Several sponsors of last year's Academy Awards telecast, including L'Oréal and General Motors, are not participating in Sunday's event. Prices for 30-second spots are said to have dropped from $1.8 million in 2008 to between $1.4 million and $1.7 million, per estimates. Still, marketers and media buyers cite the show's assets as reason to advertise, including a large, live audience, popularity with women and the prestige of the event.

Related Summaries