Vztah vybranych ekonomickych ukazovatelov k vyvoju medialnych vydavkov v segmente nespecializovaneho maloobchodu

The article analyzes the correlation of chosen indicators of the Slovak Republic economical development and points at their direct influence in the development of media expenses volume in non specialized retail segment in the conditions of the Slovak Republic. The article also deals with the development of particular economical indicators, media expenses of chosen investor group in the period of 2006-2011 and their inner structure. The aim of article is to explain how the volume of top-heaviness finance resources in media relies on actual cyclical progress of economical indicators from the viewpoint of four biggest investors in non specialized retail segment in Slovakia. The result of this article explicitly confirms the presumption of correlation between chosen macroeconomic indicators and volume of media expenses of a selected group of advertisers in non specialized retail segment and also the rule that the efficiency of the national economy influences the efficiency of individual businesses and their own communication activities with the target market.