Answer: the adex reports show the percentage of online spent compared to other media types including tv, radio, print, outdoor cinema. The more members and non-members submitting rate card based ad revenue figures the higher the percentage of online spend will be. A small number of DMMA members are currently submitting their figures which makes the percentage an inaccurate reflection of the spend for the online industry as a whole.
Rate card revenue figures can be sent on a monthly basis to Rethabile.Molakalaka@nielsen.com