按类型（传统广播广告、地面广播广播广告、地面广播线上广告、卫星广播广告）和地区分類的广播广告市场报告 2024-2032

2023 年，全球广播广告IMARC Group规模达到 389 亿美元。

广播广告是全球最古老的广告形式之一。它向广大观众广播音讯内容，并且与电视广告相比相对便宜，因为製作复杂且引人注目的视觉效果不会产生任何费用。儘管出现了互联网等新型广告平台，但由于其便携性等原因，广播仍然在市场上占有相当大的份额。此外，由于它作为一种有影响力的宣传途径，受到全球大小公司的广泛青睐。

广播广告市场趋势：

广播是一种高效、便携的广告媒体，可以吸引更广泛的受众。因此，领先品牌和广告商依靠广播广告与目标受众沟通。许多国家和国际组织的管理当局也利用它来进行大规模外展计划。除此之外，由于世界大部分地区都有广播电台，广播成为居住在偏远和农村地区的人们唯一的资讯和娱乐来源。此外，世界各地的人们更喜欢在开车、运动、玩电玩和做日常家务时听广播。这与支援广播的车载媒体应用程式的发展相结合，为广告商创造了利润丰厚的成长机会。此外，广播频道正在采用创新的解决方案，例如广播自动化软体，该软体与预先录製的音讯内容（例如歌曲、广告和访谈）整合。该软体还有助于经营多个电台或频道，预计将创造有利的市场前景。

本报告回答的关键问题

• 2023 年全球广播广告市场规模？
• 2024-2032 年预测期间内，全球广播广告市场前景如何？
• COVID-19 对全球广播广告市场有何影响？
• 全球广播广告市场的主要驱动因素是什么？
• 全球广播广告市场的主要趋势是什么？
• 全球广播广告市场按类型划分是怎样的？
• 全球广播广告产业的主要区域市场有哪些？
• 谁是全球广播广告产业的领导者？

目录

第一章：前言

第 2 章：范围与方法

• 研究目的
• 利害关係人
• 资料来源
  • 主要资源
  • 二手资料
• 市场预测
  • 自下而上的方法
  • 自上而下的方法
• 预测方法

第 3 章：简介

• 概述
• 执行摘要
• 主要行业趋势

第 4 章：全球广告市场

• 当前和历史的市场趋势
• 各板块业绩
• 各地区表现
• 关键参与者及其市场份额
• 市场预测

第 5 章：全球广播广告市场

• 市场概况
• 当前和历史的市场趋势
• COVID-19 的影响
• 市场区隔：按类型
  • 传统广播广告
  • 地面广播广告
  • 地面广播线上广告
  • 卫星广播广告
• 市场区隔：按地区
  • 北美洲
  • 欧洲、中东和非洲
  • 亚太地区
  • 拉丁美洲
• 市场区隔：依行业
• 市场预测
• 广播广告定价模型
• SWOT分析
  • 概述
  • 优势
  • 弱点
  • 机会
  • 威胁
• 价值链分析
  • 研究
  • 内容开发
  • 广告中介
  • 广播频道
  • 观众
• 波特五力分析
  • 供应商的议价能力
  • 买家的议价能力
  • 替代品的威胁
  • 竞争竞争
  • 新进入者的威胁
• 主要挑战

第 6 章：全球广播广告市场：竞争格局

• 市场结构
• 主要参与者简介
  • 威普集团
  • 宏盟集团有限公司
  • 阳狮集团
  • 埃培智集团公司
  • 电通国际集团

The global radio advertising market size reached US$ 38.9 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 56.3 Billion by 2032, exhibiting a growth rate (CAGR) of 4.1% during 2024-2032.

Radio advertising represents one of the oldest forms of advertising across the globe. It broadcasts audio content to a vast audience and is relatively cheaper as compared to television advertising as no expenses are incurred in making complex and eye-catchy visuals. Despite the advent of newer advertising platforms like the internet, radio still holds a considerable share in the market on account of reasons such as its portability. Moreover, as it acts as an influential route of publicity, it is widely preferred by both big and small companies worldwide.

Radio Advertising Market Trends:

Radio is an efficient and portable advertising medium that appeals to a broader audience. As a result, leading brands and advertisers rely on radio commercials to communicate with their target audience. It is also utilized by governing authorities of numerous countries and international organizations for mass outreach programs. Apart from this, due to the availability of radio stations in most parts of the world, radio acts as a sole source of information and entertainment for people residing in remote and rural regions. Moreover, individuals worldwide prefer listening to the radio while driving, exercising, playing video games, and performing daily chores. This, in confluence with the development of in-car media apps that support radio, is creating lucrative growth opportunities for advertisers. Furthermore, radio channels are employing innovative solutions, such as radio automation software, which is integrated with pre-recorded audio content, such as songs, commercials, and interviews. This software also assists in operating multiple stations or channels, which is anticipated to create a favorable market outlook.

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global radio advertising market report, along with forecasts at the global and regional levels from 2024-2032. Our report has categorized the market based on type.

Breakup by Type:

Traditional Radio Advertising

Terrestrial Radio Broadcast Advertising

Terrestrial Radio Online Advertising

Satellite Radio Advertising

Breakup by Key Regions:

North America

Europe, Middle East & Africa

Asia Pacific

Latin America

At present, North America enjoys the leading position in the market on account of the presence of the key broadcasting companies in the United States.

Competitive Landscape:

The competitive landscape of the market has been analyzed in the report, along with the detailed profiles of the major players operating in the industry. Some of these players are WPP plc, Omnicom Group Inc., Publicis Groupe S.A., The Interpublic Group of Companies, Inc., and Dentsu International Group.

