It was all Law & Order at the 78th Primetime Emmy Awards on Monday.
NBC and Peacock knew what they were doing when they put Mariska Hargitay in charge as the show’s first female host in 15 years. Though Apple TV broke a record, with Widow’s Bay becoming the most-awarded comedy in a season with 14 total Emmys, Hargitay was the big winner on the night.
The entire broadcast served as a showcase for the actor, who integrated her storied Law & Order career throughout the show, all while singing, dancing, and even bringing in Taylor Swift.
From Hargitay’s prowess to some sly ad integrations, here are ADWEEK’s takes from Emmys night:
Advertisers got in on the Emmys early
All respect to Hargitay, but it did not require extensive detective work to see that ad integrations made it into the broadcast early.
In Hargitay’s opening number, a parody of “I Love Rock ’n’ Roll,” both United Airlines and Marriott received valuable airtime. United got a beauty shot of a plane as Hargitay raced to do the opening number for the Emmys. Meanwhile, multiple scenes showed Hargitay in a Marriott robe as she prepped for the show.
The ad moments once again show the importance of integrations in live events as brands try to become integral parts of cultural moments.
Hargitay was having fun
For an actor known for serious roles, this was a chance for Hargitay to let loose as host of the Emmys. And she didn’t disappoint.
Hargitay comically stumbled over saying the word “finale” in her opening monologue, noting that Law & Order: Special Victims Unit, which already has 27 seasons, hasn’t had one of those. Plus, the actor brought in Taylor Swift, a major Law & Order fan, for a sketch about whether or not the singer would appear at the Emmys, and Hargitay also sang about saying goodbye to shows alongside Andrew Rannells.
If there was any trepidation for having a non-comedian host the show, Hargitay closed the case on any concerns quickly.
Apple TV is trying to be the new HBO
Step aside, HBO. Though Apple TV may be smaller than other major streamers, the platform is punching above its weight when it comes to prestige TV.
Two of its shows, the comedy-horror Widow’s Bay and the drama Pluribus, received 19 and 18 nominations, respectively, in their rookie seasons, contributing to Apple TV’s 89 nominations across 15 programs.
Among Widow’s Bay’s 14 wins, Kate O’Flynn received the award for Outstanding Supporting Actress in a Comedy Series, and Stephen Root got Outstanding Supporting Actor in a Comedy Series. Pluribus took home six awards, including Rhea Seehorn for Outstanding Lead Actress in a Drama Series.
Widow’s Bay’s Matthew Rhys also made history, winning both Outstanding Lead Actor in a Comedy Series for the show as well as Lead Actor in a Limited Series for Netflix’s The Beast in Me.
So long linear?
This year’s Emmys marked the final year on the books in the rotation among major broadcasters ABC, CBS, NBC, and Fox. So could the show, like the Oscars, make the leap to streaming in 2027?
The Television Academy may view the streaming landscape as a healthier pasture for its awards show, which could provide broader global exposure and free the telecast from the rigidity of a broadcast TV format that had to accommodate national and affiliate ad breaks.
Most importantly, the streaming platforms may pony up more money for the awards show. Broadcast networks paid around $8.25 million per year to air the Emmys. By moving to streaming, the Television Academy could exploit the deep pockets of the streaming platforms.
But if future shows don’t include Hargitay, that’s a crime we consider especially heinous.
Bill Bradley also contributed.
CTV is crowded—want to learn how brand fundamentals cut through the noise? Enroll in The ADWEEK MiniMBA in Marketing and build a strategy designed to last. Sign up here.
