Online advertising ‘to dwarf’ radio spots
The amount of money spent on online advertising in the US is set to dwarf the equivalent outlay on radio ads, a new report claims.
A study from eMarketer says that US online ad spend will outweigh radio ad spend for the first time this year. Online ad outlays will total $21.7 billion in 2007, while the amount forked on radio ads will be $20.4 billion, according to the research company’s figures.
And next year spend on online advertising will reach $28.2 billion, while outlays on radio ads will remain relatively stable, reaching $21 billion, says the study. Growth in online advertising will see spend rocket to $44 billion by 2011, while the amount spend on radio advertising will remain relatively stable at $22.6 billion.
"Internet radio, satellite radio, podcasting, high-definition radio and mobile audio services are revolutionising a radio industry that had remained virtually unchanged for a century," said Ben Macklin, eMarketer senior analyst and author of the new report, Radio Trends: On Air and Online.
"Traditional radio is rapidly being subsumed into a new, broader sector called ‘audio.’"
