Marketers spend record amount on branded content

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Marketers spent more on branded content in 2009 than in any previous measured year, according to a study, "The ContentWise and Custom Publishing Councils' 2009 Spending: A Look at How Corporate America Invests in Branded Content," released Thursday by the Custom Publishing Council.

The CPC said that branded content was double that of 2008 and the highest amount since the study was first conducted in 2003. The CPC said that per-company spending among companies surveyed totaled $1.8 million, with 51% spent on custom print publications, 27% on Internet media and 22% on categories including video and audio, which were measured for the first time this year. According to the survey, branded content accounted for 32% of overall marketing, advertising and communications budgets.