Oscarcast viewership has remained in the range of 40 million over the last several years, but that hasn't stopped the rise of the cost to advertise. Just a few years ago, the price was $1.5 million per 30 seconds. This year it's up above $1.8 million, a rise of 7% over last year.

These advertisers will be included in Sunday's show, many with special contests and new ads: American Express, Coke, JCPenney, L’Oreal, General Motors, Mars/Masterfoods, MasterCard, McDonald’s, Procter & Gamble, Bertolli Frozen Dinners, and Dove Cream Oil Bodywash.

The super bowl of showbiz draws the second largest viewing audience each year, second only to that other Super Bowl. Audience is about 60% female.