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I’ve overheard colleagues whining over the lack of Internet media spending, given that 80 percent of the population is on the Web and spend considerable time there. They keep looking at two sets of numbers and asking why they aren’t more reflective of one another.
*Time spent per week:
On the Internet: 9.5 hours (+72 percent since 2004)
Watching TV: 12.7 hours (-3 percent since 2004)
**Percentage of total media dollars spent:
Internet: 7 percent
TV: 67 percent
The reason these numbers are not more reflective of one another (and never will be) is “media dollars spent” is a 1.0
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