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Global Experiential Marketing Forecast 2020


PQ Media’s Global Experiential Marketing Forecast 2020 is the 8th edition in our renowned Global Branded Entertainment Forecast Series and is recognized worldwide as the industry’s biennial performance benchmark. Since the launch of the original Product Placement Spending Forecast in 2005, PQ Media has remained the only provider of credible, consistent and actionable market intelligence covering all forms of branded entertainment – from consumer event marketing and event sponsorships to product placement and brand integration across all media channels.

For 15 years, the Global Branded Entertainment Forecast Series, which also includes the Global Product Placement Forecast, has expanded its coverage across the globe and drilled deeper into the growing range of media channels leveraging the power of product placement and experiential marketing. Our comprehensive industry definitions and segmentation, market sizing and analysis, and growth projections are designed to help you make smarter business decisions – even amid unforeseen economic crisis.

Given the impact of COVID-19 on the global media industry in 2020, we understand your need for a trusted research partner to deliver mission-critical market insights, market-specific and media channel-focused datasets, and actionable industry forecasts to help you endure unexpected business volatility, to improve your workflow and, ultimately, to achieve your strategic growth objectives. Driven by PQ Media’s proven econometric methodology, proprietary databases, and exclusive global opinion leader panel, our experienced analysts provide in-depth market intelligence to enhance your strategic planning, internal reporting, client presentations and tactical executions.

It’s essential for media stakeholders like you to have ground-level market research to benchmark current performance, understand critical PEST trends, and execute thorough comparative analysis to ensure your investment priorities are aligned with the best market opportunities. Accordingly, we delayed the release of the new Global Experiential Marketing Forecast 2020 so we could fully assess the current business climate, and we revised our market analysis and growth projections to reflect the pandemic’s impact on live consumer events and event sponsorships in 2020 and 2021.

We also expanded our research coverage to include the following brand NEW features:

  • NEW breakouts of Consumer Event Sponsorships by category, including Sports; Entertainment; Arts & Festivals; and Causes & Associations;
  • NEW breakouts of Consumer Event Marketing by category, such as Sports & Entertainment; Mobile Road Shows & Viral Events; Grassroots Events; and College, Malls & Nightlife;
  • The range of effects COVID-19 has had on experiential marketing and the broader media industry;
  • Recalibrated experiential marketing growth projections for 2020 and 2021;
  • Updated market trend analysis and insights, focusing on how C-19 impacted each industry channel;
  • Additional slides breaking out data for each channel – consumer events and event sponsorships;
  • Deeper trend analysis and datasets for both experiential channels vs. prior edition;
  • Lists of the Top Experiential Marketing Operators in the United States and United Kingdom

Experiential marketing becoming a more important part of marketing campaigns because of better metrics and engagement with customers. Consumer event sponsorship growth driven my new venues accepting sponsorship deals. For example, sports, such as NBA basketball, have begun to allow sponsored messages on uniforms, in addition to some college teams. Live consumer event marketing is growing faster than consumer event sponsorships because it gives brands exclusive access to target consumers, as well as more grassroots events being staged amid the increasingly contentious US political climate, in which brands are backing more unconventional causes.

Global experiential marketing growth outpaced that of the overall advertising & marketing sector and nominal GDP by 1-3 percentage points during the 2014-19 period, as brand marketers shifted investments to media channels that demonstrate the ability to engage target consumers, create emotional connections and increase sales. Experiential marketing posted consistent growth in the period despite strong headwinds that began to negatively impact various digital and traditional media, particularly strong criticisms leveled at digital media  channels related to fake news, ad fraud, ad placements near controversial content, and the growing use of ad blockers.

To avoid these pitfalls, many advertisers have increased their use of branded entertainment, including consumer experiential marketing. And the strong desire to gain brand awareness among target audiences, create positive brand associations and produce sales lift will continue to favor all branded entertainment marketing in the post-pandemic era. Among the valuable features in the new edition that benefit your business during this critical time are:

  • Core PDF Report delivering 281 slides that feature exclusive market data, analysis, charts, graphs, and in-depth profiles and rankings of the top 20 global markets spanning all four major regions;
  • Deep-Dive Excel Databook providing thousands of datasets and data points drilling down into each country and channel with coverage across the 2014-24 period, including 2020-24 growth projections;
  • Drill-down market intelligence, datasets and growth forecasts of both major experiential marketing platforms – consumer event marketing and consumer event sponsorships – and NEW channel categories, such as Sports & Entertainment; Arts & Festivals; Causes & Associations; Mobile Road Shows & Virtual Events; and College, Malls & Nightlife, among others;
  • Detailed profiles of the top 20 global markets across all four regions, including the United Sates and Argentina in the Americas; Italy, France and Germany in Europe; and Australia, Japan and South Korea in APAC, among others;
  • Exclusive rankings of the largest, fastest growing, and market share leaders among the top 20 countries and experiential marketing channels worldwide

To download a FREE Executive Summary, Table of Contents and Sample Datasets from the new Global Experiential Marketing Forecast 2020 fill out the short form that appears after you click the “Free Sample Download” button above. Please ensure your email address is correct because it will be used to send you the links to download your free report samples

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