August 28, 2007, 12:00 AM

Internet will surpass radio as an ad medium this year, says eMarketer

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 ads will total $28.2 billion and radio $21 billion.

 

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.

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%.

 

 

 

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