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Advertising trends and effects from the 2008 Oscars

By Andrew Redfern @ 3rd March 2008 10:06 am

One of the hottest topics in the marketing industry right now and to what extent television advertising has on driving traffic online. Read more from what online traffic was driven by Super bowl TV adverting.

The Nielsen Company today released an analysis of viewing and advertising trends from the 80th Academy Awards. The highlights include:

* ADVERTISING: J.C. Penney’s American Living Home Furnishings advertisement at 10:14 p.m. was the highest rated commercial minute of
the show. In all, 43 national advertisements aired this year, with L’Oreal and Coca-Cola tied as the top advertisers.

* TELEVISION: This year’s Oscars telecast on the ABC Network attracted 32 million U.S. viewers. Among the ten largest local markets, the highest ratings were in New York and the lowest were in Houston. * DVR: Of the 32 million total viewers, 2 million people chose to watch the Oscars later the same evening via digital video recorders.

* ONLINE: Oscars buzz in the blogosphere and traffic to Oscars-related Web sites shot up immediately after the February 24 awards telecast.

Nielsen Monitor-Plus, Nielsen’s advertising intelligence service, analyzed advertising for the 2008 Academy Awards telecast and found that the total number of commercial minutes fell from 24 minutes in 2007 to 23 minutes during this year’s show. In all, 43 national advertisements aired this year, continuing a trend of fewer commercials.

The J.C. Penney American Living Home Furnishings advertisement that ran at 10:14 p.m. was the most watched commercial during this year’s Academy Awards (See Table 1). It had a rating of 11.3, which includes the show’s live audience and viewing that was recorded and played back on digital video recorders (DVRs) during the same evening.

After the Academy Awards, fans flocked online to check out celebrities’ red carpet fashions and review who had won Hollywood’s biggest prizes. According to Nielsen Online, traffic to Yahoo’s Oscars Web site, oscars.movies.yahoo.com, increased 201% the day after the telecast, from 751,000 unique visitors on the day of the Oscars to 2.3 million unique visitors on the following day, Monday, February 25.

Overall, however, Web traffic to Oscar-related sites on the day after the event declined collectively by 26% this year * from 3.3 million unique visitors on post-Oscars Monday in 2007 to 2.4 million unique visitors on the same day in 2008.

Nielsen Online monitored content on approximately 70 million blogs before, during, and after the Academy Awards. Immediately following the Academy Awards telecast on February 24, online conversations about the event shot up 500% above the last spike in Oscars-related blogging that occurred on January 22, when the award nominations were announced.

Blog discussions following Sunday’s awards telecast focused on post-show reactions, including thoughts on the night’s winners and losers, as well as host Jon Stewart’s performance.

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