Audio Advertising - South America

Ad spending in South America's Audio Advertising market is forecasted to reach US$1.22bn in 2024.
The largest market in the region is Traditional Radio Advertising with a market volume of US$945.20m in 2024.
In a global context, 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$4.08 in 2024.
In Brazil, the rise of programmatic audio advertising is reshaping the industry landscape, offering targeted and personalized messaging to engage audiences effectively.

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 South America is witnessing significant growth and development due to several factors. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to the expansion of this industry. Customer preferences in South America play a crucial role in the growth of the Audio Advertising market. With the increasing popularity of streaming services and digital platforms, consumers are spending more time listening to audio content. This shift in consumer behavior has created a demand for targeted and personalized audio advertisements. Advertisers are now focusing on creating engaging and relevant audio ads to capture the attention of the audience. Trends in the market also contribute to the development of the Audio Advertising industry in South America. Programmatic advertising, which uses automated technology to buy and sell ad inventory, is gaining traction in the region. This trend allows advertisers to reach their target audience more efficiently and effectively. Additionally, the rise of podcasts and audio streaming platforms has created new opportunities for advertisers to connect with listeners through sponsored content and native advertising. Local special circumstances in South America further drive the growth of the Audio Advertising market. The region has a large and diverse population, with different languages and cultural preferences. Advertisers are recognizing the importance of tailoring their audio ads to specific local markets to resonate with the audience. This localization strategy helps to create a more personalized and impactful advertising experience for consumers. Underlying macroeconomic factors also play a role in the development of the Audio Advertising market in South America. The region has been experiencing steady economic growth, which has led to an increase in disposable income and consumer spending. As a result, advertisers are investing more in audio advertising to capitalize on the growing consumer market. In conclusion, the Audio Advertising market in South America is expanding due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Advertisers are focusing on creating personalized and engaging audio ads to cater to the changing consumer behavior. The rise of programmatic advertising, podcasts, and audio streaming platforms are also contributing to the growth of this industry. With a large and diverse population, South America presents a significant opportunity for advertisers to connect with their target audience through localized audio advertising strategies.

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.