Disney Sells Out Oscars Ads, Boosts Rates for 2025 Ceremony

Strong demand for live event advertising signals potential shift in marketing budgets.

Mar. 13, 2026 at 9:50am by Ben Kaplan

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Disney Advertising has announced a complete sellout of ad inventory for the 98th Academy Awards, airing March 15th, and a double-digit percentage increase in ad rates compared to last year. This success is part of a broader trend of strong demand for live event advertising, signaling a potential shift in how brands allocate marketing budgets.

Why it matters

The Oscars sellout, following similar successes with the CMA Awards and Novel Year's Rockin' Eve, underscores the enduring appeal of live television. In a fragmented media landscape, live events offer scale and guaranteed viewership – something increasingly difficult to achieve. Disney's 'Content Everywhere' strategy, extending ad reach across platforms like TikTok Pulse Premiere, is further enhancing the value proposition for advertisers.

The details

This year, Disney secured between $1.7 million and $2.3 million for a 30-second spot, a significant increase from the $1.7 million to $2.2 million sought in 2024. The company also reported an increase in the total number of advertisers, with 18 sponsors returning and 24 new ones joining the lineup. Disney's approach emphasizes a 'connected, multi-platform experience,' moving beyond a single night of advertising to include integrating brands into pre- and post-show content, social media activations, and streaming platforms like Hulu.

  • The 98th Academy Awards will air on March 15, 2026.

The players

Disney Advertising

The advertising division of The Walt Disney Company, responsible for selling ad inventory and sponsorships for Disney's media properties.

The Academy Awards

Also known as the Oscars, the annual awards ceremony presented by the Academy of Motion Picture Arts and Sciences to recognize excellence in the film industry.

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What’s next

Disney is poised to continue its ad sales momentum throughout 2026 and beyond, with a robust calendar of live events including the College Football Playoff National Championship, the Grammys, the 99th Oscars, and Super Bowl LXI.

The takeaway

The success of Disney's Oscars ad sales highlights the growing importance of integrated, multi-platform advertising strategies that leverage the power of live events to reach and engage audiences in a fragmented media landscape.