BRANDED INTEGRATIONS COHORTS ARE MOST LIKELY TO ENGAGE WITH
men
Purchase products worn/used by characters
110i
women
no over-indexation
Gen Z
PURCHASE PRODUCTS WORN/USED BY CHARACTERS
145i
Millennial
Purchase apparel featuring the IP
140i
Gen X
No over-indexation
boomers
no over-indexation
WHAT THIS MEANS
Entertainment partnerships should be tailored by audience, with Gen Z responding most strongly to character-led products and Millennials more likely to engage through branded merchandise and apparel.
INDEX ABOVE 100 = MORE LIKELY THAN THE GLOBAL AVERAGE
“I WOULD PURCHASE APPAREL FEATURING MY FAVORITE ENTERTAINMENT IP”
WHAT THIS MEANS
Demand for IP-inspired merchandise is strongest in markets such as India, China, the US and the UK, making these key markets for brands looking to drive engagement and commerce through entertainment partnerships.
