Over-politicized Oscars have hurt ratings so much ABC has to offer ‘deal’ to advertisers

By Jon Dougherty

As the Academy Awards program scheduled for Sunday won’t have a designated host for the first time since 1989, the over-politicization of the Oscars — once Hollywood’s biggest night — has led to plummeting ratings which has advertisers deeply concerned.

In fact, they are so spooked, as is the network, that ABC execs have decided to do something previously unheard of: Guarantee ratings for advertisers.

Deadline Hollywood reports:

The Academy Awards looks to be going without a designated host on Sunday for the first time since 1989, but broadcasterÂ ABCÂ had to break some new ground this year in the era of plummeting ratings.

Even before theÂ hostÂ andÂ category chaosÂ that have hobbled the ceremony in recent weeks, the Disney-owned network found itself forced to guarantee a ratings threshold to keep the deepest-pocketed buyers happy.

â€œWe are right on the edge of that danger zone â€” not close, but on it â€” and that makes advertisers very nervous,â€ one source told the entertainment news site.

Specifically, ABC made guarantees to long-term, high-dollar advertisers such asÂ car companies, beer companies, and consumer technology companies.

In the age of POTUS Donald Trump, Hollywood’s perpetually triggered notables have turned the Oscars into a Left-wing hate fest that has driven off viewers, leading to double-digit declines since 2017. Last year, the awards show fell to a new all-time low with the 90th Oscars pulling in just 26.5 million viewers and a weakened 6.8/24 among adults in the highly-prized 18-49 range.



