Even if we don’t know the exact numbers for all markets, we all know this, but it’s always worth repeating:
Consumers spend 25% of their media time with digital media, Mr. Sorrell said, but marketers spend only 19% of their marketing budgets there globally, by WPP’s reckoning. The disconnect is greater in mobile, with 8% of time spent vs. 0.5% of budgets, he said. TV is relatively balanced, at 41% of time spent and 42% of budgets. Mr. Sorrell said that print is the only medium with a substantial overallocation of media budgets compared with time spent — and hence most vulnerable to the shift.
Citing this article wrote about Martin Sorrell.