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Web to overtake radio in 2008

Online advertising is set to overtake radio advertising a year earlier than expected. Media experts at ZenithOptimedia forecasts that worldwide spending on Internet advertising will grow 28.2 percent in 2007, compared with a rise of just 3.7 percent in the rest of the advertising market.

In a report on worldwide advertising, Zenith says: "We now expect the Internet to overtake radio in 2008, a year earlier than in our last forecast. We forecast the Internet to account for nearly 9 per cent of global ad spend by 2009, and its share should reach double digits early next decade."

In comparison, online advertising worldwide is set to hit over £16million the year, slightly behind the £18m expected spend on radio. By 2009 Zenith expects online advertising to jump to £21.5 million, with radio advertising to rising to 19.5 million.


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