The Big Picture: Radio 2024

Examines the adspend outlook for radio, taking into account the big picture view.
  • Worldwide radio spend will reach $29.4bn this year, up 2.2% year on year; however, global radio investment is still stuck below pre-pandemic levels.
  • Global radio spend by political organisations will reach $870.7m in 2024, up 1452.1% year on year, driven in large part by the upcoming US Presidential Election.
  • Investment by Chinese advertisers in 2024 will drop 10.2% year on year to RMB 11.6bn ($1.6bn), less than half of the RMB 23.8bn ($3.3bn) brands spent on radio in 2018....

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