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

Michal Fabuš () and Marcel Lincényi ()
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Michal Fabuš: Bratislava University of Economics and Management, Slovakia
Marcel Lincényi: Bratislava University of Economics and Management, Slovakia

Entrepreneurship and Sustainability Issues, 2018, vol. 6, issue 2, 591-602

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 (search for similar items in EconPapers)
JEL-codes: M21 Y80 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:6:y:2018:i:2:p:591-602

DOI: 10.9770/jesi.2018.6.2(9)

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