Understanding Radio Audiences

Andrew Green
Ipsos MediaCT


EXECUTIVE SUMMARY
ESSENTIALS
WHERE TO START
FUTURE DEVELOPMENTS
CONCLUSION & CHECKLIST
FURTHER READING
REFERENCES


EXECUTIVE SUMMARY

According to ZenithOptimedia's April 2014 advertising expenditure forecasts, the radio industry has made only limited headway with marketers in recent decades. Around US$36 billion will be spent worldwide on radio advertising this year, a 3.5% growth over the 2004 total. This represents a 6.7% share of major media adspend globally. Radio's share has never exceeded the high of 8.9% it reached in 1999 and is predicted to see further gentle erosion over the coming years.