Seth MacFarlane gives Oscar telecast a ratings boost

Seth MacFarlane was full of surprises when he hosted the Oscar awards show last night. This morning came another one: TV ratings for the 85th celebration of Hollywood's love affair with the movies were up over last year in the key 18- to 49-year-old demographic.

Early tallies for the show say it earned a 12.1 rating for that group, up more than from 3% from last year's final 11.7 figure, according to a report in Broadcasting & Cable, citing preliminary figures from Nielsen. Entertainment Weekly notes that total ratings for the Oscars also probably rose over last year's show hosted by Billy Chrystal. Final ratings, which may be different, will be released by Nielsen later today.

If these ratings hold, it will be a pleasant surprise for ABC and its corporate parent Walt Disney (DIS).Some had wondered whether MacFarlane, whose TV shows and movies appeal largely to men, would turn off the mostly female Oscar audience. His song-and-dance number celebrating actresses who have shown their breasts on the silver screen may have offended some, but it was tame stuff by MacFarlane's standards.

Best known as the creator of "Family Guy," MacFarlane got mixed reviews for his performance. The Hollywood Reporter noted that "He took the job extremely seriously and put himself out there. Ultimately, he excelled at balance." Others were less kind. USA Today blasted the show as being "awash in self-indulgence."   

What many MacFarlane detractors forget, though, is that there's a finite amount of celebrity back-slapping that viewers of the Academy Awards can stomach. Sharp-tongued hosts can remind the TV audience that the well-dressed men and women seated before them are making movies -- not curing cancer.

Given his ratings success and the show's desire to attract younger viewers, MacFarlane could even get asked back to host next year's telecast.

--Jonathan Berr does not own shares of the listed stocks. Follow him on Twitter @jdberr.