As ABC and the Academy of Motion Picture Arts and Sciences try to stop the Oscar’s steep ratings declines—the 18-49 audience, which had already hit an all-time low in 2017, fell another 25 percent during March’s telecast—they have tapped a new celebrity host who seems to have the Midas touch with brands: Kevin Hart.
And the comedian-actor-producer-athlete-CEO, whom Adweek dubbed the hardest working man in branding in a September cover story, began working his marketing mojo immediately Tuesday night.

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