Audio Advertising - Austria | Statista Market Forecast

Austria is expected to see ad spending in the Audio Advertising market reach US$172.15m in 2025.
The country's largest market is Traditional Radio Advertising, with a market volume of US$150.51m in 2025.
When compared globally, the United States will lead in ad spending, reaching US$19.40bn in 2025.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$22.51 in 2025.
In Austria, the Audio Advertising market is experiencing a shift towards personalized, data-driven campaigns to enhance audience engagement and brand relevance.

Definition:
Audio Advertising refers to advertising via traditional radio and digital audio. The category of Traditional Radio Advertising refers to advertising on the program service of a terrestrial radio station or network (terrestrial radio broadcasting and satellite radio services in the U.S. and Canada). Digital Audio Advertising includes all ad revenue generated through pre- and in-stream audio ads that appear in music (music also includes all kinds of radio services) and podcast streaming services

Structure:

Traditional Radio Advertising includes all types of spot formats of traditional radio advertising (e.g., classic spots, live reader, content spots, allonge). It also includes direct (local) advertising, in which advertisers reach out to individual stations, and indirect (national) advertising, in which advertisers employ media buying agencies to manage their advertising purchases from individual stations.
Digital Audio Advertising includes ad-supported free versions of premium subscription services or services funded by advertising. Formats can be single spots, tandem spots, or popular special advertising formats such as presenting, on-air promotions, and infomercials, directly embedded in the audio file or dynamically inserted.

Additional information:
Audio Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Radio Advertising and Digital Audio Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional Radio Advertising broadcasting on the program service of a terrestrial radio station or network
Digital Audio Advertising through pre- and in-Stream Audio Ads that appear in music and podcast streaming services

Banner or Video ads included only in the web player of the streaming service

Audio Advertising: market data & analysis

The Audio Advertising market in Austria is experiencing steady growth and development in recent years. Customer preferences, market trends, and local special circumstances are all contributing factors to this positive trajectory. Additionally, underlying macroeconomic factors are playing a role in the expansion of the Audio Advertising market in Austria.

Customer preferences: In Austria, there is a growing demand for audio content across various platforms. Consumers are increasingly turning to audio streaming services, such as music and podcast platforms, for their entertainment and information needs. This shift in consumer behavior has created a significant opportunity for advertisers to reach their target audience through audio advertising. With the rise of mobile devices and the convenience they offer, consumers are more likely to engage with audio advertisements while on the go.

Trends in the market: One of the major trends in the Audio Advertising market in Austria is the increasing popularity of programmatic audio advertising. Programmatic advertising allows advertisers to target specific audience segments based on their demographics, interests, and behavior. This targeted approach ensures that advertisers can reach the right audience with their audio advertisements, maximizing the effectiveness of their campaigns. Programmatic audio advertising also offers greater efficiency and cost-effectiveness compared to traditional advertising methods. Another trend in the market is the integration of audio advertising into podcasts. Podcasts have gained significant traction in Austria, with a growing number of listeners tuning in regularly. Advertisers are recognizing the potential of podcast advertising as a way to reach engaged and loyal audiences. By incorporating audio advertisements into podcasts, advertisers can leverage the trust and credibility that podcast hosts have built with their listeners.

Local special circumstances: Austria has a highly developed media landscape with a strong focus on quality content. This emphasis on quality extends to audio advertising as well. Advertisers in Austria strive to create compelling and engaging audio advertisements that resonate with the local audience. This attention to quality and relevance ensures that audio advertisements are well-received and effective in capturing the attention of Austrian consumers.

Underlying macroeconomic factors: The strong economy in Austria is contributing to the growth of the Audio Advertising market. With a stable and prosperous economy, businesses have the financial resources to invest in advertising and marketing activities. This includes allocating budgets for audio advertising campaigns to reach their target audience effectively. The favorable economic conditions in Austria create a conducive environment for the development and expansion of the Audio Advertising market. In conclusion, the Audio Advertising market in Austria is experiencing growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The increasing demand for audio content, the rise of programmatic advertising, the integration of audio advertising into podcasts, the emphasis on quality in the media landscape, and the strong economy all contribute to the positive trajectory of the Audio Advertising market in Austria.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional radio advertising (broadcasting programs on terrestrial radio stations or networks) and digital audio advertising (pre- and in-stream audio ads and podcast streaming ads).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Audio Advertising - Austria

Ad Spending

Analyst Opinion

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Demographics

Global Comparison

Methodology

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