Life Not Beautiful for ABC's Oscars (Dinosaur Media DeathWatch™)

Ad Week ^ | February 16, 2009 | Anthony Crupi

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With just a week to go before ABC hosts its 34th straight Oscars telecast, the network is scrambling to find replacement sponsors, as one of the program's greatest endemic categories has all but abdicated. Sources last week said that L'Oreal Paris would sit out the Feb. 22 spectacle, effectively leaving ABC without a beauty brand.

Besides losing a backer with deep pockets -- since 2004, L'Oreal's Academy Awards spend has added up to a cool $40.9 million, per TNS Media Intelligence -- ABC is heading into the week with a significant chunk of unsold inventory. While the network would not comment on how many avails it had on its hands, as of Friday, Feb. 13, media buyers estimated that ABC still needed to move 6-8 spots, or about 12 percent of the time that would constitute a sellout. Neither ABC nor L'Oreal would comment on the matter.

Thus far, it would appear that a replacement for the L'Oreal business has yet to be nailed down, although some buyers believe that the show may have aged beyond the reach of the category. "A lot of cosmetics companies reach out to younger women and those viewers are leaving in droves," said Shari Anne Brill, senior vp, director, Carat.

Meanwhile, ABC was able to sign Hyundai as a stand-in for GM, locking in the Korean automaker for seven spots, including one 60-second ad.

Audi will also steer its way into Oscar households next week, although the German car manufacturer is limiting itself to a local buy.

As ABC works to get the last of the Oscars spots off its plate, the net has reworked its rate card, cutting around 18 percent off its original ask with a new base rate of $1.4 million.

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Monday morning good news.

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http://www.broadcastingcable.com/article/174215-ABC_s_Oscars_Ad_Battle.php
ABC’s Oscars Ad Battle
Network fights bad economy, stigma of big buys

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ping

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http://newsblogs.chicagotribune.com/towerticker/2009/02/chicago-tribunes-jill-zuckman-to-join-obama-administration-working-for-transportation-secretary-ray-.html
Chicago Tribune’s Jill Zuckman to join Obama administration, working for Transportation Secretary Ray LaHood

http://www.nytimes.com/2009/02/16/business/media/16slim.html?ref=todayspaper&pagewanted=all
Carlos Slim Helú: The Reticent Media Baron

http://www.slate.com/id/2211248/
Carlos Slim WatchScrutinizing the Mexican mogul who now owns a big chunk of the New York Times Co.

http://www.nytimes.com/2009/02/16/technology/internet/16chip.html?ref=business
What Convergence? TV’s Hesitant March to the Net

[bert]

The solution is simple to me. ABC should go to L Oreal and say have I got a deal for you...... half price Oscar ads

[GOPJ]

Watching the Oscars telecast would be like watching a Wall Street Brokers awards show. Seeing big fat egos on parade - the ones who destroyed our culture and economy - and the ones who look down on us to boot - just isn’t that much fun. Are these people that out of touch?

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http://www.freerepublic.com/focus/f-news/2186637/posts
Time for a muzzle (Should the government curb internet speech?)
Boston Globe ^ | February 16, 2009 | Drake Bennett

[clee1]

Exactly. I can’t remember the last Oscars I watched, but it has to be in excess of 30 years ago.

[american_ranger]

You miss the point, businesses like L’Oreal are targeting filthy rich, brain dead commies like the people who attend the Oscars.

[american_ranger]

and those who watch the Oscars.

[Red_Devil 232]

Hey here is an idea, ABC should call Zero and ask him buy some infomerical time for his Pork Pie!

[pepsionice]

To be honest, I’ve watched maybe 75 minutes of clips over the past fifteen years...and thats it. None of my relatives watch the show...although they are mostly from Bama and would prefer Knight Rider or NASCAR entertainment.

I can remember watching one during the early 80s...and feeling like it was just some star-search competition with a bunch of losers. The speeches were awful and the whole thing lacked any entertainment value.

[a real Sheila]

I don’t know ONE SOUL who watches that CRAP!

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http://www.latimes.com/news/nationworld/nation/la-na-onthemedia15-2009feb15,0,5233843.column?track=rss
At Voice of San Diego, a newsroom flourishes

http://www.sacramentopress.com/headline/3259/Mass_Bee_layoff
“Grim” layoff news at The Sacramento Bee

[PSYCHO-FREEP]

Perhaps it has nothing to do with fact that Hollywood has been producing nothing but political pornography since around 2001. Their audience has found other sources for entertainment by default.

Also, the choices for best picture went into the gutter long ago and do not appeal to what the public considers a great film. They are still cramming their ideology down our throats and dictating the outcome. Films like “Brokeback Mountain”, “Siriana” etc,, just don't fit the blockbuster category anymore.

But I can honestly say, PLEASE Hollywood, don't change a thing.

[mad_as_he$$]

Good. The Bee is a communist rag of the worst order.

[Old Grumpy]

“I can’t remember the last Oscars I watched, but it has to be in excess of 30 years ago.”

I was just thinking the same thing. It has been at LEAST that long ago for me too.

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http://www.denverpost.com/opinion/ci_11694920
Newspapers can survive, but they can’t do it alone

http://www.greenbaypressgazette.com/article/20090214/GPG03/902140623/1247
SNC president looks to future of newspapers

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[GOPJ]

You miss the point, businesses like L’Oreal are targeting filthy rich... like the people who attend the Oscars.

Dems might be slightly more than half the population - but the breakdown shows the percentage of rich airy "beautiful" liberals are waaaaaaay outnumbered by by combinations of underclass dems, blue collar union types, assorted criminal classes, lower class minorities etc.

In short, L'Oreal would be better off targeting middle class Republicans - and their offspring...

And we're NOT watching "the Oscars".