Survey Confirms Entertainment Marketing Increases Consumer Sales

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The entertainment marketing survey by Hollywood Branded Inc. validates product placement effectiveness and demonstrates consumer sales impact with 51% of consumers reporting awareness of purchasing brands after viewing TV or film product placement, and 43% after exposure to celebrity endorsements. The 52 page report is available at http://info.hollywoodbranded.com/2015-survey.

Image of logo used for Hollywood Branded Inc. 2015 entertainment marketing survey which discusss consumer engagement and consumer sales increase due to product placement and celebrity endorsement

Hollywood Branded Inc. 2015 Entertainment Marketing Survey

The majority of consumer respondents indicate receptiveness to entertainment marketing, and the survey results provide brand marketers assurance that entertainment marketing is a successful sales driver for consumer sales.

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Hollywood Branded Inc. conducted a longitudinal survey designed to measure brand, agency and consumer perception of tactics used in entertainment marketing campaigns, and the effectiveness of entertainment marketing as a form of advertising. The survey showcases that 51% of consumers report actively being aware of purchasing brands after viewing TV or film product placement, and 43% purchasing after exposure to celebrity endorsement campaigns. Over 1,300 individuals responded to the 48 question survey, and the data provides insight into the most effective entertainment marketing tactics currently in use.

Significant survey findings included:

  • 72% of brands and agencies use entertainment marketing in their current marketing mix. Entertainment marketing strategies include product placement, brand integration, celebrity endorsement and entertainment co-promotional partnerships.
  • 52% of marketers state TV is the most utilized platform, followed by digital. Film is used by 29% of marketers, celebrities by 23%, music by 20% and gaming by 11%.
  • 85% of marketers state that entertainment marketing works to boost sales.
  • 98% of consumers report noticing product placement in television and film.
  • 80% of consumers favor product placement and see it as a form of ‘organic’ marketing.
  • 51% of consumers make cognizant decisions to purchase after seeing product in a TV show or feature film, driving consumer sales.
  • 43% of consumers have been influenced to purchase products after seeing a celebrity endorsement.

“The majority of consumer respondents indicate receptiveness to entertainment marketing, and express a preference for this form of advertising over traditional advertising as long as it is kept organic and natural in approach,” explains Stacy Jones, CEO of Hollywood Branded Inc. “The survey results provide brand marketers assurance that entertainment marketing is a confirmed and successful sales driver.”

Additional survey findings conclude that social media engagement is the preferred measurement by marketers of campaign success. The majority of agencies measure return on investment based upon digital analytics and conversion rates, followed to a lesser extent by estimated impressions. As to future implementation, marketers state that entertainment marketing budgets will increase in 2015 more than any other area of marketing, based on past success of the tactics.

Entertainment marketing has become a commonplace practice used for brand advertising, with reported consumer and marketer data demonstrating positive influence on consumer sales. Within the survey, consumer majority state receptiveness to the practice, when kept organic and natural in approach. Consumer response also indicates a preference for entertainment marketing versus traditional forms of advertising as it shows product usage in a natural setting. Additionally, feedback shows celebrity endorsement positively impacts purchase influence. The survey results support entertainment marketing as an effective marketing tactic for brand marketers to influence consumer sales.

The 52 page survey report is available at http://info.hollywoodbranded.com/2015-survey. The agency's blog provides additional detail and supporting infographics to the study.

About Hollywood Branded Inc.
Hollywood Branded Inc. is the leading entertainment marketing consultancy for brands of all sizes, specializing in partnering brands with entertainment and celebrities to create consumer engagement campaigns that increase sales. Strategies include brand integration, product placement, celebrity endorsements and event activation. These agency services have helped build brands like BlackBerry, Crayola and Pilot Pen.

Learn more at http://www.hollywoodbranded.com.

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Abigail Haase
Hollywood Branded Inc.
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Hollywood Branded Inc., an entertainment marketing agency located in Los Angeles, California company logo imageHollywood Branded Inc. Agency LogoHollywood Branded Inc. is the leading entertainment marketing consultancy for brands of all sizes, specializing in partnering brands with entertainment and celebrities to create consumer engagement campaigns that increase sales.Product Placement effectiveness infographic image from Hollywood Branded Inc. 2015 Entertainment Marketing surveyInfographic on Entertainment Marketing and Product Placement ValidityInfographic On Marketer And Consumer Attitudes About Product PlacementInfographic image showing the objectives of brand marketers for entertainment marketing campaigns from the 2015 Hollywood Branded entertainment marketing survceyInfographic on Entertainment Marketing Objectives to Increase Sales and AwarenessInfographic by Hollywood Branded outlining four objectives of brand marketers which include increasing general awareness, sales, enhancing brand image and expanding to new markets.Infographic image on integrated media and entertainment marketing plan options from the 2015 Entertainment Marketing Survey by Hollywood Branded Inc.Infographic image on How to Create an Integrated Media and Entertainment Marketing PlanInfographic on entertainment marketing plans by Hollywood Branded Inc. as part of the 2015 Entertainment Marketing Survey resultsOrganic Product Placement and Entertainment Marketing Infographic image from the 2015 Entertainment Marketing Survey by Hollywood Branded Inc.Infographic on How to Create Organic Product Placement and Align With Social Media Marketing StrategiesInfographic on organic product placement and leveraging social media engagement by Hollywood Branded Inc. as part of the 2015 Entertainment Marketing Survey.2015 Entertainment Marketing Survey infographic image supporting consumer and brand marketer feelings towards product placementInfographic on Entertainment Marketing Strategies and Product PlacementInfographic for 2015 Entertainment Marketing Survey by Hollywood Branded with imagery supporting consumer and brand marketer feelings towards product placement.Image describing percentage of consumers that have been influenced to purchase products after a celebrity endorsement from Hollywood Branded Inc.s' 2015 survey on entertainment marketing43 Percent of Consumers Are Influenced To Make Purchases after Seeing Celebrity EndorsementsHollywood Branded Inc.’s 2015 entertainment marketing survey found 43 percent of consumers have been influenced to purchase products after seeing a celebrity endorsement.Image describing percentage of marketers stating that TV is the most utilized platform from Hollywood Branded Inc.s' 2015 survey on entertainment marketing52 Percent of Marketers State TV and Digital are Preferred Entertainment Marketing PlatformsHollywood Branded Inc.’s 2015 entertainment marketing survey found that 52 percent of marketers stated TV is the most utilized platform, followed by digital.Image describing 72 percentage of brands and agencies using entertainment marketing in their current marketing mix from Hollywood Branded Inc.s' 2015 survey on entertainment marketing.72 Percent of Brands and Agencies Use Entertainment MarketingSurvey findings from Hollywood Branded Inc.’s 2015 entertainment marketing survey identified that 72 percent of brands and agencies use entertainment marketing in their current marketing mix.Image describing percentage of marketers stating that entertainment marketing increases sales from Hollywood Branded Inc.s' 2015 survey on entertainment marketing85 Percent of Marketers Believe Entertainment Marketing Increases SalesHollywood Branded Inc.’s 2015 entertainment marketing survey found that 85 percent of marketers believe entertainment marketing increases consumer purchase behavior and increases salesImage describing percentage of consumers that notice product placement in television and film from Hollywood Branded Inc.s' 2015 survey on entertainment marketing98 Percent of Consumers Notice Product Placement in TV and FilmHollywood Branded Inc.’s 2015 entertainment marketing survey found 98 percent of consumers report noticing product placement in television and film