Global branded entertainment revenues totalled $73.3 billion last year, up 6.3% on 2013. The US market accounted for almost half of the branded entertainment industry, generating $34.5 billion in 2014, a 7.3% spike on the previous year, according to the PQ Media Branded Entertainment Marketing Forecast 2015-19.
“American brand marketers and their agency partners have become more sophisticated during the past decade in their strategic planning and tactical execution of TV placements,” says PQ Media. “Meanwhile, improving economies across Europe combined with relaxed regulation of TV placements and major brand marketers upping their antes for choice consumer event opportunities, such as those afforded by the World Cup in Brazil, also sparked branded entertainment growth.”
Improved ROI measurement for consumer events have led more brands to invest in this channel. Consumer-facing events are gradually being included more often as part of integrated media campaigns, especially during new product launches, says the report.