세계의 기존 라디오 광고 시장 보고서(2025년)
Traditional Radio Advertising Global Market Report 2025
상품코드 : 1811130
리서치사 : The Business Research Company
발행일 : On Demand Report
페이지 정보 : 영문 175 Pages
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한글목차

기존 라디오 광고 시장 규모는 향후 수년간 안정된 성장이 전망됩니다. 2029년 연평균 성장률(CAGR)은 3.9%로, 314억 달러로 성장합니다. 예측 기간의 성장은 시청자 도달 및 현지화, 청취자 참여 및 트러스, 브랜드 안전 및 컨텍스트 광고, 로컬 광고 기회, 타겟팅 광고 솔루션에 기인하는 것으로 보입니다. 예측 기간의 주요 동향에는 청취자 행동 변화에 대한 적응, 창의적인 스토리텔링 형식, 옴니채널 전략과의 통합, 현지화 광고, 적응형 가격 책정 모델 등이 포함될 것으로 보입니다.

향후 5년간 3.9%의 성장률 전망은 지난번 전망치보다 0.1% 소폭 하락한 수치입니다. 이 감소는 주로 미국과 다른 국가 간의 관세의 영향에 기인합니다. 전자기기와 FM 송신기 부품에 새로운 관세가 부과되면 방송사의 운영비용이 상승하고, 광고 예산의 자유도가 제한되어 광고주가 디지털 채널로 유입될 가능성이 있습니다. 또한 상호 관세와 무역 긴장과 제한 증가로 인한 세계 경제와 무역에 대한 악영향으로 인해 그 영향은 더욱 광범위하게 나타날 것으로 보입니다.

도시화의 진전은 기존 라디오 광고 시장의 확대에 크게 기여합니다. 도시로의 인구 이동을 특징으로 하는 도시화는 상품과 서비스를 찾는 개인들의 집중을 촉진합니다. 도시 인구가 급증함에 따라 주민들은 주택, 가구 등 내구소비재부터 의류, 기술 등 재량적 소비에 이르기까지 다양한 구매 활동을 하게 됩니다. 대기업은 기존 라디오 광고를 활용하여 이러한 도시 거주자들의 변화하는 취향에 호소함으로써 기존 라디오 광고 시장을 활성화하고 있습니다. 2022년 발표된 세계은행 보고서에 따르면 세계 인구의 50% 이상이 도시에 거주하고 있으며, 이 수치는 2045년까지 60억 명에 달할 것으로 예측됩니다. 또한 도시 지역의 토지 소비는 인구 증가보다 50% 더 빠른 속도로 확대될 것으로 예상되며, 그 결과 2030년까지 도시 지역의 기성 시가지가 120만km2 증가할 것으로 추정됩니다. 따라서 도시화의 확대 추세는 기존 라디오 광고 시장의 성장 원동력이 되고 있습니다.

목차

제1장 개요

제2장 시장의 특징

제3장 시장 동향과 전략

제4장 시장 : 금리, 인플레이션, 지정학, 무역 전쟁과 관세 및 Covid와 회복이 시장에 미치는 영향을 포함한 거시경제 시나리오

제5장 세계의 성장 분석과 전략 분석 프레임워크

제6장 시장 세분화

제7장 지역별·국가별 분석

제8장 아시아태평양 시장

제9장 중국 시장

제10장 인도 시장

제11장 일본 시장

제12장 호주 시장

제13장 인도네시아 시장

제14장 한국 시장

제15장 서유럽 시장

제16장 영국 시장

제17장 독일 시장

제18장 프랑스 시장

제19장 이탈리아 시장

제20장 스페인 시장

제21장 동유럽 시장

제22장 러시아 시장

제23장 북미 시장

제24장 미국 시장

제25장 캐나다 시장

제26장 남미 시장

제27장 브라질 시장

제28장 중동 시장

제29장 아프리카 시장

제30장 경쟁 구도와 기업 개요

제31장 기타 대기업과 혁신적 기업

제32장 세계의 시장 경쟁 벤치마킹과 대시보드

제33장 주요 합병과 인수

제34장 최근 시장 동향

제35장 시장 잠재력이 높은 국가, 부문, 전략

제36장 부록

KSA
영문 목차

영문목차

Traditional radio advertising involves paying for commercial airtime on established radio stations to promote products or services. This method allows for targeted outreach to specific demographics, increased frequency of advertisements, the elicitation of strong emotions, and the creation of demand for the advertised offerings.

