New York—Marketers are increasing spending on branded entertainment, according to a survey by the Association of National Advertisers.
The survey, which was presented at the Forum for Branded Entertainment LIVE! conference, found that 62% of marketers are shifting funds for branded entertainment away from traditional television budgets, up from 52% last year.
Also according to the survey, 35% of marketers are funding branded entertainment projects incrementally, up from 18% last year.
While 80% of marketers are measuring the impact of branded entertainment campaigns, 62% said it is challenging to do so. The most important measurements for marketers are the direct impact on sales (21%) and the level of brand awareness (21%).
The study was based on a survey of 117 marketing executives.