Despite the fail of incorrectly awarding Best Picture, one of the biggest live blunders and social media moments in history (more below), the 2017 Academy Awards posted the smallest 18-49 ratings in at least two decades.
32.9 million viewers watched the 89th Annual Academy Awards, according to Nielsen. It’s the second lowest-rated Academy Awards telecast since 1974, which is as far back as Nielsen telecast data goes.
The show was poised to do well. 2017 was a great year for film and the political climate set the stage for some big moments.
It started strong and had a number of noteworthy moments. Kimmel’s opening monologue (watch here) got political and many brands including Walmart, Cadillac and The New York Times invested in custom spots for the show. Rolex had a spot (which featured Bill Paxton whose death was announced earlier in the day – watch here) celebrating film and the watch brand’s role in cinema over the years.