New York—An Association of National Advertisers survey released Wednesday showed that 63% of marketers polled had participated in branded entertainment projects in the past year.
The survey results were presented during the ANA’s annual Television Advertising Forum in New York.
Forty-two percent of the marketers surveyed said the top benefit of branded entertainment is to make "a stronger emotional connection with the consumer." Eighty-two percent said branded entertainment is funded through a shift from other budgets.
Additionally, 79% of respondents indicated branded entertainment deals were overpriced.