Driving the trend is a continued shift or combination of advertising dollars from digital to music activation budgets, enough to make entertainment sponsorship and marketing the fastest growing of the estimated $25 billion marketplace in 2012, according to ad analytics firm PQ Media. Leo Kivijarv, PQ Media’s vice president of research, expects entertainment sponsorships to post growth in the high single digit range when PQ Media reports its 2012 industry forecast in September with research partners Veronis Suhler Stevenson.

And this little nugget…

“Particularly since the sports marketing part of events has seen a little bit of a downtick with the drop in attendance to NASCAR events, that’s why we’re seeing the entertainment area as the fastest growing part of the category,” Kivijarv told Billboard in July.

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