3. Table of Contents
COUNTRY PROFILE
MEDIA MARKET CHARACTERISTICS
ADVERTISING ANALYSIS
TOTAL ADSPEND ANALYSIS
ADSPEND ANALYSIS BY MEDIA
TOP ADVERTISING CATEGORIES
2009 INTERIM DATA
SECTOR PROFILES
TELEVISION
Overview
Audience share analysis
Adspend analysis
RADIO
NEWSPAPERS
Overview
Market size and structure
Adspend analysis
ONLINE MEDIA
MAGAZINES
OUTDOOR ADVERTISING
TELECOMS ENVIRONMENT
FOREIGN INVESTMENT
COMPANY PROFILES
CUKUROVA GROUP
Activities
Management
Media operations
DOGAN YAYIN HOLDING
Group profile
Newspaper Publishing
Magazine and book publishing
Television Broadcasting
Online media
Other media operations
Non-media operations
DOGUS GROUP
Group profile
Media operations
IHLAS HOLDING
Group profile
Activities
Financials
Management and ownership
Media operations
4. Table of Figures
FIGURE 1. KEY MACROECONOMIC DATA
FIGURE 2. EMPLOYED POPULATION
FIGURE 3. MAP OF TURKEY
FIGURE 4. GDP GROWTH (1998-2008)
FIGURE 5. MEDIA REGULATORY ENVIRONMENT
FIGURE 6. ADSPEND GROWTH (2000 – 2008)
FIGURE 7. ADSPEND GROWTH (1996 – 2008)
FIGURE 8. ADSPEND GROWTH (Q1 2006-Q1 2009)
FIGURE 9. TURKISH ADVERTISING DATA (2004-2006, ZENITH OPTIMEDIA)
FIGURE 10. TURKISH ADVERTISING DATA (2004-2008)
FIGURE 11. TURKISH QUARTERLY ADSPEND DATA BY MEDIA (Q1 2007 – Q1 2009)
FIGURE 12. ADSPEND ANALYSIS (% CAGR, 2004 – 08)
FIGURE 13. ADSPEND ANALYSIS (ADSPEND BY MEDIA TYPE, 2008)
FIGURE 14. TOP ADVERTISING CATEGORIES (2005 - 08)
FIGURE 15. ADSPEND BY MEDIA (Q1 2009)
FIGURE 16. TELEVISION, HOUSEHOLDS
FIGURE 17. TELEVISION, ADSPEND (2004 – 08)
FIGURE 18. TELEVISION, MAJOR BROADCASTERS
FIGURE 19. TELEVISION, CHANNELS BY GEOGRAPHIC REACH
FIGURE 20. TELEVISION, CHANNELS BY SEGMENT
FIGURE 21. TELEVISION, % SHARE BY TV PLATFORM
FIGURE 22. TELEVISION, PENETRATION BY TV PLATFORM TYPE
FIGURE 23. TELEVISION, AUDIENCE SHARE ANALYSIS (PRIMETIME, 2002 – Q1 09)
FIGURE 24. TELEVISION, AUDIENCE SHARE ANALYSIS (ALL DAY, 2002 – Q1 09)
FIGURE 25. TELEVISION, ADSPEND MARKET SHARE OF MAJOR PLAYERS
FIGURE 26. TELEVISION, AD REVENUES OF THEMATIC CHANNELS (2006 – 09)
FIGURE 27. TELEVISION, TOP ADVERTISING CATEGORIES (2008)
FIGURE 28. RADIO, MAJOR PLAYERS
FIGURE 29. RADIO, CHANNELS BY GEOGRAPHIC REACH
FIGURE 30. NEWSPAPERS, MAJOR PLAYERS
FIGURE 31. NEWSPAPERS, TOTAL DAILY CIRCULATION (2003 – Q1 09)
FIGURE 32. NEWSPAPERS, LEADING TITLES (BY DAILY SALES)
FIGURE 33. NEWSPAPERS, PUBLISHERS’ MARKET SHARE (BY TOTAL CIRCULATION)
FIGURE 34. NEWSPAPERS, ADSPEND GROWTH (2000 – 10E)
FIGURE 35. NEWSPAPERS, TOP ADVERTISING CATEGORIES (2008)
FIGURE 36. INTERNET ADSPEND (2004 – 08)
FIGURE 37. INTERNET SUBSCRIBER DATA
FIGURE 38. E-COMMERCE MARKET VOLUME (2006 – 09E)
FIGURE 39. DEMOGRAPHICS OF INTERNET USERS (2007)
FIGURE 40. LEADING WEBSITES IN TURKEY
FIGURE 41. MAGAZINE PUBLISHERS
FIGURE 42. MARKET SHARE OF PUBLISHERS (CIRCULATION)
FIGURE 43. DOGAN BURDA GROUP INFORMATION
FIGURE 44. MAGAZINES, CIRCULATION TRENDS (2003-2008)
FIGURE 45. MAGAZINES, CIRCULATION TRENDS (Q1 08 – Q1 09)
FIGURE 46. OUTDOOR ADVERTISING, ADSPEND (2004 – 08)
FIGURE 47. TOP ADVERTISERS IN OUTDOOR ADVERTISING
FIGURE 48. STROER GROUP DATA
FIGURE 49. MOBILE SUBSCRIBER BASE
FIGURE 50. MOBILE TELECOMS, SUBSCRIBER BASE BY OPERATOR
7. The Turkish media industry is one of the most attractive media markets in the world. With its
strong economic growth, large and growing urban population and high literacy rates, Turkey is one
of the most exciting destinations for investment in the media segment. This report provides a
comprehensive overview of the Turkish media market covering the market size and structure of
each of the major segments (television, radio, newspapers, magazines, outdoor advertising, online
media). It also includes detailed profiles of leading Brazil companies such as Dogan Yayin
Holdings, Dogus Group and Ilhas Holdings. The report is 87 pages in length and has 116 tables and
charts.
Introduction
Heernet Venture’s Country Profiles provide a comprehensive assessment of a country’s media
industry. The profiles are an essential tool for media industry professionals and advisors seeking an
up to date overview of the size, structure and competitive environment of a country’s media
industry.
Contents
The profiles contain: an economic and demographic country overview; historic and current adspend
analysis by media; descriptions of the key industry segments such as television, newspapers, radio,
magazines and online media. For each industry segment, there is market size and structure data
including information on reach and usage for leading players and products.
Industry Expertise
As a specialist media research and advisory firm, Heernet Ventures publishes media industry
research which is comprehensive, up to date and insightful. In addition to its industry reports and
research, the company also operates the Global Media Market Intelligence website (G2Mi.com)
which carries a wide range of information and analysis on the global media industry.
Reasons to buy
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particular country. They provide the customer with complete country analysis in a single report.
Current customers include leading media companies, investment banks, consulting firms and private
equity firms. Customers include JP Morgan, Citibank, ChrysCapital, Egmont, Sony Corporation,
Guardian Media Group, Dentsu, Eniro, Bain & Vo., KPMG, Morgan Stanley and Apax Partners.
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