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Advertising
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Ad Sector in Turkey Turkish ad market, which grew by 12% in the first six months of 2008, began to be influenced from the global slowdown as of the third quarter of the year. As a result, the sector ended up the year with a 3.4% growth and the market size amounted to TL 3,368 million (USD 2,605 million). TV’s and newspapers remained as the most preferred advertising segments in 2008 as well. In fact, TV and newspaper advertising made almost 80% of the total ad spending in Turkey in 2008. Meanwhile, internet, outdoor and cinema continued to be the fastest growing ad segments in 2008. Internet ad revenues, which was TL 140 million (USD 108 million) in 2007, rose by around 33% in 2008 and amounted to TL 186 million (USD 144 million). Hence, the share of internet advertising in total ad spending rose to 5.5% in 2008, up from 4.3% a year ago. Internet revenue includes display, classified and search engine ads and excludes shopping and tourism websites. Among the internet ad revenues, it’s especially worth to mention the 38% increase in display ad revenue. In 2008, the share of TV’s in total ad spending amounted to 50.4%, which represents a decline of 0.4 percentage points compared to the previous year. Meanwhile, the share of newspaper advertising fell by 2 percentage points, to the 29.3% level.  Ad Spending by Various Industries (TL million)
In 2008, the sectors which increased their ad spending the most have been food, cosmetics, retail and home cleaning industries. Ad Revenue of Hürriyet  Ad revenue of Hürriyet, after increasing by 9% in the first six months of 2008, began to be influenced by the economic slowdown in the second half of the year; and hence, ended up the year with a decline of 3.7% compared to a year ago and amounted to TL 381 million (USD 295 million). Ad Market Share (%)  Among media companies, Hürriyet had the largest share in the ad market in 2008 as well, maintaining its leadership in this field. Although its market share declined by 0.9 percentage points due to the growth in new media advertising, Hürriyet maintained it’s market share in newspaper advertising in 2008. Among the advertising sectors of Hürriyet, retail and tourism were the fastest growing sectors in 2008. Hürriyet maintained its leading position as the most preferred advertising medium for many sectors in 2008, such as classifieds, human resources, education, construction, automotive, retail, textile, tourism, entertainment, culture and art, as well as social ads. Hürriyet, which is the most preferred newspaper for the advertisers, maintained its competitive advantage through its supplements and regional editions. Ad revenue of TME TME’s ad revenue, consolidated into Hürriyet financials after 2Q07, amounted to TL 321 million in 2008, compared to TL 226 million in 2007. back to top
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