MAM
Oscar ad spending reached $720 mn in 10 years
MUMBAI: Marketers have spent almost $720 million during the past 10 years to endorse their products during the Oscar telecast, according to a report released by ad research firm Kantar Media.
The average price of a 30-second unit was the highest, $1.69 million in 2008, and the lowest in 2002, with $1.29 million.
For the 2011 telecast, ABC’s initial asking price for a 30-second spot is around $1.7 million, according to published reports.
Over the past decade, the total ad spend per year reached a high of $81.1 million in 2008 and a low of $61.6 million in 2001. The total for 2010‘s telecast was $70 million.
According to the report, for the past five years, just five companies – Coca-Cola, JC Penney, General Motors, American Express and MasterCard International – accounted for more than 50 per cent of the total ad revenue.
However, due to recession, the number of first time advertisers has increased during the live telecast of the academy awards over the past five years, says Kantar Media.
Forty-eight per cent of advertisers during last year‘s telecast were first-timers, up from 33 per cent the year before and up from 15 percent in 2008.
Last year‘s newcomers included Ameriprise, Estee Lauder, Intel, Kimberly-Clark and Samsung.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
