Nielsen researched how consumers spent time with media over the course of 2016 and found that traditional media is still relevant and necessary for effective marketing. Nondigital TV remains the single largest part of US adults’ media day, as TV time far exceeds time spent on any one component of the overall “digital” category. The 2017 projected online radio listening is significant (53 minutes/day) when compared to traditional radio at 1 hour-26 minutes per day. Mobile will continue to dominate digital media but desktop/laptop time is still considerable (2 hours+ versus mobile’s 3 hours+). The only traditional medium quickly losing importance to consumers is print. Print is fading away at 15 minutes/day projected in 2017 for newspapers and 11 minutes/day for magazines.