The Agency has completed a survey of the Slovenian television advertising market to assess its current structure and competitive dynamics. The research was initiated following information from certain market participants who highlighted discrepancies between television viewership and advertising revenues, as well as in light of the Agency’s earlier decisions from 2013 that identified illegal practices by Pro Plus. The objective of the survey was to verify whether the market conditions identified in the past remain present today.
The Agency notes that the TV advertising market has changed significantly over the last decade. Although television continues to be the most important advertising medium for mass-consumption products and services—accounting on average for 40–60% of the advertising budgets of the largest direct advertisers—the importance of digital media has increased substantially. Digital advertising now represents approximately 25–35% of total advertising expenditure. These developments reflect global trends and changing consumer habits, including viewing content on multiple devices, delayed viewing, ad-skipping, and the growing use of video-on-demand services. As a result, the media environment has become more fragmented and complex, with the future of television increasingly linked to hybrid advertising models combining traditional TV with digital and targeted advertising solutions.
The Agency’s analysis of bargaining power among TV advertising space providers indicates a relatively concentrated market with uneven distribution of power. Pro Plus holds the strongest bargaining position and is considered practically irreplaceable for direct advertisers. RTV Slovenia has the weakest bargaining power, while other broadcasters have significantly lower influence. Although advertising space providers publish indicative price lists, final prices are typically negotiated individually, making pricing less predictable than in national television advertising, where standardized and publicly available price lists apply.
The Agency did not identify a correlation between viewership and advertising revenues, but stressed that this alone does not indicate anti-competitive conduct. Advertising outcomes depend on multiple factors, including audience demographics, pricing per viewing point, thematic alignment, and bundled advertising options. The Agency also observed the growing role of media agencies as intermediaries between advertisers and broadcasters. Overall, the market appears fundamentally transparent and competitive, though certain practices may require further in-depth analysis should conditions warrant it.