P2 v2 · “Who Owns the Number” · FIGURE 06 standalone platebuilding the bank from the frozen record…
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FIGURE 06 By-medium composition — where the money actually moved
How to read this
still mark = grade A — an audited / settled reading.
shimmering mark = grade C — uncertain; the amplitude is the uncertainty.
(Grade B sits between: a faint life. This bank is mostly grade B.)
cyan = an independent number · amber = a seller-owned number.
This figure is NEUTRAL: medium composition is not an ownership question, so the marks
carry no ownership hue — ownership rides only the source dots on the shelf below.
struck red = a corrected / DEAD legend — a popular story this figure knocks down.
Reduced motion: every shimmer becomes a static hatched band — denser for a softer grade — so the
uncertainty is still seen, just not moving. Each medium sits on its own flat baseline; nothing
is ever stacked (a stack would force a length judgement against a moving reference).
basis — advertiser billings at list / rate-card prices, US$m of the day.
Panels show each medium’s share of that US total on one shared y-axis; turn the handle for log dollars.
Ownership is not the question here, so the marks carry no ownership hue.
Shares moved glacially. Television entered the series in 1949 at about 1.1% of US spend and passed
newspapers only in 1992, by $31,079M to $30,737M — a gap of some $342M, not to be rounded away.
Direct mail stayed the second-largest named medium for decades. That second place was not unbroken:
radio and magazines pushed direct mail to third in 1944 and fourth in 1945–46 before it recovered.
DEADEach medium killed the last.The record shows slow hand-offs and long overlaps, not kills. Direct mail held
second place for decades; television took until 1992 to edge past newspapers. No medium wiped out
the one before it.
DEADTelevision conquered advertising.Television entered at about 1.1% of US spend in 1949 and only passed newspapers
in 1992, by $31,079M to $30,737M. It climbed for four decades before it led, and never swept the field.