廣播廣告市場：2023-2028 年全球行業趨勢、佔有率、規模、成長、機遇和預測

2023-2028 年市場概覽：

2022年全球廣播廣告市場規模達到372億美元。展望未來，IMARC Group預計到2028年市場規模將達到488億美元，2023-2028年復合年成長率（CAGR）為4.48%。

廣播廣告是全球最古老的廣告形式之一。它向廣大觀眾廣播音頻內容，並且與電視廣告相比相對便宜，因為製作複雜且引人注目的視覺效果不會產生任何費用。儘管出現了網際網路等新型廣告平台，但由於其攜帶性等原因，廣播仍然在市場上佔有相當大的佔有率。此外，由於它作為一種有影響力的宣傳途徑，受到全球大小公司的廣泛青睞。

廣播廣告市場趨勢：

廣播是一種高效、攜帶的廣告媒體，可以吸引更廣泛的受眾。因此，領先品牌和廣告商依靠廣播廣告與目標受眾進行溝通。許多國家和國際組織的管理當局也利用它來開展大規模外展計劃。除此之外，由於世界大部分地區都有廣播電台，廣播成為居住在偏遠和農村地區的人們唯一的資訊和娛樂來源。此外，世界各地的人們更喜歡在開車、鍛煉、玩電動遊戲和做日常家務時聽廣播。這與支持廣播的車載媒體應用程式的開發相結合，為廣告商創造了利潤豐厚的成長機會。此外，廣播頻道正在採用創新的解決方案，例如廣播自動化軟體，該軟體與預先錄製的音頻內容（例如歌曲、廣告和採訪）整合。該軟體還有助於營運多個電台或頻道，預計將創造有利的市場前景。

本報告回答的關鍵問題

• 2022 年全球廣播廣告市場規模是多少？
• 2023-2028 年預測期內，全球廣播廣告市場前景如何？
• COVID-19 對全球廣播廣告市場有何影響？
• 全球廣播廣告市場的主要促進因素是什麼？
• 全球廣播廣告市場的主要趨勢是什麼？
• 全球廣播廣告市場按類型分類是怎樣的？
• 全球廣播廣告行業的主要區域市場有哪些？
• 誰是全球廣播廣告行業的領先者？

目錄

第一章：前言

第 2 章：範圍和方法

• 研究目的
• 利益相關者
• 數據源
  • 主要資源
  • 二手資料
• 市場預測
  • 自下而上的方法
  • 自上而下的方法
• 預測方法

第 3 章：簡介

• 概述
• 執行摘要
• 主要行業趨勢

第 4 章：全球廣告市場

• 當前和歷史的市場趨勢
• 各板塊業績
• 各地區表現
• 關鍵參與者及其市場佔有率
• 市場預測

第 5 章：全球廣播廣告市場

• 市場概況
• 當前和歷史的市場趨勢
• COVID-19 的影響
• 按類型分類的市場細分
  • 傳統廣播廣告
  • 地面廣播廣告
  • 地面廣播線上廣告
  • 衛星廣播廣告
• 按地區分類的市場細分
  • 北美
  • 歐洲、中東和非洲
  • 亞太地區
  • 拉丁美洲
• 按行業分類的市場細分
• 市場預測
• 廣播廣告定價模型
• SWOT分析
  • 概述
  • 優勢
  • 弱點
  • 機會
  • 威脅
• 價值鏈分析
  • 研究
  • 內容開發
  • 廣告中介
  • 廣播頻道
  • 觀眾
• 波特五力分析
  • 供應商的議價能力
  • 買家的議價能力
  • 替代品的威脅
  • 競爭競爭
  • 新進入者的威脅
• 主要挑戰

第 6 章：全球廣播廣告市場：競爭格局

• 市場結構
• 主要參與者簡介
  • 威普集團
  • 宏盟Group Limited
  • 陽獅集團
  • 埃培智集團公司
  • 電通國際集團

Market Overview 2023-2028:

The global radio advertising market size reached US$ 37.2 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 48.8 Billion by 2028, exhibiting a growth rate (CAGR) of 4.48% during 2023-2028.

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 2023-2028. Our report has categorized the market based on 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 2022?
• 2. What will be the global radio advertising market outlook during the forecast period 2023-2028?
• 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$), 2017-2022

Figure 4 2: Global: Advertising Market: Breakup by Segment (in %), 2022

Figure 4 3: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2017 and 2022

Figure 4 4: Global: Advertising Market: Regional Breakup (in %), 2022

Figure 4 5: Global: Advertising Market: Share of Key Players (in %), 2022

Figure 4 6: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028

Figure 4 7: Global: Advertising Market Forecast: Breakup by Segment (in %), 2028

Figure 4 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2028

Figure 5 1: Global: Radio Advertising Market: Sales Value (in Billion US$), 2017-2022

Figure 5 2: Global: Radio Advertising Market: Value Breakup by Type (in %), 2022

Figure 5 3: Global: Traditional Radio Advertising Market: Sales Value (in Billion US$), 2017-2022

Figure 5 4: Global: Traditional Radio Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028

Figure 5 5: Global: Terrestrial Radio Broadcast Advertising Market: Sales Value (in Billion US$), 2017-2022

Figure 5 6: Global: Terrestrial Radio Broadcast Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028

Figure 5 7: Global: Terrestrial Radio Online Advertising Market: Sales Value (in Billion US$), 2017-2022

Figure 5 8: Global: Terrestrial Radio Online Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028

Figure 5 9: Global: Satellite Radio Advertising Market: Sales Value (in Billion US$), 2017-2022

Figure 5 10: Global: Satellite Radio Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028

Figure 5 11: Global: Radio Advertising Market: Regional Breakup by Value (in Billion US$), 2022 and 2028

Figure 5 12: Global: Radio Advertising Market: Regional Breakup (in %), 2022

Figure 5 13: North America: Radio Advertising Market: Sales Value (in Billion US$), 2022 and 2028

Figure 5 14: Europe, Middle East & Africa: Radio Advertising Market: Sales Value (in Billion US$), 2022 and 2028

Figure 5 15: Asia Pacific: Radio Advertising Market: Sales Value (in Billion US$), 2022 and 2028

Figure 5 16: Latin America: Radio Advertising Market: Sales Value (in Billion US$), 2022 and 2028

Figure 5 17: Global: Radio Advertising Market: Breakup by Industry (in %), 2022

Figure 5 18: Global: Radio Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028

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$), 2017-2022

Table 4 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2023-2028

Table 5 1: Global: Radio Advertising Market Forecast: Breakup by Type (in Billion US$), 2023-2028

Table 5 2: Global: Radio Advertising Market Forecast: Breakup by Industry (in Billion US$), 2023-2028

Table 5 3: Global: Radio Advertising Market Forecast: Breakup by Region (in Billion US$), 2023-2028