MARKETOVERVIEW

 
Slovakia

General Information

Demographics
Land area
49 035
  km2
Total population
5 424 925
Households
1 915 000
   
 
Economics
GDP
659 731
  Millions of EUR
GDP per capita
121 611
  EUR
PPS
933 715
PPS per capita
172 116
  EUR
Inflation rate 2008
3.90%
Inflation rate 2009
0.90%
Inflation rate 2010
0.70%
Inflation rate 2011 (forecast)
3.20%
Currency
Euro
    
Exchange rate 2009 EUR/EUR
1.000
   €
Exchange rate 2008 EUR/EUR
1.000
   €
Rate 2010/2009 
N/A
   %
Equipment/household

General

% of HH

Cars
52.42%
TV
99.46%
Terrestrial TV
n.a.
Cabled Households
25.63%
Satellite Households
24.60%
PC with Internet at home
55.56%
   

Radio

% of HH

Any type
50.91%
Alarm clock
n.a.
Car set
n.a.
mp3 player/iPod
n.a.
Mobile phone
89.06%

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
38
No. of stations/networks that sell advertising
38
No. of sales houses (excluding direct sales)
33
No. of sales houses that collect 80% of the radio adspend
6
Total number of spots broadcast
282 456
Average spot length
25 sec.
Daily Average Listening Time
Reference Popluation
14-79
% Daily Coverage
72.10%
Individual Listening Time
02:30:00
Listener Listening Time
3:28:30
Daily Average Listener Listening Time Per Location
 

Time

No. of People

At home
3:24:54
2 537 000
In the car
3:47:18
1 080 000
At work
4:37:41
891 000
Other public transportation
3:36:41
189 000
At the restaurant
3:17:42
252 000
Other
4:22:17
23 000
Not specified
3:15:23
198 000

Radio Advertising
Gross radio adspend (Million Euros)
85.05
Radio adspend in % of GDP
0.01%
Radio adspend in % of PPS
0.01%
Radio adspend per capita (Euros)
15.68€
Total number of advertisers
n.a.
Total number of radio advertisers
403
Audience Shares Per Location

 

Source : MEDIAN SK MML-TGI SR 2010 3.-.4. Q (21.6 - 5.12. 2010)


Listening Curve 2010

Source : MEDIAN SK MML-TGI SR 2010 3.-.4. Q (21.6 - 5.12. 2010)

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Advertising Expenditures

Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Gross

Net

Gross

Net

Gross

Net

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV
incl.
incl.
incl/excl.
incl/excl.
incl/excl.
incl/excl.
Public TV
82.7
4.9%
0.0%
0.0%
0.0%
0.0%
0.0%
Private TV
1 263.3
74.9%
0.0%
0.0%
0.0%
0.0%
0.0%
Total TV
1 346.0
79.8%
0.0
0.0%
750.5
68.7%
137.4
58.3%
464.5
56.5%
110.8
42.6%
 
Sponsorship Radio
incl.
incl.
incl/excl.
incl/excl.
incl/excl.
incl/excl.
Public Radio
11.6
0.7%
0.0%
0.0%
0.0%
0.0%
0.0%
Private Radio
58.8
3.5%
0.0%
0.0%
0.0%
0.0%
0.0%
Total radio
70.4
4.2%
0.0
0.0%
78.7
7.2%
17.2
7.3%
85.0
10.3%
19.3
7.4%
 
Cinema
2.2
0.1%
0.0%
2.2
0.2%
0.6
0.3%
3.1
0.4%
1.2
0.5%
 
Newspapers
74.9
4.4%
0.0%
68.8
6.3%
21.5
9.1%
87.6
46.3%
0.0%
Magazines
115.3
6.8%
0.0%
114.7
10.5%
18.8
8.0%
101.7
53.7%
0.0%
Other periodicals
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
Total Press
190.2
11.3%
0.0
0.0%
183.5
16.8%
40.3
17.1%
189.3
23.0%
73.1
28.1%
 
