)
5/30
Björk, in her famous swan dress, performs “I’ve Seen It All” from the film “Dancer in the Dark” at the 73rd Academy Awards on March 25, 2001. (Al Seib / Los Angeles Times)
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Sting and Alison Krauss team up to sing “You Will Be My Ain True Love” from “Cold Mountain,” at the 76th Academy Awards on Feb. 29, 2004. (Brian van der Brug / Los Angeles Times)
7/30
Dolly Parton performs the song “Travelin’ Thru” from the film “Transamerica” at the 78th Academy Awards in 2006. (Mark Boster / Los Angeles Times)
8/30
Three 6 Mafia performs “It’s Hard Out Here for a Pimp,” from the film “Hustle & Flow,” during the 2006 Oscars. From left, Cedric Coleman, Jordan “Juicy J” Houston and Paul “DJ Paul” Beauregard. Actress Taraji P. Henson can be seen in the background. (Mark Boster / Los Angeles Times)
9/30
Celine Dion performs “I Knew I Loved You” during a tribute to Ennio Morricone at the 79th Academy Awards on Feb. 25, 2007. (Mark Boster / Los Angeles Times)
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Beyoncé, left, Hugh Jackman and Amanda Seyfried perform during the 81st Academy Awards in February 2009 in Hollywood.
(Mark Boster / Los Angeles Times) 11/30
Neil Patrick Harris, center, entertains at the 82nd Academy Awards on March 7, 2010. (Robert Gauthier / Los Angeles Times)
12/30
Randy Newman onstage at the Oscars on Jan. 16, 2011, performing “We Belong Together” from “Toy Story 3.”
(Robert Gauthier / Los Angeles Times) 13/30
Zach Galifianakis and Will Ferrell, right, present for original score at the Academy Awards in February 2012.
(Robert Gauthier / Los Angeles Times) 14/30
Esperanza Spalding, front, sings at the Academy Awards in Hollywood in 2012. (Robert Gauthier / Los Angeles Times)
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Cirque du Soleil performers hover at the 84th Academy Awards on Feb. 26, 2012. (Ken Hively / Los Angeles Times)
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Adele performs the title track of the James Bond film “Skyfall” at the 2013 Oscars. (Robert Gauthier / Los Angeles Times)
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Channing Tatum lifts fellow dancer Charlize Theron at the 85th Academy Awards on Feb. 24, 2013, at the Dolby Theatre in Hollywood.
(Al Seib / Los Angeles Times) 18/30
Norah Jones sings “Everybody Needs a Best Friend” from the film “Ted” at the 2013 Academy Awards show in Hollywood. (Robert Gauthier / Los Angeles Times)
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Host Seth MacFarlane is front and center in a performance at the 2013 Academy Awards that includes the likes of Daniel Radcliffe, second from right. Joseph Gordon-Levitt is behind MacFarlane to the left.
(Robert Gauthier / Los Angeles Times) 20/30
Kristin Chenoweth and Seth MacFarlane sing the closing song at the 85th Academy Awards in 2013.
(Robert Gauthier / Los Angeles Times) 21/30
Catherine Zeta-Jones rises above the action at the 85th Academy Awards on Feb. 24, 2013, at the Dolby Theatre. (Robert Gauthier / Los Angeles Times)
22/30
U2 performs “Ordinary Love” from “Mandela: Long Walk to Freedom” at the Oscars on March 2, 2014. (Robert Gauthier / Los Angeles Times)
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Idina Menzel croons “Let It Go” from “Frozen” during the 2014 Oscars, right after presenter John Travolta famously introduced her as “Adele Dazeem.” (John Shearer / Invision/Associated Press)
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Pharrell Williams performs “Happy” from the film “Despicable Me 2” at the 2014 Oscars. (John Shearer / Invision/Associated Press)
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Rita Ora performs at the 87th Academy Awards on Feb. 22, 2015, at the Dolby Theatre in Hollywood.
(Robert Gauthier / Los Angeles Times) 26/30
Common, foreground left, and John Legend, foreground right, perform at the Oscars on Feb. 22, 2015, at the Dolby Theatre in Los Angeles.
(John Shearer/Invision/Associated Press) 27/30
Lady Gaga appears during the telecast of the 87th Academy Awards on Feb. 22, 2015, at the Dolby Theatre in Hollywood.
(Robert Gauthier / Los Angeles Times) 28/30
The Weeknd performs “Earned It” from “Fifty Shades of Grey” at the 88th Academy Awards on Feb. 28, 2016.
(Robert Gauthier / Los Angeles Times) 29/30
Sam Smith performs “Writing’s on the Wall” from “Spectre” at the 88th Academy Awards on Feb. 28, 2016.
(Robert Gauthier / Los Angeles Times) 30/30
Lady Gaga performs “Til It Happens to You” from “The Hunting Ground” at the 88th Academy Awards on Feb. 28, 2016.
(Robert Gauthier / Los Angeles Times) This year, General Motors will be the exclusive carmaker in the national broadcast.
Kohl’s department store will be the retail advertiser, buying five spots in Sunday night’s program, said Will Setliff, Kohl’s executive vice president of marketing.
The company designed an entire a social media campaign, featuring comedian Vanessa Bayer, around its appearance in the program. The Wisconsin-based retailer is targeting millennial viewers, those under the age of 35, and Latinos.
A key selling point for the Oscar ad buy was that millions of viewers typically watch the ceremony on the big TV screen while holding the so-called second screen, a tablet, laptop or smartphone, to participate in the chatter on social media. That increases so-called viewer engagement.
“The big screen is where we elevate awareness in our brand and we use the second screen to engage with viewers on a more emotional level,” Setliff said. “We believe the viewership of this event will be widely diverse — we are trying to find the best places to reach the modern family, and that, by its very nature is a diverse family.”
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