Research: People Want Video, Entertainment
Edelman’s sports, entertainment, and experiential division, MATTER, has released the results from its first-ever “Brand Engagement in the Era of Social Engagement” study, and 42 percent of respondents between the ages of 18 and 34 said they want brands to entertain them. Nearly a third (31 percent) of all respondents and 39 percent of those in that age group said they want video.
Of the roughly 50 percent of those who don’t expect brands to have a side gig in the skit business, 53 percent don’t care one way or the other if brands are entertaining.
The study also found that those younger respondents are more likely to seek out branded entertainment.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in