{"id":54840,"date":"2018-03-02T13:05:36","date_gmt":"2018-03-02T21:05:36","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=54840"},"modified":"2018-03-02T13:05:36","modified_gmt":"2018-03-02T21:05:36","slug":"2018-oscars-women-tune-in","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/2018-oscars-women-tune-in\/","title":{"rendered":"2018 Oscars: Will Women Tune In?"},"content":{"rendered":"

The 2018 awards season comes to an end this Sunday at the 90th Academy Awards. At the shows leading up to the Oscars, womens movements like #MeToo and #TimesUp have been hot topics, highlighting the importance of female representation and gender equality. After the recent sexual misconduct scandals, many advertisers are betting on women tuning in to see if they will be victorious during Hollywood\u2019s biggest night. \u00a0<\/span><\/p>\n

Last year\u2019s broadcast was the second least-watched Oscars, and delivered <\/span>record low ratings<\/span><\/a> of 32.9 million viewers, with the fewest-ever number of adults in the 18-to-49 demographic (11.7 million). Despite all of this, the ad revenue rose by 9% this year, with a 30-second spot averaging about $2.4 million, with the most expensive spot at $2.6 million, an increase from the $1.9 million ABC charged last year. In recent years, a 30-second Oscar ad typically sold for between $1.8 and $2.2 million. \u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n

Many brands are hoping the investment helps them reach women, who make up 62% of the average Oscar viewership. The broadcast will air 16 commercials made specifically for the ceremony, and at least 12 brands bought airtime for spots celebrating female empowerment and inclusivity. <\/span>“In addition to being the most highly viewed event that celebrates storytelling and excellence in film, the Oscars provides advertisers opportunities to engage with viewers in meaningful ways during a cultural moment they care about,” President of Advertising Rita Ferro said in a statement.<\/span><\/p>\n

According to a new <\/span>study from BBC<\/span><\/a>, female-led films earn higher box office returns, despite typically lower production budgets. On average, every dollar invested in a female-led film earns back $2.12; male-led films earn back $1.59. <\/span>Hidden Figures<\/span><\/i>, the 2016 female-led drama, earned 6.8 times its production budget, and <\/span>Ladybird<\/span><\/i>, nominated for five Oscars this year, earned 4.2 times.<\/span><\/p>\n

By all accounts, it will be quite a triumph if a woman takes home the night\u2019s biggest awards. A film with a female perspective hasn\u2019t won Best Picture since <\/span>Million Dollar Baby<\/span><\/i> in 2005; four of the nine movies nominated for Best Picture this year have a female perspective. Additionally, Greta Gerwig, director of <\/span>Lady Bird<\/span><\/i>, is vying to become only the second woman to win Best Director in the 90-year history of the Oscars. <\/span><\/p>\n

Select your respondents<\/strong><\/a><\/p>\n

QuestionPro Audience has more than 10 niche panels, including our veterinarian panel. Our vet panel is one of a handful in the continental U.S. and consists of more than 40,000 highly engaged, pre-screened veterinarians who provide critical insights. With industry knowledge, innovative tools, and purchasing power, QuestionPro Audience always meets the rigorous demands of our clients.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The 2018 awards season comes to an end this Sunday at the 90th Academy Awards. At the shows leading up […]<\/p>\n","protected":false},"author":102,"featured_media":54841,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"oscars","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"Many brands advertising during the Oscars are targeting women by focusing on messages of female empowerment.","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[206,210],"tags":[966,825,368],"yoast_head":"\n2018 Oscars: Will Women Tune In? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Many brands advertising during the Oscars are targeting women by focusing on messages of female empowerment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.questionpro.com\/blog\/2018-oscars-women-tune-in\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2018 Oscars: Will Women Tune In? 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