US Media & Entertainment Online Ad Spending By Objective, 2014 [CHART]

Overall, US media leans toward the direct-response side, with roughly a 60-40 split between direct response and branding. Conversely, the breakdown in entertainment spending is almost the reverse, with 36.5% of the total going to direct-response advertising and 63.5% to branding.

This mix between these two advertising objectives puts the combined US media and entertainment industries at an approximately 50-50 split, which is in line with computing products, telecom, and health and pharma, all of which have direct-response objective spending percentages ranging from the low- to mid-50s. Read rest at eMarketer.