Publicidade na rádio ultrapassada pela web

«The web will top outdoor advertising in 2007 — with radio its next target. ZenithOptimedia Worldwide CEO Steve King says radio will see its share of the ad pie fall from 8.6% this year to 8% in 2008 while Internet spending grows at a phenomenal 28%. Meanwhile there’s some good news for radio - Meanwhile there’s some good news for radio - read it in today's»

fonte: Inside Radio, 5/12/06

Lembra Mark Ramsey: «Every radio station has an on-ramp to the Internet and the advertising revenue it can provide. What's more, radio has millions of ears that are likewise connected to millions of Internet connections»

E diz a Business Week: «The radio industry won't want to hear this. Advertising dollars are shifting online faster than analysts anticipated. In fact, advertisers will soon spend as much money on the Internet as they do on the airwaves, according to a newly released eMarketer study. On Dec. 6, the New York research firm increased its estimate for 2006 online advertising spending by $500 million, to $16.4 billion. The new estimate means online advertising will pull in about 5.8% of the more than $281 billion advertisers are expected to spend this year. That's less than radio's 6.9%, according to Universal McCann (IPG), which tracks the radio industry. However, radio's share is declining while online share is growing, says David Hallerman, a senior analyst at eMarketer. By 2007, online advertising will bring in 6.8% of the total and, by 2008, it will bring in 8.1%—putting it well over radio. By some estimates, online ad spending will overtake radio even sooner. Forrester Research (FORR) anticipates online advertising will bring in $17.4 billion this year—that's a billion more than eMarketer's estimate and would be roughly 6.2% of the total, putting online advertising much closer to overtaking radio.» («Advertising Goes Off the Radio», 7/12/06, Business Week.com)