Branded content spending average declines

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New York—Branded content spending this year averaged about $1.4 million per company and accounted for 29% of overall marketing, advertising and communications spending, according to a report released by the Custom Content Council. “The Custom Content Council Spending Study,” which was produced in conjunction with the ContentWise newsletter, found that spending per company was down from last year's $1.8 million and the percentage of overall spending was down from last year's 32%.

“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.

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