The primary types of traditional radio advertising include terrestrial radio broadcast advertising and satellite radio advertising. Terrestrial radio refers to the broadcasting or rebroadcasting of radio programs through a network of terrestrial radio stations, whether utilizing digital or analog formats. These advertising methods are utilized by businesses of varying sizes, including large enterprises and small to medium-sized enterprises, across industry sectors such as automotive, financial services, media and entertainment, fast-moving consumer goods (FMCG), retail, real estate, education, and others.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The rapid surge in U.S. tariffs and the resulting trade tensions in spring 2025 are heavily affecting the media sector, particularly in areas such as content creation, broadcasting, and digital streaming. Increased tariffs on imported audiovisual gear, editing tools, and broadcasting technologies have driven up both production and operational costs for media companies. Film and TV studios are incurring higher expenses for sourcing foreign-made cameras, lighting, and post-production equipment, while news and broadcast outlets are facing steeper costs for satellite services and transmission hardware. Additionally, retaliatory tariffs imposed by other countries are hindering the export of U.S.-based media content, curbing international revenue growth. To navigate these challenges, media firms are increasingly sourcing domestically, accelerating digital transformation, and adopting AI-powered production tools to reduce costs and sustain their global competitiveness amid ongoing trade disruptions.

The traditional radio advertising market research report is one of a series of new reports from The Business Research Company that provides traditional radio advertising market statistics, including traditional radio advertising industry global market size, regional shares, competitors with a traditional radio advertising market share, detailed traditional radio advertising market segments, market trends and opportunities, and any further data you may need to thrive in the traditional radio advertising industry. This traditional radio advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The traditional radio advertising market size has grown marginally in recent years. It will grow from $26.42 billion in 2024 to $26.92 billion in 2025 at a compound annual growth rate (CAGR) of 1.9%. The growth in the historic period can be attributed to trust and credibility, economic stability and consumer behavior, programming and audience loyalty, cultural influence and connection, mass reach and penetration.

The traditional radio advertising market size is expected to see steady growth in the next few years. It will grow to $31.4 billion in 2029 at a compound annual growth rate (CAGR) of 3.9%. The growth in the forecast period can be attributed to audience reach and localization, listener engagement and trus, brand safety and contextual advertising, local advertising opportunities, targeted ad solutions. Major trends in the forecast period include adaptation to changing listener behavior, creative storytelling formats, integration with omnichannel strategies, localized advertising, adaptive pricing models.

The forecast of 3.9% growth over the next five years reflects a slight reduction of 0.1% from the previous projection. This reduction is primarily due to the impact of tariffs between the US and other countries. New tariffs on electronics and FM transmission components could increase station operational costs, limiting ad budget flexibility and pushing advertisers toward digital channels. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

The trajectory of growing urbanization is poised to significantly contribute to the expansion of the traditional radio advertising market. Urbanization, characterized by the population shift toward cities, prompts an increased concentration of individuals seeking goods and services. As urban populations burgeon, residents engage in purchases ranging from durable items such as homes and furnishings to discretionary spending on clothing and technology. Major companies leverage traditional radio advertising to appeal to the evolving preferences of these urban demographics, thus boosting the traditional radio advertising market. According to a World Bank report published in 2022, over 50% of the global population resides in urban regions, a figure expected to reach 6 billion by 2045, signifying a 1.5-fold increase. Additionally, urban land consumption is anticipated to expand at a rate up to 50% faster than population growth, resulting in an estimated 1.2 million km2 increase in urban built-up areas by 2030. Hence, the upward trend of growing urbanization serves as a driving force behind the growth of the traditional radio advertising market.

The expanding e-commerce industry is projected to enhance the growth of the traditional radio advertising market in the future. E-commerce refers to the buying and selling of goods and services via the Internet or other electronic networks. The thriving e-commerce sector contributes to the traditional radio advertising market by attracting new advertisers, increasing the diversity of ad content, and providing a platform for localized and engaging promotions, thus creating a mutually beneficial relationship in the dynamic advertising landscape. For example, in August 2024, the Census Bureau, a U.S.-based government agency, reported that retail e-commerce sales for the second quarter of 2024, adjusted for seasonal variation but not for price changes, reached $291.6 billion, marking a 1.3% (+-0.7) increase from the first quarter of 2024. Furthermore, the e-commerce estimate for the second quarter of 2024 rose by 6.6% (+-1.2) compared to the second quarter of 2023. Therefore, the growth of the e-commerce industry is expected to significantly boost the traditional radio advertising market moving forward.

Leading companies in the traditional radio advertising market are creating innovative products like multi-platform advertising to reach larger customer bases, boost sales, and increase revenue. Multi-platform advertising is an approach that utilizes various channels or platforms, including television, radio, social media, digital billboards, websites, and mobile apps. For instance, in November 2023, Bell Media, a Canadian advertising company, launched a cutting-edge advertising technology that synchronizes digital billboards with radio ads, aimed at improving the effectiveness of multi-platform advertising. This initiative, known as Streets-to-Screens, employs geo-fencing to connect roadside digital billboards with specific radio stations, enabling targeted advertising based on audience location.

