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Advertising slots were finalised last fall at $2m for a 30-second spot, and now buyers hope they can still reap profits despite #OscarsSoWhite controversy

Hollywood’s most famous men and women will watch the Oscars with bated breath on Sunday night alongside another, more hidden but no less nervous slice of elite society: advertisers. With civil rights activists planning protests and boycotts, the Academy’s failure to nominate any actor of color for two years in a row has left its sponsors spooked.

Advertising slots for the broadcast were finalised last fall, at a cost of $2m for a 30-second spot, and deadlines have passed for companies to pull the ads – leaving brands and buyers hoping that they can reap profits off the glamor without suffering consequences of the protests.

Related: What #OscarsSoWhite got right – and wrong

Related: Oscars diversity: academy to double female and minority members by 2020

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