Audio Advertising - EU-27 | Statista Market Forecast

Ad spending in the Audio Advertising market in EU-27 is forecasted to reach US$5.54bn in 2024.
The largest market within EU-27 is Traditional Radio Advertising with a market volume of US$4.58bn in 2024.
When looking at global comparisons, the United States is expected to lead in ad spending, reaching US$19.07bn in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$15.80 in 2024.
In the EU-27, Audio Advertising is seeing a surge in programmatic buying, allowing for more targeted and personalized ad placements across various platforms.

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 EU-27 is experiencing significant growth and development due to various factors.

Customer preferences: Customers in the EU-27 region are increasingly turning to audio advertising as a means to reach their target audience. This is driven by the fact that audio advertising allows for a more personalized and engaging experience compared to other forms of advertising. Additionally, the rise of streaming platforms and podcasts has created new opportunities for advertisers to reach consumers through audio content. Customers are also attracted to the convenience and accessibility of audio advertising, as it can be consumed on-the-go and across multiple devices.

Trends in the market: One of the key trends in the Audio Advertising market in EU-27 is the shift towards programmatic advertising. Programmatic advertising allows for more targeted and efficient ad placements, as it uses data and algorithms to automate the buying and selling of ad inventory. This trend is driven by the increasing availability of data on consumer preferences and behavior, which enables advertisers to deliver more relevant and personalized audio ads to their target audience. Another trend in the market is the growing popularity of voice-activated smart speakers. These devices, such as Amazon Echo and Google Home, have gained widespread adoption in the EU-27 region and have become an important channel for audio advertising. Advertisers are leveraging voice-activated smart speakers to reach consumers in their homes and deliver targeted audio ads based on their preferences and habits.

Local special circumstances: The EU-27 region consists of diverse countries with different languages and cultural preferences. This presents both challenges and opportunities for audio advertisers. Advertisers need to tailor their audio ads to the local language and culture in order to effectively engage with consumers. This requires a deep understanding of the local market and consumer preferences. Additionally, regulations around data privacy and advertising vary across EU-27 countries, which can impact the targeting and delivery of audio ads.

Underlying macroeconomic factors: The growth of the Audio Advertising market in EU-27 is also influenced by underlying macroeconomic factors. The region has experienced steady economic growth in recent years, which has led to increased consumer spending and advertising budgets. This has created a favorable environment for audio advertisers to invest in new technologies and expand their reach. Additionally, advancements in technology and infrastructure have made it easier for advertisers to deliver audio ads to a wider audience in the EU-27 region. In conclusion, the Audio Advertising market in EU-27 is witnessing significant growth and development due to customer preferences for personalized and convenient advertising experiences, as well as trends such as programmatic advertising and the rise of voice-activated smart speakers. Advertisers in the region need to navigate local special circumstances, such as language and cultural preferences, as well as varying regulations around data privacy and advertising. The underlying macroeconomic factors, including economic growth and technological advancements, are also contributing to the growth of the market.

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.