Paid media spending will rise by 5.1% to $192 Billion in 2016 according to eMarketer. The election and Rio Olympics are two of the reasons for the projected increase in spending. TV still has the largest share of media spending — 36.8%. Digital is now 35.8%. Print advertising is expected to bring in $26.74 billion this year — down from $28.16 billion. And eMarketer says radio will slip to $14.12 billion from $14.27 billion.