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

Marcel Lincényi (1) , Fabus Michal (1)

1 School of Economics and Management of Public Administration in Bratislava

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.

Mots clés: radio stations; broadcast; market development; market of radio stations; analysis; advertising amount

Domaines: Economies et finances

Marcel Lincényi, Fabus Michal. Development of the radio market in the Slovak Republic in the years 2016 to 2019. Insights into Regional Development, 2020, 2 (3), pp.689 - 702. ⟨10.9770/ird.2020.2.3(6)⟩. ⟨hal-03271853⟩