Increased listener share is the primary reason why radio advertising buyers are now taking both satellite and internet radio seriously during this year's television upfronts. Indeed some see the two new formats as the salvation for radio as a whole, saying that dollars going to satellite and internet stations might otherwise have just never been spent. In some cases those dollars are coming from network radio budgets, in others they're coming from the "interactive" media budget. Buyers are being attracted by the interactivity and engagement of online, while it's the big brand names on satellite that have the most allure there. The spreading of dollars around the three delivery formats is leading to speculation that overall spending will be flat, with some areas down and some areas up.