Radio Trails Online For Ad Spending
In a recent report put out by eMarketer titled, “Radio Trends: On Air and Online,” the firm projects that online ad spending in the United States alone will reach about $21.7 billion y the end of this year. That number is an increased 22% from 2006.
The advertising spend for U.S. radio though is supposedly going to reach a little over $20.4 billion which is an increase of a miniscule 1.5% from 2006. Radio is the first traditional form of media that has been losing its stronghold in American life as more and more people flock to online for entertainment and news.
Growth in both industry are also anticipated but at very different rates. The report says that online spending will more than double to $44 billion by 2011 whereas radio will reach $22.6 billion by the same year.
Author of the report, Ben Macklin claimed that it would not be beneficial for advertisers to jump ship from radio, but rather to combine the efforts for both industries. He was quoted in BizReport to say, “There are many synergies between radio and the Internet and, for the most part, they complement rather than compete with each other.”
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