Web "set to overtake radio" as a medium

The internet is due to overtake radio and become the third most popular medium in the world, according to a sector commentator.

Jerry Buhlmann, chief executive officer of Aegis Media, makes his comments following the publication of a study by independent media communications agency Carat regarding global ad spend growth forecasts for 2008-9.

He states: "Internet advertising is continuing to drive spending ahead of other sectors in nearly every region. Internet is set to overtake radio this year to become the world's third most popular medium, behind TV and print."

Mr Buhlmann adds this is due to a number of reasons, including changes in consumer behaviour and the fact that the ability to search is now central to the planning and execution of any campaign.

In addition, he suggests that online media results in a greater level of accountability, not just to itself, but also to other forms of advertising such as television and print.

Meanwhile, David Hallerman, senior analyst at eMarketer, recently stated that internet ad spending will continue to grow "rapidly" despite less cash being invested in traditional media such as newspapers and radio.