Kim Kardashian & Branded EntertainmentAugust 22, 2011
By Bill Duggan, Group EVP, ANA
I was drawn to an article over the weekend that began with this teaser copy: "Kim Kardashian and Kris Humphries were married Saturday in a lavish, made-for-TV celebration of love, devotion and product placement." Yes, branded entertainment (aka product placement) is everywhere. Kim Kardashian has done a terrific job building her (and her family's) personal brand and extending that to the launch of a new Sears clothing line, Kardashian Kollection, perfumes, promotional deals with Sketchers shoes and QuickTrim weight-loss supplements, and more.
According to a new ANA member survey, 63% of marketers are participating in branded entertainment and their financial commitment to this communication platform has increased. Branded entertainment represents 4.7% of the marketing communications budget in 2011(advertising, direct marketing, promotions, etc.) compared to 3.5% in our last survey in 2006. Further, the majority of survey respondents expect the percentage of their company's marketing communications budget allocated to branded entertainment to increase next year. 47% expect an increase, 33% expect it to stay the same, and 9% expect a decrease (the remainder doesn't know/are not sure).
Spending in branded entertainment is across many platforms - traditional commercial television, the Internet, sporting events/venues, video games, music and, of course, Kim Kardashian.
ANA members can access our full report on branded entertainment here.
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