The Oscars ad effectiveness has decreased to 19% from 31.1% last year, recent studies reveal

The recent Oscars event has proved to be less popular among TV viewers and social media followers, and less successful for the U.S. advertisers, while more expensive than Super Bowl, according to three independents studies by Forbes, Nielsen and Extreme Reach.

The host undressed to boxers didn’t save the show: just 36.6 million people watched the Sunday night’s Academy Awards on TV, as opposed to 43.7 million last year, Nielsen reports. The social-media reach was also lower—5.9 million compared to 11.6 million in 2014.

As to the financial figures, although a 30-second TV slot during the Oscars was around two times cheaper than during the Super Bowl 2015 ($1.95 million versus $4.5 million respectively), a much lower reach made the cost even higher as a result. The Oscars ads reached 18.7 viewers per 1 ad dollar, while the Super Bowl’s— 25.4 viewers (with 114.4 million viewers).

On the other hand, a qualitative study by Extreme Reach showed that the average ad effectiveness for all brands advertised at Oscars 2015 was 19%, which is higher than for advertisers at Super Bowl (6.8%). This rate is measured by percentage increase in likelihood to purchase. The highest ad effectiveness rate per brand had Samsung Galaxy Tab S (32.9%), the lowest—Johnson & Johnson Neutrogena (20.3%). View the chart of top 10 most effective brands at the Oscars 2015 below.

Pic.: The Oscars 2015 top 10 most ad-effective brands, Extreme Reach
Pic.: The Oscars 2015 top 10 most ad-effective brands, Extreme Reach

Interestingly, this year male consumers saw a higher increase in likelihood to purchase goods and services advertised during the Oscars than female: 23.37% for men versus 16.02% for women. The last year’s figures were opposite: 24.4% for men versus 37.9% for women.