Market Insights Advertising & Media Advertising

Audio Advertising - United States

United States

Ad spending in the Audio Advertising market in the United States is forecasted to reach €17.68bn in 2024.
The largest market within this market is Traditional Radio Advertising, with a market volume of €11.57bn in 2024.
When compared globally, the United States is expected to generate the highest ad spending in 2024, reaching €17.68bn.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be €52.42 in 2024.
In the United States, the trend of leveraging programmatic technology for targeted audio advertising is rapidly gaining traction in the advertising market.

Key regions: China, Asia, Australia, France, Germany

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Analyst Opinion

The Audio Advertising market in United States has experienced significant growth in recent years, driven by changing customer preferences and the rise of digital audio platforms.

Customer preferences: Consumers in United States are increasingly turning to digital audio platforms such as streaming services and podcasts for their entertainment and information needs. This shift in consumer behavior has created new opportunities for advertisers to reach their target audience through audio advertisements. With the rise of mobile devices and the increasing popularity of audio streaming services, consumers can now listen to music, podcasts, and other audio content anytime and anywhere. This has led to a surge in demand for audio advertising, as advertisers recognize the effectiveness of reaching consumers through this medium.

Trends in the market: One of the key trends in the Audio Advertising market in United States is the growing popularity of programmatic audio advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and behavior, enabling them to deliver personalized and relevant audio ads. This trend has been driven by advancements in technology and data analytics, which have made it easier for advertisers to identify and reach their target audience. As a result, programmatic audio advertising has become a preferred choice for many advertisers, as it offers greater efficiency and effectiveness in reaching the right audience. Another trend in the market is the integration of voice-activated devices and smart speakers into consumers' daily lives. Devices such as Amazon Echo and Google Home have gained widespread adoption in United States, providing consumers with a convenient and hands-free way to access audio content. This has opened up new opportunities for advertisers to reach consumers through audio advertisements that are delivered through these devices. Advertisers are increasingly leveraging voice-activated devices to engage with consumers in a more interactive and personalized manner, creating a more immersive audio advertising experience.

Local special circumstances: United States has a highly competitive audio advertising market, with a wide range of players including traditional broadcasters, streaming services, and podcast platforms. This competition has led to innovation and investment in the development of new audio advertising formats and technologies. Advertisers in United States have been quick to adopt new audio advertising formats such as native audio ads, interactive audio ads, and dynamic audio ads, to capture the attention of consumers and drive engagement.

Underlying macroeconomic factors: The strong economic growth in United States has contributed to the growth of the Audio Advertising market. As the economy continues to expand, businesses are increasing their advertising budgets to reach a larger audience and drive sales. This has led to increased investment in audio advertising, as advertisers recognize the effectiveness of reaching consumers through this medium. Additionally, the high levels of smartphone and internet penetration in United States have made it easier for advertisers to reach their target audience through digital audio platforms. The widespread adoption of mobile devices and the availability of high-speed internet connections have created a favorable environment for the growth of audio advertising in United States.

Methodology

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.