Branded entertainment still measures a monoculture that no longer exists
TVREV’s Emanuele Landi reports that 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.
All gas. No brake. Free.
What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.
Continue free →