US News★Academy Awards Viewership Down, Advertising Revenue Hits Record High

The viewership for ABC's February 22 broadcast of the 87th Academy Awards was 36.6 million, the third-lowest level in the past decade. According to Nielsen, this represents a 15% decrease from last year's record 43 million viewers, the highest since 2004.

A key factor in this year's drop was that the eight Best Picture nominees, including the winner "Birdman or (The Unexpected Virtue of Ignorance)," were not blockbusters, with the exception of "American Sniper." Meanwhile, advertising rates for this year's Academy Awards broadcast reached an all-time high (Note 6). ABC sold 30-second spots for an average of $1.95 million (an 8% increase over last year's rates).

According to a survey by DVR maker TiVo, the commercials that drew the most viewer interest were, in order: AT&T, McDonald's, and General Motors' Cadillac ad.

This year, not only the Academy Awards but entertainment award shows across the board saw poor ratings. NBC's January broadcast of the Golden Globes drew 19.3 million viewers, down 8% year-on-year, while CBS's early February broadcast of the Grammys drew 25.3 million viewers, down 11% year-on-year.

Actor NeilPatrickHarris, who hosted the Academy Awards