Commercials used to be integrated directly into the Oscars broadcast. In 1955, directly after Gene Milford received an Oscar for film editing On the Waterfront, Bob Hope introduced a commercial for Oldsmobile. The Oscars featured only four commercials that year; all showcasing Oldmobile.
This is an interesting marketing concept to observe. Now days, the good marketers use social media because of the captive audience on sites like: Facebook, Twitter, and Instagram. Back then, this would have been a great stategy to target a television event that was already being viewed by large amount of consumers. Not to mention, that the commercial will be viewed throughout history because it is integrated directly into the show.