Data and calculations for Ad Spend Transition

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1	Data and calculations for Ad Spend Transition: James Pinnick 1-21-2012
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6		TV	Print	Radio	Internet	Mobile	Total
7	Time Spent	43%	7%	15%	26%	10%	101%	Source: http://www.emarketer.com/Article.aspx?R=1008728
8	Ad Spend	42%	25%	11%	22%	1%	101%	Source: http://www.emarketer.com/Article.aspx?R=1008728
9	2011 $M	$61	$36	$16	$32	$1	$146	Source: http://www.emarketer.com/Article.aspx?id=1008783&R=1008783 plus estimates for radio and mobile
10	2012 $M	$65	$34	$16	$40	$1	$155	Source: http://www.emarketer.com/Article.aspx?id=1008783&R=1008783 plus estimates for radio and mobile
11	Normalized $M	$67	$11	$23	$40	$16	$157	Own calculation
12	Equalibrium $M	$63	$6	$16	$49	$23	$157
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14	2011 Ad Spend	42%	25%	11%	22%	1%	101%
15	2012 Ad Spend	42%	22%	10%	25%	1%	100%
16	Normalized Ad Spend	43%	7%	15%	26%	10%	101%
17	Equilibrium Ad Spend	40%	4%	10%	31%	15%	100%
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