MARKETOVERVIEW

 
Turkey

General Information

Demographics
Land area
780 580
km2
Total population
73 722 988
Households
14 854 741
  
 
Economics
GDP 694 257 Millions of EUR
GDP per capita 9 414 EUR
PPS 958 300 Millions of PPS
PPS per capita 12 999 PPS
GDP/PPS 72.40%
Inflation rate 2008 10.40%
Inflation rate 2009 6.30%
Inflation rate 2010 6.40%
Inflation rate 2011 (forecast) 6.85%
Currency Turkish Lira TL
Exchange rate 2010 EUR/TL 2,0650
Exchange rate 2009 EURTL 2,1631
Rate 2010/2009  - 4.5%
Equipment/household

General

% of HH

Cars
25.9%
TV
99.0%
Terrestrial TV
35.8%
Cabled Households
7.9%
Satellite Households (2009)
81.0%
PC with Internet at home (2009)
N/A
 

Radio

% of HH

Any type
N/A
Alarm clock
N/A
Car set
8.92%
mp3 player/iPod
10.84%
Mobile phone
6.94%

Back to top

Radio Landscape

Market Structure: Stations
No. of stations/networks in country 1 090
No. of stations/networks that sell advertising 1 090
No. of sales houses (excluding direct sales) All radios sell directly
No. of sales houses that collect 80% of the radio adspend All radios sell directly
Average spot length 21 sec
Daily Average Listening Time
Reference Popluation
27 500 000
% Daily Coverage
51.00%
Individual Listening Time
00:33:00
Listener Listening Time
01:05:00

Daily Average Listener Listening Time Per Location
 

Time

No. of People

At home
00:48:00
15 057 551
In the car
00:25:00
7 599 858
At work
01:05:00
3 846 987
Other
00:05:00
1 994 534

Radio Advertising
NET radio adspend (Euros) 50 000 000
Radio adspend in % of GDP 0.00%
Radio adspend in % of PPS 0.00%
Radio adspend per capita (Euros) 0.69€
Total number of advertisers N/A
Total number of radio advertisers 2 307
Audience Shares Per Location


 

 

Source: IPSOS KMG


Back to top

Advertising Expenditures

NET Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV excl   excl   excl  
Public TV
Private TV
Total TV
889.0
52.0%
667.0
52.1%
977.0
55.9%
             
Sponsorship Radio excl   excl   excl  
Public Radio
10.3
0.6%
Private Radio
47.8
2.8%
Total radio
58.1
3.4%
41.0
3.2%
50.0
2.9%
 
Cinema
21.0
1.2%
18.0
18.0%
22.0
1.3%M
 
Newspapers
502.0
29.4%
345.0
27.0%
414.0
23.7%
Magazines
60.0
3.5%
33.0
2.6%
42.0
2.4%
Other Periodicals
Total Press
562.0
32.9%
378.0
29.5%
456.0
26.1%
 
Outdoor/Transport
128.0
7.5%
92.0
7.2%
122.0
7.0%
 
Internet
50.0
2.9%
84.0
6.6%
122.0
7.0%
 
Total
1 708.1
100.0%
1 280.0
100.0%
1 749.0
100.0%

Share of Media Expenditure - NET 2010

Back to top

Market Structure

Market Structure: Players

Radio Adspend (gross) 2010
     
Sponsorship
 excluded

Name of Station/Network

Sales House

% Audience Share

EURO

% Market Share

Best FM In house  
18 133 633
5.60%
Radyo 7 Mega  
15 911 370
4.92%
Radyo D Dogan Medya  
12 772 714
3.95%
Alem FM In house  
17 057 496
5.27%
SlowTurk Dogan Medya  
13 063 611
4.04%
Super FM Spectrum Medya  
17 869 917
5.52%
Slow Radyo In house  
14 660 657
4.53%
Metro FM Spectrum Medya  
9 676 324
2.99%
Tatlises FM ISaran Group  
10 926 250
3.38%
TGRT FM In house  
14 356 454
4.44%

Back to top

Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute
IPSOS KMG
Universe
Urban/semi-urban 12+
People represented
about 27 000 000
In percentage of the total market population
about 38.0%
Methodology
Diaries
Sample
14 500
Reference measurement unit (audience base)
Commercial break
Advertising Placement Legislation: Quick Facts
Advertising on Public broadcasters
Authorized
Max amount of advertising time per day
288 min
Max amount of advertising time per hour
15 min
Min interval between two advertising breaks
20 min
Max number of commercials per break
None

Back to top

Price of Advertising

Peak Times

Spectrum Medya

Reksan Reklam
Peak times 07:10-09:50 /17:10-19:50 07:00-10:00 17:00-20:00
Percentage of inventory booked during those times 56% 72%
Rate Cards

Sepctrum Medya

Reksan Reklam
Publication frequency Once Once
Publication times January March
Rate card base - standard “time unit” second second

Reference Cost per Thousand Per Media NET

Media

CPT (Euros)

Relative price to Radio

Calculation Basis

Source
Radio N/A 100 30 seconds  
TV 9.60€ N/A 30 seconds Estimation
Cinema N/A N/A 30 seconds  
Internet N/A N/A 1000 clicks  
Dailies N/A N/A 1 A4 B&W 20 cm * 30 cm  
Magazines N/A N/A 1/1p, 4c  

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January 5.0%
February 6.0%
March 7.0%
April 9.0%
May 10.0%
June 10.0%
July 8.0%
August 9.0%
September 8.0%
October 9.0%
November 9.0%
December 10.0%

Seasonality

Month

Spectrum Medya

Reksan Reklam

Seasonal variations as % of average annual rate

January No seasonal variation
February
March
April
May
June
July
August
September
October
November
December

 
Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

Spectrum Medya

Reksan Reklam

Price Index 30" = 100

Less than 5 sec linear In Turkey there is no calculation basis over spot duration. Each spot is calculated with its duration. We do not use a price index methodolgy in our country
05 sec
10 sec
15 sec
20 sec
25 sec
30 sec
35 sec
40 sec
45 sec
50 sec
55 sec
60 sec
More than 60 sec
Other

Back to top

For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

Case-Study Finder ()

Quick find campaign/product

Campaign aim

Budget

Target group

Sector

Advertising format

Country