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ABC’s Academy Awards telecast Sunday night drew an average 41.3 million viewers, 5 million more than last year, making it the most-watched (non-sports) entertainment telecast in five years, according to the Nielsen ratings released by the network.
It’s the second year in a row that the audience for the Oscars has increased, reversing what had been a steady decline for nearly a decade, according to Nielsen.
The format of this year’s event was altered to include 10 Best Picture nominees, up from the usual five, in the hope that more viewers would be drawn to the telecast.
Meanwhile, with more marketers paying attention to online chatter about their companies and products, research firm Alterian tracked the buzz about Oscar advertisers — both positive and negative — in the month leading up to the telecast.
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