Timely new proprietary research, carried out by entertainment and lifestyle marketing agency FRUKT Communications, has revealed changing consumer attitudes towards brand involvement in funding of the arts, culture and entertainment.
Of the nationwide sample surveyed, 85% agreed with the idea that brands could become the new patrons of the entertainment sector.
The research investigates consumer views on brand involvement in entertainment experiences, such as fully funded events, ad-funded content, sponsorship, brand partnerships or other models, and follows in the wake of the biggest government spending cuts for decades in which the arts have been particularly hard hit.
The research shows 91% of consumers are positive about brand involvement in music, entertainment and culture, and in non-traditional sectors in particular:
• A growing public perception of the disproportionate corporate spoils in the sports world was reflected in the survey. 69% of consumers thought that brand money would be better spent in areas such as film, fashion and comedy rather than more proven brand territories such as sport.
• 70% of respondents said they were more receptive to the idea of brand involvement in the arts and entertainment given the lack of public funding post-recession.
• The research revealed that young people are already immersed in the culture of branded entertainment. 82% of 16-18 year olds said they value brands that entertain them compared with 48% of 46+ year olds.
• For young people, being ‘entertaining’ is a brand preference driver – 71% of 16-18 year olds prefer brands that actively entertain them – as well as a purchase driver, with 67% of the same age group saying they are more likely to purchase a brand that has tried to entertain them over one that hasn’t.
Anthony Ackenhoff, CEO & Co-Founder, FRUKT Communications said,“The research shows that consumers – and young people in particular – are more open than ever before to brand involvement in the arts and entertainment sectors. It demonstrates an acknowledgment that brands can step in and ensure our fantastically diverse cultural sector continues to flourish at a time of significantly reduced funding.
"There is an opportunity for brands to step in and create entertainment experiences which get consumers closer to the things they love – whether it’s film, comedy, music, fashion or more specialist forms of cultural activity. 2010 has seen some fantastic examples of entertainment marketing, such as Honda’s ‘Live Every Litre’ campaign, and this research shows that 2011 could be the year in which brands become the modern patrons of entertainment.”
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