Contact Us
Oscars 2024 Top 15

Top Ads: Oscars 2024

March 10, 2024

See which ads generated the most consumer engagement at the 2024 Oscars! EDO, the TV outcomes company, has ranked the top 15 ads airing at this year's Academy Awards on ABC, based on how each ad increased consumer engagement in the minutes after airing. Click on any ad to watch (or share) it! 

EDO data reveals which ads are most predictive of actual business performance, using real-time, consumer engagement data — such as search activity, website visits, and app usage — proven to predict business outcomes across industries.

*Network promos are not included in the ranker. Full results are available in Ad EnGage.

TopAd_1_Desktop (2) (1)
TopAd_1_Oscars
TopAd_2 (5)
TopAd_3 (3)
TopAd_4 (3)
TopAd_5_Mobile

Oscars 2024: Entertainment & luxury brands shine bright on Hollywood’s big night

The 96th Academy Awards was a celebration of the year that was in global cinema, and distributors, streamers, and movie buffs were just as excited about the films and TV shows that are yet to come. 

According to our analysis of consumer engagement behavior throughout the broadcast, 10 of the most effective 15 ads that aired during this year’s Oscars were for TV shows and upcoming movies, topped by Amazon MGM Studios’ Challengers. The trailer for this steamy romantic drama generated 22x as much consumer engagement — such as search activity — as the median ad during the broadcast.

And on a night of glitz, glam, and gowns, it’s no surprise that consumers were seduced by the siren song of luxury throughout the show. Luxury brands accounted for three of the five non-entertainment category advertisers that landed in our top 15, led by the iconic watch brand Rolex. The watchmaker, which also sponsored the Oscars Greenroom, aired an ad highlighting the brand’s place in popular film and TV. The spot drove 20x as much engagement as the median Oscars ad, second only to Challengers overall. 

