Market Insights Advertising & Media Advertising

Audio Advertising - G7

Audio Advertising market in G7 countries is expected to achieve an ad spending of US$25.86bn by 2024.
The leading market within this market is Traditional Radio Advertising, which is forecasted to reach a market volume of US$17.56bn in 2024.
When compared globally, the United States is anticipated to contribute the most to ad spending, with a projected figure of US$19,560.00m in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is estimated to be US$37.53 in 2024.
Amidst the rise of streaming services, the G7 countries are witnessing a shift towards programmatic audio advertising for targeted and personalized campaigns.

Key regions: China, Asia, Australia, France, Germany

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Analyst Opinion

The Audio Advertising market in G7 is experiencing steady growth, driven by changing customer preferences and the increasing popularity of audio streaming platforms.

Customer preferences: Customers in G7 countries are increasingly turning to audio streaming platforms for their entertainment needs, leading to a surge in the demand for audio advertisements. These platforms offer a wide range of audio content, including music, podcasts, and radio shows, which can be accessed anytime and anywhere. The convenience and personalized nature of these platforms have attracted a large number of users, who are now spending more time listening to audio content than ever before. As a result, advertisers are keen to tap into this growing audience and are investing heavily in audio advertising.

Trends in the market: One of the key trends in the Audio Advertising market in G7 is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and behavior, ensuring that their ads reach the right people at the right time. This targeted approach not only enhances the effectiveness of audio advertising campaigns but also helps advertisers optimize their ad spend. As a result, programmatic audio advertising is gaining traction among advertisers in G7 countries. Another trend in the market is the increasing use of voice-activated devices. With the rise of smart speakers and virtual assistants, such as Amazon Echo and Google Home, voice-activated devices have become an integral part of many households in G7 countries. These devices offer a seamless audio experience and provide advertisers with new opportunities to engage with consumers. Advertisers are now exploring ways to incorporate audio ads into voice-activated devices, creating a new avenue for reaching their target audience.

Local special circumstances: Each G7 country has its own unique set of circumstances that influence the development of the Audio Advertising market. For example, in the United States, the largest market in the G7, the dominance of streaming platforms like Spotify and Pandora has fueled the growth of audio advertising. In the United Kingdom, the popularity of podcasts has led to an increase in podcast advertising. In Japan, the market is driven by the widespread use of mobile devices and the popularity of music streaming services.

Underlying macroeconomic factors: The growth of the Audio Advertising market in G7 is also influenced by underlying macroeconomic factors. The strong economic growth in G7 countries has led to increased consumer spending, which in turn drives advertising expenditure. Additionally, advancements in technology and the increasing penetration of smartphones have made audio content more accessible to a larger audience, further fueling the demand for audio advertising. In conclusion, the Audio Advertising market in G7 is witnessing steady growth due to changing customer preferences and the increasing popularity of audio streaming platforms. Advertisers are leveraging programmatic advertising and voice-activated devices to reach their target audience more effectively. Each G7 country has its own unique circumstances that shape the development of the market, while underlying macroeconomic factors contribute to its overall growth.

Methodology

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.