Oscars draw smallest-ever U.S. television audience
The Academy Awards attracted its smallest U.S. television audience ever last weekend, according to Nielsen data reported by Walt Disney Co’s (DIS.N) ABC network, tracking a similar slide for other recent award shows and sports events.
Live TV broadcasts remain relatively attractive for advertisers because watchers cannot skip commercials, with prices for Oscars ad spots climbing despite 2017 viewership, which was the smallest in nine years.
The nearly four-hour live show averaged 26.5 million total viewers, according to Nielsen data in an ABC statement, down from 32.9 million in 2017 and below the 32 million in 2008, now the second-least watched year.
The figures do not include digital and mobile viewing.
Advertisers covet live audiences because they are more likely to view commercials than those watching recorded shows and events, driving pricing high- er even as viewership shrinks. ABC owns broadcast rights for the Oscars through 2028.
The 90th Oscars, still expected to be 2018’s most-watched nonsporting U.S. television event, honored romantic fantasy “The Shape of Water” as best picture.
The event built on the socially conscious tone of its past few years with themes of female empowerment and activism, but lacked any shocking moments like 2017’s best picture mix-up.
Late night talk show host Jimmy Kimmel, host for the past two years, skewered industry-roiling sexual misconduct allegations and reports of gender-based pay disparities, while best actress winner Frances McDormand called for “inclusion riders” to boost Hollywood diversity. The Grammy Awards in January attracted 26.1 million television viewers, its smallest audience since 2006. (Reuters)