Nielsen Online reports that the Walt Disney Co. (NYSE:DIS) is once again the biggest investor in online ads among entertainment companies, as in February, they accounted for 46.8 percent of all online spending from the sector.
This confirms Disney's continual push in the online space, as they, along with News Corp. (NYSE:NWS-A) have been the most aggressive in pursuing the Web.
Even so, in online advertising, News Corp. was far down the line as far as big entertainment company spenders go, even though the have been far more aggressive in the social networking and online content space.
Far behind Disney in second place was Time Warner (NYSE:TWX), who ended with 19.4 percent of online spending. Viacom (NYSE:VIA-B) was next with a much smaller 8.4 percent, to finish in third place.
It does need to be taken into account that the estimated ad spending was only in connection with image-based technology and advertising sold per CPM.
When you leave out sponsorships, text ads, house advertising, partnerships, email, paid search and pre-rolls, among others, it's probably the reason for such large gaps between the company spending percentages, even though I think as far as the place the companies come in as far as order are probably accurate.
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