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FYI 04.26.2006

Published on .

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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.
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