Advertisers
should not abandon radio in favor of the Web, but combine the
two to take advantage of the unique attributes of each.
Ben Macklin, Senior Analyst, eMarketer
2007 will mark the first time in history online advertising will
surpass radio advertising spending in the US according to data
released by eMarketer.
eMarketer expects US radio advertising spending to grow a meager
1.5% during 2007 to $20.4 billion. Although the forecasted
growth rate is hardly spectacular between 2006 and 2011, an
additional $2.5 billion will be spent on radio advertising.
Radio station web sites and in-stream Internet audio advertising
will be the principal drivers of this growth.
This does not mean the death of radio as a mean to reach
consumers says Ben Macklin, senior analyst and author of the
eMarketer report. "Advertisers should not abandon radio in favor
of the Web, but combine the two to take advantage of the unique
attributes of each," he said.
