“Although we are coming out of the recession, our industry has held its own,” Keith Sedlak, chairman of the council and CMO of Meredith Integrated Marketing, said in a statement. “The 2010 numbers illustrate a spending level that is nearly 100% above 2008.”
Print represented about 43% of total branded content spending, and electronic accounted for 35% this year, according to the study. About 200 companies filled out the online and mailed survey. Companies participating included Allstate Insurance, Honda Financial Services and Lockheed Martin.