Amid a rapidly changing global media and communications landscape, branded entertainment marketing, including consumer event sponsorships, consumer event marketing, and product placement in media has emerged over the last decade as a leading alternative marketing strategy according to a new global forecast from PQ Media, the leading provider of global media econometrics.
Prior to the Great Global Recession, branded entertainment marketing had gained acceptance among brand marketers worldwide and had shown consistent double-digit spending growth 2004-2008 to $55.02 billion, according to PQ Media's exclusive historical spending data. In the 2009 global economic downturn branded entertainment marketing registered a mere 0.8% decline. The U.S. remained the world's largest market, accounting for 45.1% of total branded entertainment spend. The report devotes two in depth chapters to consumer events and product placement in the U.S. market.
The resilience of global branded entertainment marketing spend as detailed in the current report is in sharp contrast to the double-digit declines seen in 2009 for traditional advertising and marketing in every region of the globe. PQ Media believes traditional advertising and marketing will follow a recovery pattern different from past global downturns with slower growth due to worldwide structural versus cyclical changes to the new media order such as new digital platforms, audience fragmentation and changed consumer behaviors. While these changes will cause traditional advertising and marketing to struggle they are just a few of the drivers of increased branded entertainment growth detailed in the report.
The need to gain brand awareness among consumers and create positive brand associations which can impact consumer sales will underpin branded entertainment marketing global development for the foreseeable future. This will be especially true for multinational brand marketers.
PQ Media expects global branded entertainment spending to rebound at a multiple of GDP in 2010, with anticipated accelerated growth through the 2010-2014 forecast period in all countries tracked. Fastest growing will be the BRIC countries where brand marketing initiatives will target the large emerging middle-class with increased purchasing-power.
The report makes it easy for you to:
The much anticipated 4th Edition includes a complete set of consumer event and product placement definitions; covers 15 countries in the Americas, Eastern Europe/Middle East/Africa and Asia/Pacific; presents exclusive findings and predictive analysis and runs 93 pages with more than 60 data tables and charts. The report has been expanded to incorporate insights from dozens of branded entertainment marketing stakeholder interviews, input from hundreds of companies and analysis of thousands of consumer events and product placements. An Appendix includes more than 250 event sponsorship companies with location, phone and website; and more than 50 product placement companies with location, phone and website.
Download a free Executive Summary, including the table of contents (PDF).