With Options Limited, Advertisers Eye SAG Awards

LOS ANGELES While marketers continue to watch for developments in awards season, the SAG Awards are set to go forward Jan. 27 with interest from such brands as MasterCard and L’Oreal.

“[Generally] there is talk of more people wanting to be around and to be participating in the SAG Awards,” said Tom Julian, svp, strategic director of trends at McCann Erickson, New York, as well as the style voice for Oscar.com. “They are truly credible, and they are sanctioned by the WGA. … That might be the first time where we see all those … actors together and showing their face and supporting their craft. There are more heightened activities now around the weekend of the SAGs than ever before on site-integrated programs [and] everything from dinner sponsorships to charity tie-ins to insider events.”

As for commercials, MasterCard and L’Oreal are returning advertisers that are planning a presence during the program this year.

MasterCard will have two commercials airing during the SAG Awards and is involved in an integrated TNT Web tie-in. (TNT is airing the awards show.)