That quote rang true for the 2024 Oscars, with the telecast including the first in-show brand integration into one of host Jimmy Kimmel’s bits. During the show, Diageo introduced its new Don Julio 1942 Tequila 50-milliliter bottle thanks to a toast from the host and his Jimmy Kimmel Live sidekick, Guillermo Rodriguez.
Time will tell how the 2024 ratings affect next year’s ad sales and where the brand integrations go from here.
A win for linear
Beyond the ratings, it was a big night overall for ABC and linear TV, as streamers struggled.
Oppenheimer won big on the night for Universal, taking home the prize for Best Picture, and Netflix collected only one award.
The show also had several highlights that had social media talking: John Cena walked across the stage naked to present the award for costume design, the show allowed past Best Actor and Actress winners to make speeches to this year’s nominees and host Kimmel even called out Donald Trump for a social media post during the show.
However, the moment of the night belonged to Ryan Gosling’s performance of “I’m Just Ken,” which also doubled as a tribute to Marilyn Monroe singing “Diamonds are a Girl’s Best Friend.”
Ken-joy it below:
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