In its inaugural year, the Brand Engagement in the Era of Social Entertainment study examines consumer perceptions about the value of branded entertainment as a way to engage and mobilize audiences.

1. Brand Engagement in an Era
of Social Entertainment

2. Methodology
Research targets Nationally representative survey of adults (Ages 18+)
Geographies U.S.
Field Dates May 24 – May 27, 2012
Sample sizes Total n = 1,000
Margin of Error +/- 3.1% (in 95 out of 100 cases)
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3. Value Holds True: One-third of Americans (and over one-half of
those ages 18-34) find value in branded entertainment
Value from Branded Entertainment
34%
4%
6%
52% 26%
18-34 35+
years vs. years 24% say branded entertainment is valuable
7%
24%
20%
15%
Excellent value Very good value Good value Poor value No value Don’t know Never seen branded
entertainment
Q2. How much value do you get from branded entertainment?
Base: All respondents n=1,000
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4. Entertain Me: Nearly one-third of Americans expect brands to not
only entertain them but also to provide free online content
Perceptions and Expectations of Brands
I expect brands to provide free online content 9% 18% 41% 31%
(e.g. video)
I want a brand to entertain me 8% 24% 38% 30%
I want to hear more from a brand that provides me
with free online content (e.g. videos) 9% 23% 41% 27%
I trust brands that provide free online content (e.g.
videos) more than I trust brands that do not provide 9% 24% 45% 22%
free online content
Branded entertainment provides me with
entertainment content to which I wouldn’t otherwise 13% 23% 44% 20%
have access
Neutral Agree
Don’t Know Disagree % Strongly/Somewhat
% Strongly/Somewhat
Q3. How much do you agree or disagree with the following statements?
Base: All respondents n=1,000
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5. Organic Brand Fit: For nearly half of Americans, a brand must fit
with the entertainment in order for it to work
Branded Entertainment Receptiveness
Branded entertainment only works if the brand fits 11% 8% 35% 47%
with the entertainment
Branded entertainment feels forced 11% 9% 36% 44%
I am overwhelmed by the amount of branding in
branded entertainment
12% 17% 41% 30%
When branded entertainment feels organic, it
14% 14% 44% 28%
doesn’t seem like an advertisement for the brand
When I see branded entertainment I am more
inclined to purchase a product from the brand 10% 33% 42% 15%
Don’t Know Disagree Neutral Agree
% Strongly/Somewhat % Strongly/Somewhat
Q5. How much do you agree or disagree with the following statements?
Base: All respondents n=1,000
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6. Young Adults Are More Receptive: When it comes to expectations to
be entertained and provided free online content
Perceptions and Expectations of Brands
% Agree Strongly/Somewhat
39%
I expect brands to provide free online
content (e.g. videos) 28%
42%
I want a brand to entertain me
24%
I want to hear more from a brand that provides me 36%
with free online content (e.g. videos)
21%
I trust brands that provide free online content (e.g. 30%
videos) more than I trust brands that do not provide
free online content 18%
Branded entertainment provides me with 31%
entertainment content to which I wouldn’t otherwise 14%
have access
Ages 18 - 34 Ages 35+
Q3. How much do you agree or disagree with the following statements?
Base: All respondents n=1,000
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7. The Conversation Curve*
In the context of branded entertainment, the conversation curve shows brands have an opportunity to
stay involved beyond the content itself, using content as a catalyst for sustained conversation.
Likelihood of commenting on a social network
Before During After
34%
16% 16%
Before While After
I have viewed/listened to it I am viewing/listening to it I have viewed/listened to it
Q19. Which types of content are you likely to comment about on a social media networks (like Twitter or Facebook) before you have
viewed/listened to it, while you are viewing/listening to it and after you have viewed/listened to it?
Base: All respondents who use any social media sites (n1837)
*Data extrapolated from Edelman 2012 Value & Engagement in the Era of Social Entertainment and Second Screens core study. 7

8. The Key Themes
Audiences Expect to be Entertained by Brands
One-third of Americans, men and women alike, and over half of adults, 18-34 find value in
branded entertainment. Branded entertainment is something audiences have come to not
only want but also expect.
Growth Potential is High
Those who don’t currently expect to be entertained by brands remain largely neutral.
There is substantial growth potential to shift fairly neutral views to positive through
providing high-quality entertaining branded content.
Organic Integration and Authenticity are Key
Nearly half of Americans agree a brand must fit with the entertainment and content for
.
branded entertainment to be effective. If done organically, branded entertainment can be a
powerful vehicle to connect brands to their audiences, driving conversations on and off line.
Young Adults Present Opportunity
Young adults (18 – 34) are more likely than those 35+ to seek out brands they are
exposed to through branded entertainment. One-third of young adults 18-34 want to
hear more from brands that provide free online content. This audience, has potential to
serve as a powerful voice for brands.
Content is a Catalyst for Conversation (Conversation Curve)
Brands have an opportunity to stay involved in the conversation beyond the content
itself to forge deeper connections with their audiences resulting in increased
Engagement.
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9. #socialent
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