Market Insights Advertising & Media Advertising

Audio Advertising - South Africa

South Africa

Ad spending in the Audio Advertising market in South Africa is forecasted to reach US$358.90m in 2024.
The largest market is Traditional Radio Advertising, with a market volume of US$329.90m in 2024.
When compared on a global scale, the United States leads in ad spending, expected to reach US$19,070.00m in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$8.26 in 2024.
South Africa sees a surge in Audio Advertising as companies tap into the diverse market for targeted brand messaging.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Audio Advertising market in South Africa has been experiencing significant growth in recent years. This can be attributed to several factors, including changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in South Africa have shifted towards audio content consumption in recent years. With the rise of smartphones and the increasing availability of affordable data plans, more people are accessing audio content through streaming platforms and podcasts. This has created a lucrative market for advertisers to reach their target audience through audio advertising. Additionally, South Africans have shown a preference for audio content that is tailored to their local culture and language, creating opportunities for localized audio advertising campaigns. One of the key trends in the Audio Advertising market in South Africa is the growing popularity of streaming platforms. Services like Spotify, Deezer, and Apple Music have gained a significant user base in the country, providing advertisers with a platform to reach a large and engaged audience. Ad-supported streaming services have also become popular, allowing advertisers to target users with relevant audio ads based on their listening preferences. Another trend in the market is the increasing use of programmatic advertising in the audio space. Programmatic audio advertising allows advertisers to target specific demographics and interests, ensuring that their ads are reaching the right audience. This trend is driven by advancements in technology and data analytics, enabling advertisers to make more informed decisions and optimize their campaigns for better results. In addition to customer preferences and market trends, several local special circumstances have contributed to the growth of the Audio Advertising market in South Africa. The country has a diverse population with multiple official languages, creating opportunities for advertisers to create localized audio ads that resonate with different cultural and linguistic groups. Furthermore, South Africa has a vibrant music and entertainment industry, attracting both local and international advertisers to invest in audio advertising campaigns. Underlying macroeconomic factors have also played a role in the development of the Audio Advertising market in South Africa. The country has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This has created a favorable environment for advertisers to invest in audio advertising as a means to reach and influence consumers. In conclusion, the Audio Advertising market in South Africa is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are capitalizing on the popularity of audio content consumption and leveraging platforms like streaming services to reach their target audience. The use of programmatic advertising and localized campaigns further enhances the effectiveness of audio advertising in South Africa.

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.