You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Mtn Dew Banks on Branded Entertainment Retains Grip on 80% Market Share Despite Slashing Measured Spending by More Than Half By Andrew Hampp, Published on June 04, 2009 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.