2010 Could Be Best Year Ever For Internet Advertising
October 13, 2010 at 7:30 AM (PT)
The advertising outlook for radio continues to improve, with KATZ MEDIA CEO STU OLDS recently writing (NET NEWS 9/27), "The National Spot Radio Market is heading into this year’s final quarter showing strong gains amid growth in all regions of the country and increased spending in the run up to NOVEMBER’s elections. National Spot Radio revenue is pacing up 15% through SEPTEMBER year-to-date from the same period last year. Based on the pacing of business on the books today, the fourth quarter is pacing up 43% compared to the year-ago period. As a result, we expect to end 2010 on the same positive note that we’ve experienced all year."
But as strong as radio is -- Internet advertising is on pace for its best year ever. MEDIA LIFE MAGAZINE reports, "Ad revenue surged to a record $6.2 billion during second quarter, up 14% over last year, and first-half spending hit $12.1 billion, 11% better than first-half 2009, according to data released yesterday by the INTERACTIVE ADVERTISING BUREAU and PRICEWATERHOUSECOOPERS."
Revenue online is being driven by the largest advertisers, with the top-10 brands accounting for 70% of all first-half spending.