9. Nike's annual spending on traditional media advertising-TV, print, and radio n the U.S. market has steadily declined over the past decade from over $200 million in 2000 to just over $100 million a decade later. Nike's spending on TV and print advertising dropped by 40 percent in just three years even as its total marketing budget rose to a record $2.4 billion. Today Nike is allocating most of its marketing budget to "nontraditional" media such as direct marketing, Internet paid search advertising, and social media. The $800 million the company spent on nontraditional advertising represents a greater percentage of its U.S advertising budget than any other top 100 U.S. advertiser.