The 96th Academy Awards was a celebration of the year that was in global cinema, but distributors, streamers, and movie buffs were just as excited about the films and TV shows that are yet to come.
According to our analysis of consumer engagement behavior throughout the broadcast, 10 of the most effective 15 ads that aired during this year’s Oscars were for TV shows and upcoming movies.
Amazon MGM Studios led the way by generating 2,096% more consumer engagement than the median Oscars ad with a trailer for the steamy, romantic drama Challengers, starring Zendaya. Since consumer engagement behaviors like web searches and website visits are proven predictors of ticket sales, early indicators are that the film is poised for box office success.
The other big trend? Luxury. On a night of glitz, glam, and gowns, it’s no surprise that consumers were seduced by the siren song of high-end automobiles, apparel, and liquor.
Luxury brands accounted for three of the five non-entertainment advertisers that landed in our top 15, led by the iconic watch brand Rolex. The watchmaker, which also sponsored the Oscars Greenroom, aired an ad highlighting the brand’s place in popular film and TV. The spot was 1,935% more effective than the median Oscars ad, second only to Challengers overall.
See our complete ranker of the top 15 most effective ads of the 96th Academy Awards.