Millions of viewers will tune in to revel in Hollywood’s biggest night of glitz and glamour, the Oscars, when the Academy of Motion Picture Arts and Sciences stages its annual telecast on Feb. 27. But the declining percentage of viewers in the coveted 18- to 34-year-old demographic has the Academy under pressure, and it’s aiming to fix that this year with a marketing campaign targeted at younger audiences. Whether their efforts can refresh the show’s image and entice younger viewers is still up in the air.
The Oscars are by no means declining in popularity, as ratings for the 2010 show, hosted by Steve Martin and Alec Baldwin, hit a five-year high of 41.3 million viewers. However, according to AdAge, the broadcast’s median age in 2009 was 49.5 and last year’s ratings among 18- to 34-year-olds dropped 3%.