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市場調查報告書
商品編碼
1754353
2025 年至 2033 年廣播廣告市場規模、佔有率、趨勢及預測(按類型和地區)Radio Advertising Market Size, Share, Trends and Forecast by Type and Region, 2025-2033 |
2024年,全球廣播廣告市場規模達404.7億美元。展望未來, IMARC Group預測,到2033年,市場規模將達到571億美元,2025-2033年期間的複合年成長率為3.9%。北美目前佔據市場主導地位,2024年將佔據超過35.0%的市場。廣泛的受眾覆蓋範圍、通勤聽眾、成本效益、程序化廣告、數位串流媒體成長以及強大的本地參與度是推動廣播廣告市場佔有率成長的一些主要因素。
廣播廣告市場因其廣泛的受眾覆蓋率、具成本效益以及對各行各業的適應性而穩步成長。其中一個主要促進因素是廣播的高滲透率,尤其是在農村和郊區,廣播仍然是這些地區主要的娛樂和資訊來源。數位廣播和串流媒體服務的興起,為廣告主透過個人化和程式化廣告瞄準特定人群提供了更多機會。此外,汽車聽眾依然強勁,數百萬人在通勤時收聽廣播。此外,與電視和數位廣告相比,廣播廣告價格實惠,使其成為本地企業和中小企業的首選。互動式廣告和基於行動號召的廣告的整合進一步增強了參與度,確保了在不斷變化的媒體格局中持續的需求。
美國廣播廣告市場受高普及率的驅動,每天有數百萬聽眾收聽廣播,尤其是在通勤期間。 SiriusXM、iHeartRadio 和 Pandora 等數位和衛星廣播平台的蓬勃發展擴大了受眾覆蓋範圍,使廣告商能夠更有效地定位特定人群。例如,2025 年 2 月,SiriusXM 推出了“Page Six Radio”,這是一檔全新的每日早間節目,展示來自《紐約郵報》第六版的流行文化和最新名人動態。 「Page Six Radio」由《紐約郵報》主播丹尼·墨菲和埃文·瑞爾主持,伊恩·莫爾編輯,將與這家知名娛樂新聞媒體的版面同步,提供最新新聞、幕後故事和每日熱門娛樂新聞的獨家見解。此外,程式化廣告和人工智慧驅動的廣告個人化提升了廣告商的參與度和投資報酬率。與電視和數位廣告相比,廣播廣告的成本效益使其成為本地企業和政治競選活動的理想選擇。此外,播客和串流媒體服務的整合進一步豐富了廣告機會。
受眾廣泛,參與度高
廣播依然是廣泛普及的媒體,每天涵蓋城市、郊區和農村地區數百萬聽眾。通勤者、辦公室職員和家庭聽眾定期收聽調幅/調頻電台,這使得廣播成為廣告商的有效平台。此外,廣播因其個性化和對話式的特質而具有很高的參與度,使品牌能夠在親密可信的環境中與受眾建立聯繫。與用戶可以跳過廣告的數位平台不同,廣播的廣告留存率更高,因此成為尋求廣泛而精準的受眾曝光的企業的首選。例如,2025年3月,全美獨立企業聯合會(NFIB)——美國倡導小型企業權益的首要組織——發起了一場全州範圍的廣播和數位廣告宣傳活動,呼籲國會停止大幅增稅。該活動強調,如果國會不將20%的小型企業稅收減免永久化,小型企業將面臨嚴重影響。
數位和衛星廣播的發展
數位廣播、串流服務和衛星廣播平台(例如 SiriusXM、iHeartRadio 和 Pandora)的興起改變了廣告格局。這些平台使廣告主能夠利用資料分析、程序化廣告和精準行銷來觸及特定的聽眾。隨著從傳統的 AM/FM 廣播轉向點播和網路平台的轉變,品牌現在可以根據聽眾的偏好、地理位置和行為來投放廣告,從而提高廣告效果。這種轉變為品牌創造了新的機遇,尤其是那些瞄準科技和行動受眾的品牌,從而帶來了積極的廣播廣告市場前景。例如,2024 年 12 月,美國受眾覆蓋率領先的音訊公司 iHeartMedia 推出了其全新的 iHeartRadio 應用,該應用程式經過改進,具有創新的行動功能,並支援存取獨特的內容。全新改版的應用程式介面是 iHeartRadio 自 2011 年推出以來最重要的產品改進,它優先考慮了用戶對車載廣播的便利性和直覺性的需求,有效地將傳統的車載廣播體驗與行動串流媒體連接起來。基於全面的用戶研究和回饋,全新改版的 iHeartRadio 應用程式展現了 iHeartMedia 致力於利用所有現有技術工具,根據當今受眾的特定需求,提供流暢、直覺的廣播收聽體驗。
成本效益和本地廣告吸引力
與電視和數位廣告相比,廣播廣告價格更實惠,對小型和本地企業來說是一個相當吸引人的選擇。地方廣播電台為企業提供針對特定社群的客製化廣告位,幫助品牌建立區域品牌知名度。此外,廣播廣告的製作成本相對較低,這使得企業能夠頻繁地進行宣傳活動,有效地強化品牌訊息。例如,2024年9月,瑞士廣播世界 (Swiss Radioworld) 和 CH Media 與瑞士私營廣播協會 (VSP) 和羅曼德地區廣播電台 (RRR) 合作發起了一項宣傳活動,旨在強調廣播廣告作為瑞士廣告業極具吸引力的促銷工具的優勢。這種經濟實惠的價格,加上廣播能夠觸及利基市場的能力,確保廣告主獲得高投資報酬率 (ROI)。
The global radio advertising market size was valued at USD 40.47 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 57.1 Billion by 2033, exhibiting a CAGR of 3.9% during 2025-2033. North America currently dominates the market, holding a significant market share of over 35.0% in 2024. The wide audience reach, commuter listenership, cost-effectiveness, programmatic advertising, digital streaming growth, and strong local engagement are some of the major factors fueling the radio advertising market share.
