New York - Internet advertising will overtake broadcast TV and newspapers to become the largest ad medium in the U.S. by 2011, according to a report from private equity firm Veronis Suhler Stevenson (VSS).

The study also found that U.S. consumers will spend more time online this year than they will reading the paper, attending movies or listening to music, and also that, for the first time since 1997, consumers spent less time with media last year than they did in the previous year.

In 2006, consumers spent the most media time watching TV and listening to radio (a combined 70%), followed by recorded music (5.3%), newspapers (5%) and the Internet (5%).

This year, the Internet is projected to account for 5.1% of consumers' media time, with newspapers and recorded music each falling to 4.9%.

VSS attributed this shift to "the continued migration of consumers to digital alternatives for news, information and entertainment, which require less time investment than their traditional media counterparts."

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http://www.vss.com/news/index.asp?d_News_ID=166