$137.8B U.S. ad spend for top 200 advertisers
New York—Corporate expenditures for branded content this year rose 7.8% over last year, according to the Custom Content Council's annual content marketing report. The report, "Spending Study: A Look at How Corporate America Invests in Branded Content for 2013," found that companies spent an average of $1.86 million this year, up from $1.73 million last year. While the total amount of money spent on branded content reached an all-time high in the 14th year of the survey, the share of the average marketing budget dedicated to content marketing slipped slightly, to 37.0% from 39.0% last year, because marketers reported an increase in their overall budgets of 13.7%.
The portion of the branded content budget dedicated to print publications leapt 32.0%, to slightly more than $1.0 million this year from $775,000 last year—reaching a level last seen in the CCC's 2006-07 study. Electronic budgets also grew, increasing 13.8%. This growth came at the expense of "other" forms of content marketing, which fell 41.0%. The report was based on an email survey conducted in October by ContentWise and targeting a random sample of b-to-b and b-to-c companies across all industries that garnered 210 responses.