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NEW YORK Coca-Cola said it is returning as a sponsor for the Academy Awards telecast next year after a seven-year absence and would lead that marketing effort with its Diet Coke brand.
The March 2006 telecast on ABC will also feature other as yet undisclosed Coke products, the company said, adding that it is the exclusive non-alcoholic beverage sponsor of the show.
A 30-second spot on the 2005 Academy Awards telecast cost $1.6 million, per Nielsen Monitor-Plus, and with 180 seconds, Pepsi spent nearly $10 million in media to advertise on the show.
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