Days ahead of the Academy Awards on March 15, Disney is already racking up wins.
Today, Disney Advertising announced it has sold out ad inventory for the 98th Oscars, with the company noting that the sellout was “fueled by strong marketplace demand that began shortly after last year’s broadcast.”
Furthermore, the company grew ad rates by double digits percentage-wise vs. last year, according to a source close to the show.
For the 2025 Oscars, Disney brought in between $1.7 million and $2.3 million for a 30-second spot. In 2024, Disney was seeking between $1.7 million and $2.2 million.
The source also said that Disney saw an increase in total advertisers, with 18 sponsors returning and 24 new sponsors.
According to Disney, the news continues its streak of live tentpole sellouts, which include the 97th Oscars, The 59th Annual CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest.
Regarding the company’s Oscars ad sales success, Disney said its “Content Everywhere” strategy is helping brands surround the show and extend into a multi-day and multi-platform approach. Brands such as Mazda, Pfizer, and Volkswagen of America will be tapping into Disney’s ecosystem, including using tools like TikTok Pulse Premiere.
“Live continues to be one of the most powerful ways for brands to connect with engaged audiences at scale, and the Oscars represent the very best of culture, creativity, and community,” John Campbell, svp, entertainment and streaming solutions, Disney Advertising, said in a statement. “We’ve reimagined the show’s impact for brands far beyond a single night—creating a connected, multi-platform experience that delivers real cultural connection and measurable results.”
This year’s Proud Sponsors include Rolex, who returns for their ninth year, and Burger King, joining the category for the first time. Other advertisers include Disney Cruise Line, Dunkin’, Eli Lilly and Company, Eucerin, Intuit TurboTax, L’Oreal, McDonald’s, Microsoft, Miebo, Paris Baguette, Peacock, Starbucks, State Farm, Toyota, and Verizon.
Viewers can look out for those advertisers on Sunday, with the show being broadcast from the Dolby Theatre at Ovation Hollywood across ABC and Hulu.
Following the Oscars, Disney will look to keep its ad sales hot streak going in 2027 with the College Football Playoff National Championship Presented by AT&T, the 69th Grammys, the 99th Oscars, and Super Bowl LXI.
