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Internet displaces radio as fourth biggest ad medium
In the US, Internet ad revenues are set to pass radio's for the first time, according to eMarketer, a firm that tracks and analyzes spending trends across various media.
EMarketer is pegging Internet ad spending at US$21.7 billion, compared to US$20.4 billion for radio.
eMarketer's report comes as the Internet already has surpassed outdoor ad spending, and as a recent report from equity firm Veronis Suhler Stevenson predicts that the Internet will displace television as the No. 1 ad medium by 2011. While this news is unlikely to cheer radio advertisers, it's more a testament to the feverish rate of Net growth than any secular downturn in radio.
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