• Forbes, Friday, April 8, 2011 9:45 AM

A recent study by Morgan Stanley says people spend nearly as much time online as in front of a TV, but you wouldn't know that by media spend, which, for most brands, is three times more for TV than the Internet. Three brands have successfully changed that equation, and are now spending less on traditional media. Apparel brand Converse is spending less than 10% on traditional media. Ninety percent gets spent on content development, according to CMO Geoff Cottrill, speaking at Ad Age's digital conference in New York. The brand has eight million fans on Facebook, but Cottrill said his strategy is to "let it go."

Lexus CMO Dave Nordstrom said 50% of his budget goes to broadcast with the rest in digital and other technology. Virgin America VP marketing Porter Gale said 79% of her company's marketing budget goes to digital.

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