Both television and digital media spends are estimated to hold approximately a 38% market share in total media ad spending in 2016. It is estimated that the shift in funding for digital comes from print and TV. It is difficult to estimate how much, but the huge decline in magazine and newspaper ad spending shows that the bulk of the ad dollars moved to digital came from print media.
While digital and TV spending are about even right now, digital spend is expected to surge and surpass 50% market share by 2020, with television forecasted to drop to about 33% market share.
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