There is going on a rebranding of Oscars at the same time when the real Academy Oscars are awarded. Social media has changed the advertising landscape of the two major advertising mega events, Oscars and Super Bowl.
According to several studies Oscars-event is more targeted for women and high income audience, while Super Bowl is more targeted for men, but more often also for families. The Super Bowl games has the largest television audience, this year with 114,4 million people.
One of the newcommers in Oscars this year is Netflix and according to surveys Oscars audience are more likely to buy the brand compared to the Super Bowl.
The are also other reasons that are for Oscars than the targeted audience – less competition in general, category limitations and more social actions. It is estimated that there will be 43 million people watching Oscars Gala tonight.