There is a continuing shift in ad dollars to digital advertising at the expense of print budgets, as marketers track consumers shifting away from reading newspapers. In 2011 about 20% of ad spending will be for digital.
Even though this chart indicates a rather dramatic shift in ad dollars from traditional print media to online media, online spending, as a percentage of time spent online to budget, still indicates that even more money should shift away from print.
From eMarketer.com
For the record, consumers spend 25% of their media time online. So, according to this theory, 25% of your ad budget should be spent online.
I’m not sold on the basic premise implied here, that time spent equals media spend, as it’s not an apples to apples comparision.
What is undeniable though is that newspaper readership is going down (not away) and online is increasing.
So, 20% – 25% going to online feels about right for now.