Top 15 Oscars 2024 Ads

Engagement Index

1
Challengers (Amazon MGM)
Josh O'Connor and Mike Faist star as a pair of tennis players competing for the affections of a coach played by Zendaya in Challengers, in theaters April 26 from Amazon MGM Studios.
30 Secs
•
9:20 PM
2196
Josh O'Connor and Mike Faist star as a pair of tennis players competing for the affections of a coach played by Zendaya in Challengers, in theaters April 26 from Amazon MGM Studios.
30 Secs
•
9:20 PM
2
Rolex
Rolex highlights the role of its iconic watches in cinema with a montage of its appearances in recent films and TV shows. The brand also sponsored the Oscars Greenroom at this year’s event.
60 Secs
•
10:06 PM
2035
Rolex highlights the role of its iconic watches in cinema with a montage of its appearances in recent films and TV shows. The brand also sponsored the Oscars Greenroom at this year’s event.
60 Secs
•
10:06 PM
3
Don Julio
Tequila brand Don Julio sends a passionate love letter to Mexican culture with this ad featuring dance clubs, mariachi, and plenty of vaqueros. Comedian Guillermo Rodriguez used the same tequila to toast Oscars attendees as part of a sponsored moment during the broadcast.
60 Secs
•
9:10 PM
1978
Tequila brand Don Julio sends a passionate love letter to Mexican culture with this ad featuring dance clubs, mariachi, and plenty of vaqueros. Comedian Guillermo Rodriguez used the same tequila to toast Oscars attendees as part of a sponsored moment during the broadcast.
60 Secs
•
9:10 PM
4
The Ministry of Ungentlemanly Warfare (Lionsgate)
Henry Cavill and Eiza González star in The Ministry of Ungentlemanly Warfare, an action-packed spy comedy based on the true story of a covert British operation during World War II. The movie is distributed by Lionsgate and is scheduled for an April release.
30 Secs
•
8:41 PM
1638
Henry Cavill and Eiza González star in The Ministry of Ungentlemanly Warfare, an action-packed spy comedy based on the true story of a covert British operation during World War II. The movie is distributed by Lionsgate and is scheduled for an April release.
30 Secs
•
8:41 PM
5
Apples Never Fall (Peacock)
Annette Bening, Sam Neill, Alison Brie, and Jake Lacy star in Apples Never Fall, a new mystery miniseries coming soon to Peacock.
30 Secs
•
9:54 PM
1526
Annette Bening, Sam Neill, Alison Brie, and Jake Lacy star in Apples Never Fall, a new mystery miniseries coming soon to Peacock.
30 Secs
•
9:54 PM
6
Shōgun (Hulu)
“Enemies are everywhere, and friends, nowhere” in Shōgun, the buzzy, new historical drama from Hulu.
60 Secs
•
8:01 PM
1229
“Enemies are everywhere, and friends, nowhere” in Shōgun, the buzzy, new historical drama from Hulu.
60 Secs
•
8:01 PM
7
Polestar
Polestar spotlights the sleek, tech-powered interior of its Polestar 3 electric SUV in this 30-second spot.
30 Secs
•
7:30 PM
926
Polestar spotlights the sleek, tech-powered interior of its Polestar 3 electric SUV in this 30-second spot.
30 Secs
•
7:30 PM
8
We Were the Lucky Ones (Hulu)
Hulu’s We Were the Lucky Ones follows the lives of a Jewish family that was separated at the beginning of World War I, based on a novel by Georgia Hunter.
30 Secs
•
10:08 PM
851
Hulu’s We Were the Lucky Ones follows the lives of a Jewish family that was separated at the beginning of World War I, based on a novel by Georgia Hunter.
30 Secs
•
10:08 PM
9
Under the Bridge (Hulu)
Best Actress nominee Lily Gladstone is back in action in Hulu’s Under the Bridge, a true crime miniseries based on the real-life investigation into the murder of a 14-year-old girl.
30 Secs
•
7:31 PM
738
Best Actress nominee Lily Gladstone is back in action in Hulu’s Under the Bridge, a true crime miniseries based on the real-life investigation into the murder of a 14-year-old girl.
30 Secs
•
7:31 PM
10
Airbnb
Airbnb shows off its ability to bring friend groups together on vacation by contrasting the communal experience of sharing an Airbnb with the isolation of renting separate hotel rooms.
30 Secs
•
8:28 PM
585
Airbnb shows off its ability to bring friend groups together on vacation by contrasting the communal experience of sharing an Airbnb with the isolation of renting separate hotel rooms.
30 Secs
•
8:28 PM
11
The Wild Robot (Universal Pictures)
The Wild Robot, in theaters this September from Universal Pictures, is an animated film that stars Lupita Nyong'o as a robot who is shipwrecked on an island that is uninhabited by humans.
30 Secs
•
9:36 PM
576
The Wild Robot, in theaters this September from Universal Pictures, is an animated film that stars Lupita Nyong'o as a robot who is shipwrecked on an island that is uninhabited by humans.
30 Secs
•
9:36 PM
12
Inside Out 2 (Walt Disney Studios)
Anxiety — voiced by Maya Hawke — joins the cast of animated emotions in Disney Pixar’s Inside Out 2.
45 Secs
•
7:32 PM
452
Anxiety — voiced by Maya Hawke — joins the cast of animated emotions in Disney Pixar’s Inside Out 2.
45 Secs
•
7:32 PM
13
Feud: Capote vs. The Swans (Hulu)
Feud: Capote vs. The Swans, out now on Hulu, is a campy, over-the-top dramatization of author Truman Capote’s dispute with a group of wealthy socialites, who are angry at him for spilling the tea about their personal lives in a magazine excerpt.
30 Secs
•
8:31 PM
422
Feud: Capote vs. The Swans, out now on Hulu, is a campy, over-the-top dramatization of author Truman Capote’s dispute with a group of wealthy socialites, who are angry at him for spilling the tea about their personal lives in a magazine excerpt.
30 Secs
•
8:31 PM
14
Dunkin'
A Dunkin’ franchise owner in Wellsboro, Pennsylvania tells the story of her family-owned store’s place in the community in this moving ad for the international coffee and donuts chain.
30 Secs
•
8:30 PM
379
A Dunkin’ franchise owner in Wellsboro, Pennsylvania tells the story of her family-owned store’s place in the community in this moving ad for the international coffee and donuts chain.
30 Secs
•
8:30 PM
15
Ghostbusters: Frozen Empire (Sony Pictures)
Kumail Nanjiani and Patton Oswalt join the multi-generational Ghostbusters ensemble in Ghostbusters: Frozen Empire, in theaters in late March from Sony Pictures.
15 Secs
•
9:11 PM
320
Kumail Nanjiani and Patton Oswalt join the multi-generational Ghostbusters ensemble in Ghostbusters: Frozen Empire, in theaters in late March from Sony Pictures.
15 Secs
•
9:11 PM

Get more TV advertising insights.

Sign up for the EDO Know What Works newsletter.