Measuring Audience

Like elsewhere, audience data is a crucial currency for the advertising sector in Turkey, which relies on certain research companies.

Television

Television channels are one of the most attractive platforms for advertising. Television Audience Research Committee Joint Stock Company (TIAK) measures the audience data in Turkey. Advertisers' Association and The Association of Advertising Agencies are the two main shareholders of TİAK. In 2012, Kantar Media signed a contract with TIAK to replace AGB Nielsen Media Research after a scandal erupted in the rating system. Until now, it is regarded as a credible source for both media and advertising sector. ATV, Kanal D, Star TV, Show TV, Fox TV, Kanal 7, Flash TV, TV 8, TRT, TRT Haber and TV 2 are fully measured by TIAK. On the other hand, NTV, Habertürk, Bloomberg, CNN Turk, TV 4, Ülke TV and Kanal A are partially measured. Monthly reports are published on TİAK website and they are publicly accessible.

Print

For the newspapers, circulation numbers are highly suspicious. The Press Advertising Institution issues circulation figures after summing up the numbers from print distributors, which are Yaysat of Dogan Group and Turkuvaz Dagitim of Kalyon Group. Newspapers also submit their circulation figures to the Press Advertising Institution. It is widely believed that circulation numbers are inflated, for example by free distribution, to boost income from private and public advertising. Every three months Kantar Media conducts surveys for readership and accessibility for print media outlets.

Radio

Advertisers' Association, Turkish Foundation of Advertising, Radio and TV Broadcasters Association (RATEM) and National Radio Broadcasters Association (URYAD) have formed Radio Monitoring Services Organization (RİAK), which monitors 45 radios. The organization's clients include radio agencies, media planning and sourcing agencies.

Online

On the online side, IAB Turkey coordinates "Internet Audience Measurement" research since 2009. They have a site-centric and audience-centric measurement system, providing traffic data of websites as well as sociodemographic data.

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