GM, Coke, L’Oreal Lead Oscar List

NEW YORK General Motors, Coca-Cola and L’Oreal were the top Academy Awards advertisers on last Sunday’s ABC broadcast in terms of total commercial time, according to data compiled by Nielsen Monitor-Plus.

GM placed 3.5 minutes of time in the show, followed by Coke and L’Oreal, which each aired 3 minutes, per Nielsen. J.C. Penney was the fourth largest advertiser with 2.5 minutes. These four sponsors have maintained the top slots for the last two Oscar telecasts.

All told, the program contained 24 minutes of commercial time, just 30 seconds less than last year. The 2006 show ran 3 hours and 10 minutes. (ABC also aired nearly 4 minutes of promotional announcements.)

Twenty-seven distinct brands aired spots on this year’s telecast.

McDonald’s aired two commercials this year, and American Express sponsored a 120-second spot, the event’s longest running commercial that featured a director shooting a film on location. These advertisers hold the distinction of being the only two companies that have advertised during the awards for the last 14 years.

New advertisers to the 2007 Academy Awards include Apple, for its mobile iPhone, and Unilever, for its Dove Cream Oil Body Wash.

A 30-second Oscar slot this year cost about $1.7 million.

Like Adweek, Nielsen Monitor-Plus is a unit of the Nielsen Co.