Ad Spending on Internet Outpaces that Spent on Newspapers, Radio or Outdoor!

Rob Sterling — Thu, 16 Apr 2009 19:26:38 +0000

Where are businesses investing their marketing dollars? According to Neilson Online & AdAcross in December 2008 ad spending on the Internet was only topped by that spent on Television and National Magazines. For years when planning their marketing expenditures, most marketing managers started with the “Big Four” – Television, Radio, Outdoor (Billboards) and Print (Newspapers & Magazines). These traditional media were where consumers were going for information and/or entertainment. Not anymore! Now Americans spend as much time online each day as they do watching television – which had been the area where most people spent their leisure time. When online, consumers’ two favorite activities are email & search. So it is no surprise that more and more ad dollars are being shifted to search engine marketing and email marketing. There is one thing, however, that most marketers haven’t changed. They still invest their precious ad dollars where it will reach the most prospects. The Internet, lead by Search Engine Marketing, is such a place. Plus, SEO & PPC offer advertisers another bonus…the ultimate in advertising accountability. But that’s a topic for another day.

Ad Spending Share by Medium – December 2008
Medium	Share of Spending
Network Television	21.60%
Local Television	20.55%
Cable Television	16.71%
National Magazines	16.33%
Internet	7.15%
Local Newspapers	5.50%
Hispanic Television	2.91%
Syndicated Television	2.57%
Outdoor	1.86%
Local Radio	1.27%
National Newspapers	1.24%
Network Radio	0.96%
National Sunday Supplement	0.96%
Coupon	0.28%
Local Magazines	0.12%
Local Sunday Supplement	0.01%

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Ad Spending on Internet Outpaces that Spent on Newspapers, Radio or Outdoor!