Attention Marketers/Media: "By 2013, You Can't Hide Behind TV Media Anymore"

 My good friend Paula Gignac from IAB Canada just released their 2009 report and lo and behold, the web just took over radio in Canada as the third biggest medium - it will take down daily newspapers by 2010 and garner top dog status by 2012 given my number crucnhing and current trending (pictured above).

It's foolish to think Canadian marketers are spending only 11% of their media budgets on the web when in actual fact, their consumers are spending over 30% of their time on the medium (that's discounting the quality of potential customer online vs. other mediums). By comparison, the Brits, the Danes and Norwegians are spending above 20% of their budgets.

Can you think of a profession so out of step with the zeitgeist of their customer pool? What are the reasons we resist the lure of the web? Is it unfair to measure media spend as a ratio vs. time and resources on the medium? Do you think trends outlined above will abate, continue or accelerate? What are the biggest reasons to pull us out of our slumber?