Online Cannibalizes Print, Not TV

Television retains the greatest share of US major media ad spending, at 39.1 percent in 2011. Increases in online ad spending—set to grow from 15.4 percent of the total in 2009 to 25.6 percent by 2015, will not come at the expense of television, but of other traditional media like print and directories, eMarketer says.

In fact, eMarketer does not believe television advertising share will decline at all, between now and 2015. That doesn't mean changes are inconceivable. It is possible the actual venues and channels within the television segment will shift, from linear to online, for example.

TV Ad Spending Largely Unaffected by Growth Online - eMarketer