eMarketer forecasts that the total U.S. audience for podcasts could reach 25 million by 2008 from 2006's 10.0 million, and up to 50 million by 2010, although the "active podcast audience" - those who download one or more per week - is expected to reach 3.0 million this year, 7.5 million in 2008 and only 15.0 million in 2010. Still, online advertisers and marketers have begun to pay attention, and eMarketer projects that spending on podcast advertising will reach $80 million this year, $150 million in 2008 and $300 million by 2010.