Key players in the traditional radio advertising market are developing innovative products such as ultra-lightweight antenna-integrated radios to cater to larger customer bases, drive sales, and boost revenue. An ultra-lightweight antenna-integrated radio is a communication device that is notably light, incorporates its antenna within its design, and is likely intended for portable or easy-to-install applications where weight is a critical factor. Recently, innovative solutions have emerged in the radio advertising market, particularly with the introduction of advanced radio technology. For example, in October 2022, Singtel, a Singapore-based telecommunications company, collaborated with Ericsson, a Swedish networking and telecommunications firm, to unveil Singapore's most energy-efficient radio cell, the Ericsson AIR 3268, as part of their 5G network. This model, weighing just 12 kg (approximately 26 lbs), offers substantial benefits, including an 18% increase in energy savings and a roughly 40% reduction in weight compared to earlier models. Such innovations enable installations on various structures, such as rooftops and poles, enhancing 5G coverage while supporting sustainability efforts.

In June 2022, Rezolve Ltd., a UK-based mobile commerce technology company, completed the acquisition of ANY Lifestyle Marketing GmbH for an undisclosed amount. This strategic acquisition positions Rezolve to revolutionize radio advertising by incorporating mobile device interaction into the advertising ecosystem. ANY Lifestyle Marketing GmbH, a Germany-based company, brings specialized expertise in the marketing of radio advertising, ads, posters, and related services. The synergy between Rezolve's mobile commerce technology and ANY Lifestyle Marketing GmbH's marketing capabilities is expected to enhance the integration of mobile interaction within the radio advertising landscape, potentially transforming the way advertisers engage with audiences through radio channels. The financial details of the acquisition were not disclosed.

Major companies operating in the traditional radio advertising market include Gumas Advertising, Sirius XM Radio Inc., iHeartMedia Inc., Entercom Communications Corp., National Public Radio Inc., Strategic Media Inc., The Radio Agency, Pandora Media Inc., Liberty Media Corporation., Townsquare Media Inc., Urban One Inc., Cumulus Media Inc., Salem Media Group Inc., Beasley Broadcast Group Inc., Saga Communications Inc., Alpha Media LLC, Hubbard Broadcasting Inc., Cox Media Group LLC, Bonneville International Corporation, Midwest Communications Inc., Federated Media, Adams Radio Group LLC, Forever Media Inc., Zimmer Radio Inc., Connoisseur Media LLC

North America was the largest region in the traditional radio advertising market in 2024. Asia-Pacific is expected to be the fastest-growing region in the traditional radio advertising market during the forecast period. The regions covered in the traditional radio advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the traditional radio advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The traditional radio advertising market includes revenues earned by entities by providing live reads, sponsorships, produced spots, and jingles for promotion on radio channels. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Traditional Radio Advertising Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses on traditional radio advertising market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

Reasons to Purchase

Where is the largest and fastest growing market for traditional radio advertising ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The traditional radio advertising market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.

Scope

Table of Contents

1. Executive Summary

2. Traditional Radio Advertising Market Characteristics

3. Traditional Radio Advertising Market Trends And Strategies

4. Traditional Radio Advertising Market - Macro Economic Scenario Including The Impact Of Interest Rates, Inflation, Geopolitics, Trade Wars and Tariffs, And Covid And Recovery On The Market

5. Global Traditional Radio Advertising Growth Analysis And Strategic Analysis Framework

6. Traditional Radio Advertising Market Segmentation

7. Traditional Radio Advertising Market Regional And Country Analysis

8. Asia-Pacific Traditional Radio Advertising Market

9. China Traditional Radio Advertising Market

10. India Traditional Radio Advertising Market

11. Japan Traditional Radio Advertising Market

12. Australia Traditional Radio Advertising Market

13. Indonesia Traditional Radio Advertising Market

14. South Korea Traditional Radio Advertising Market

15. Western Europe Traditional Radio Advertising Market

16. UK Traditional Radio Advertising Market

17. Germany Traditional Radio Advertising Market

18. France Traditional Radio Advertising Market

19. Italy Traditional Radio Advertising Market

20. Spain Traditional Radio Advertising Market

21. Eastern Europe Traditional Radio Advertising Market

22. Russia Traditional Radio Advertising Market

23. North America Traditional Radio Advertising Market

24. USA Traditional Radio Advertising Market

25. Canada Traditional Radio Advertising Market

26. South America Traditional Radio Advertising Market

27. Brazil Traditional Radio Advertising Market

28. Middle East Traditional Radio Advertising Market

29. Africa Traditional Radio Advertising Market

30. Traditional Radio Advertising Market Competitive Landscape And Company Profiles

31. Traditional Radio Advertising Market Other Major And Innovative Companies

32. Global Traditional Radio Advertising Market Competitive Benchmarking And Dashboard

33. Key Mergers And Acquisitions In The Traditional Radio Advertising Market

34. Recent Developments In The Traditional Radio Advertising Market

35. Traditional Radio Advertising Market High Potential Countries, Segments and Strategies

36. Appendix

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