The market for radio advertising is experiencing steady growth due to its wide audience reach, cost-effectiveness, and adaptability to various industries. One major driver is the high penetration of radio, especially in rural and suburban areas, where it remains a primary source of entertainment and information. The rise of digital radio and streaming services has expanded opportunities for advertisers to target specific demographics through personalized and programmatic ads. Additionally, automobile listenership remains strong, with millions tuning in while commuting. Moreover, radio advertising is affordable compared to television and digital ads, making it a preferred choice for local businesses and SMEs. The integration of interactive and call-to-action-based advertising further enhances engagement, ensuring continued demand in the evolving media landscape.
The market for radio advertising in the United States is driven by high radio penetration, with millions of listeners tuning in daily, especially during commutes. The growth of digital and satellite radio platforms, such as SiriusXM, iHeartRadio, and Pandora, has expanded audience reach, enabling advertisers to target specific demographics more effectively. For instance, in February 2025, SiriusXM revealed the debut of "Page Six Radio," a fresh daily morning program showcasing pop culture and the newest celebrity updates from the New York Post's Page Six. Featuring the latest news, behind-the-scenes stories, and unique insights from the day's top entertainment headlines, "Page Six Radio," hosted by New York Post anchors Danny Murphy and Evan Real and edited by Ian Mohr, will mirror the pages of the renowned entertainment news outlet. Additionally, programmatic advertising and AI-driven ad personalization have enhanced engagement and ROI for advertisers. The cost-effectiveness of radio ads, compared to TV and digital ads, makes it an attractive option for local businesses and political campaigns. Moreover, the integration of podcasts and streaming services has further diversified advertising opportunities.
Wide Audience Reach and High Engagement
Radio remains a widely accessible medium, reaching millions of listeners daily across urban, suburban, and rural areas. Commuters, office workers, and home listeners regularly tune in to AM/FM stations, making radio an effective platform for advertisers. Additionally, radio fosters high engagement due to its personalized and conversational nature, allowing brands to connect with audiences in an intimate and trusted environment. Unlike digital platforms where users can skip ads, radio ensures higher ad retention rates, making it a preferred choice for businesses seeking broad yet targeted audience exposure. For instance, in March 2025, NFIB, the foremost organization advocating for small businesses in the country, commenced a statewide radio and digital advertising campaign calling on Congress to halt a significant tax increase on small firms. The campaign emphasizes the serious effects small businesses will encounter if Congress does not make the 20% Small Business Tax Deduction permanent.
