Analysis of the development terms of the radio market in The Slovak Republic

Michal Fabuš,Marcel Lincényi,Manuela Tvaronavičienė

doi:10.9770/jesi.2018.6.2(9)

Abstract

The radio market in the Slovak Republic is characterized by the introduction of a dual system that brings the market environment of supply and demand after the change of social conditions after 1989. Since the main source of funding for commercial radio stations and partial revenues of public radio stations is revenue from the sale of advertising space, their main objective is to maximize their share of the results achieved (the number of listeners and the total market share) from advertising within the ad. The main objective of the presented research study is to analyze the development trends of selected Slovak broadcasters in the monitored period 2011-2015, focusing on the analysis of the listening volume and the amount of financial resources spent on advertising for selected Slovak radios in the Slovak Republic.

Highlights

The size of the radio market can be analyzed based on two fundamental aspects: share of listening to radio and the amount of advertising placed in the broadcast
We identified one major research question (VO) that we have developed on three other specific research questions: The main research question: What were the developmental trends of the market of selected Slovak radio stations in the Slovak Republic during the monitored period 2011-2015?
Based on the analysis of the development trends of the selected five Slovakian radios in the Slovak Republic during the monitored period 2011-2015, the radio market was more stable, with the radio stations not ranked in the highest positions

Summary

Introduction

The size of the radio market can be analyzed based on two fundamental aspects: share of listening to radio (audience rate) and the amount of advertising placed in the broadcast. 351; Duľová Spišáková et al 2017) "In general, the advertiser is interested in the audience, which tells how many people are watching the station when the advertisement is broadcast." The radio market in the Slovak Republic during the financial and economic crisis (Toth, Mura, 2014) recorded an economic recession and a decline in marketing investments (Poliačiková, 2017, Mura et al 2017). Even from the above, we were interested in the development of the radio market in the Slovak Republic in recent years

Methods

Findings

Discussion

Conclusion