Audio Advertising - Philippines | Statista Market Forecast

In the Philippines, ad spending in the Audio Advertising market is forecasted to reach US$305.40m in 2024.
The largest market is Traditional Radio Advertising, with a market volume of US$223.30m in 2024.
Globally, the United States leads in ad spending, with US$19.07bn in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is expected to be US$9.94 in 2024.
In the Philippines, the Audio Advertising market is witnessing a surge in programmatic ad buying, enhancing targeting capabilities and maximizing campaign effectiveness.

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 Philippines is experiencing significant growth and development due to several key factors.

Customer preferences: Customers in Philippines have shown a strong preference for audio advertising due to its effectiveness in reaching a wide audience. With the rise of smartphones and other mobile devices, people are increasingly consuming audio content on the go, making it an ideal medium for advertisers to connect with their target audience. Additionally, audio advertising is less intrusive compared to other forms of advertising, allowing customers to engage with the content without interruption.

Trends in the market: One of the key trends in the Audio Advertising market in Philippines is the increasing popularity of streaming platforms and podcasts. Streaming platforms such as Spotify and Apple Music have gained a significant user base in the country, providing advertisers with a valuable opportunity to reach a large audience through audio ads. Similarly, podcasts have seen a surge in popularity, with many Filipinos tuning in to their favorite shows regularly. This trend has created a new avenue for advertisers to reach their target audience through podcast sponsorships and ad placements. Another trend in the market is the integration of programmatic advertising in the audio advertising landscape. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend has gained traction in Philippines as advertisers look for ways to optimize their advertising budgets and reach their target audience more effectively.

Local special circumstances: The cultural diversity in Philippines presents a unique challenge and opportunity for audio advertisers. The country is composed of various ethnic groups and languages, each with its own distinct culture and preferences. Advertisers need to take this into consideration and tailor their audio ads to resonate with the local audience. This presents an opportunity for advertisers to create localized and culturally relevant content that can effectively engage with the target audience.

Underlying macroeconomic factors: The growing economy of Philippines has played a significant role in the development of the Audio Advertising market. As the economy continues to grow, more businesses are investing in advertising to increase their brand awareness and reach. This has led to an increase in demand for audio advertising services, creating opportunities for growth and innovation in the market. In conclusion, the Audio Advertising market in Philippines is experiencing growth and development due to customer preferences for audio content, the rise of streaming platforms and podcasts, the integration of programmatic advertising, the need for localized and culturally relevant content, and the growing economy. These factors are driving the market forward and creating opportunities for advertisers to connect with their target audience effectively.

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.