Audio Advertising - Canada | Statista Market Forecast

Canada is expected to see ad spending in the Audio Advertising market reach US$1.15bn by 2024.
The country's largest market is Traditional Radio Advertising, with a market volume of US$981.70m in 2024.
When looking at global figures, the United States will lead in ad spending, projected to reach US$19.07bn in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is expected to amount to US$38.04 in 2024.
Canada's Audio Advertising market is seeing a surge in programmatic ad buying, leveraging advanced technology for targeted messaging to audiences.

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

The Audio Advertising market in Canada has been experiencing significant growth in recent years, driven by changing customer preferences and technological advancements.

Customer preferences: Customers in Canada are increasingly turning to audio platforms for entertainment and information, creating a strong demand for audio advertising. This can be attributed to the convenience and accessibility of audio content, as well as the ability to consume it on the go. Additionally, the rise of streaming services and podcasts has provided advertisers with new opportunities to reach their target audience through audio advertising.

Trends in the market: One of the key trends in the Canadian audio advertising market is the shift towards programmatic advertising. Programmatic advertising allows for more targeted and personalized campaigns, as it uses data and algorithms to automate the buying and placement of ads. This trend is driven by the increasing availability of data and the desire for more efficient and effective advertising strategies. Another trend in the market is the integration of audio advertising with voice-activated devices. With the growing popularity of smart speakers and voice assistants, advertisers are exploring ways to leverage these platforms to reach their target audience. This includes creating audio ads specifically designed for voice-activated devices and partnering with voice assistant providers to deliver targeted messages to users.

Local special circumstances: Canada has a unique bilingual market, with both English and French-speaking populations. This presents a challenge for advertisers who want to reach a diverse audience. However, it also provides an opportunity for brands to connect with consumers in their preferred language and tailor their audio advertising strategies accordingly.

Underlying macroeconomic factors: The growth of the audio advertising market in Canada can also be attributed to the overall economic growth of the country. As the economy expands, businesses have more resources to invest in advertising and marketing initiatives. Additionally, technological advancements and the increasing availability of high-speed internet have made it easier for consumers to access audio content, further driving the demand for audio advertising. In conclusion, the Audio Advertising market in Canada is experiencing significant growth due to changing customer preferences, technological advancements, and the overall economic growth of the country. As customers increasingly turn to audio platforms for entertainment and information, advertisers are adapting their strategies to meet this demand. The shift towards programmatic advertising and the integration of audio advertising with voice-activated devices are key trends in the market. Additionally, the bilingual nature of the Canadian market presents both challenges and opportunities for advertisers. Overall, the future of the audio advertising market in Canada looks promising as it continues to evolve and innovate.

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.