An estimated 62% of marketers surveyed by the Association of National Advertisers
said they are funding branded-entertainment ideas by shifting dollars from TV advertising budgets. Additionally, 66% of the 117 marketers that took part in the survey are involved in branded-entertainment projects, and 76% of them expect those efforts to be part of their negotiations in upfront ad-sales negotiations. |
In July, DC Comics
will launch "Rush City," a six-part miniseries that will integrate General Motors Corp.'s Pontiac
Solstice, which will be driven by the comic book's hero, The Rush. Over at rival Marvel
, DaimlerChrysler's Dodge
will integrate its Caliber vehicle into the publisher's comics, which include "Spider-Man," "Captain America" and "Sub-Mariner." The car will appear on billboards, T-shirts or signs over the next four to eight months. Both automakers are buying their first ads in comic books as part of the deals, hoping to tap into the $400 million comic-book business.