News Corp. largely held the line during the first nine months of 2006, spending 7 percent less overall from the same period last year, but maintaining a fairly consistent media mix. Its TV spend dropped at about the same rate as its overall budget (down 6 percent to $200 million, or 30 percent of its total outlay), with both radio and print ads taking the biggest hit. Radio spend fell by 15 percent (now 12 percent of its total budget at $110 million), and print ads fell by 9 percent (now 50 percent of its total budget, $449 million—easily the highest percentage among the top 10). The only exceptions, however mild, were its commitment to the Web and Hispanic media. Internet spending rose 11 percent over the same period last year to $41 million dollars, though that’s only a 1 percent jump in regards to its overall budget (from 4 to 5 percent). The 57 percent increase in Hispanic spending to $13 million could be tied to the September launch of MyNetwork TV, an outlet targeting Latinos in the U.S.
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