Key Questions Answered in This Report

• 1. What was the global radio advertising market size in 2023?
• 2. What will be the global radio advertising market outlook during the forecast period 2024-2032?
• 3. What is the impact of COVID-19 on the global radio advertising market?
• 4. What are the major global radio advertising market drivers?
• 5. What are the major global radio advertising market trends?
• 6. What is the global radio advertising market breakup by type?
• 7. What are the major regional markets in the global radio advertising industry?
• 8. Who are the leading players in the global radio advertising industry?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Introduction

• 3.1 Overview
• 3.2 Executive Summary
• 3.3 Key Industry Trends

4 Global Advertising Market

• 4.1 Current and Historical Market Trends
• 4.2 Performance of Various Segments
• 4.3 Performance of Various Regions
• 4.4 Key Players and their Market Shares
• 4.5 Market Forecast

5 Global Radio Advertising Market

• 5.1 Market Overview
• 5.2 Current and Historical Market Trends
• 5.3 Impact of COVID-19
• 5.4 Market Breakup by Type
  • 5.4.1 Traditional Radio Advertising
  • 5.4.2 Terrestrial Radio Broadcast Advertising
  • 5.4.3 Terrestrial Radio Online Advertising
  • 5.4.4 Satellite Radio Advertising
• 5.5 Market Breakup by Region
  • 5.5.1 North America
  • 5.5.2 Europe, Middle East & Africa
  • 5.5.3 Asia Pacific
  • 5.5.4 Latin America
• 5.6 Market Breakup by Industry
• 5.7 Market Forecast
• 5.8 Radio Advertising Pricing Models
• 5.9 SWOT Analysis
  • 5.9.1 Overview
  • 5.9.2 Strengths
  • 5.9.3 Weaknesses
  • 5.9.4 Opportunities
  • 5.9.5 Threats
• 5.10 Value Chain Analysis
  • 5.10.1 Research
  • 5.10.2 Content Development
  • 5.10.3 Advertising Agencies
  • 5.10.4 Radio Channels
  • 5.10.5 Audience
• 5.11 Porters Five Forces Analysis
  • 5.11.1 Bargaining Power of Suppliers
  • 5.11.2 Bargaining Power of Buyers
  • 5.11.3 Threat of Substitutes
  • 5.11.4 Competitive Rivalry
  • 5.11.5 Threat of New Entrants
• 5.12 Key Challenges

6 Global Radio Advertising Market: Competitive Landscape

• 6.1 Market Structure
• 6.2 Profiles of Leading Players
  • 6.2.1 WPP plc
  • 6.2.2 Omnicom Group Inc.
  • 6.2.3 Publicis Groupe S.A.
  • 6.2.4 The Interpublic Group of Companies, Inc.
  • 6.2.5 Dentsu International Group

List of Figures

Figure 4 1: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023

Figure 4 2: Global: Advertising Market: Breakup by Segment (in %), 2023

Figure 4 3: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018 and 2023

Figure 4 4: Global: Advertising Market: Regional Breakup (in %), 2023

Figure 4 5: Global: Advertising Market: Share of Key Players (in %), 2023

Figure 4 6: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032

Figure 4 7: Global: Advertising Market Forecast: Breakup by Segment (in %), 2032

Figure 4 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2032

Figure 5 1: Global: Radio Advertising Market: Sales Value (in Billion US$), 2018-2023

Figure 5 2: Global: Radio Advertising Market: Value Breakup by Type (in %), 2023

Figure 5 3: Global: Traditional Radio Advertising Market: Sales Value (in Billion US$), 2018-2023

Figure 5 4: Global: Traditional Radio Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032

Figure 5 5: Global: Terrestrial Radio Broadcast Advertising Market: Sales Value (in Billion US$), 2018-2023

Figure 5 6: Global: Terrestrial Radio Broadcast Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032

Figure 5 7: Global: Terrestrial Radio Online Advertising Market: Sales Value (in Billion US$), 2018-2023

Figure 5 8: Global: Terrestrial Radio Online Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032

Figure 5 9: Global: Satellite Radio Advertising Market: Sales Value (in Billion US$), 2018-2023

Figure 5 10: Global: Satellite Radio Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032

Figure 5 11: Global: Radio Advertising Market: Regional Breakup by Value (in Billion US$), 2023 and 2032

Figure 5 12: Global: Radio Advertising Market: Regional Breakup (in %), 2023

Figure 5 13: North America: Radio Advertising Market: Sales Value (in Billion US$), 2023 and 2032

Figure 5 14: Europe, Middle East & Africa: Radio Advertising Market: Sales Value (in Billion US$), 2023 and 2032

Figure 5 15: Asia Pacific: Radio Advertising Market: Sales Value (in Billion US$), 2023 and 2032

Figure 5 16: Latin America: Radio Advertising Market: Sales Value (in Billion US$), 2023 and 2032

Figure 5 17: Global: Radio Advertising Market: Breakup by Industry (in %), 2023

Figure 5 18: Global: Radio Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032

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

List of Tables

Table 4 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2018-2023

Table 4 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2024-2032

Table 5 1: Global: Radio Advertising Market Forecast: Breakup by Type (in Billion US$), 2024-2032

Table 5 2: Global: Radio Advertising Market Forecast: Breakup by Industry (in Billion US$), 2024-2032

Table 5 3: Global: Radio Advertising Market Forecast: Breakup by Region (in Billion US$), 2024-2032