It’s been an award season not like some other forward of Hollywood’s greatest night time, the 93rd Academy Awards, which on Sunday will cap a string of pandemic-era tentpole occasions outlined by depressed rankings and skewed schedules. However, for advertisers, the present should go on.

Regardless of a sustained slide in rankings, Madison Avenue isn’t giving up on Hollywood broadcasts for a cause that’s easy, if not a bit demoralizing for the TV business: Even with viewership ranges which are mediocre at greatest, tentpole occasions just like the Oscars nonetheless rank among the many most-watched of any programming on linear TV, excluding sports activities. If an advertiser desires to achieve lots of people directly, award reveals are one in every of their greatest bets.

Many issues have suffered since final yr’s outbreak of COVID-19, and TV viewership is not any exception. It’s not troublesome to pinpoint a detrimental development by 2021’s main broadcasts: Tremendous Bowl LV recorded the sport’s lowest viewership since 2007; the Golden Globes noticed a 60% drop in its viewers year-over-year; and the Grammys drew the smallest crowd in its 63-year historical past. Even the Oscars, which had been held pre-pandemic in 2020, are coming off an all-time low of 23.6 million viewers final yr.

It could be that award reveals don’t have the attain or endurance they as soon as did, however manufacturers aren’t swayed. Promoting heavyweights together with Verizon, AARP, Basic Motors’ Cadillac, and Procter & Gamble—in addition to newcomers comparable to Residences.com and Gray Goose—have all spent a fairly penny to hitch the printed; ABC is asking for as a lot as $2 million per 30 seconds of air time, in response to media patrons.

These figures are buoyed by first-timers, not not like this yr’s Tremendous Bowl, which noticed no less than 21 manufacturers run commercials that by no means had appeared within the recreation earlier than. Such corporations are typically “COVID-thriving manufacturers,” Jerry Daniello, senior VP of leisure model options Disney Promoting Gross sales not too long ago told Advert Age.