The Oscars Sunday, February 26

To understand who’s engaging with Oscar and how, interclick surveyed Americans on their Academy Awards viewing behaviors. Respondents were asked who they think will win, how they connect with the Oscars online, which devices they’re using and more.

MethodologyIn January 2012, interclick partnered with KN Dimestore to survey Americans about the upcoming Academy Awards. The nine-question survey was displayed in-banner to a run-of-network audience of 2,314 total respondents who voluntarily completed the questionnaire. All �ndings re�ect the attitudes and behaviors of the respondents who either may or may not watch, will probably watch, or will de�nitely watch the Oscars.

The Academy Awards are a golden opportunity for marketers to engage with millions on both TV and the internet. While some 40 million people will watch the broadcast this year, Oscar’s online reach before, during and a�er is far greater. Who wins Best Actor is only part of the story. The speed and immediacy of the web lets millions engage in all the Oscar fashions, gossip, and news with a single click.

The Artist

War Horse

The Descendants

Extremely Loud Incredibly Close

Hugo

Moneyball

The Help

The Tree Of Life

Midnight In Paris

Watchmen A�er the NFL playo�s, the Oscars annually rank among the top-rated television programs. This year, 25% of those surveyed intend to watch. Based on previous years, the percentage of actual viewers is closer to about 13%. Either the online population tends to be more engaged with the Oscars, or some are overestimating their viewing intentions.

I WILL DEFINITELY WATCH ITI WILL PROBABLY WATCH ITI’M NOT SURE IF I’LL WATCH ITI WILL PROBABLY NOT WATCH ITI WILL DEFINITELY NOT WATCH IT

Best in ShowThis year’s Best Picture race will come down to a photo �nish, according to our respondents. If viewers had their say in the voting, The Artist and War Horse have a slight lead over The Descendants. By the looks of it, they would chop down The Tree of Life and say au revoir to Midnight in Paris.

46%17%12%10%15%

37.6 MILLION

AMERICANSWATCHED

THE OSCARSIN 2011

21%

20%

16%

13%

9%

6%

6%

5%

4%

0%

15%

30%

45%

60%

18 - 34 35 - 54 55+

DEVICE USED DURING THE OSCARS TO CONNECT ONLINE

Young GunsAmong the age groups below, the 18- to 34-year-olds have a marked device usage di�erence compared to the older viewers. Among 18-to-34’s, one in three will access their smartphones and over half will use a computer. But there’s a sharp drop-o� in smartphone usage in the 35 and over crowd. This suggests that older generations aren’t engaging with mobile devices while watching TV, but the trend may well shi� in coming years.

UNDER $30K

47%

15%

4%

48%

9%5%

44%

15%

4%

44%

11%

OVER $100K$30K - $49,999 $50K - $74,999 $75K - $99,999

Toy Story

Today, viewers have more options than ever to supplement TV broadcasts with the web. Whether they’re engaged in Oscars content or multitasking in other things, viewer attention is no longer monopolized by TV. Across the income spectrum, well over half of all viewers are highly connected online during the Oscars. Computers dominate device usage, but tablets are gaining ground with audiences making over $100K a year.

COMPUTER SMARTPHONE TABLET

COMPUTER SMARTPHONE TABLETDEVICE USED DURING THE OSCARS TO CONNECT ONLINE

0%

15%

30%

45%

60%

7%

37%

17%15%

53% 48%

34%

8%10%8%

33%

8%

52%WATCH WITH FRIENDS OR FAMILY IN A SMALL GATHERING (2-4 PEOPLE)

40%WATCH BY YOURSELF

VIEWING HABITS AFTER NOMINEES ARE ANNOUNCED

WHO VIEWERS WILL WATCH THE OSCAR WITH

Catch Me If You CanThe announcement of Oscar nominations is a boon to studios hoping to cash in on Academy Awards glow. Interestingly, there is a divergence of behavior between the audiences that are connected to the internet during the broadcast and the ones that are not. Internet connectors tend to be more likely to view nominated �lms at home, whereas non-connectors prefer watching the �lms at the theater.

