Branded Entertainment Marketing
Forecast 2008-2012 Methodology
The PQ Media Branded Entertainment Marketing Forecast 2008-2012 provides exclusive data and analytics tracking spending and trends in event sponsorship & marketing, paid product placement, and advergaming & webisodes. Other data included in the Forecast are the universe of approximately 400 leading branded entertainment companies that met PQ Media's criteria for inclusion.
While branded entertainment marketing is growing at a high-speed rate, the industry has not been clearly defined, other than product placement by PQ Media in previous reports, and there has been a dearth of reliable data, analytics and forecasts tracking its direction. To address this challenge, PQ Media applied its proprietary econometric methodology, which employs data collection and algorithmic methods synthesized with research-based analytic approaches to determine models for media spending, usage and forecasts. The PQ Medianomics™ methodology, powered by our exclusive SpendTrak™ and UsageTrak™ databases, as well as our Global Opinion Leader Panel™, has consistently predicted key trends, insights and outcomes that have influenced strategic plans, investment parameters and tactical approaches. Some examples of specific variables analyzed during the development of this Forecast follow.
To clearly define branded entertainment, PQ Media eliminated ancillary industries and segments that have applications closely related to branded entertainment, such as word-of-mouth marketing, business-to-consumer promotions, business-to-business promotions, videogame advertising, and online advertising. In addition, we sought the advice of our Global Opinion Leader Panel™, as well as industry associations and publications, regarding various data and information that should or should not be included in the segments or sub-segments of this sector.
In sizing the industry, we were careful to include data that was inclusive to branded entertainment spending. For example, in our first two reports on product placement we included estimates for the exposure value of non-paid added-value placements in which the products themselves often serve as compensation. Because the industry is shifting to a paid model, we have not included the exposure value of non-paid placements in this year's report. PQ Media researched, surveyed and/or consulted with nearly 1,000 branded entertainment and related companies for input regarding size, scope, trends and growth of the branded entertainment sector. We also examined thousands of public and private documents from more than 1,000 sources.
Among the sources used to identify the leading companies in the branded entertainment sector were trade organizations or publications that serve specific segments and provide membership or buying service directories. Serving the event sponsorship & marketing segment are Event Marketer, IEG, Inc., International Festivals & Events Association, Promo, Tradeshow Week, and the Word-of-Mouth Marketing Association. Serving the product placement segment is the Entertainment Resources & Marketing Association. The advergaming & webisodes segment does not have an industry trade association, although data on videogames is available from the Entertainment Software Association.
