Majority of TV Advertisers Are Participating In Branded Entertainment Projects.

Sixty-three percent of marketers surveyed by The Association of National Advertisers (ANA) say they their company has participated in branded entertainment projects in the past year. The survey results of marketers’ attitudes toward branded entertainment were presented during the ANA’s annual Television Advertising Forum, held today at the Grand Hyatt hotel in New York.

An exclusive survey by the ANA of 118 senior marketers detailed their views on branded entertainment. A convergence of the advertising and entertainment industries, branded entertainment is more than just product placement; it is the integration of a product within an appropriate context.

Further analysis of the data concluded that forty-two percent of the marketers surveyed said that the top benefit of incorporating branded entertainment into their marketing mix is to make a stronger emotional connection with the consumer. This outranked the other benefits chosen by respondents by nearly double.

“With accountability and targeted audience messaging on the tips of marketers tongues, branded entertainment is clearly turning out to be a viable option to help break through the marketing clutter,” said Bob Liodice, President and CEO of the ANA. “The partnerships formed by American Idol with Coke and Extreme Makeover Home Edition with Sears are leading examples of how marketers can communicate a product message through entertainment programming.”

The survey also revealed that 85% of the marketers who participated in branded entertainment utilize commercial TV programming. In addition, magazines (34%), theatrical, i.e. movies (31%) and video games (24%) rounded out the top four types of media marketers are using for branded entertainment projects.

While 60% of respondents stated that branded had been negotiated as part of their company’s deals in the past, 80% feel that it will be a part of their upfront deals in the future– an increase of 20%.

The ANA’s television advertising survey also looked at how branded entertainment is currently being funded by companies. Eight-two percent said that branded entertainment is funded via a shift from other budgets with only 18% funding it incrementally.

For more information at http://www.ana.net