Buy Google’s Airtime (If You Can)

Market Watch picks up on a possible rough spot for Google as they seek to push beyond online ad revenue (their bread and butter).

Google Inc.’s nascent radio advertisement business, known as Google Audio, has run into an unexpected snag: it seems Google doesn’t have access to enough radio airtime for would-be advertisers to thoroughly test out the initiative, an analyst said Monday.
Several news reports Monday claimed that Google is deep into negotiations to buy a large swath of airtime from CBS Radio. By doing so, Google could stave off the domino-like effect of the airtime shortage, which may mean delays introducing Google Audio to a much broader audience.
A Google spokesman, in an email, said “participating advertisers have access to a wide range of inventory including more than 700 stations spanning more than 200 metro areas. We will continue to make available more stations and inventory to an increasing number of advertisers next year.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


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