Audio Advertising - Nordics | Statista Market Forecast

Ad spending in the Audio Advertising market in Nordics is projected to reach US$444.80m in 2024.
The largest market in Nordics is Traditional Radio Advertising with a market volume of US$338.70m in 2024.
In global comparison, most ad spending in Nordics will be generated the United States (US$19.07bn in 2024).
The average ad spending per listener in the Traditional Radio Advertising market in Nordics is projected to amount to US$19.21 in 2024.
Audio advertising in the Nordics is increasingly utilizing personalized and interactive formats to engage with tech-savvy 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 Nordics has been experiencing significant growth in recent years, driven by changing customer preferences and technological advancements. Customer preferences in the Nordics have shifted towards audio content consumption, with a growing number of people listening to music, podcasts, and other audio formats. This has created a lucrative opportunity for advertisers to reach their target audience through audio advertising. Additionally, the rise of streaming platforms and digital radio has made it easier for advertisers to deliver targeted and personalized audio ads to consumers. Trends in the market indicate that programmatic audio advertising is gaining traction in the Nordics. Programmatic advertising allows for automated buying and selling of ad inventory, enabling advertisers to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and technology that enable advertisers to target specific demographics and interests. Furthermore, the use of programmatic audio advertising allows for real-time optimization and measurement, providing advertisers with valuable insights into the performance of their campaigns. Local special circumstances in the Nordics also contribute to the growth of the Audio Advertising market. The region has a high internet penetration rate and a tech-savvy population, making it an ideal market for digital advertising. Additionally, the Nordics have a strong tradition of audio content consumption, with a high demand for music and podcasts. This cultural aspect has created a receptive audience for audio advertising, as consumers are accustomed to engaging with audio content. Underlying macroeconomic factors further support the growth of the Audio Advertising market in the Nordics. The region has a stable economy and high disposable income levels, allowing consumers to invest in premium audio services and devices. This provides advertisers with a valuable target audience that is willing to spend on audio content and products. Additionally, the Nordics have a strong digital infrastructure and high smartphone penetration, enabling widespread access to audio content and increasing the reach of audio advertising campaigns. Overall, the Audio Advertising market in the Nordics is developing rapidly due to changing customer preferences, the adoption of programmatic advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the region have a unique opportunity to engage with their target audience through audio advertising, leveraging the growing popularity of audio content consumption and the advancements in technology. As the market continues to evolve, it will be crucial for advertisers to stay updated with the latest trends and leverage data-driven insights to optimize their audio advertising campaigns.

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.