Nielsen TV: Brands are Pumping Up the Volume with Entertainment

When it comes to differentiation and standing out, brands that partner with a big-name music artist or sports figure are likely to have a notable advantage. When they amplify that partnership with a massive music fest or award show, they’re taking it to a whole new level—something that’s been a growing trend over the past few years. And as Tatiana Simonian, VP of Branded Entertainment, explains, the upside involves more than just increased sales.