I'd say it's about time for some good news, wouldn't you? Internet advertising in the United States totaled $3.76 billion for the first two quarters of 2001, with Q1 accounting for $1.893 billion
and Q2 coming in at $1.868 billion, according to the Interactive Advertising Bureau's (IAB) Internet Ad Revenue Report, which is conducted independently by the New Media Group of
PricewaterhouseCoopers.
Yes, the numbers reflect a decline in the overall advertising market during the first half of the year due to the softening economy. But the good news is that online
ad revenues declined 7.8%, from the same period in 2000, which is consistent with the other media revenue trends reported recently by Competitive Media Reporting (CMR).
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Measured against media that have similar short advertising buying
cycles, unlike Network or syndicated TV which is bought upfront, online advertising was stronger in the last six months than Spot TV, which declined 14.7%, National Spot Radio, which was down
22.4%, and Sunday Newspapers, which lost 10.4% also according to CMR.
"We believe that the numbers we are reporting today must be viewed in the context of advertising overall," said IAB
President & CEO Robin Webster. "While the declines are not insignificant, they are well within the parameters of the overall advertising industry's experience and seen in perspective, they reflect
our confidence in the long term value of the online medium." IAB Chairman Shelby Bonnie said, "Ours is a dynamic medium that, even in a slowing economy, has shown that it is gaining
advertisers' trust relative to other media."