Lights, Camera, Sponsorship: Tapping Into The Oscars' Audience
- March 6, 2024
- SponsorPulse Staff
Here’s everything you need to know about Oscars Viewers
The Oscars' Audience: Consumer Insights
The Oscars engage the second-largest audience across music and entertainment award shows, second only to The Grammys, holding the crown within the film sector. With a 48% engagement rate in the past year and 33% of those engaged expressing excitement, The Oscars surpass other film and television award shows like the Emmys and Golden Globes, each securing a 45% engagement rate. This broad appeal underscores the event's potential as a lucrative platform for brand exposure.
While the Oscars have experienced controversy in the past decade, with the #OscarsSoWhite hashtag that started a movement, or the infamous slap of Chris Rock, the award show has been working its way back to its former levels of prestige. Trends over the past five years show a fluctuating yet positive trajectory in engagement and excitement levels. with a current engagement rate of 49%—not quite reaching the 53% peak of 2018 but showing growth potential after a dip to 45% in 2019. Similarly, excitement levels have reached a 35% five year high, reflecting a resilient and passionate viewership.
Who’s Tuning into The Oscars?
The Oscars' audience profile is as diverse as it is captivating. Key demographics include small business owners, engaged at a rate of 66%, individuals employed in information and cultural industries, at 76%, and managerial positions, at 70%.
These numbers suggest a viewership that is both culturally-attuned and influential. This notion is further supported by SponsorPulse brand engagement data, which highlights that the most engaged consumer segments included viewers who are customers of Infosys, Deloitte and Tesla, at 81%, 80%, and 75% respectively.
While seemingly unrelated on the surface, these brand identifications suggest an audience with discerning tastes, and higher disposable incomes, the latter of which is confirmed in the data—54% of Americans engaged with the Oscars have a household income of more than $100,000. Brands looking to connect with such an audience, such as business solution software companies, might be wise to funnel sponsorship spend into the award show.
In a different vein, among devoted Oscars viewers, our data reflects the unexpected representation of sports enthusiasts—75% played hockey, 74% played rugby, and 67% played soccer in the past year. This twist presents a unique sponsorship angle for brands in the sports betting space, like DraftKings, to connect.
Unlock your Sponsorship Potential with SponsorPulse
As The Oscars continue to captivate worldwide audiences, the potential for brands to engage with this diverse and influential viewership through sponsorship is significant. Create your free SponsorPulse account today to go deeper into the data, strengthen your sponsorship strategy, and leave a lasting impression on a global stage.
