Radio is a background medium. Will anybody hear my ads?
Andrew GreenZenithOptimedia
Worldwide, in the 58 countries covered by ZenithOptimedia's Advertising Expenditure Forecast summaries, advertisers were estimated to have spent $33.7 billion on radio in 20051, 71% more than ten years previously. Over the same period, TV spending grew by 67% and print by 43%. Radio's share of total advertising investments rose from 8% to 8.5%, despite the arrival of the internet as a new medium during the period.
On a five year view, however, the same source traces a decline in radio's share from...