Oscars on the way, but who's going to watch?
Full Story: Oscars on the way, but who's going to watch?By Russ Britt, MarketWatch
LOS ANGELES (MarketWatch) -- One may prove an anomaly, while two could be a run of bad luck. But three just might translate into a dubious trend when it comes to ratings on Academy Awards broadcasts.
If the past two years is any indication, it won't be good for Oscar viewership and may cut into future revenue. For 2005 and 2006, household share for the Academy Awards has fallen below the critical 40% level and has been under that threshold for three of the last four years. In years past, Oscar ratings traditionally have captured more than 40% of all households watching television on the night of the ceremony.
There's a good chance ratings may end up below that 40% mark again this year, since none of the five best-picture nominees has blown off the doors at the box office. And even though the Oscars are getting record advertising revenue -- with 30 seconds of air time selling for $1.7 million -- the down streak in ratings may not bode well for the future.
Walt Disney Co.'s ABC network hosts the Oscars.