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Streamers Advertise Big on Academy Awards Telecast

Subscription streaming video services spent big March 12 marketing their platforms on ABC’s 95th Academy Awards national TV broadcast.

With 30-second spots ranging from $1.6 million to $2.1 million, marketers such as Paramount Global dug deep showcasing Paramount+, while spots for Disney-owned Hulu and Disney Studios’ The Little Mermaid invariably amounted to house ads.

Verizon bought several spots showcasing its new +Play streaming platform, the telecom’s attempt to emulate Amazon Prime Channels, which offers Prime members direct access to third party streaming services. The Verizon ads significantly featured Netflix programming, including “Wednesday,” “Stranger Things” and Glass Onion.

Beginning March 12, Verizon subscribers get free 12 months access to Netflix’s Premium tiered service ($19.99 monthly) with a paid 12-month subscription to a third-party SVOD service on +Play.

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Studio advertisers included Universal Pictures, Warner Bros. Pictures and Disney.

“Our sponsors showed up in full force, across every major category with new and custom creative, joining a spectacular evening celebrating the biggest achievements in storytelling and the moments that bring us together,” Rita Ferro, president of Disney advertising, said in a media statement.

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