CNN Study Sees Branded Content Growing Quickly

Market forecast to reach $20 billion by 2021

Branded content is growing fast, and CNN Ad Sales, which helps its clients create branded content, has issued a new report that takes a closer look at the phenomenon.

Branded content has been around longer than TV, with Procter & Gamble pioneering the soap opera on radio in the 1930s. Now it has expanded into digital and social media, and Turner cited forecasts that see it becoming a $20 billion market by 2021. Clients are reporting in surveys that they see 50% larger budgets for content marketing in the future.

“I think the role of marketers and how marketers can communicate with their consumers has evolved over the course of time,” said David Iuidica, VP of CNN Ad Sales Research. With today’s cross-media tools, branded content ‘really gives marketers a unique way of connecting with their consumers in a much more emotional way.”

Related: Advanced Ad 2017: In Branded Content, Let the Medium Fit the Message

Turner, CNN’s parent company, has a number of units that create branded content for consumers, including CNN’s Courageous. Turner worked with YouGov on a survey of consumers and with Nielsen Consumer Neurosciences unit to measure consumer attitudes and responses to branded content.

Read more, including tips on best practices for using branded content in marketing, at