A Few Good Men

Most viewers plan to watch the awards in a small gathering. Over half of all viewers will watch the Oscars in a group of two to four people. And while 40% plan to host an Oscar party of one, they are far from isolated- 75% of viewers who plan to watch alone will connect online versus 64% overall.

DO NOT CONNECT ONLINE DURING OSCARS

CONNECT ONLINE DURING OSCARS

75%WATCHING ALONE

WILL CONNECTONLINE DURING

THE OSCARS

06%WATCH WITH FRIENDS OR FAMILY IN A LARGER GATHERING (5-9 PEOPLE)

01%HOST OR ATTEND A PARTY (10+ PEOPLE)

Watch a nominated movie on demand, on DVD or on a streaming service (e.g., Net�ix)

Watch a nominated movie in the theater

34% 24% 28% 38%

READ RECAPS OF AWARD WINNERSFOLLOW REAL-TIME COVERAGE ON SOCIAL MEDIA SITESREAD RECAPS ON FASHION / GOSSIPREAD COVERAGE ON AWARD NEWS AND PREDICTIONSREAD COVERAGE ON FASHION OR GOSSIP SITES LEADING UP TO THE AWARDS

FOLLOW LIVE COVERAGE ON MEDIA SITES

MultiplicityThe Academy Awards cast a wide net across the web to embrace all the hype, drama, and commentary. A fashion disaster or passionate speech can immortalize careers, and audiences can now follow it all online in real-time. When asked which Oscar-related activities they engage in online before, during, or a�er the awards, about two-thirds of people point to at least one of the below.

The ProducersViewers primarily tune in to see the winners, but the second most popular portion of the Oscars comes before the broadcast. Over a quarter of respondents are most excited about the red carpet entrances. All that interest in fashion, gossip and news suggests that the whirlwind of Oscars mania almost overshadows the event itself.

ONLINE ACTIVITIES SURROUNDING THE OSCARS FAVORITE PART OF THE OSCARS

28% 33%

20%

20%

15%

11%

30%

26%

11%

10%

14%

7%

2%

PRESENTATION OF AWARDS

RED CARPET

OPENING MONOLOGUE / SEQUENCE

FILM MONTAGES

BEST / WORST DRESSED RECAP

NEWS / GOSSIP RECAP

BACKSTAGE SPEECHESMultiple responses were allowed

The Matrixinterclick used its data valuation platform, OSM, to match survey respondents with our database of over 30 billion facts about users’ attributes and behaviors. Below are the top facts about people who said they are likely to watch this year’s Academy Awards. Connecting self-reported intentions with online behavior creates a new form of audience segmentation to bolster your campaign.

Analyze This

The Academy Awards’ huge audience and white-hot star power make this event a marketer’s dream. Takeadvantage of the large window of opportunity in the weeks before and days a�erward. Consider a strategy along the award’s lifecycle to reinforce brand messaging and reach loyal audiences who frequent websites about all things Oscar.

With almost two in three Oscar viewers connecting online during the broadcast, brands should embrace the age of cross-platform usage. In the weeks leading into the awards, online marketers can encourage audiences to visit brand sites through contests and promotions rewarding attentive and opinionated audiences.

Marketers in the CPG and retail categories can capitalize on the Oscars’ prestige and glamour. Since viewers express high online engagement during the telecast, using day-parting to run your campaign in conjunction with the awards can increase brand awareness and favorability. interclick’s data and survey targeting can identify where the entertainment enthusiasts are most likely to visit online.

TOP OSM FACTS FOR OSCAR VIEWERS

Homemakers

Social network enthusiasts

Video gamers

Bloggers

Women’s fashion enthusiasts

Personal travelers

Science and humanities enthusiasts

Health and beauty shoppers

Sweepstakes and contest entrants

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