Skopje, 31 August 2022 – In order to identify the state of play at the audio and audiovisual media industry market during the previous year, the Agency prepared an Analysis of the Market of Audio and Audiovisual Media Services in 2021. For analyzing the economic operations of the broadcasters, the Agency used data that they themselves had submitted to the Agency, along with data collected from their final accounts, while for the operations of the public broadcaster, it used data from the “Financial Report on the Realization of the 2021 Financial Plan of the “Makedonska Radio Televizija” Public Broadcasting Enterprise”.
The Analysis showed that the COVID-19 pandemic had affected the operations of the television and radio stations, but also that the industry was slowly recovering. In 2021, the commercial broadcasters presented higher revenues compared to the previous year, unlike the public broadcasting service that had less funds compared to 2020.
The total revenues in the industry in 2021 amounted to 2,644.83 million denars, which is the highest amount of total revenues in the last five years. However, there can be no talk of any growth in the market, as the increased revenues were due to the financial assistance granted to deal with the consequences of the COVID-19 pandemic, which the state had allocated to the commercial media, and to paid political advertising (PPA) during the local elections. Without the elections, the advertising revenues in 2021 would not have reached the pre-pandemic levels.
Most of the advertising revenues were earned by the commercial television channels – 87%, while the commercial radio stations earned 10% . The share of the MRT in the advertising revenues was only 3%.
The total costs in the industry amounted to 2,571.19 million denars. Of these, 56% are expenditures of the commercial television channels, 38% – of the public broadcasting service, and 6% – of the commercial radio stations. Compared to the year before, both the commercial broadcasters and the public service spent larger amounts of funds.
The Analysis of the Market of Audio and Audiovisual Media Services in 2021 is available at this link