The latest matchup, between the Baltimore Ravens and New York Giants, was seen in 40.4 percent of 102.2 million TV homes. Meanwhile, the resplendent, resilient Oscars have been acting as though none of this is happening. The show's 29.2 household rating last year was better than the 27.5 percent showing in 1987. Only the 1997 telecast, with a 27.4 rating, has ranked below the 1987 show. One night a year, we can see our celluloid gods and goddesses in their 'civilian' clothes of haute couture.
Marketing helps, too.
And no one is better at promotion than Hollywood. In many ways, it's a three-hour commercial for the film industry. Recent telecasts actually have topped four hours. But Oscar's running time has become a reliable running joke for the program's high-profile hosts. The performance of the host is but one of many Oscar night subplots.