Market Insights Advertising & Media Advertising Audio Advertising

Traditional Radio Advertising - New Zealand

New Zealand

Ad spending in the Traditional Radio Advertising market in New Zealand is forecasted to reach €118.00m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -1.85%, leading to an estimated market volume of €107.50m by 2029.
The number of listeners in the Traditional Radio Advertising market in New Zealand is projected to reach 2.7m users by 2029.
The average ad spending per radio listener in the Traditional Radio Advertising market in New Zealand is expected to be €44.58 in 2024.
In New Zealand, Traditional Radio Advertising remains a trusted medium for local businesses to reach a geographically diverse audience effectively.

Key regions: Australia, United Kingdom, China, Japan, Europe

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Analyst Opinion

The Traditional Radio Advertising market in New Zealand is experiencing steady growth and development.

Customer preferences: Customers in New Zealand continue to show a strong preference for traditional radio advertising. Despite the rise of digital advertising platforms, radio remains a popular medium for reaching a wide audience. Many people in New Zealand still listen to the radio on a daily basis, whether it be during their commute or while at work. The convenience and accessibility of radio make it a preferred choice for advertisers looking to target a broad demographic.

Trends in the market: One of the key trends in the Traditional Radio Advertising market in New Zealand is the increasing use of targeted advertising. Advertisers are now able to leverage data and analytics to identify specific audience segments and deliver tailored messages. This allows for more effective and efficient advertising campaigns, as advertisers can reach the right people at the right time with the right message. Additionally, there is a growing trend towards integrating radio advertising with other marketing channels, such as social media and online platforms. This allows advertisers to create a cohesive and integrated marketing campaign that reaches consumers across multiple touchpoints.

Local special circumstances: New Zealand has a unique media landscape, with a strong focus on local content and community radio stations. This presents opportunities for advertisers to connect with local audiences and support local businesses. Advertisers in New Zealand often incorporate local references and cultural elements into their radio advertisements to resonate with the local population. This localized approach helps to build trust and loyalty among consumers, and can be particularly effective in smaller communities where word-of-mouth advertising is influential.

Underlying macroeconomic factors: The growth of the Traditional Radio Advertising market in New Zealand is supported by a stable and growing economy. The country has experienced consistent economic growth in recent years, which has resulted in increased consumer spending and business investment. This provides a favorable environment for advertisers, as businesses are more likely to invest in advertising to promote their products and services. Additionally, the low interest rate environment in New Zealand has made it more affordable for businesses to borrow and invest in marketing initiatives, including radio advertising. In conclusion, the Traditional Radio Advertising market in New Zealand is thriving due to customer preferences for radio as a medium, the use of targeted advertising and integration with other marketing channels, the emphasis on local content and community radio, and the underlying macroeconomic factors of a stable and growing economy.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional radio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising spending in broadcasting programs on terrestrial radio stations or networks.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.