US Radio To Take 10% Share By 2012, Says Kagan
Radio advertising could take a 10% share of total adspend in the US by 2012, according to a new projection unveiled at a Kagan World Media conference this week.
In 2002, Kagan’s figures put total spend at $237.6 billion, with radio providing $19.6 billion, or 8.2%. Radio’s share is expected to remain at 8.2% in 2003, despite a 3.1% rise in overall radio expenditure to $20.2 billion.
Under the forecasts it would reach the 9% share mark around 2008. Reporting from the conference, Mediapost says that other executives claim that radio could even hit the 10% share mark before 2012, although they declined to predict exactly when.
In the UK, radio’s share of the display ad market is currently just under 7% and gradually rising in the longer-term, as shown below. Radio took a 6.8% share of display in Q1 2003 and its share of the total ad market was 3.3% in 2002, according Advertising Association figures.
