Internal and External Competition for Advertising Revenues in the Greek Radio Market

摘要

This study investigates both the internal competition for advertising revenues among radio stations and the external competition with other media. The study of the advertising revenues of the Creek radio market from 1988 to 2007 shows that there is a low concentration in the sector, allowing low barriers to entry. However, the radio market is inferior to other media regarding advertising revenues. A key reason is the constant decrease of the advertising cost, something that in the future may affect the intensity of competition and the quality of radio station content.