The House of Mouse continued a shift toward the nontraditional by nearly doubling the percentage of its budget devoted to the Internet during the first nine months of 2006. By spending more than $100 million on the Web (up from $63 million), Disney was No. 1 in terms of overall budget spent online, but second among the top 10 (behind AT&T) in nontraditional outlays.
Meanwhile, the company spent 15 percent less on TV ($457 million), dropping it from 50 to 45 percent of its budget), and 14 percent less on print ($264 million). Not all traditional media was on the downswing, though: Disney bucked a trend by lifting its radio spend from 10 to 13 percent of its budget ($128 million).