Kim Kardashian & Branded Entertainment

August 22, 2011

By Bill Duggan

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 percent of marketers are participating in branded entertainment and their financial commitment to this communication platform has increased. Branded entertainment represents 4.7 percent of the marketing communications budget in 2011(advertising, direct marketing, promotions, etc.) compared to 3.5 percent 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. Forty-seven percent expect an increase, 33 percent expect it to stay the same, and 9 percent 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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