According to Nielsen data, ABC’s presentation of the Oscars averaged 39.3 million total viewers, a 4 percent improvement from last year’s 37.9 million. The 2010 version, which had the appeal of Avatar, had 41.7 million viewers, while the all-time low was reached in 2008, when the Coen Brothers’ No Country for Old Men was crowned Best Picture with a national TV audience of 32 million viewers; the Oscar’s halcyon days were in 1998, when James Cameron’s Titanic ran the table and attracted 55.2 million viewers.
“In handing the hosting duties to Billy Crystal and his Borscht Belt shtick and dispensing with the traditionally bloated musical performances, ABC doled out a familiar, if less than bracing, Oscars brew,” wrote Anthony Crupi. “Pinch-hitting for Eddie Murphy—the comedian resigned his commission in November, shortly after the Academy fired producer Brett Ratner—Crystal delivered an uninspired performance, trotting out his familiar song-and-dance opener before easing into a steady stream of Catskills-friendly gags.”
Despite the improved numbers overall, the ratings in the 18-to-49 demographic were 11.7 compared to 11.8 in 2011. A 30-second spot for the 2011 Oscars was $1.7 million, roughly equal with last year’s going rate, while the record remains 2008, when ABC saw as much as $1.82 million for a single spot.
“On the social media front, two on-air events quickly gave rise to dedicated Twitter accounts. Angelina Jolie’s onstage vamping inspired some wag to register @AngiesRightLeg; by Monday afternoon, the feed had exactly 18,000 followers,” noted Crupi. “Later in the broadcast, Jennifer Lopez’ wardrobe malfunction was followed in short order by the birth of the @JLosNipple feed. That account has attracted nearly 2,900 followers.”
Source: AdWeek
