IAB: Internet Ads Beat Most Traditional Media in 2007
The IAB-PWC report says Internet spending reached $21.2 billion in 2007, a 26% jump from 2006. That compares with $20.9 billion for cable, $19.8 billion for radio, $19.2 billion for broadcast TV, $13.8 billion for consumer magazines and $7.5 billion for outdoor advertising. Newspapers, despite their woes, still netted the most revenue, with $48.6 billion.
The IAB report is somewhat at odds with other surveys of 2007 ad spending, however.
TNS Media Intelligence, for example, pegged Internet ad spending at just $11.3 billion, versus $26.4 billion for newspapers, consumer magazines at $24.4 billion, broadcast TV at $22.4 billion, cable TV at $17.8 billion and radio at about $10.7 billion. The lower Internet figure is due, at least in part, to the omission by TNS of paid search and broadband video advertising, but it's unclear why there are discrepancies in the other figures.
The IAB's estimates for traditional media spending are drawn in large part from forecasts and surveys by Universal McCann's Robert Coen.