Skip to main content

Advertising Growth Varies by Media Segment


Advertising outlets are expanding as emerging Internet, interactive and satellite radio line up alongside old media. But Kagan Research finds total advertising revenue � a measure of upward movement � lackluster, which indicates a divide between the haves and have-nots.

Some old-media segments are stagnating, which pulls down the total revenue average. The new-media segments � Internet and satellite radio, for example � are fast growing, but remain small or medium-size slices of the $240 billion U.S. advertising pie (gross billings in 2005 for both national and local).

There's another divide along the same line. The ability to measure audiences in new media is superior, given digital data is in computer-like binary code that is easy to capture and sort. Analog media such as magazines and newspapers don't directly generate such digital data.

"Advertisers are skittish about old media for which it is difficult to measure audience size and track consumer activities," notes Kagan Research senior analyst Derek Baine. For example, radio still relies on listeners filling out personal diaries by making hand-written entries on paper, although a new 'electronic survey' technology is being tested. In contrast, on the Internet consumers are clicking links and making purchases that can be monitored�sometimes on an individual consumer basis�from a specific advertisement.

Popular posts from this blog

AI-Driven Data Center Liquid Cooling Demand

The rapid evolution of artificial intelligence (AI) and hyperscale cloud computing is fundamentally reshaping data center infrastructure, and liquid cooling is emerging as an indispensable solution. As traditional air-cooled systems reach their physical limits, the IT industry is under pressure to adopt more efficient thermal management strategies to meet growing demands, while complying with stringent environmental regulations. Liquid Cooling Market Development The latest ABI Research analysis reveals momentum in liquid cooling adoption. Installations are forecast to quadruple between 2023 and 2030. The market will reach $3.7 billion in value by the decade's end, with a CAGR of 22 percent. The urgency behind these numbers becomes clear when examining energy metrics: liquid cooling systems demonstrate 40 percent greater energy efficiency when compared to conventional air-cooling architectures, while simultaneously enabling ~300-500 percent increases in computational density per rac...