Report says online advertising dollars will be twice radio advertising dollars

08/28/2007

Online advertising dollars will surpass radio advertising this year for the first time and by 2011 online advertising dollars will be twice radio advertising dollars, says a new report from eMarketer Inc., “Radio Trends: On Air and Online.”

Online advertising will reach $21.7 billion this year compared to radio’s $20.4 billion, eMarketer reports. In 2006, online advertising totaled $16.9 billion and radio $20.1 billion. Next year, online advertising will total $28.2 billion and radio $21 billion.

EMarketer’s projections of ad spending on Internet and radio (in billions) are:

2006, $16.9, $20.1
2007, $21.7, $20.4
2008, $28.2, $21
2009, $34, $21.5
2010, $39, $22.1
2011, $44, $22.6.

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The rise of the importance of the Internet is illustrated by a survey from Arbitron and Edison Media Research that eMarketer includes in its report. In 2002, 26% of consumers considered radio most essential to their lives while 20% said Internet. In 2007, radio got a 17% response rate and Internet 33%.

Source: www.internetretailer.com
August 28,2007