Are advertisers warming up to social media? According to Nielsen, it seems like the ice indeed is starting to thaw. A new study suggests that consumer time spent on blogs and social networks account for 17 percent of all time on the Web. And advertisers are paying attention: Nielsen believes ad spending on social platforms and blogs grew a whopping 119 percent to $108 million as of last month. Entertainment companies lead the pack with an increase in ad spending by 812 percent. It goes to show that as the space matures, advertisers are getting more comfortable – a good thing, considering that consumers don’t appear to be ditching social platforms anytime soon.