Research shows that Turkish media investments and ad spending have reached 17.5 billion liras in 2020. As the overall advertising budgets shrank 7-10% worldwide, ad expenditure in the Turkish television industry seems to have risen 23% compared to 2019.
Between March-May 2020, as the overall viewing of news channels has increased significantly, advertising expenditures in live broadcasts became more prominent for these channels. While many brands postponed their advertising campaigns planned for spring due to restrictions caused by the pandemic, those who still planned to launch their campaigns could not realize their productions. Despite these negative impacts, advertising expenditures in the Turkish TV market resulted in growth for the first half of the year.
With the announcement of partial normalization in June, the above-normal demand continued until the end of the year. Overall, e-commerce, health & medical, and household cleaning products increased their ad expenditures. The use of advertising time also increased by 11% compared to 2019.
Digital advertising expenditures were also on the rise, whereas a decrease was observed in cinema and outdoor advertising, due to the shut-downs. Despite the increasing ad occupancy rate towards the end of the year, radio channels completed 2020 with a 10% shrinkage in advertising.