According to eMarketer Inc.'s "Advertising Spending" report, released
Tuesday, the U.S. outlook for online and other major media outlets is
The current year should finish with online at $6.3 billion, up from $6
billion last year, said eMarketer, which added that it used estimates for 2002
by PricewaterhouseCoopers and the Interactive Advertising Bureau as its
Further, eMarketer projected that online should climb to $6.8 billion in 2004
en route to $8.1 billion in 2006 -- the latter equaling "the levels of the
Internet boom days."
Using Universal McCann's 2002 estimate for ad spending across various
national and local media as its benchmark, eMarketer also offered projections
for total U.S. ad expenditures for 2003 and beyond.
This year should end with total U.S. ad spending rising to $248 billion-plus
from last year's $236 billion-plus, the company said, adding that expenditures
should jump to $263.5 billion in 2004 en route to $293 billion in 2006.
eMarketer, however, did not break out spending by media.