Spending on alternative media increased 22% in 2007

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Stamford, Conn.—Spending on alternative media reached $73.43 billion last year, up 22.0% over 2006, according to a new report from research firm PQ Media.

Among the 18 alternative media channels covered in the study were: user-generated media, mobile advertising, online video advertising, word-of-mouth marketing, video game advertising and digital out-of-home advertising.

The report found that spending on alternative media accounted for 16.1% of total ad spending last year, up from 7.9% in 2002.

Total spending on alternative media is forecast to grow 20.2% to $88.24 billion this year, according to the report.

“By 2012, we anticipate one out of every four dollars spent on advertising and marketing will be earmarked for alternative media,” said Patrick Quinn, president-CEO of PQ Media.

—Kate Maddox

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