TV viewers actually tuned in just to see the Oscarcast

Maybe it's a myth that people only tune in to watch the Oscarcast when favorite blockbusters are in the running because, presumably, they're rooting for a popular choice to win? Yes, viewership of only 32 million was the lowest ever, but the vast majority of those tuning in weren't in front of their TV sets cheering on "No Country for Old Men," "Juno" or "Michael Clayton."

This year more than 75 percent of Oscarcast viewers didn't previously see even one of the five nominees for best picture, suggesting that they tuned in primarily just to view the Oscars.

Research amassed by Integrated Media Measurement, Inc., reports that only 23.7 percent of TV viewers saw one.

"The data showed that 56 percent of people who saw 'No Country For Old Men' tuned-in to the award show, compared with 51 percent for 'Atonement,' 44 percent for 'There Will Be Blood,' 41 percent for 'Juno' and 35 percent for 'Michael Clayton,' " notes the report. "This kind of tune-in from IMMI Panel Members who saw at least one of the movies could indicate the desire for reviewing and checking out the ones they missed."

Thus, DVD sales and rentals plus pay-per-view TV airings of Oscar contenders could be hefty in days ahead.

(Photos: Miramax/ Paramount Vantage)