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Samba TV: The Oscars Telecast Viewership Increased 32%

While the 94th Academy Awards may be remembered for Will Smith’s physical assault of comedic presenter Chris Rock, the March 27 event also saw a return of television viewers — long before “the slap” in the middle of the telecast.

The Oscars realized more than 11.5 million viewers on ABC, up 32% from 8.7 million who watched the show in 2021, according to Samba TV, which tracks an addressable footprint of 46 million opted-in devices worldwide.

Samba said the single-highest-reaching ad was Hulu’s spot for “The Dropout,” which reached 6.1 million U.S. households during the Oscars. Hulu had two of the top three ads, with a spot for “The Girl From Plainville” reaching 6 million households.

ABC was the highest-reaching advertiser during the Oscars, reaching 9.5 million U.S. households, as expected given that it hosted the event. Verizon followed closely behind with a reach of 9.4 million. Hulu (8.9 million), Bank of America (8.1 million), and Disney (8 million) rounded out the top five highest-reaching advertisers.

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