An old advertising adage says that "money follows the eyes", meaning that advertising spend follows where consumers direct their attention or spend their time. If this were true, advertising revenue broken down by media should roughly match the average amount of time people spend with different media. But is this really the case?
If one compares the Interactive Advertising Bureau (IAB) published figures on advertising revenues in the USA with the estimates of daily media consumption of eMarketerThe following chart shows that the two indicators do indeed correlate. In 2017, US consumers spent most of their time in front of the television and on mobile devices, where the lion's share of advertising revenue also went.
However, there is one notable exception to the rule: the print media, which receive more advertising dollars than they should, given how much (or little) time people spend reading newspapers and magazines. Does this mean that print media publishers should fear a further decline in advertising revenue?
Not necessarily. Even if people no longer spend as much time reading as they used to, print advertising is still one of the most trustworthy and therefore most effective forms of advertising. Forms of advertisingwhich is why brands continue to allocate a seemingly disproportionate share of their advertising budgets to print media.
You can find more infographics at Statista
Deutsch 
English (UK)