Abstract
The paper is a part of a long-term research of the mass media market in the Slovak Republic under the conditions of globalization. The main objective of the research study is to analyse the development trends of the market of selected radios in the Slovak republic in the monitored period 2016-2019. The authors focus on the analysis of the development of listening and the volume of financial resources spent on advertising (number of spots, number of broadcast hours, value of advertising broadcasts) for selected radios with nationwide coverage. Among other things, the research showed a decrease in market share for all monitored radios and a decrease in listening for most of the monitored radios. The authors think that the above is because radio managements are not able to adapt sufficiently to the time that affects the listeners. From the above, the authors also warn the management of radio stations to increase the emphasis on development, the structure of broadcasting and to try to stop the clear decline in the development of radio.
Highlights
The size of the radio market can be analyzed by examining two basic variables: the audience of radios and the evolution of the volume of radio advertising placed in a broadcast. „Audience share is in media industry research, the percentage of all households tuned to a particular radio station/TV channel or programme at a particular time
The contribution in the research context follows to the analysis of the development trends of the radio market in the Slovak Republic in the years 2011 to 2015, which showed, among other things, that the radio market was more or less stable, while the order of radio stations did not change at the highest ranks
The radio market was stable in terms of radio ranking in 2016-2017 (Radio Expres, Radio Slovakia, Fun Radio, Radio Jemné, Radio Europe 2), while in 2018 the last 2 radios exchanged their rankings
Summary
The size of the radio market can be analyzed by examining two basic variables: the audience of radios and the evolution of the volume of radio advertising placed in a broadcast. „Audience share is in media industry research, the percentage of all households tuned to a particular radio station/TV channel or programme at a particular time. The size of the radio market can be analyzed by examining two basic variables: the audience of radios and the evolution of the volume of radio advertising placed in a broadcast. „Audience share is in media industry research, the percentage of all households tuned to a particular radio station/TV channel or programme at a particular time. A programmes share is affected factors such as competing.“ Chandler, Munday, 2011, p. 322), "an advertiser is usually interested in the viewership data, which tells how many people are watching the station at the time his ad is broadcast." Advertising attractiveness is something he does “a product that is attractive or interesting to the recipients of the advertising message." A programmes share is affected factors such as competing.“ Chandler, Munday, 2011, p. 25) As he states (Burton, Jirák, 2001, p. 322), "an advertiser is usually interested in the viewership data, which tells how many people are watching the station at the time his ad is broadcast." Advertising attractiveness is something he does “a product that is attractive or interesting to the recipients of the advertising message." (Světlík, Bulanda, 2019, p. 324)
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