03/28/2008 02:45 am ET | Updated May 25, 2011

Advertisers Turning Oscar Night Into Another Super Bowl

Sponsors of the ABC broadcast of the Academy Awards on Feb. 24 are deciding that the show is no country for old ads.

Marketers will spend an estimated $1.6 million for each 30 seconds of commercial time during the program, and many are planning to run spots previously unseen by consumers. They are treating the Oscar show as if it were the Super Bowl, when viewers pay more attention to the commercials because they have been conditioned to expect new spots that are the best of Madison Avenue -- or, at least, what Madison Avenue considers its best.

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