ABC officially sold out of commercial time in the Oscars, which will air this Sunday, receiving a boost from first-time advertisers to the award show.
Starbucks, Airbnb, Grey Goose, Apartments.com, Accenture and Freshpet, are among the brands that will air commercials during the telecast.
Newcomers to tentpole events like the Oscars started earlier this year when at least 21 brands bought Super Bowl commercials for the first time.
Similar to the Super Bowl, these first-time Oscar advertisers are “COVID-thriving brands,” says Jerry Daniello, senior VP, entertainment brand solutions, Disney Advertising Sales. These brands, Daniello says, are showing up on Sunday in an “interesting, timely and relevant way,” with many of them using the Oscars to launch new creative.