Association of online publishers Helping media owners build better digital business

Blog, podcast and RSS advertising to reach $49.8m in 2006

Combined spending on blog, podcast and RSS advertising is expected to grow 144.9 per cent to $49.8m in 2006 - up from $20.4m in 2005. The findings, released yesterday by PQ Media, a custom media research firm, are the results of more than six months of primary research.

The study is the first to define, and attempt to size the alternative media sector, looking only at user-generated online media including blog, podcast and RSS advertising. Blog, Podcast and RSS Advertising Outlook, the first of five installments in PQ Media's Alternative Media Research series, reveals that podcasts and podcast advertising is expected to exceed blog advertising by 2010. Rather impressive considering pocasting was virtually non-existent until 2004.

The report breaks down the alternative media sectors: blog advertising accounted for 81.4 per cent ($16.6m), of total 2005 spending on blog, podcast and RSS advertising. Nevertheless, it is forecast to comprise only 39.7 per cent ($300.4m) of overall spend in 2010. Podcast advertising is emerging as the clear current and future favourite with ad spend reaching $3.1m in 2005. It is expected to grow at a compound annual rate of 154.4 per cent to $327.0m in 2010. RSS advertising generated $650,000 in 2005.

Patrick Quinn, president of PQ Media said: "Blog, podcast and RSS advertising are being driven by some of the same factors boosting the growth of the overall alternative media sector: continued audience fragmentation, the perceived ineffectiveness of traditional advertising, and the elusive but coveted 18-to-34-year-old demographic."

Read the full press release.

Join the AOP group on LinkedIn - open for all Members to join
Subscribe to AOP's e-newsletter.