Sponsorship spending on the Academy Awards, Grammy Awards and other televised awards shows is expected to total $133.5 million in 2015, up 4.1 percent from $128.3 million in 2014, according to IEG Research.

Awards shows are a double-edged sword when it comes to sponsorship. While awards shows are one of the few types of TV programs that viewers still watch live, many do not offer exploitable marketing assets beyond tickets and other standard sponsorship inventory. As a result, many sponsors continue to view awards shows as media buys, not multifaceted consumer engagement platforms.

Personal care is the most active category sponsoring awards shows, with companies in the category 4.4 times more likely to sponsor the shows than the average of all sponsors. The alcoholic beverage (3.7), non-alcoholic beverage (3.2), automotive (3.1) and retail (2.1) categories round out the top five most active categories.

Awards Shows: Most Active Sponsorship Categories 
Awards Shows: Most Active Sponsorship Categories

Personal care companies are 4.4 times more likely to sponsor awards shows than the average of all sponsors.

The Procter & Gamble Co. is the most active sponsor of awards shows with 29 percent of properties reporting a sponsorship with the company. PepsiCo trails in second place (23 percent) with Unilever (20 percent) in third.

Awards Shows: Most Active Sponsors

Awards Shows: Most Active Sponsors
Twenty-nine percent of awards shows with a sponsor in the personal care category report a Procter & Gamble Co. brand as a sponsor.

Sponsorship Spending On Awards Shows
Sponsorship Spending On Awards Shows