Disney has officially sold out its advertising inventory for this Sunday’s 96th Oscar telecast.

My Oscar Book:

The Oscar Awards have been showcase for marketers. The broadcast is one of the few non-sports events to rate among the most popular TV programs each year.

Disney says that TikTok will sponsor a “first-of-its-kind red carpet live stream,” with tequila brand Don Julio sponsoring an “in-show moment.”

Rolex and Bank of America will also be integrated into the broadcast, which will be hosted by ABC late night host Jimmy Kimmel.

 

Other sponsors of relevance to the entertainment industry include Universal Pictures, Lionsgate, SiriusXM, Amazon MGM Studios, and Disney’s own film studio.

Disney says 17 different categories of sponsors have signed on to advertise during the broadcast.

“On March 10th, Hollywood’s biggest night returns and we couldn’t be more excited, along with our incredible brand partners, to once again have the honor to celebrate the greatest in films and storytelling, said Rita Ferro, president of global advertising for Disney.

“The Oscars stage and telecast continues to be the break-through moment for the most impactful brand marketers to bring their own creative storytelling to the cultural forefront through new innovation and never-before-seen activations.”

The Oscars sellout is notable as it comes during something of an advertising downturn for linear TV networks. While live sports programming has mostly avoided advertising issues, entertainment programming has been hit hard.

My Oscar Book:

The Oscars as a live event have been able to capitalize on the “must-see” nature of the broadcast.