New Branded Entertainment Survey Findings!

Saturday Night Live studios is an interesting place for a conference. It makes sense in this case as we are talking branded entertainment and NBC (which houses this HD enhanced facility) has a sizeable investment in this space.

So we had a survey on this topic and the findings are a reinforcement of what we have been hearing.

Highlights of the survey include: 

• Sixty-two percent of marketers’ branded entertainment funds are currently being shifted from traditional television budgets, up from 52% last year.  Thirty-five percent are funding their initiatives incrementally, which is up from 18% funded incrementally last year.*

• Sixty percent of marketers are initiating their own branded entertainment projects.

• Eighty-seven percent of those who responded feel that existing research methodologies do not effectively measure the ability of branded entertainment integrations.

• Among the marketers who have not participated in branded entertainment projects in the past year, the top barriers to this space include: brand doesn’t lend itself to meaningful integration (40%); lack of measurable results (37%); regulation (27%); branded entertainment is too new (27%).

• Marketers surveyed are participating in the following types of branded entertainment:  commercial television programming (80%); sporting events / venues (46%); theatrical or movies (45%); magazines (26%); video games (26%); Internet films (15%); and non commercial television programming (15%).

*This post was corrected on April 20th due to a statistical error.

Comments

[Supra skytop]

maybe it could be easy or difficult..

[Brokerblogger]

Whatever type of branded entertainment a marketer invests in, they may want to use their websites as a "cornerstone" for whatever recall is attained.

This 4/17/06 ClickZ article entitled "Study: 15% of Brand Searches Stray from Company's Site" has some interesting statistics on where "brand-related" online searches end up at.
http://www.clickz.com/news/article.php/3599281