{"id":3865,"date":"2025-04-29T04:49:27","date_gmt":"2025-04-29T11:49:27","guid":{"rendered":"https:\/\/www.tolgasismanoglu.com\/blog\/?p=3865"},"modified":"2025-04-29T04:51:25","modified_gmt":"2025-04-29T11:51:25","slug":"turkiye-2024-yili-tahmini-medya-ve-reklam-yatirimlari","status":"publish","type":"post","link":"https:\/\/www.tolgasismanoglu.com\/blog\/turkiye-2024-yili-tahmini-medya-ve-reklam-yatirimlari\/","title":{"rendered":"T\u00fcrkiye 2024 Y\u0131l\u0131 Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131"},"content":{"rendered":"\n<p><strong>T\u00fcrkiye 2024 Y\u0131l\u0131 Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 A\u00e7\u0131kland\u0131<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>T\u00fcrkiye 202<\/strong><strong>4<\/strong><strong>&nbsp;y\u0131l\u0131<\/strong><strong>&nbsp;Tahmini&nbsp;<\/strong><strong>Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu\u2019na g\u00f6re toplam yat\u0131r\u0131mlar<\/strong><strong>&nbsp;\u00f6nceki y\u0131la g\u00f6re&nbsp;<\/strong><strong>y<\/strong><strong>\u00fczde 78,9&nbsp;<\/strong><strong>b\u00fcy\u00fcyerek 253<\/strong><strong>,6<\/strong><strong>&nbsp;milyar TL\u2019ye ula\u015ft\u0131.<\/strong><\/li>\n\n\n\n<li><strong>Medya yat\u0131r\u0131mlar\u0131nda en b\u00fcy\u00fck pay y\u00fczde 74,2 ile dijital medyaya ayr\u0131l\u0131rken t\u00fcm mecralarda b\u00fcy\u00fcme ya\u015fand\u0131. Yapay zek\u00e2 ile perakende medya ise 2024 medya ve reklam yat\u0131r\u0131mlar\u0131 g\u00fcndemine h\u0131zl\u0131 girdi.<\/strong><\/li>\n\n\n\n<li><strong>T\u00fcrkiye, en fazla medya yat\u0131r\u0131m\u0131 yap\u0131lan 20 \u00fclke i\u00e7erisinde y\u00fczde 39,4 ile en fazla b\u00fcy\u00fcyen \u00fclke oldu.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Reklamc\u0131lar Derne\u011fi (RD), Reklamverenler Derne\u011fi (RVD), \u0130nteraktif Reklamc\u0131l\u0131k Derne\u011fi (IAB), A\u00e7\u0131khava Reklamc\u0131lar\u0131 Vakf\u0131 (ARVAK), Ulusal Radyo Yay\u0131nc\u0131lar\u0131 Derne\u011fi (URYAD) ve Mobil Mecralar Ara\u015ft\u0131rma Pazarlama ve Reklamc\u0131l\u0131k Derne\u011fi (MMA TR) ve Televizyon \u0130zleme Ara\u015ft\u0131rmalar\u0131 A.\u015e. (T\u0130AK)&nbsp;ad\u0131na ba\u011f\u0131ms\u0131z dan\u0131\u015fmanl\u0131k \u015firketi Deloitte taraf\u0131ndan haz\u0131rlanan&nbsp;<strong>T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 Raporu<\/strong>\u2019na g\u00f6re 2024 y\u0131l\u0131nda medya ve reklam yat\u0131r\u0131mlar\u0131 253 milyar 600 milyon TL oldu. Bir \u00f6nceki y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re y\u00fczde 78,9\u2019luk bir b\u00fcy\u00fcme ya\u015fanan sekt\u00f6rde medya yat\u0131r\u0131mlar\u0131 213 milyar TL olurken; yap\u0131m, bask\u0131, reklamveren hizmet bedeli gibi reklam yat\u0131r\u0131mlar\u0131 ise 40 milyar 600 milyon TL\u2019ye ula\u015ft\u0131.<\/p>\n\n\n\n<p><strong>Medya yat\u0131r\u0131mlar\u0131nda bu y\u0131l da aslan pay\u0131 dijitalin<\/strong><\/p>\n\n\n\n<p>2024 y\u0131l\u0131nda medya yat\u0131r\u0131mlar\u0131ndan en b\u00fcy\u00fck pay, y\u00fczde 74,2 ile dijitale y\u00f6nlendirildi. Dijital yat\u0131r\u0131mlar 158 milyar TL\u2019yi a\u015ft\u0131. Bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 83 oran\u0131nda b\u00fcy\u00fcyen dijital yat\u0131r\u0131mlar\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fc g\u00f6sterim ya da t\u0131klama bazl\u0131 reklamlar ile video formatlara ayr\u0131l\u0131rken sosyal medya reklamlar\u0131 toplam dijital reklam yat\u0131r\u0131mlar\u0131n\u0131n y\u00fczde 47,08\u2019ini olu\u015fturdu. Dijital medya reklamlar\u0131n\u0131n y\u00fczde 79,4\u2019\u00fc mobil cihazlarda yap\u0131l\u0131rken, sosyal medya etkileyicileri (influencer) ile ger\u00e7ekle\u015ftirilen kampanya, tan\u0131t\u0131m ve i\u00e7erik \u00e7al\u0131\u015fmalar\u0131n\u0131n toplam hacmi 6 milyar 750 milyon TL\u2019yi buldu.