Growth of Digital and Satellite Radio
The rise of digital radio, streaming services, and satellite radio platforms (e.g., SiriusXM, iHeartRadio, and Pandora) has transformed the advertising landscape. These platforms enable advertisers to leverage data analytics, programmatic advertising, and targeted marketing to reach specific listener demographics. With the shift from traditional AM/FM radio to on-demand and internet-based platforms, brands can now place ads based on listener preferences, geography, and behavior, enhancing ad effectiveness. This shift has created new opportunities for brands, especially those targeting tech-savvy and mobile audiences, creating a positive radio advertising market outlook. For instance, in December 2024, iHeartMedia, the leading audio company in the U.S. by audience reach, unveiled its new iHeartRadio app, revamped with innovative mobile features and access to unique content. The revamped app interface - iHeartRadio's most important product enhancement since its debut in 2011 - prioritizes the convenience and straightforwardness that users desire and anticipate with broadcast radio in their vehicles, effectively connecting the conventional car radio experience with mobile streaming. Based on comprehensive user research and feedback, the revamped iHeartRadio app demonstrates iHeartMedia's dedication to providing a smooth and straightforward radio listening experience tailored to the specific needs of today's audience utilizing all current technological tools.
Cost-Effectiveness and Local Advertising Appeal
Compared to television and digital ads, radio advertising is more affordable, making it an attractive option for small and local businesses. Local radio stations provide businesses with customized ad placements that target specific communities, helping brands build regional brand awareness. Additionally, the relatively low production cost of radio ads allows businesses to run frequent campaigns, reinforcing brand messages effectively. For instance, in September 2024, Swiss Radioworld and CH Media initiated a communication campaign in collaboration with the Association of Swiss Private Radios (VSP) and the Radios Regionales Romandes (RRR) to highlight the advantages of radio advertising as an appealing sales promotion tool in the Swiss advertising sector. This affordability, combined with radio's ability to reach niche markets, ensures that advertisers achieve a high return on investment (ROI).
Traditional radio advertising as the largest type in 2024, holding around 75.0% of the market. Traditional radio advertising holds the largest share of the radio advertising market due to its wide audience reach, cost-effectiveness, and strong local engagement. FM and AM radio stations continue to attract large listener bases, especially in rural areas, commuting populations, and regions with limited internet access. Businesses prefer traditional radio ads for their affordability and ability to target specific demographics based on station formats. Additionally, live endorsements, jingles, and time-specific ads create a strong impact. Despite digital growth, traditional radio remains dominant due to its established listener loyalty, high accessibility in vehicles, and effectiveness in regional and community-based marketing.
In 2024, North America accounted for the largest market share of over 35.0%. The radio advertising demand in North America is driven by high listener engagement, local market targeting, and cost-effectiveness compared to other advertising channels. Commuter-driven listenership, particularly through FM/AM radio and satellite radio, keeps radio a strong advertising platform. The rise of programmatic radio advertising and integrated digital radio platforms, such as Spotify and iHeartRadio, also boost market growth. Live sports, talk shows, and music stations attract diverse audiences, making radio a key medium for advertisers. Additionally, local businesses rely on radio for community outreach, while national brands use it for broad yet targeted messaging, reinforcing radio's advertising relevance in North America.
