Pfizer, P&G allot ad dollars to Internet and satellite radio

Pfizer, P&G allot ad dollars to Internet and satellite radio   

Pfizer and Procter & Gamble are adding satellite and Internet radio into their radio ad budgets, according to Mediaweek.com. The major draw of satellite and Internet radio is its ability to offer visual and interactive elements that engage consumers in a way that traditional radio spots can't. Overall, spending in the radio segment was down 2.6% last year, and much of the time, satellite and Internet radio is taking money away from traditional radio ad budgets. Also, about 30% of this year's upfront orders from Internet radio are from advertisers new to the medium, reports Mediaweek.com. A report earlier this year showed that satellite and Internet radio weren't the only media stealing radio's thunder: 38% of podcast users said they listen to radio less because they are listening to podcasts.