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When overall ad expenditures took a nosedive in 1991, Nike and Reebok were busy playing advertising chicken, with each company increasing its budget to outspend the other.
The bad news is that online spending accounted for only 5.4percentt of all newspaper ad expenditures in 2006, the association reported.
According to CMR, United's largest ad expenditures in the first six months of the last five years came in 2000, when it spent $42 million.
He puts the total, worldwide McDonald's sponsorship and ad expenditures at "easily more than $100 million" for the Sydney Olympics, a sum he called "expensive and high risk".
It was the first interruption in the steady increase of U.S. ad expenditures since a tiny dip of 0.6percentt in 1970, and the largest drop in four decades.
Indeed, much of the growth in the direct marketing ad expenditures is attributable to digital channels, Mr. Wurmser said, among them search-engine marketing, mobile marketing and marketing in social media.
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"We are currently in the middle of a period of steep deterioration in ad expenditure," the report said.
Since approximately 90% of their ad expenditure went on media time and space, they took an understandably keen interest in where it went and what it bought.
Reportedly willing to spend up to $30m of her personal fortune to win, McMahon has already shaken up the race with a massive TV and radio ad expenditure this month.
Yet, they have grabbed a significant portion of the world's ad expenditure.
Broken down by formats, search remains the leading format in Europe with the strongest year-on-year growth rate (26%), accounting for 43% of online ad expenditure in the countries measured and a value of €5.6 billion.
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