Disney’s ABC Raises Oscar Ad Prices as Ratings Fall

New York Times: Last year the audience for the Oscars fell 15 percent, to about 37.3 million viewers. At the same time, ABC has been raising prices for its ads; they now cost an average of $1.9 million to $2 million for a 30-second spot, up as much as 11 percent from a year ago. Under a long-term contract, ABC has agreed to air the Oscars through 2020. But a ratings collapse of the kind that occurred in 2008 — contributing to a 16 percent drop in ad revenue the next year — could squeeze the network by reducing future ad rates.