Branded entertainment still measures a monoculture that no longer exists
A WFA/Lumency study of $8.2 billion in sponsorship spend finds 84% track awareness, but advocacy tracking fell to just 6%, from 15% two years earlier, even as fragmentation makes community loyalty the metric that actually counts.
Why it matters. Sponsors keep buying awareness data for boards and CFOs while the one metric that shows real adoption inside a fragmented audience goes largely uncounted.
Signal from TVREV · Emanuele Landi · read the original.
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