The Impact of the Covid-19 Pandemic on Media Investments by Medium in Turkey: A Comparative Analysis

Aygün Özsalih

Article Details

The Impact of the Covid-19 Pandemic on Media Investments by Medium in Turkey: A Comparative Analysis

Authors:

Aygün Özsalih

Publisher:

Istanbul Ticaret University

Main Topics:

Gazetecilik Çalışmaları | İletişim Çalışmaları

Journal:

Intermedia International E-journal Vol.11 Issue 21, pp.258-272

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001333579

pISSN:

2149-3669

Keywords:

Abstract:

 The Covid-19 pandemic has seriously affected many sectors both in the world and in Turkey. The media sector, one of the sectors significantly affected by Covid-19, has experienced a major transformation, especially in terms of media investments made in media outlets. This study analyzes the changes in media investments in Turkey before and after the Covid-19 pandemic and compares the two periods. In the study covering the years 2017-2023, media investments by medium in Turkey were analyzed using the quantitative case analysis method, using data obtained by Deloitte Consulting Company and published by the Advertisers Association. The findings show that television had the largest share in total media investments before the pandemic, but digital media increased rapidly with the impact of the pandemic. With the pandemic, digital media has gained a larger share in total media investments every year and has taken first place. The increase in peoples interest in digital platforms during the pandemic has led advertisers to invest more in digital. Although television still remains an important medium, traditional media channels have taken a backseat to the rise of digital media. The share of other traditional media such as cinema, outdoor, press and radio has experienced a significant decline during the pandemic period. This situation reveals that digitalization plays a decisive role in media investments in Turkey.

 The Covid-19 pandemic has seriously affected many sectors both in the world and in Turkey. The media sector, one of the sectors significantly affected by Covid-19, has experienced a major transformation, especially in terms of media investments made in media outlets. This study analyzes the changes in media investments in Turkey before and after the Covid-19 pandemic and compares the two periods. In the study covering the years 2017-2023, media investments by medium in Turkey were analyzed using the quantitative case analysis method, using data obtained by Deloitte Consulting Company and published by the Advertisers Association. The findings show that television had the largest share in total media investments before the pandemic, but digital media increased rapidly with the impact of the pandemic. With the pandemic, digital media has gained a larger share in total media investments every year and has taken first place. The increase in peoples interest in digital platforms during the pandemic has led advertisers to invest more in digital. Although television still remains an important medium, traditional media channels have taken a backseat to the rise of digital media. The share of other traditional media such as cinema, outdoor, press and radio has experienced a significant decline during the pandemic period. This situation reveals that digitalization plays a decisive role in media investments in Turkey.

 The Covid-19 pandemic has seriously affected many sectors both in the world and in Turkey. The media sector, one of the sectors significantly affected by Covid-19, has experienced a major transformation, especially in terms of media investments made in media outlets. This study analyzes the changes in media investments in Turkey before and after the Covid-19 pandemic and compares the two periods. In the study covering the years 2017-2023, media investments by medium in Turkey were analyzed using the quantitative case analysis method, using data obtained by Deloitte Consulting Company and published by the Advertisers Association. The findings show that television had the largest share in total media investments before the pandemic, but digital media increased rapidly with the impact of the pandemic. With the pandemic, digital media has gained a larger share in total media investments every year and has taken first place. The increase in peoples interest in digital platforms during the pandemic has led advertisers to invest more in digital. Although television still remains an important medium, traditional media channels have taken a backseat to the rise of digital media. The share of other traditional media such as cinema, outdoor, press and radio has experienced a significant decline during the pandemic period. This situation reveals that digitalization plays a decisive role in media investments in Turkey.

 Covid-19 pandemisi hem dünyada hem de Türkiyede birçok sektörü ciddi şekillerde etkilemiştir. Covid 19un önemli ölçüde etkilediği sektörlerden biri olan medya sektörü, özellikle mecralara yapılan medya yatırımları açısından büyük bir dönüşüm yaşamıştır. Bu çalışma, Covid-19 pandemisi öncesi ve sonrasında Türkiyede medya yatırımlarındaki değişimleri analiz etmekte ve iki dönemi birbiriyle karşılaştırmaktadır. 2017-2023 yıllarını kapsayan incelemede, Deloitte Danışmanlık Şirketi tarafından elde edilen ve Reklamcılar Derneği tarafından yayınlanan veriler kullanılarak Türkiyede mecralara göre medya yatırımları nicel vaka analizi yöntemi ile analiz edilmiştir. Bulgular, pandemi öncesinde televizyonun toplam medya yatırımları içinde en büyük paya sahip mecra olduğunu, ancak pandeminin etkisiyle dijital medyanın hızla yükseldiğini göstermektedir. Pandemi ile birlikte dijital medya toplam medya yatırımları içinde her geçen yıl daha çok pay almış ve birinci sıraya yerleşmiştir. Pandemi sürecinde insanların dijital platformlara olan ilgisinin artması, reklamverenlerin dijitale daha fazla yatırım yapmasına yol açmıştır. Televizyon hala önemli bir mecra olarak kalsa da, dijital medyanın yükselişi karşısında geleneksel medya kanalları ikinci planda kalmıştır. Sinema, açıkhava, basın ve radyo gibi diğer geleneksel mecraların payı ise pandemi dönemi ile birlikte ciddi bir düşüş yaşamıştır. Bu durum, dijitalleşmenin Türkiyede medya yatırımlarında belirleyici bir rol oynadığını ortaya koymaktadır.

Article Details

The Impact of the Covid-19 Pandemic on Media Investments by Medium in Turkey: A Comparative Analysis

Authors:

Aygün Özsalih

Publisher:

Istanbul Ticaret University

Main Topics:

Gazetecilik Çalışmaları | İletişim Çalışmaları

Journal:

Intermedia International E-journal Vol.11 Issue 21, pp.258-272

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001333579

pISSN:

2149-3669

Covid-19 Pandemic

Media Investments

Digitalization

Turkey

Quantitative Case AnalysisCovid-19 Pandemisi

Medya Yatırımları

Dijitalleşme

Türkiye

Nicel Vaka Analizi

Issues

Article Details

Authors: Aygün Özsalih

Publisher: Istanbul Ticaret University

Main Topics: Gazetecilik Çalışmaları | İletişim Çalışmaları

Journal: Intermedia International E-journal Vol.11 Issue 21, pp.258-272

Document Type: Article

Publication Date: 12/2024

Document Language: Turkish

Document ID (Org No.): 2001333579

pISSN: 2149-3669

Issues

Authors:

Aygün Özsalih

Publisher:

Istanbul Ticaret University

Main Topics:

Gazetecilik Çalışmaları | İletişim Çalışmaları

Journal:

Intermedia International E-journal Vol.11 Issue 21, pp.258-272

Document Type:

Article

Publication Date:

12/2024

Document Language:

Turkish

Document ID (Org No.):

2001333579

pISSN:

2149-3669