Let us take a look at the amount of money which is actually spent. Upon my request, the Dutch publisher Admedia made a frequency distribution of the budgets within each product field. Admedia has a data bank in which all major budgets are registered. They have about 6 'accounts'. I took together all spending on theme advertising which I have defined as T.V. , radio and magazines. I excluded the newspapers which are not important for theme advertising, and besides Admedia is not very accurate in this field.