Received: 2020-03-15  |  Accepted: 2020-07-15  |  Published: 2020-09-30

Title

Development of the radio market in the Slovak Republic in the years 2016 to 2019


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.


Keywords

radio stations, broadcast, market development, market of radio stations, analysis, advertising amount


JEL classifications

M21 , Y80


URI

http://jssidoi.org/ird/article/46


DOI


Pages

689-702


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

Authors

Lincényi, Marcel
School of Economics and Management of Public Administration in Bratislava, Bratislava, Slovakia http://www.vsemvs.sk
Articles by this author in: CrossRef |  Google Scholar

Michal, Fabus
School of Economics and Management of Public Administration in Bratislava, Bratislava, Slovakia http://www.vsemvs.sk
Articles by this author in: CrossRef |  Google Scholar

Journal title

Insights into Regional Development

Volume

2


Number

3


Issue date

September 2020


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 341  |  PDF downloads: 163

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