Online radio advertising took a greater step towards consolidation on Tuesday, thanks to an acquisition involving Ronning Lipset Radio. According to the New York Times, the buyer is CBS-backed* TargetSpot, a group that allows anyone to inject audio or visual spots into its network of streaming stations. Ronning Lipset offers a similar service that allows clients to position advertisements across partners like Yahoo Radio, Live365, and AOL Radio (now powered by CBS Radio).
The buyout price was not disclosed, though a number of factors may have softened the price. That includes relatively modest online radio revenues, estimated at $500 million this year by eMarketer. Overall internet advertising is expected to top $25 billion this year, though a broader downturn is likely to lower both figures. Top-line recessionary pressures, including lowered venture capital financing, may have also pushed the acquisition price lower.
*We initially reported that TargetSpot was owned by CBS Corporation, though CBS is actually an investor in the company.

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