The Academy Awards still commands the $1 million-plus price tag for 30-second ads run during its telecast as it did a year ago.
This consistency is in spite of lower ratings and a poor economy. Nevertheless, the show remains the highest-rated telecast each year, behind only the Super Bowl.
Since it is a live broadcast, the Oscars also don’t have to contend with DVR users fast-fowarding through commercials.
Experts say that the return of veteran Oscar host Billy Crystal is sure to boost viewership. Previous host Eddie Murphy dropped out after Oscar producer Brett Ratner was forced to withdraw when he made homophobic remarks.
This year’s ceremony will mark Crystal’s ninth time as host.
“Am doing the Oscars so the young woman in the pharmacy will stop asking my name when I pick up my prescriptions. Looking forward to the show,” he tweeted when his name was announced Nov. 10.