Outdoor/Transport
78.6
4.7%
0.0%
77.6
7.1%
17.0
7.2%
80.7
9.8%
30.8
11.8%
 
Internet
n.a.
n.a.
24.6
100.0%
n.a.
n.a.
23.3
9.9%
n.a.
n.a.
25.1
9.6%
 
Total
1 687.4
100.0%
24.6
100.0%
1 092.5
100.0%
235.8
100.0%
822.6
100.0%
260.3
100.0%


Weight of 12 global actors - amount of radio spend (in EUR)
Company 2006 2007 2008 2009 2010 2010 2010
          %radio inv.= Weight of radio in the media mix
Procter & Gamble
23 409
24 926
29 525
65 243
137 496
0.16%
n.a.
Unilever
74 896
79 381
83 081
76 169
61 995
0.07%
n.a.
Henkel
13 496
0
0
44 060
58 258
0.07%
n.a.
Master Foods
0
0
32 556
0
0
0.00%
n.a.
Nestlé
398 271
68 031
17 470
122 283
184 010
0.22%
n.a.
Kraft
0
24 105
0
71 456
0.08%
n.a.
Ferrero
0
0
0
4 185
0
0.00%
n.a.
Coca-Cola
175 603
74 030
96 332
0
218 302
0.26%
n.a.
L'Oreal
22 697
260
11 879
61 704
0
0.00%
n.a.
Danone
82 758
22 376
29 469
0
0
0.00%
n.a.
Reckitt Benckiser
99 006
0
0
0
0
0.00%
n.a.
Mc Donalds
6308
0
45 028
98 928
60 298
0.07%
n.a.

Comment : Source : TNS Slovakia % represented by 12 actors in the total radio spend
0.93%

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Market Structure

Market Structure: Players

Radio Adspend (Gross) 2010
     
Sponsorship
 Included

Name of Station/Network

Sales House

% Audience Share

EURO

% Market Share

Rádio Expres/Emmis European
Expres Media
23.70%
26 127 456
30.72%
FUN Rádio
FUN Media
17.10%
20 927 417
24.61%
Public radio RTVS
Media
17.80%
8 547 517
10.05%
Rádio Viva
VIVA
5.30%
12 717 874
14.95%
Europa 2 (former Rádio OKEY)
Regie Radio Music (RRM)
7.80%
5 801 855
6.82%
Jemné Melódie
Jemné melódie
7.20%
9 563 793
11.24%

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute
MEDIAN SK or TNS Slovakia
Universe
14-79
People represented
5 424 925
In percentage of the total market population
82%
Methodology
Face-to-face interviews (not CAPI)
Sample
3 594
Reference measurement unit (audience base)
Population (respondent)
Advertising Placement Legislation: Quick Facts (PSB)
Advertising
Authorized
Max amount of advertising time per day
20%
Max amount of advertising time per hour
No
Min interval between two advertising breaks
No
Max number of commercials per break
No

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Price of Advertising

Peak Times

Expres Media

Peak times 9:00 - 11:00
Percentage of inventory booked during those times 46.5%
Rate Cards

Expres Media

Publication frequency Once
Publication times January
Rate card base - standard “time unit” 30 sec

Reference Cost per Thousand Per Media

Media

C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Radio
4.30 €
100
30''
  
TV
5.40 €
126
30''
  
Cinema
30"
  
Internet
9.60 €
223
1000 adviews
  
Magazines
16.20 €
377
1 A4/30 x 20 cm, B&W
  
Dailies
15.90 €
370
1/1, 4c
  

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January
4.9%
February
7.4%
March
8.6%
April
9.0%
May
8.9%
June
9.9%
July
7.0%
August
7.2%
September
7.9%
October
9.4%
November
10.0%
December
9.8%

Source : TNS Slovakia

Seasonality

Month

Expres Radio

Seasonal variations as % of average annual rate

January
80
February
100
March
100
April
90
May
80
June
90
July
60
August
100
September
100
October
100
November
100
December
100

 
Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

Expres Media

Price Index 30" = 100

Less than 5 sec  
05 sec
55
10 sec
65
15 sec
75
20 sec
80
25 sec
90
30 sec
100
35 sec
115
40 sec
133
45 sec
145
50 sec
165
55 sec
183
60 sec
200
More than 60 sec  
Other  

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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