La fine di un'era?
Segnatevi la data, febbraio 2008. Stiamo entrando in una nuova era per la televisione?
La viewership per la Notte degli Oscar è la più bassa degli ultimi 30 anni, come riporta Advertising Age. Temo che sia un trend inarrestabile. Il Super Bowl tiene ancora, ma non sono poche le aziende che lo ritengono un evento troppo costoso per i risultati che porta.
Last night's Oscars drew the fewest viewers in more than 30 years, reaching an average of approximately 32 million. The Oscars is one of the most-watched -- and, for advertisers, most expensive -- programs on TV. ABC was seeking as much as $1.82 million for a 30-second spot this year, representing an approximately 7% increase over last year's top price of $1.7 million (prices vary depending upon the relationship a marketer has with the network and a host of other factors). The program also was being watched as a potential barometer of the health of broadcast TV, as it was the first big event to air on a traditional broadcast network since the resolution of the months-long writers strike.
The smaller Oscars audience stands in marked contrast to the viewership for this year's Super Bowl, which aired on News Corp.'s Fox. An average of 97.5 million people tuned in to see a barn burner of a game between the then-undefeated New England Patriots and the upstart victor, the New York Giants. The figure made this year's Super Bowl the most-watched version of the contest in terms of total viewers.
The Oscars telecast attracted many blue-chip advertisers, including American Express, Unilever, Coca-Cola and General Motors Corp. The lower ratings come just as networks, media buyers and advertisers are beginning to contemplate the annual "upfront" marketplace, when marketers commit usually commit more than $9 billion for advertising during the networks' prime-time schedule. This year promises tougher going, as the writers strike has helped accelerate ratings erosion for broadcast TV and crimped the networks' ability to develop new shows for the fall.
Se l'anno prossimo qualcosa dovesse cambiare nel modello di business, di ciò che è un format oramai consolidato come la Notte degli Oscar, avremo la certezza che siamo giunti all'inizio di una nuova era.