At Empire, we have grown to extend our services across multiple markets in the Middle East, Europe and Africa. In order to serve our international clientele, we need to keep abreast of the latest news in global market research. Today we are sharing some of the global radio advertising statistics, useful for both when advertising abroad and when looking at which medium to invest your advertising efforts into.

Global Ad Spend- An Overview

The top 5 markets for global ad spend are:

  • United States
  • China
  • Japan
  • United Kingdom
  • Germany

2017 saw internet advertising overtake traditional television which is now the biggest and fastest growing advertising medium accounting for 37.6% of total global expenditure. However, that doesn’t mean that online killed the radio star. In fact, looking deeper, we can see that radio is still one of the most accessible mediums to reach target markets.

Radio Advertising around the Globe

The United States is the largest advertising revenue for radio at (£11bn), followed by Germany, UK, China and France. Despite the increase of music streaming services such as Spotify and Apple Music, at least 90% of households listened to radio at least once a week in the UK, Sweden, Poland and China.

radio advertising globalRadio has remained steady in most markets and is still very much a trusted medium. Many markets have some form audience measurement for radio which is similar to Rajar (e.g. South Africa – SAARF, Spain – Association of Media Research). Nielsen recently launched in the UAE to provide a similar service.

Not only is radio still shining as an advertising medium across the globe, it is also now measurable, offering data to advertisers as well as remaining a top competitor in the ad spend race.

Empire- Your International Radio Advertising Partner

With a team of experienced international professionals, we understand the nuances of each market in which we work and are able to offer highly effective media solutions in each through our renowned levels of service.

If you would like to know more about advertising across any of the above-mentioned countries, on different advertising mediums, contact us here – we’d love to meet for a coffee and a chat.