Online to overtake radio in global advertising spend

Now this is interesting

Online to overtake radio in global advertising spend.
http://www.pressgazette.co.uk/story.asp?sectioncode=1&storycode=41987

The internet is set to overtake radio and become the world’s third most popular advertising medium behind TV and print, according to media communications agency Carat.

Carat forecast that the internet’s global share of advertising spend will rise to 8.6 per cent in 2008, up from 7.3 per cent in 2007, overtaking radio which is set to drop from 7.5 per cent to 7.4 per cent, behind TV’s forecast share of 41.2 per cent and newspaper and magazine’s combined print share of 36 per cent.

Although I would take this announcement with a grain of salt as I dont think there is anyway that Carat would be able to track this dataset accurately (it would be massive on both radio and internet to track accurately).

This is a big change, basically it means that radio is now the 'fourth' leg of advertising.....wonder when internet will move into second space and displace either tv or print.....people are probably saying it wont happen but they would have said this about Radio a few years ago.


Cheers,
Dean