Somewhere over the rainbow, millions tuned in to watch Ariana and Cynthia introduce Hollywood’s biggest night with a tear-jerking rendition of some of the best songs from The Wizard of Oz and Wicked. Viewers were entranced with the incredible James Bond tribute, Demi Moore’s surprising Best Actress snub, and of course, Anora’s sweep for 2025’s best picture. Total Oscars viewership increased one percent over prior year, but wasn’t seen without technical difficulties, as many viewers painstakingly waited for Hulu glitches to cease. And if these streaming mishaps taught us anything, it’s that consumers are clearly unplugged from traditional television channels.
With the rise of cord-cutting and digital-first viewing habits, CTV provides a more dynamic, data-driven alternative to traditional TV advertising. But what does this mean for publishers and advertisers looking to capitalize on award season? Let’s break it down.
Awards Season in 2025: A New Era for TV Advertising
Televised award shows remain some of the most expensive ad buys in entertainment. The cost of a 30-second ad during the Oscars has steadily risen, reaching over $2 million per spot. While traditional live TV still commands premium rates, CTV is rewriting the rules of engagement.
More viewers are now watching award shows via streaming platforms, allowing advertisers to target audiences more precisely than ever before. Despite an overall decline in traditional TV viewership, live events remain a major draw. eMarketer reports that Oscars viewership increased in 2024, reinforcing that live entertainment still holds significant advertising value. And unlike traditional broadcasts, CTV advertising allows brands to leverage programmatic ad placements, audience segmentation, and interactive formats, offering more control and measurable results compared to a standard TV commercial. Advertisers are certainly catching on – in 2025, CTV ad spend doubled from 14 percent to 28 percent. This means that publishers should be aiming to increase their ad mix through CTV channels as well.
Why Advertisers Are Flocking to CTV for Awards Season
1. Data-Driven Targeting
One of the biggest advantages of CTV over traditional TV ads is the ability to target viewers based on first-party data, viewing habits, and demographics. Instead of a one-size-fits-all commercial, brands can serve dynamic, personalized ads to award show viewers across multiple devices.
2. More Engaging Formats
CTV enables advertisers to go beyond the standard 30-second spot. Brands can incorporate shoppable ads, interactive content, and immersive storytelling to engage audiences in real time. Instead of simply watching an ad, viewers can click, explore, and even purchase directly from their screens.
3. Cost-Effective & Measurable
Unlike traditional TV, where ad placements are costly and broad, CTV offers programmatic bidding, flexible budgets, and advanced measurement tools. Brands can track real-time engagement, viewability, and conversion metrics, ensuring every advertising dollar is well spent.
How Publishers Can Monetize CTV’s Awards Season Boom
For publishers, awards season presents a prime opportunity to maximize CTV ad revenue. Here’s how:
- Leverage Programmatic CTV Inventory: If possible, publishers should sell ad placements during live award streams to capture peak viewership.
- Implement Advanced Targeting: Use first-party data and contextual targeting to offer brands high-value audience segments.
- Integrate Interactive Ad Experiences: Capitalize on shoppable video, QR codes, and second-screen engagement to drive higher ad revenue.
- Prioritize Premium Partnerships: Partner with high-demand advertisers who want exclusive placements during live events.
- Capitalize on Pre and Post-Show Moments: We’ve all seen the memes of Adam Sandler in a hoodie and John Lithgow disappointedly looking into the camera by now. These moments matter to your consumers, and they should therefore matter to you. Be quick in your response to viral moments of Awards Season on social media and relevant short-form content snippets that can increase engagement right away and increase long-term viewership to your site.
The Future of CTV Advertising Beyond Awards Season
The success of CTV during awards season is a preview of where the entire digital advertising landscape is headed. As streaming-first audiences continue to grow, CTV will play an even greater role in premium advertising, live sports, and major cultural moments.
For advertisers and publishers alike, the time to embrace CTV is now. Whether it’s the Oscars, Grammys, or Super Bowl, the ability to deliver highly targeted, interactive, and cost-effective ads is transforming the future of TV advertising.
Ready to optimize your CTV advertising strategy? Contact Adnimation today to learn how you can maximize CTV revenue during awards season and beyond.
