2025 年至 2033 年广播广告市场规模、份额、趋势及预测（按类型和地区）

2024年，全球广播广告市场规模达404.7亿美元。展望未来， IMARC Group预测，到2033年，市场规模将达到571亿美元，2025-2033年期间的复合年增长率为3.9%。北美目前占据市场主导地位，2024年将占据超过35.0%的市场。广泛的受众覆盖范围、通勤听众、成本效益、程序化广告、数位串流媒体成长以及强大的本地参与度是推动广播广告市场份额成长的一些主要因素。

广播广告市场因其广泛的受众覆盖率、高性价比以及对各行各业的适应性而稳步增长。其中一个主要驱动因素是广播的高渗透率，尤其是在农村和郊区，广播仍然是这些地区主要的娱乐和资讯来源。数位广播和串流媒体服务的兴起，为广告主透过个人化和程式化广告瞄准特定人群提供了更多机会。此外，汽车听众依然强劲，数百万人在通勤时收听广播。此外，与电视和数位广告相比，广播广告价格实惠，使其成为本地企业和中小企业的首选。互动式广告和基于行动号召的广告的整合进一步增强了参与度，确保了在不断变化的媒体格局中持续的需求。

美国广播广告市场受高普及率的驱动，每天有数百万听众收听广播，尤其是在通勤期间。 SiriusXM、iHeartRadio 和 Pandora 等数位和卫星广播平台的蓬勃发展扩大了受众覆盖范围，使广告商能够更有效地定位特定人群。例如，2025 年 2 月，SiriusXM 推出了“Page Six Radio”，这是一檔全新的每日早间节目，展示来自《纽约邮报》第六版的流行文化和最新名人动态。 「Page Six Radio」由《纽约邮报》主播丹尼·墨菲和埃文·瑞尔主持，伊恩·莫尔编辑，将与这家知名娱乐新闻媒体的版面同步，提供最新新闻、幕后故事和每日热门娱乐新闻的独家见解。此外，程式化广告和人工智慧驱动的广告个人化提升了广告商的参与度和投资报酬率。与电视和数位广告相比，广播广告的成本效益使其成为本地企业和政治竞选活动的理想选择。此外，播客和串流媒体服务的整合进一步丰富了广告机会。

广播广告市场趋势：

受众广泛，参与度高

广播依然是广泛普及的媒体，每天涵盖城市、郊区和农村地区数百万听众。通勤者、办公室职员和家庭听众定期收听调幅/调频电台，这使得广播成为广告商的有效平台。此外，广播因其个性化和对话式的特质而具有很高的参与度，使品牌能够在亲密可信的环境中与受众建立联繫。与用户可以跳过广告的数位平台不同，广播的广告留存率更高，因此成为寻求广泛而精准的受众曝光的企业的首选。例如，2025年3月，全美独立企业联合会（NFIB）——美国倡导小型企业权益的首要组织——发起了一场全州范围的广播和数位广告宣传活动，呼吁国会停止大幅增税。该活动强调，如果国会不将20%的小型企业税收减免永久化，小型企业将面临严重影响。

数位和卫星广播的发展

数位广播、串流服务和卫星广播平台（例如 SiriusXM、iHeartRadio 和 Pandora）的兴起改变了广告格局。这些平台使广告主能够利用资料分析、程序化广告和精准行销来触及特定的听众。随着从传统的 AM/FM 广播转向点播和网路平台的转变，品牌现在可以根据听众的偏好、地理位置和行为来投放广告，从而提高广告效果。这种转变为品牌创造了新的机会，尤其是那些瞄准科技和行动受众的品牌，从而带来了积极的广播广告市场前景。例如，2024 年 12 月，美国受众覆盖率领先的音讯公司 iHeartMedia 推出了其全新的 iHeartRadio 应用，该应用程式经过改进，具有创新的行动功能，并支援存取独特的内容。全新改版的应用程式介面是 iHeartRadio 自 2011 年推出以来最重要的产品改进，它优先考虑了用户对车载广播的便利性和直觉性的需求，有效地将传统的车载广播体验与行动串流媒体连接起来。基于全面的用户研究和回馈，全新改版的 iHeartRadio 应用程式展现了 iHeartMedia 致力于利用所有现有技术工具，根据当今受众的特定需求，提供流畅、直观的广播收听体验。

成本效益和本地广告吸引力

与电视和数位广告相比，广播广告价格更实惠，对小型和本地企业来说是一个相当吸引人的选择。地方广播电台为企业提供针对特定社群的客製化广告位，帮助品牌建立区域品牌知名度。此外，广播广告的製作成本相对较低，这使得企业能够频繁地进行宣传活动，有效地强化品牌讯息。例如，2024年9月，瑞士广播世界 (Swiss Radioworld) 和 CH Media 与瑞士私营广播协会 (VSP) 和罗曼德地区广播电台 (RRR) 合作发起了一项宣传活动，旨在强调广播广告作为瑞士广告业极具吸引力的促销工具的优势。这种经济实惠的价格，加上广播能够触及利基市场的能力，确保广告主获得高投资报酬率 (ROI)。

目录

第一章：前言

第二章：范围与方法

• 研究目标
• 利害关係人
• 资料来源
  • 主要来源
  • 次要来源
• 市场评估
  • 自下而上的方法
  • 自上而下的方法
• 预测方法

第三章：简介

• 概述
• 执行摘要
• 主要行业趋势

第四章：全球广告市场

• 当前和历史市场趋势
• 各分部业绩
• 各地区表现
• 关键参与者及其市场份额
• 市场预测

第五章：全球广播广告市场

• 市场概览
• 当前和历史市场趋势
• COVID-19的影响
• 市场区隔：按类型
• 市场区隔：按地区
• 市场区隔：依行业
• 市场预测
• 广播广告定价模型
• SWOT分析
• 价值链分析
• 波特五力分析
• 主要挑战

第六章：全球广播广告市场：竞争格局

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

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.

Radio Advertising Market Trends:

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).

Radio Advertising Industry Segmentation:

Analysis by Type:

• Traditional Radio Advertising
• Terrestrial Radio Broadcast Advertising
• Terrestrial Radio Online Advertising
• Satellite Radio Advertising

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.

Regional Analysis:

• North America
• Asia Pacific
• Europe, Middle East and Africa
• Latin America

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.

Key Regional Takeaways:

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.

Competitive Landscape:

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.

The report provides a comprehensive analysis of the competitive landscape in the radio advertising market with detailed profiles of all major companies, including:

• WPP plc
• Omnicom Group Inc.
• Publicis Groupe S.A.
• The Interpublic Group of Companies, Inc.
• Dentsu International Group

Key Questions Answered in This Report

• 1.How big is the radio advertising market?
• 2.What is the future outlook of the radio advertising market?
• 3.What are the key factors driving the radio advertising market?
• 4.Which region accounts for the largest radio advertising market share?
• 5.Which are the leading companies in the global radio advertising market?

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 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

List of Tables

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