Survey: 63 Percent of Marketers Use Branded Entertainment

Mar 23, 2005  •  Post A Comment

A new survey by the Association of National Advertisers found that 63 percent of marketers have participated in branded entertainment projects during the past year. The survey was released Wednesday during the ANA’s annual Television Advertising Forum in New York.

The survey of 118 senior marketers said that the top benefit of branded entertainment is “to make a stronger emotional connection with the consumer.” The survey found that 60 percent of the marketers said their integrated deals were negotiated as part of the upfront, and 80 percent said they expected integrated deals to be part of this year’s upfront.