Audio Advertising - Pakistan | Statista Market Forecast

Ad spending in the Audio Advertising market in Pakistan is forecasted to reach US$19.95m in 2024.
The largest market is Traditional Radio Advertising with a market volume of US$19.23m in 2024.
When compared globally, the highest ad spending is expected to be generated the United States (US$19.07bn in 2024).
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$0.31 in 2024.
Pakistan's Audio Advertising market is seeing a surge in programmatic ad buying, revolutionizing how brands target audiences in the country.

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 Pakistan has seen significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in Pakistan have shifted towards audio-based content, with a growing number of consumers using audio platforms for entertainment and information. This trend can be attributed to several factors, including increased smartphone penetration and the availability of affordable data plans. As a result, advertisers are recognizing the potential of audio advertising to reach a wide audience and engage with consumers in a more personal and immersive way. Trends in the market indicate a growing demand for audio advertising in Pakistan. Advertisers are increasingly leveraging audio platforms such as music streaming services, podcasts, and radio to reach their target audience. This is driven by the fact that audio advertising offers a unique opportunity to capture consumers' attention during their daily activities, such as commuting or exercising, when they are more receptive to audio content. Local special circumstances also play a role in the development of the Audio Advertising market in Pakistan. With a population of over 220 million people, Pakistan represents a significant market for advertisers. Furthermore, the country has a young and tech-savvy population, which is more likely to engage with audio content on digital platforms. Advertisers are capitalizing on this demographic by investing in audio advertising to effectively reach and engage with the younger generation. Underlying macroeconomic factors also contribute to the growth of the Audio Advertising market in Pakistan. The country has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This provides advertisers with the opportunity to invest in audio advertising and target consumers who are more likely to make purchasing decisions. In conclusion, the Audio Advertising market in Pakistan is developing rapidly due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of audio advertising to reach a wide audience and engage with consumers in a more personal and immersive way. As the market continues to evolve, it is expected that audio advertising will play an increasingly important role in the overall advertising landscape in Pakistan.

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.