Received:
2018-05-18 | Accepted:
2018-10-15 | Published:
2018-12-30
Title
Analysis of the development terms of the radio market in The Slovak Republic
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.
Keywords
radio stations, broadcast, market development, market of radio stations, analysis, advertising amount
JEL classifications
M21
, Y80
URI
http://jssidoi.org/jesi/article/240
DOI
Pages
591-602
Funding
The paper is the output of a scientific project IGA no. 3/2017 „Development of international business and international management in the conditions of globalization” (Funder: VSEMvs IGA VSEMvs, i.e. School of Economics and Management in Public Administration)
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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