The TV and movie divisions of NBC Universal, as well as the Scripps Network, have opened up about how much of their budget is spent online, reports MediaPost.

As it stands, the interactive budget for some news and cable components of NBC is about 25 to 35 percent. Last year it was just 15 percent. More importantly, the thinking toward online executions has shifted from trying to recreate mass reach to focusing on building niche, passionate audiences.

Online spending at Scripps' HGTV networks is currently about 16 percent, up from 11 percent last year. That included a herculean effort to get the phrase "living with ed" to stop returning erectile dysfunction search results and start promoting the network's show Living With Ed, starring Ed Begley Jr.

Universal spends about seven percent of a movie's marketing budget, up from five percent last year. For their recent comedy hit Knocked Up, the studio used paid search and website search optimization to make the movie's official website score highly in search results.

At all three entities the online budget varies by project.