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Advertising
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REVIEW OF 2008 OPERATIONS Sufering from the impact of global recession since the third quarter of 2008, the Turkish advertising sector grew 3.4% for the year, reaching a revenue volume of approximately TL 3,368 million. Advertising Sector and Advertising Revenues in Turkey Sufering from the impact of global recession since the third quarter of 2008, the Turkish advertising sector grew by 3.4% for the year, reaching a revenue volume of approximately TL 3,368 million. In the frst six months of 2008, on the other hand, the sector has grown by 12%. The most prefered advertising mediums in 2008, as was the case in previous years, were television and newspapers with 80% of the total ad expenditures going into these two channels. Nevertheless, the trend for the fastest growing advertising mediums was unchanged, and online, outdoor and cinema advertising achieved a robust growth. Online ad revenue rose from approximately TL 140 million in 2007 to TL 186 million in 2008; growing 33% and increased its share in total ad spending from 4.3% to 5.5%. Online ad revenue fgures include estimated display, classifed and search engine ads but exclude shopping and tourism sites. Under online ad revenues, the 38% growth of “display ads” in particular, is noteworthy. The share of the television in the ad market declined by 0.4 percentage points to the 50.4% level, while the share of newspapers fell by 2 percentage points to 29.3%. Therefore, the newspaper ad market volume shrunk from TL 1,018 million to TL 986 million.  Breakdown of ad Spending by Industry (TL million)
Food, Cosmetic and Personal Care, Retail and Home Care and Cleaning industries boosted their advertising spending in 2008. Hürriyet's Ad Revenue and Market Share  Having grown 9% in the first six months of 2008 compared to the same period of the previous year, ad revenue of Hürriyet was down 3.7% at the year-end due to the deepening recession, particularly in the last quarter, and amounted ot TL 381.2 million.  Market Share in Advertising (%) Hürriyet maintained its market share among newspapers in 2008, though its market share in the total ad spending declined by 0.9% due to the development of the new media channels. Hürriyet achieved high growth in ad revenues particularly from retail, information technologies and tourism sectors, as well as insert distribution in 2008. Sustaining its leading position in many areas such as classifeds, job listings, education, construction, automotive, retail, textiles, tourism, entertainment, culture-arts and social ads in 2008, Hürriyet continued to be the newspaper of choice for ad clients. Hürriyet also retained its competitive advantage in many subjects and regions thanks to its thematic and regional supplements. TME Total Ad Revenue-from the Second Quarter of 2007 Ad revenue of TME, consolidated in Hürriyet’s fnancial statements after 2Q07, amounted to TL 321.4 million in 2008 (TL 226.4 million in 2007). back to top
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