Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Turkey

Turkey

Ad spending in the Traditional TV Advertising market in Turkey is forecasted to reach US$802.60m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 0.82%, leading to a projected market volume of US$836.00m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Turkey is projected to be US$10.79 in 2024.
The number of users in the Traditional TV Advertising market in Turkey is expected to reach 77.72m users by 2029.
Turkey's Traditional TV Advertising market is experiencing a shift towards digital platforms due to changing consumer viewing habits.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in Turkey has experienced significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: In Turkey, customer preferences for traditional TV advertising have remained strong, with a large portion of the population still relying on television as their primary source of entertainment and information. Despite the rise of digital media and online streaming platforms, many Turkish consumers continue to watch traditional TV channels, creating a lucrative market for advertisers.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Turkey is the increasing demand for targeted advertising. Advertisers are increasingly leveraging data analytics and audience segmentation techniques to deliver personalized advertisements to specific target groups. This trend is driven by the need to maximize the effectiveness of advertising campaigns and ensure a higher return on investment. Another trend in the market is the integration of digital technologies into traditional TV advertising. Advertisers are exploring innovative ways to engage viewers through interactive ads, second-screen experiences, and social media integration. This trend is aimed at capturing the attention of tech-savvy consumers and creating a more immersive and interactive advertising experience.

Local special circumstances: Turkey has a diverse population with varying cultural and linguistic backgrounds. This diversity presents both opportunities and challenges for advertisers in the Traditional TV Advertising market. Advertisers need to develop advertising campaigns that resonate with different segments of the population, taking into account cultural sensitivities and language preferences. This requires a deep understanding of the local market and the ability to adapt advertising messages accordingly.

Underlying macroeconomic factors: Turkey has experienced steady economic growth in recent years, which has contributed to the growth of the Traditional TV Advertising market. A growing middle class and increasing disposable incomes have led to higher consumer spending, including on products and services advertised on TV. Additionally, the government's efforts to attract foreign investment and promote tourism have also contributed to the growth of the advertising industry in Turkey. In conclusion, the Traditional TV Advertising market in Turkey is developing due to customer preferences for television as a primary source of entertainment, emerging trends in targeted advertising and digital integration, local special circumstances that require tailored advertising campaigns, and underlying macroeconomic factors such as economic growth and increased consumer spending. Advertisers in the market need to stay abreast of these developments and adapt their strategies to effectively reach and engage the Turkish audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.