Global Ad Trends: Radio and digital audio advertising

This report summarises the latest research from WARC's Data platform, with a focus on radio and digital audio advertising.  Key findings include: 
  • Broadcast radio’s share of global advertising spend dipped below its long-term average in 2006, but it has gained share of display spend in the majority of key markets, notably China.
  • Spend on digital audio formats is rising in the US, and is expected to reach $1.6bn this year.
  • Targeting capabilities are core to digital audio growth; half of Spotify’s impressions are sold programmatically.
  • 39 million American adults own a smart speaker; many are using it at the expense of traditional radio.
  • Radio CPM is four times and a half lower than the all media average.
  • Broadcast...

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