Market Insights Advertising & Media Advertising

TV & Video Advertising - Turkey

Turkey

Ad spending in the TV & Video Advertising market in Turkey is forecasted to reach US$1.23bn in 2024.
The largest market is Traditional TV Advertising with a market volume of US$0.80bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$10.79 in 2024.
By 2029, the number of TV Viewers in Turkey is anticipated to reach 77.7m users.
Turkey's TV & Video Advertising market is experiencing a shift towards digital platforms to reach the tech-savvy and mobile-oriented population, reflecting changing consumer behavior.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all 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).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

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

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Turkey is experiencing significant growth and development.

Customer preferences: Turkish consumers have shown a strong inclination towards digital platforms for their entertainment needs. With the increasing popularity of online streaming services and social media platforms, consumers are spending more time watching videos online. This shift in consumer behavior has led to a higher demand for digital advertising, including TV and video advertising.

Trends in the market: One of the key trends in the TV & Video Advertising market in Turkey is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time. This technology has gained traction in Turkey as it offers more efficient and cost-effective ways to reach consumers. Advertisers are increasingly adopting programmatic advertising to optimize their marketing campaigns and maximize the return on their investments. Another trend in the market is the integration of video advertising with social media platforms. Social media platforms such as Facebook, Instagram, and YouTube have become popular channels for video consumption in Turkey. Advertisers are leveraging these platforms to reach a wider audience and engage with consumers in a more interactive and personalized manner. The integration of video advertising with social media allows advertisers to take advantage of the platforms' user data and targeting capabilities, resulting in more effective and relevant ad campaigns.

Local special circumstances: Turkey has a young and tech-savvy population, which has contributed to the growth of the TV & Video Advertising market. The country has a high internet penetration rate, and the majority of the population owns smartphones. This has created a fertile ground for digital advertising, as consumers are constantly connected and actively consuming online content. Advertisers in Turkey are capitalizing on this opportunity by investing in TV and video advertising to capture the attention of the digital-savvy audience.

Underlying macroeconomic factors: Turkey's growing economy and rising disposable income levels have also played a role in the development of the TV & Video Advertising market. As the economy expands, consumers have more purchasing power, which leads to increased spending on entertainment and leisure activities. Advertisers are aware of this trend and are allocating more resources towards TV and video advertising to tap into the growing consumer market in Turkey. In conclusion, the TV & Video Advertising market in Turkey is witnessing significant growth due to changing customer preferences, the adoption of programmatic advertising, the integration of video advertising with social media platforms, the young and tech-savvy population, and the country's growing economy. Advertisers in Turkey are embracing these trends and leveraging digital platforms to reach their target audience effectively. With the continued development of the market, we can expect further innovation and expansion in the TV & Video Advertising industry in Turkey.

Methodology

Data coverage:

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

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, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) 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, internet users, consumer spending, and digital 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.