Audio Advertising - Turkey | Statista Market Forecast

In Turkey, ad spending within the Audio Advertising market is forecasted to reach US$102.10m in 2024.
The largest market is Digital Audio Advertising with a market volume of US$55.48m in 2024.
When compared globally, the United States leads in ad spending with US$19.07bn in 2024.
The average ad spending per listener in the Digital Audio Advertising market is expected to be US$4.09 in 2024.
Turkey's Audio Advertising market is rapidly expanding, with a surge in programmatic ad buying and a growing preference for podcast sponsorships.

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 Turkey has witnessed significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. Customer preferences in Turkey have shifted towards audio-based content, with a growing number of consumers opting for podcasts, music streaming services, and radio. This preference for audio content can be attributed to several factors, including the convenience and accessibility of listening to audio on-the-go, the ability to multitask while listening, and the immersive nature of audio storytelling. As a result, advertisers are recognizing the potential of audio advertising to reach and engage with their target audience effectively. Trends in the market further support the growth of audio advertising in Turkey. The rise of digital audio platforms, such as streaming services and podcasts, has created new opportunities for advertisers to reach consumers in a targeted and personalized manner. Advertisers can leverage these platforms to deliver tailored audio ads based on user preferences and behavior, thereby enhancing the effectiveness of their campaigns. Additionally, advancements in programmatic advertising technology have made it easier for advertisers to buy and sell audio ad inventory, enabling more efficient and cost-effective campaigns. Local special circumstances also contribute to the development of the audio advertising market in Turkey. The country has a young and tech-savvy population, with high smartphone penetration and internet usage rates. This digital-savvy audience is more receptive to audio advertising and is likely to engage with audio content across various devices. Furthermore, Turkey has a vibrant music and entertainment industry, which provides ample opportunities for advertisers to collaborate with popular artists and influencers, enhancing the reach and impact of their audio campaigns. Underlying macroeconomic factors also play a role in the growth of the audio advertising market in Turkey. The country has experienced steady economic growth in recent years, leading to increased consumer spending power. This has created a favorable environment for advertisers to invest in audio advertising and allocate more resources towards reaching their target audience effectively. Moreover, the Turkish advertising industry as a whole has been evolving, with advertisers increasingly diversifying their media mix to include audio platforms as part of their overall marketing strategy. In conclusion, the Audio Advertising market in Turkey is experiencing significant growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of audio advertising to effectively engage with their target audience, and advancements in technology have made it easier for them to leverage digital audio platforms. With a young and tech-savvy population and a vibrant music and entertainment industry, Turkey presents ample opportunities for advertisers to tap into the growing audio advertising market.

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.