The comeback of live event TV continues as ABC’s telecast of the 96th Academy Awards on Sunday drew a whopping 19.5 million viewers, marking a four-year viewership high, according to Nielsen. This surge in live TV audience is a positive sign for the industry, especially considering last year’s viewership of 18.8 million and the third consecutive year of growth for the Oscars.
The ratings report has brought cheers to ABC and the academy, who made strategic changes to attract more viewers. By starting the awards ceremony an hour earlier than usual at 7 p.m. Eastern, they hoped to retain more viewers through the final categories. Additionally, the inclusion of big box office hits like “Barbie” and “Oppenheimer” in the nominations, as well as Jimmy Kimmel’s well-received hosting performance, contributed to the success of the event.
This increase in viewership is part of a larger trend where mass cultural events are regaining popularity after struggling during the pandemic. The Grammy Awards saw a 34 percent increase in viewership, the Golden Globes rose by 50 percent, and even the Tony Awards saw a modest increase in ratings.
At the Oscars, performances by Billie Eilish and Ryan Gosling, along with choreography inspired by classic films, added to the entertainment value of the event. ABC, which holds the broadcast rights to the Oscars through 2028, reported selling out its advertising inventory for the event, with prices for a 30-second spot ranging from $1.7 million to $2.2 million.
While TV viewing habits have changed in recent years, with the Oscars telecast dropping below 32 million viewers before 2018, the recent surge in live event TV viewership is a promising sign for the industry. The success of the 96th Academy Awards indicates that audiences are once again tuning in to watch these cultural milestones unfold on live television.