United States Radio Advertising Market Analysis
In 2024, the United States accounted for over 93.20% of the radio advertising market in North America. The United States sees a surge in radio advertising as the e-commerce sector expands, driving businesses to explore cost-effective and targeted promotional strategies. For instance, in 2024, US eCommerce sales increased 2.8% from the previous quarter and a 7.2% increase compared to the same quarter last year. Online shopping trends influence advertisers to leverage radio's broad reach, integrating digital campaigns with traditional audio formats. Retailers utilize programmatic ad placements to align promotions with consumer behaviours, ensuring maximum engagement. The demand for localized advertising grows as brands seek to connect with audiences preferring audio-based content. Streaming radio platforms benefit from rising online shopping preferences, offering customized ad slots that resonate with digital consumers. Advertisers integrate interactive elements, linking audio promotions to mobile and online platforms. Small and medium-sized enterprises expand radio spending, capitalizing on its affordability and influence. Digital transformation in retail fosters innovative advertising approaches, blending traditional and digital channels seamlessly. The synergy between e-commerce and radio boosts brand visibility, increasing consumer recall and conversions. As shopping habits shift towards digital convenience, advertisers find radio an essential medium for product promotions.
Asia Pacific Radio Advertising Market Analysis
Asia-Pacific experiences heightened radio advertising investment, fuelled by media and entertainment growth across multiple platforms. According to the India Brand Equity Foundation, revenues from the media and entertainment sector are predicted to increase by 9.7% a year, reaching USD 73.6 billion by 2027. Expanding radio networks cater to entertainment-driven audiences, drawing advertisers seeking wider reach. Broadcasting innovations enhance audience engagement, aligning with evolving content consumption habits. Entertainment brands integrate radio into promotional campaigns, leveraging its accessibility and high listener retention. Digital streaming and on-demand audio services expand advertiser opportunities, fostering personalized advertising experiences. The increasing popularity of infotainment programs creates demand for creative ad placements, optimizing audience connection. Cross-platform integrations between traditional and digital media strengthen radio's presence in advertising strategies. Advertisers capitalize on evolving entertainment trends, embedding campaigns within high-engagement radio segments. Industry players invest in premium content, attracting brands looking for strategic AD placements. The expansion of local and regional entertainment ecosystems broadens advertising avenues, facilitating audience targeting. The synergy between entertainment and radio amplifies brand messages, reinforcing the sector's growing significance in advertising strategies.
Europe Radio Advertising Market Analysis
Europe witnesses increasing radio advertising adoption as the number of radio listeners continues to expand, providing advertisers with a growing audience base. For instance, in 2020, there were over 53 million radio listeners in Germany, with an average daily usage length of almost 4 hours. With radio remaining a preferred medium for entertainment, information, and news, businesses recognize its potential for delivering impactful advertisements to a diverse demographic. The steady increase in daily listeners reinforces radio's effectiveness in capturing audience attention, driving demand for well-crafted advertising campaigns. Advertisers leverage radio's credibility and widespread accessibility to connect with consumers, ensuring strong engagement levels across various industries. The integration of digital streaming with traditional broadcasting enhances opportunities for personalized advertising, making radio an attractive platform for brand messaging. As listener habits evolve with changing content consumption patterns, brands refine their marketing strategies to maximize engagement through radio advertising.
Latin America Radio Advertising Market Analysis
Latin America benefits from rising radio advertising adoption, driven by increasing smartphone penetration, which enhances accessibility to digital and traditional radio broadcasts. According to GSMA, by the end of 2021, there will be 500 million smartphone connections in Latin America, representing a 74% adoption rate. With more consumers using smartphones for media consumption, advertisers tap into radio's evolving digital presence to reach mobile audiences effectively. Mobile applications and streaming platforms facilitate seamless integration of radio advertising, aligning brand messaging with modern listening habits. The growing reliance on mobile connectivity expands radio's influence, providing advertisers with direct access to engaged listeners. Enhanced mobile engagement strengthens radio advertising strategies, ensuring sustained promotional effectiveness across industries seeking to leverage widespread smartphone adoption.
Middle East and Africa Radio Advertising Market Analysis
Middle East and Africa witness expanding radio advertising adoption as investment in information and communications technology (ICT) strengthens connectivity and media infrastructure. For instance, this year, the Middle East, Turkey, and Africa (META) will spend more than USD 238 billion on information and communications technology (ICT), a 4.5% increase over 2023. Enhanced ICT infrastructure supports the growth of digital radio platforms, broadening audience reach. The increasing investment in information and communications technology (ICT) facilitates innovative advertising solutions, including programmatic and location-based radio ads. Advertisers utilize ICT advancements to refine targeting strategies, ensuring optimized campaign performance. Strengthened ICT integration fosters seamless interaction between radio advertising and digital channels, driving improved consumer engagement. The investment in information and communications technology (ICT) bolsters the effectiveness of radio advertising, reinforcing its relevance in evolving media landscapes.
