Audio & Broadcast: Market Overview

Audio & Broadcast is a media channel encompassing linear and on-demand audio distribution across terrestrial radio, digital streaming services, satellite radio and podcasts, reaching local, regional and national audiences. It delivers advertising through live ad breaks, dynamic ad insertion, sponsorships and programmatic audio buys, measured by reach, impressions, listener hours and traditional broadcast metrics like GRPs.

Think of Audio & Broadcast like a multi-lane highway for sound: content creators, radio stations and streaming platforms put programming on lanes and advertisers buy space for their messages to travel. You’ll find ad tech — ad servers, DSPs, SSPs, dynamic ad insertion and server-side stitching — gluing programmatic buys to both live broadcasts and on-demand streams, while measurement vendors reconcile log files, panel data and ID-based signals to quantify audience. Big shows and branded segments often sell via direct deals and sponsorships, with programmatic filling remnant or targeted inventory.

Inventory is owned by broadcasters, streaming platforms and podcast publishers; networks and aggregators package that supply for buyers. Agencies and advertisers purchase through direct sales, programmatic platforms or sponsorship agreements while SSPs, exchanges and DSPs mediate transactions and pricing. Measurement firms, rights holders and regulators shape attribution, geo-targeting and compliance, and local advertisers typically favor direct/local buys while national brands target scaled network or programmatic campaigns.