Marketers spent record highs on branded content in 2009––allocating on average 32% of their overall marketing, advertising, and communications budgets to the category––up five percentage points from the previous high of 27% recorded in 2007, according to a study from the Custom Publishing Council (CPC).

Among corporate respondents to a CPC survey,* each spent an average of $1.8 million on branded content in 2009, with 51% allocated to print publications, 27% to Internet media, and 22% to categories such as video or audio, which were measured for the first time this year.

"Due to rising demand, branded content has proliferated in recent years, expanding beyond its traditional roots of print publications and the Internet. The study shows substantial growth in our industry sector," said Lori Rosen, CPC executive director. "Perhaps even more importantly, 78% of respondents reported that branded content is more effective than advertising."

Below, additional findings issued by the CPC.

Effectiveness of Branded Content

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