eMarketer projects online ad spending will surpass radio ad spending this year

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New York—Online ad spending is expected to reach $21.7 billion this year, for the first time surpassing radio ad spending, which will total an estimated $20.4 billion, according to a new report from research company eMarketer.

By 2011, online ad spending will reach an estimated $44.0 billion, nearly double radio ad spending of $22.6 billion, eMarketer projected.

“While not signaling the death of radio, it is an indication that radio is being subsumed into a broader sector called ‘audio,’ ” eMarketer said in the report.

The research found that Internet and satellite radio, podcasting, high-definition radio and mobile audio services are all revolutionizing the radio industry, which had remained virtually unchanged for a century.

—Kate Maddox

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