Borrell: Radio Web Revs Up But Lagging Behind Other Media

Revs Up Online

BORRELL ASSOCIATES' 2008 "What Local Media Web Sites Earn" survey reports that radio station websites showed a 16.4% local revenue increase to $220 million. The report sees revenues growing 26% in 2009 to $277 million, a substantial increase, but still well behind the revenue earned by television, newspaper and Yellow Pages websites, which the report notes have moved beyond radio's focus on selling banner ads and spots in streaming audio. 

Overall online ad spending is projected to rise from 2008's $12.6 billion to $13.3 billion in 2009, a "mild" 6% increase, and sees growth in e-mail, paid search, and streaming video as opposed to banner ads, pop-up ads, and classified, which the report says may be flat or slightly off.

The report says large-market stations averaged $183,229 in web revenues last year, maxing out at $1.2 million.

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