The Media and Advertising Investments Report for the First Half of 2022, prepared by independent consultancy Deloitte for the Advertisers Association (RD), Advertisers Association (RVD), Interactive Advertising Association (IAB), Outdoor Advertisers Foundation (ARVAK), National Radio Publishers Association (URYAD) and Mobile Media Research Marketing and Advertising Association (MMA TR), was published. According to Deloitte’s report, media and advertising investments in Turkey reached a total volume of 17 billion 107 million TL (~$ 920,25 million) in the first half of 2022.
TV advertising investments increased by 61 percent compared to the same period last year, reaching the fastest growth rate ever seen in history. At 5 billion 434 million TL ($ 292,3 million), TV investments accounted for 42.6 percent of total media and advertising investments.
According to the report, digital advertising investments in the first half of 2022 grew by 78 percent compared to the same period of the previous year. Investments in video content increased by 123 percent to 34.3 percent, while social media investments accounted for 43 percent.
In digital media investments, the organized advertising sector (digital partners) accounted for 42 percent of total digital investments, while direct ad purchases of small and medium-sized enterprises accounted for 58 percent of investments. The total amount of digital investments reached 14 billion 73 million (~$ 757 million), including 5 billion 911 million in digital partners’ spendings and 8 billion 162 million in direct purchases.
According to the report, programmatic campaign management was preferred in 74 percent of digital advertising investments. When sorted according to the type of device on which the ad was published, mobile devices were the number one choice of advertisers with 76 percent.
As the impact of the pandemic subsided, the advertising medium that showed the highest growth in Turkey was outdoor advertising with 97.6 percent. Newly opened advertising spaces, advertising units, large areas and digital outdoor had an impact on the turnover distribution rates. The most significant growth in this area was seen in digital outdoor advertising.
The report also shows that radios had a successful first six months of 2022. The total investment in radios increased by 93.5 percent compared to the same period of the previous year and was reported as 317 million TL (~$ 17 million). Cinemas, on the other hand, continued their activities at full capacity since January and entered the recovery process.
Although the growth in print media was reported as 25 percent, it was the medium that lagged behind among offline media. Although investments in magazines and newspapers reached a total of 249 million TL (~$13,4 million), projections suggest that circulation will continue to decline in the coming periods.
(1 $ = 18,59 ₺ on November 9th, 2022)
This report is originally published on Deloitte’s web page in October 2022 under the title of “Türkiye’de Tahmini Medya ve Reklam Yatırımları – 2022 İlk 6 Ay Raporu”. You can access the original report here.