Feature Story

Oscars Partnership Lifts 18-49 Ratings in Comcast Households 39%

As the premiere celebration of film, the Academy Awards annually draws one of the largest live TV audiences. And this year, we partnered with ABC and The Oscars to give Xfinity TV customers the opportunity to relive the best moments from years past and experience the award show like never before.

Through this partnership, Xfinity TV customers were able to explore and enjoy a comprehensive collection of content on Xfinity On Demand beginning in January, including memorable Oscar moments and nominated films for rent or purchase. Movie fans immersed themselves in Oscars history all month long and got caught-up on the year’s nominated films and actors. In fact, Best Picture & Acting nominees dominated Xfinity On Demand rentals and purchases leading up the big night, with Oscar winners Spotlight, Room, The Danish Girl, Bridge of Spies and The Big Short topping the charts, as well as nominees The Martian, Trumbo, Creed and Brooklyn. We also provided our customers with the full telecast and show highlights on demand the next day, and gave X1 customers the chance to view the Oscars backstage live stream and red carpet directly on the TV during the show.

As a result of our partnership, L+SD ratings among 18-49 year-olds increased 9 percent year over year in Comcast households to 13.66 and 39 percent over non-Comcast households. Conversely, national L+SD ratings for the coveted demo declined 5 percent to 10.46 from the previous year, with non-Comcast households declining 8 percent to 9.80.

With X1, we are changing the way people experience TV and giving our customers the opportunity to more deeply engage with events like The Oscars. We continue to work with our programming partners to explore new and exciting opportunities to innovate and expand the viewing experiences around marquee events with X1, attract new audiences and, ultimately, deliver higher ratings.