Sponsorship spending on the Academy Awards, Grammy Awards and other televised awards shows is expected to total $139.2 million in 2016, up 4.3 percent from $133.5 million in 2015, according to IEG research.

Personal care maintains its status as the most active category sponsoring awards shows. Personal care companies are 2.1 times more likely to sponsor the shows than the average of all sponsors.

L’Oréal replaces Procter & Gamble as the most active sponsor. Twenty-seven percent of properties with a sponsor in the personal care category report a partnership with the French cosmetics giant.  

Mars, Inc. and Time Warner are the second most active sponsors (23 percent) with The Coca-Cola Co., Diageo and PepsiCo in third (18 percent).

SPONSORSHIP SPENDING ON AWARDS SHOWS
SPONSORSHIP SPENDING ON AWARDS SHOWS
*Projection

AWARDS SHOWS: MOST ACTIVE CATEGORIES
AWARDS SHOWS: MOST ACTIVE CATEGORIES
Personal care companies are 2.1 times more likely to sponsor awards shows than the average of all sponsors.

AWARDS SHOWS: MOST ACTIVE SPONSORS
AWARDS SHOWS: MOST ACTIVE SPONSORS
Twenty-seven percent of properties with a sponsor in the personal care category report a partnership with a L’Oreal brand.