Beyond sending congratulatory bouquets to the winners, execs from luxury brands should be doing cartwheels down posh streets this week, if the latest are any indication. The earned-exposure data for the 2024 by — in partnership with — reveals the largest numbers yet in media-impact value for high-end labels that include , and Tiffany & Co. and others and for the night’s . The results prove that the Academy , the biggest night in the entertainment industry, also remains the champion of red-carpet dressing opportunities (though the 2024
Golden Globes was hot on its heels). Some of the night’s biggest moments undeniably played a role in the 2024
Oscars numbers, from ‘s best
Actress win to ‘s Kenergy. The also can account for a significant portion of the millions of dollars in estimated earned value for the labels seen on the red carpet at the Dolby Theatre, with the
Academy Awards averaging 19.5 million viewers, up from 18.76 million in 2023. That figure is not only the largest since a pre-pandemic Oscar ceremony drew 23.64 viewers in 2020, one month before the U.S. went into a widespread lockdown due to COVID-19; it’s also the best ratings number of the 2024 awards season. Taking second place: the Feb. 4 Grammy Awards, which likewise , averaging 17.09 million viewers during its broadcast, a double-digit increase from 2023. As a result, another truism has emerged in this week’s Red Carpet Power Rankings: Ratings serve as the best predictor of earned exposure success. Just consider: The top-10
fashion brands seen at the 2024 Oscars earned a whopping $87.8 million in media-impact value. Close behind were the Golden Globes (with around 10 million viewers), which saw the top-10 fashion brands earn $82.7 million in media-impact value. The 96th Academy Awards represents the final event of the awards season that’s being tabulated via the Launchmetrics and partnership. Launchmetrics employs its proprietary Media Impact Value (MIV) algorithm to analyze and rank the brands and stars seen on red carpets, spanning five categories: fashion, watches and jewelry, and accessories, as well as the top five
Women and the top five men at each event. The Launchmetrics MIV algorithm assigns a monetary value to every post,
Social Media interaction and editorial story to determine a brand’s influence and has been recognized industrywide as the solution to modern brand measurement. Which brands and stars captured the top rankings from what now can be certified as Hollywood’s biggest night? Check out the charts below: Top 10 Fashion Brands: America, the Beautiful — With an Assist by Cillian Murphy Few surprises exist among the top-10 fashion brands that garnered the most in media-impact value at the Oscars. After all, if you were among those who raved about ‘s pink Atelier chainmail gown, it’s little wonder the Italian house scored so well among some major style competition, earning Versace a combined $14.2 million in media-impact value. Fold in the other stars dressed by Donatella Versace — best
Actor winner Cillian Murphy and star and executive producer
Margot Robbie among them — and it’s easy to see why Versace took the top position, with $14.2 million in media-impact value. (Plus, Ferrera’s Oscar night look propelled her to 2.2 million followers on Instagram.) ‘s much-discussed gown, inspired by two iconic designs ; Gosling’s in a crystal-accented pink Gucci suit; and of course Emma Stone’s best actress win in mint-hued custom Louis Vuitton all created stories and social-media chatter, helping catapult these brands easily into the top four. (See all the star-studded ) Top Five Women at the Oscars: Emma Wins a Second Time, After Taking Home Best Actress If all publicity is good publicity, as the old adage goes, that idea might also extend to Emma Stone’s . The best actress winner for mentioned the mishap while accepting her trophy, which became a talking point in itself during post-show coverage and on social media. While Stone’s mint-hued jacquard gown with peplum detail ranked high on many best-dressed lists, it’s also safe to assume the wardrobe malfunction played a role in propelling the Oscar winner into the top spot among most talked-about red carpet women with a media-impact value of $6.8 million. , who dazzled everyone in her Armani Privé gown, earned the No. 2 spot with $5.5 million in MIV. Even more surprising: The star did not
Instagram her look to her 184 million followers (imagine what heights the MIV number might have achieved if she had). Top Five Men at the Oscars: Gosling and Gucci Are Unbeatable Was there ever any doubt that Ryan Gosling would grab the top spot among men at the 2024 Oscars? Gosling’s “I’m Not Ken” performance was arguably both the night’s most highly anticipated and most-discussed moment. Gosling, who also wore a on the red carpet, has been a house ambassador since 2022, and it’s a sure bet everyone associated with the iconic Italian label was replaying his performance Monday morning. His star turn earned Gosling and Gucci a media-impact value of $3 million — it’s notable that the top-ranked man still trailed all of the top-five women, though Gosling’s MIV number is exactly double what Maluma earned in the No. 1 spot among men at . Taking the second men’s spot at the 2024 Oscars was in custom Louis Vuitton. Jewelry & Watches: A Power Couple Provides a One-Two Punch Tiffany & Co. bejeweled a healthy selection of stars on Oscar night, from the Blue Book collection pieces that Taylor-Joy name-checked while on the red carpet to the morganite pendant worn by
Ariana Grande, its hue a perfect match with her voluminous pink gown and wrap by Giambattista Valli. Among the night’s best-dressed couples, Gabrielle Union paired a stunning Tiffany & Co. necklace featuring a sizeable aquamarine surrounded by diamonds set in platinum with a sparkling Carolina Herrera two-piece gown, while husband Dwyane Wade opted for Cartier jewels, including the Panth re de Cartier Pocket Gem brooch on the lapel of his Versace tuxedo — the result: #CouplesGoals. (See THR’s story on the .) Accessories: Jimmy Choo Chose Well Zendaya, Grande and Taylor-Joy were among the stars who wore Jimmy Choo to the 96th Academy Awards, while Lily Gladstone, Simi Liu, John Krasinski and Mahershala Ali wore designs by Christian Louboutin. The two brands have been trading the top spot throughout the awards season and easily could inspire further conversation about earned-exposure success based on quantity of placement — and how the latter doesn’t always translate to a top ranking. At the 2024 Oscars, Jimmy Choo dressed five high-profile stars, while Louboutin’s placements more than doubled that number. But Zendaya, Grande and Taylor-Joy — the trio of women who wore Choo — boasts a collective Instagram audience that surpasses half a billion followers. Up Next: The 2024 Awards Season Recap Later in March, the Red Carpet Power Rankings will present a wrap-up of the 2024 awards season, with a look at how both the high-end brands and the A-list stars performed at the year’s six major broadcast events: the Golden Globe Awards, Emmy Awards, Critics Choice Awards, Grammy Awards, Screen Actors Guild Awards and the Academy Awards. Which luxury brands will have earned the most in media-impact value from their placements on these red carpets? And which stars played integral roles in that equation, generating millions of dollars in earned exposure? We’ll publish the results in the March 27 issue of , and you also can check back here at to view the awards season recap. THR Newsletters Sign up for THR news straight to your inbox every day More from The
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