The promoton of the Oscars this year has just been non-stop. Even the day after, the promoters got out the early word that "the ratings were up".
But that was just the ratings from the large cities. The Blue States. Later this afternoon they got the results from the rest of the country and it turns out the Red states turned off in droves and the ratings were actually down.
As important as a national audience is, the blue states ratings are larger markets and moe valuable than the red states.
People in cities go to the movies more frequently and have more disposable income - and are therefore more valuable to advertisers.