Turkey's All Seeing Eye
The panel for the TV measurement service in Turkey, managed by Kantar Media, continues to expand since its inception in September 2012.
When it started, the panel stood at 2,500 households strong. With 3,663 households, the panel has grown to be the largest in the 20 year history of TAM in the Turkish market. Working in conjunction with TI AK, the joint industry committee in Turkey, Kantar Media is expanding the panel even further in 2014, giving us an even deeper understanding of Turkey's television viewing behaviour.
The Turkish panel is continually maintained to ensure the strictest global standards of accuracy and credibility are upheld. To that end, the panel is audited every month by a university, a protocol that was put in place after close work between TIAK and Kantar Media.
TURKEY: THE FACTS
• Size: 785,000 km2
• Total population: 75 million (17th largest in the world)
• Urban population: 77% of total population
• TAM Universe: viewers aged 5+ in urban centres of 20,000 or more - about 48 million individuals
• Age profile: young, making children's TV attractive: we are currently measuring four children's channels with more in the pipeline.
Media trends in Turkey
After a small dip in 2008 and 2009, media advertising expenditures showed a very healthy increase of 68% from 2009 to 2012.
TV gets about 55-56% of this spend. But the internet share increased by 130% since 2009 to 9% of the total spend in 2012. Alongside this, TV broadcasters are keeping a close eye on the internet delivery developments; major ones are starting to set up their own Hulu-like VoD services.
Currently, around 80% of TV reception is free-to-air digital satellite, with national channels dominating; however, many regional or provincial channels are also available over the satellite nationally. By 2015, the move to digital terrestrial broadcasting (DVB-T2) will be completed. With the very high satellite usage, we don't expect a sudden shift in the reception types, but tablets and PC use may increase thanks to the convenience of gadgets like USB tuners.
TV broadcasters are very interested in receiving live audience data. We are currently exploring ways to meet this need. We should expect that, within five years, the TAM service has to evolve into a Video Audience Measurement (VAM) service to take into account the linear and Video On Demand (VoD) programming over the internet, as well as devices such as tablets.