The document summarizes the findings of a survey about viewers' behaviors and opinions related to watching the Academy Awards. Key points: 1) 25% of respondents intend to watch the Oscars broadcast this year, though actual viewership is typically closer to 13%. Over half of all viewers will watch with 1-4 other people. 2) The Artist and War Horse have a slight lead among viewers for predicted Best Picture winner. 3) Viewers, especially younger ones, are highly connected online during the broadcast using various devices like computers, smartphones and tablets.

1. The Oscars Sunday, February 26
Methodology
The Academy Awards are a golden To understand who’s engaging with Oscar In January 2012, interclick partnered with
opportunity for marketers to engage with and how, interclick surveyed Americans KN Dimestore to survey Americans about
millions on both TV and the internet. on their Academy Awards viewing the upcoming Academy Awards. The nine-
While some 40 million people will watch behaviors. Respondents were asked who question survey was displayed in-banner
the broadcast this year, Oscar’s online reach they think will win, how they connect to a run-of-network audience of 2,314 total
before, during and after is far greater. Who with the Oscars online, which devices respondents who voluntarily completed
wins Best Actor is only part of the story. they’re using and more. the questionnaire. All findings reflect the
The speed and immediacy of the web lets attitudes and behaviors of the respondents
millions engage in all the Oscar fashions, who either may or may not watch, will probably
gossip, and news with a single click. watch, or will definitely watch the Oscars.

2. Watchmen Best in Show
After the NFL playoffs, the Oscars annually rank among the top-rated This year’s Best Picture race will come down to a photo finish,
television programs. This year, 25% of those surveyed intend to watch. according to our respondents. If viewers had their say in the voting,
Based on previous years, the percentage of actual viewers is closer The Artist and War Horse have a slight lead over The Descendants.
to about 13%. Either the online population tends to be more engaged By the looks of it, they would chop down The Tree of Life and say
with the Oscars, or some are overestimating their viewing intentions. au revoir to Midnight in Paris.
37.6 MILLION
The Artist
21%
AMERICANS
WATCHED 20%
THE OSCARS War Horse
IN 2011
16%
The Descendants
13%
Extremely Loud Incredibly Close
9%
Hugo
15% 10% 12% 17% 46% 6%
Moneyball
6%
The Help
I WILL DEFINITELY WATCH IT 5%
I WILL PROBABLY WATCH IT The Tree Of Life
I’M NOT SURE IF I’LL WATCH IT
I WILL PROBABLY NOT WATCH IT 4%
I WILL DEFINITELY NOT WATCH IT Midnight In Paris

3. 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.
DEVICE USED DURING THE OSCARS TO CONNECT ONLINE COMPUTER SMARTPHONE TABLET
60% 47% 48%
44% 44%
45% 37%
30%
15% 15% 17%
15% 9% 11% 15%
5% 4% 7%
4%
0%
UNDER $30K $30K - $49,999 $50K - $74,999 $75K - $99,999 OVER $100K
Young Guns
Among the age groups below, the 18- to 34-year-olds have a marked device usage difference 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-off
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 shift in coming years.
DEVICE USED DURING THE OSCARS TO CONNECT ONLINE COMPUTER SMARTPHONE TABLET
60% 53% 48%
45%
33% 34%
30%
15% 10%
8% 8% 8%
0%
18 - 34 35 - 54 55+

4. Catch Me If You Can
The 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
films at home, whereas non-connectors prefer watching the films at the theater.
VIEWING HABITS AFTER NOMINEES ARE ANNOUNCED
Watch a nominated Watch a nominated
movie on demand, movie in the theater
on DVD or on
a streaming service
(e.g., Netflix)
CONNECT ONLINE DURING OSCARS
28%
24%
% 38
34 % DO NOT CONNECT ONLINE DURING OSCARS
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.
WHO VIEWERS WILL WATCH THE OSCAR WITH
40%
WATCH BY YOURSELF
52%
WATCH WITH FRIENDS
06%
WATCH WITH FRIENDS
01%
HOST OR ATTEND A PARTY
75%
WATCHING ALONE
OR FAMILY IN A SMALL OR FAMILY IN A LARGER (10+ PEOPLE)
GATHERING (2-4 PEOPLE) GATHERING (5-9 PEOPLE) WILL CONNECT
ONLINE DURING
THE OSCARS

5. Multiplicity The Producers
The Academy Awards cast a wide net across the web to embrace all Viewers primarily tune in to see the winners, but the second most popular
the hype, drama, and commentary. A fashion disaster or passionate speech portion of the Oscars comes before the broadcast. Over a quarter
can immortalize careers, and audiences can now follow it all online of respondents are most excited about the red carpet entrances.
in real-time. When asked which Oscar-related activities they engage All that interest in fashion, gossip and news suggests that the whirlwind
in online before, during, or after the awards, about two-thirds of people point of Oscars mania almost overshadows the event itself.
to at least one of the below.
ONLINE ACTIVITIES SURROUNDING THE OSCARS FAVORITE PART OF THE OSCARS
PRESENTATION OF AWARDS 30%
%
28
33
%
11%
RED CARPET 26%
20
%
%
15
20%
OPENING MONOLOGUE / SEQUENCE 11%
FILM MONTAGES 10%
READ RECAPS OF AWARD WINNERS
FOLLOW REAL-TIME COVERAGE ON SOCIAL MEDIA SITES
READ RECAPS ON FASHION / GOSSIP
READ COVERAGE ON AWARD NEWS AND PREDICTIONS BEST / WORST DRESSED RECAP 14%
READ COVERAGE ON FASHION OR GOSSIP SITES
LEADING UP TO THE AWARDS
FOLLOW LIVE COVERAGE ON MEDIA SITES NEWS / GOSSIP RECAP 7%
Multiple responses were allowed BACKSTAGE SPEECHES 2%

6. The Matrix Analyze This
interclick 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.
TOP OSM FACTS FOR OSCAR VIEWERS The Academy Awards’ huge audience and white-hot
1
star power make this event a marketer’s dream. Take
advantage of the large window of opportunity in the
1 Homemakers weeks before and days afterward. Consider a strategy
along the award’s lifecycle to reinforce brand messaging
and reach loyal audiences who frequent websites about
2 Social network enthusiasts all things Oscar.
3 Video gamers
With almost two in three Oscar viewers connecting
4 Bloggers
2 online during the broadcast, brands should embrace
the age of cross-platform usage.
In the weeks leading into the awards, online marketers
5 Women’s fashion enthusiasts can encourage audiences to visit brand sites through
contests and promotions rewarding attentive
and opinionated audiences.
6 Personal travelers
7 Science and humanities enthusiasts Marketers in the CPG and retail categories can
8 Health and beauty shoppers 3 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
9 Sweepstakes and contest entrants targeting can identify where the entertainment
enthusiasts are most likely to visit online.