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Branded Entertainment Up 15% in 2007

Feb 12, 2008  •  Post A Comment

Branded entertainment grew 14.7% to $22.3 billion in 2007, according to a new report from PG Media Research.
The research company projects another 13.9% increase in 2008 to $25.41 billion despite slowing overall economic growth.
“Even without an economic slowdown, there are strong secular trends driving investment from traditional advertising media to alternative marketing strategies,” said Patrick Quinn, president-CEO of PQ Media. “Americans are spending more time outside their homes, online at work, communicating via wireless devices and multitasking with various media, which has created a generation of elusive consumers for brand marketers to try to reach. And these trends have led to increased investment in alternative marketing tactics.”
Much of the spending in what PQ Media describes as branded entertainment goes to event sponsorship and marketing, which was up 12.2% to $19.18 billion in 2007.
Paid product-placement spending grew 33.7% to $2.9 billion in 2007.
Spending on adver-gaming and webisodes increased 34.8% to $217 million, as marketers tried to reach 18- to 34-year-old consumers, the report said.
PQ Media expects branded entertainment to continue to grow at a double-digit rate for the foreseeable future. It projects growth of 12.8% annually from 2007 to 2012, when spending will exceed $40 billion.

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