Previewing the conversation around the 2017 Oscars

The 89th annual Academy Awards are coming up this Sunday, so we thought we’d take a look at the conversation on Twitter— but this time looking at advertisers rather than nominated films, actors or actresses.

Much like the Super Bowl, advertising during the Oscars is not for the faint of heart or wallet, with spots costing up to a cool $2 million, per Adweek. The same Adweek piece covers how views are down for the broadcast, but puts it in context of live television views overall:

“Last year’s Oscars drew its smallest 18-49 audience in at least two decades, with a 10.5 rating in the demo. Overall, 34.4 million total viewers tuned in, making the ceremony the third lowest-rated Academy Awards telecast since 1974, which is as far back as Nielsen has telecast data for.

But even with those lower ratings, the ceremony was still the fourth most watched telecast of 2016— behind only Super Bowl 50, the Super Bowl postgame and Game 7 of the World Series—and the year’s No. 1 entertainment telecast. The show’s live-plus-7 numbers were ahead of all of NBC’s Summer Olympics prime-time telecasts.”

We know the second screen is more important than ever to viewers and therefore to advertisers. So who is backing up their million-dollar investment with smart social media marketing and who is managing to generate word-of-mouth without a supporting social campaign? We took to Echo (our Twitter archive search) to find out.

Oscars 2017 Echo

While the two official broadcast hashtags are dominating the conversation so far, three advertisers are making a splash in the Twitter conversation: Oreo with their Dunk Sweepstakes that’s part of a larger campaign, FX’s new show Feud, and Walmart’s Oscar campaign featuring three short original films based on- you guessed it- a receipt.

While Walmart has the smallest share of the conversation so far that definitely stands to change in the days leading up to the Oscars broadcast. Oreo’s numbers are likely related to their campaign being a pre-existing one, but they’re bringing more to the game too with an IMDB live viewing party of the Oscars and an extension of the dunk contest that allows participants to launch a cookie into virtual space.

Feud could do more to play up the Oscars angle if they wanted to, since at least one episode of the show centers around the same event.

Are you paying attention to Oscar advertising or just rooting for your favorite film to win a golden statue? Tell us about it on Twitter @UnionMetrics.