Insights offered by data-mining when analyzing media space data

Media space consists from many different factors fighting for the attention of the customer population in a certain environment. Common problem in bigger environments (or countries) is that datasets describing complete media space is hard or almost impossible to get since the detailed picture is too complex or to expensive to compose. However, this is not the case in smaller environments and therefore is easier to collect the data. We have access to the data describing the entire media space of the whole country (Slovenia) with the population of 2 million people. Because of the language and economy the Slovenian media space functions relatively independent from different factors, especially outside the country. The data was collected by the private research institute Mediana. The database consists of 8000 questionnaires, gathered in 1998. The sample and the questionnaires were made by comparable research international standards. In the paper we will discuss different type of questions, which might be of a great assistance in unfolding the media groups, audience fluctuations and deeper understanding of the structure of the media space.