In 2004, $260BN was spent on advertising in the US. (Source: Universal
McCann)  This spending can be broadly broken down into brand
advertising dollars and direct response dollars.  This question has 2
parts.

1.) How many dollars (or %) of the $260BN was spent on brand advertising?

2.) Part 2 is an attempt to try to get the figure for part 1 by
analyzing the discrete media types that roll up into the overall
figure.

For the following media types:

Media                  2004 Spend                 
Broadcast Network TV   $16.5BN
Broadcast Spot TV      $10.9BN
Cable TV               $15.6BN
Radio                  $4.4  
Magazines              $12.1
Newspapers             $7.8
Local Newspapers       $39.2
Local TV               $14.7
Local Radio            $15.4

What is the breakdown of the this spending in terms of branded
advertising vs. direct response advertising with each of the above medias?

This level of detail may not be available, so if you can find
information lumping into bigger groups (i.e. TV, Radio, Magazines,
Newspaper) that information would work for me as well.

Thanks,
--Wayne