“The magnetic pull of digital media continues into 2016, with marketers drawn towards the sector,” the report summary says. Of total ad spend in January, digital formats accounted for 27% — a three-point rise from a year earlier. Digital spending grew 16% year-over-year, keeping the entire ecosystem on the upswing in January by 4%.
Audio advertising was split along the digital divide. Traditional radio advertising volume downward 16% from January 2015. On the other side of the fence, Internet radio received a 29% lift in advertising spend.
Other legacy media categories have suffered as well: Newspaper spending dropped 17% and magazines lost 2%.