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Big Advertiser Exits Oscars Telecast

    Aug 18, 2008 – General Motors is pulling out of the next Oscars telecast, which is a blow given it traditionally is a big advertiser. Over the past 11 years, GM has spent more than $100 million for Oscar commercial time, according to TNS Media Intelligence.
    GM also exited the Emmy awards this year.  According to the Wall Street Journal, “While GM's Oscar decision is a blow to ABC, the network does have plenty of time to find new advertisers. Still, the task won't be easy; in the current economy, some marketers are trimming spending.”
    The move is both not surprising – GM is the automaker suffering the biggest sales loss of all automakers – and surprising because live events are generally prized ad placements. Viewers tend not to record such shows, but watch live and in fact sometimes replay their recordings of shows and commercials again.
    The Oscars pulls a huge women’s audience, which is attracted by the glamour, though the women demographic is less prized than elusive males, notes the second edition of Marketing to Moviegoers. GM – whose brands include Cadillac and Chevrolet – lent its cars to the event in a promotion, so dropping that also saves money.
    The WSJ notes that ABC brings in about $80 million in ad dollars annually from the Oscar broadcast, according to Nielsen Monitor-Plus. Big Oscar advertisers are J.C. Penney Co., American Express Co., Coca-Cola Co. and McDonald's Corp.

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