According to a survey conducted by eMarketer, online advertising spending is holding its own and will continue to grow steadily over the next several years despite recast projections from numerous research organizations.
eMarketer forecasts that online ad spending will reach $7.6 billion by year-end 2001, a relatively modest 7 per cent increase from the $7.1 billion spent in 2000. Online advertising will continue to grow; increasing to $10.3 billion in 2002 and by 2005 will top $23 billion. Nearly three-quarters of Web advertising space goes unsold and more than 99.7 per cent of banner ads are not clicked on.
The data on print media reveals that the revenue of magazines dropped by 4.5 per cent and daily and Sunday newspapers by 6.6 and 10.4 per cent. Network and spot television recorded declines of approximately 2 and 15 per cent. Only syndicated and cable television showed gains, of 5.1 and 4.6 per cent respectively.