The radio advertising market is highly competitive, with major players including iHeartMedia, Cumulus Media, SiriusXM, and Audacy dominating the industry. Traditional AM/FM radio stations compete with satellite radio, digital streaming platforms like Spotify and Pandora, and podcast advertising. The rise of programmatic radio advertising allows for targeted, data-driven ad placements, intensifying competition among broadcasters. Local radio stations continue to attract small and medium businesses, while national advertisers focus on syndicated programs and popular talk shows. As audio consumption shifts towards digital platforms, traditional broadcasters are expanding their digital offerings to retain ad revenue and audience engagement in an evolving market.
Figure 4 1: Global: Advertising Market: Sales Value (in Billion USD), 2019-2024
Figure 4 2: Global: Advertising Market: Breakup by Segment (in %), 2024
Figure 4 3: Global: Advertising Market: Regional Breakup by Value (in Billion USD), 2019 & 2024
Figure 4 4: Global: Advertising Market: Regional Breakup (in %), 2024
Figure 4 5: Global: Advertising Market: Share of Key Players (in %), 2024
Figure 4 6: Global: Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
Figure 4 7: Global: Advertising Market Forecast: Breakup by Segment (in %), 2033
Figure 4 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2033
Figure 5 1: Global: Radio Advertising Market: Sales Value (in Billion USD), 2019-2024
Figure 5 2: Global: Radio Advertising Market: Value Breakup by Type (in %), 2024
Figure 5 3: Global: Traditional Radio Advertising Market: Sales Value (in Billion USD), 2019-2024
Figure 5 4: Global: Traditional Radio Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
Figure 5 5: Global: Terrestrial Radio Broadcast Advertising Market: Sales Value (in Billion USD), 2019-2024
Figure 5 6: Global: Terrestrial Radio Broadcast Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
Figure 5 7: Global: Terrestrial Radio Online Advertising Market: Sales Value (in Billion USD), 2019-2024
Figure 5 8: Global: Terrestrial Radio Online Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
Figure 5 9: Global: Satellite Radio Advertising Market: Sales Value (in Billion USD), 2019-2024
Figure 5 10: Global: Satellite Radio Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
Figure 5 11: Global: Radio Advertising Market: Regional Breakup by Value (in Billion USD), 2024 and 2033
Figure 5 12: Global: Radio Advertising Market: Regional Breakup (in %), 2024
Figure 5 13: North America: Radio Advertising Market: Sales Value (in Billion USD), 2024 and 2033
Figure 5 14: Europe, Middle East & Africa: Radio Advertising Market: Sales Value (in Billion USD), 2024 and 2033
Figure 5 15: Asia Pacific: Radio Advertising Market: Sales Value (in Billion USD), 2024 and 2033
Figure 5 16: Latin America: Radio Advertising Market: Sales Value (in Billion USD), 2024 and 2033
Figure 5 17: Global: Radio Advertising Market: Breakup by Industry (in %), 2024
Figure 5 18: Global: Radio Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
Figure 5 19: Global: Radio Advertising Industry: SWOT Analysis
Figure 5 20: Global: Radio Advertising Industry: Value Chain Analysis
Figure 5 21: Global: Radio Advertising Industry: Porter's Five Forces Analysis
Table 4 1: Global: Advertising Market: Performance of Various Segments, (in Billion USD), 2019-2024
Table 4 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion USD), 2025-2033
Table 5 1: Global: Radio Advertising Market Forecast: Breakup by Type (in Billion USD), 2025-2033
Table 5 2: Global: Radio Advertising Market Forecast: Breakup by Industry (in Billion USD), 2025-2033
Table 5 3: Global: Radio Advertising Market Forecast: Breakup by Region (in Billion USD), 2025-2033