It’s also no different than the Golden Globes, Academy Awards, Grammy Awards, and any other award show.
They are all advertising, its just dressed up with a fancy presentation.
I don’t put much thought into it anymore, I just enjoy the show.
Sometimes it will affect my decision to watch/play/listen to whatever won. For example, Life Is Beautiful won Film of the Year so i decided to go watch it. That movie deserved to win, it truly is a wonderful movie.
Other times it won’t.
edit: sorry Life is Beautiful didn’t win Best Picture, it won best foreign picture.