Each New Marketing Channel = Grew Faster... Internet > TV > Radio Advertising Expenditure Ramp by Channel, First 20 Years, USA, 1926 – 2015 (In 2015 Dollars) $70 $60 Internet ) B Television $ ( s $50 Radio e ur t ndi $40 pe x E $30 ng i s i t r $20 e dv A $10 $0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Years Source: McCann Erickson (1926-1979); Morgan Stanley Research, Magna, RAB, OAAA, IAB, NAA, PIB (1980-2015) Note: Data adjusted for inflation and shown in 2015 U.S. dollars. Television consists of cable and broadcast television advertising. Radio consists of network, national spot, local spot, and streaming audio KPCB INTERNET TRENDS 2016 | PAGE 54 advertising. Internet consists of mobile and desktop advertising.