<\/p>\n\n\n\n<p><strong>2024, medya yat\u0131r\u0131mlar\u0131nda t\u00fcm mecralar\u0131n b\u00fcy\u00fcme y\u0131l\u0131 oldu<\/strong><\/p>\n\n\n\n<p>Toplam medya yat\u0131r\u0131mlar\u0131n\u0131n y\u00fczde 18,3\u2019\u00fcn\u00fc olu\u015fturan&nbsp;<strong>televizyon (TV)&nbsp;<\/strong>yat\u0131r\u0131mlar\u0131, bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 56,1 oran\u0131nda b\u00fcy\u00fcyerek 38 milyar 860 milyon TL\u2018ye eri\u015fti. TV yat\u0131r\u0131mlar\u0131ndaki pay\u0131n\u0131 d\u00fczenli art\u0131ran sekt\u00f6rler ise g\u0131da,&nbsp;ev temizlik \u00fcr\u00fcnleri ve&nbsp;kozmetik ve ki\u015fisel bak\u0131m sekt\u00f6rleri oldu.<\/p>\n\n\n\n<p>Toplam medya yat\u0131r\u0131mlar\u0131 i\u00e7inde y\u00fczde 0,8\u2019lik bir paya sahip olan&nbsp;<strong>bas\u0131n<\/strong>&nbsp;yat\u0131r\u0131mlar\u0131, 2024 y\u0131l\u0131nda y\u00fczde 107 artarak 1 milyar 640 milyon TL\u2019ye ula\u015ft\u0131. Bas\u0131nda gazetelere en y\u00fcksek medya yat\u0131r\u0131m\u0131 yapan sekt\u00f6r y\u00fczde 21\u2019lik payla finans sekt\u00f6r\u00fc olurken, onu y\u00fczde 7\u2019lik payla tekstil, holdingler ve \u015firketler, e-ticaret ve perakende izledi. Dergilerin b\u00fcy\u00fck reklamverenleri ise tekstil, mobilya ve in\u015faat sekt\u00f6rleri oldu.<\/p>\n\n\n\n<p>Toplam pay\u0131 y\u00fczde 5,1 olan&nbsp;<strong>a\u00e7\u0131khava&nbsp;<\/strong>yat\u0131r\u0131mlar\u0131, bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 115,2 b\u00fcy\u00fcyerek toplam 10 milyar 940 milyon TL\u2019lik hacme ula\u015ft\u0131. Mecraya en y\u00fcksek yat\u0131r\u0131m yapan sekt\u00f6rler y\u00fczde 16\u2019l\u0131k payla e\u011flence, k\u00fclt\u00fcr-sanat ve spor, y\u00fczde 14\u2019l\u00fck payla kozmetik ve ki\u015fisel bak\u0131m, y\u00fczde 11\u2019lik payla ise perakende oldu.<\/p>\n\n\n\n<p>2024 y\u0131l\u0131nda en h\u0131zl\u0131 b\u00fcy\u00fcyen ikinci mecra olan&nbsp;<strong>radyo&nbsp;<\/strong>yat\u0131r\u0131mlar\u0131, y\u00fczde 100 b\u00fcy\u00fcme ile toplam 3 milyar 303 milyon TL\u2019nin \u00fczerinde bir hacme ula\u015ft\u0131. Toplam yat\u0131r\u0131mlar i\u00e7indeki pay\u0131 y\u00fczde 1,6 olan radyo yat\u0131r\u0131mlar\u0131nda en y\u00fcksek pay\u0131 bulunan sekt\u00f6rler s\u0131ras\u0131yla finans, otomotiv, e-ticaret ve perakende oldu.<\/p>\n\n\n\n<p>T\u00fcrkiye medya yat\u0131r\u0131mlar\u0131 i\u00e7inde y\u00fczde 0,1\u2019lik k\u00fc\u00e7\u00fck bir paya sahip olmas\u0131na ra\u011fmen 2024 y\u0131l\u0131nda y\u00fczde 42,8 oran\u0131nda b\u00fcy\u00fcyen&nbsp;<strong>sinema<\/strong>&nbsp;mecras\u0131, toplam 261 milyon 710 bin TL yat\u0131r\u0131m ald\u0131. Mecray\u0131 en \u00e7ok de\u011ferlendiren sekt\u00f6rler ise finans, optik, saat ve aksesuar, e\u011flence ve spor ile bilgi teknolojileri oldu.<\/p>\n\n\n\n<p><strong>Perakende medya, yeni y\u00fckselen mecra oldu<\/strong><\/p>\n\n\n\n<p>D\u00fcnyada perakende medya harcamalar\u0131 y\u00fckselen bir e\u011filimdeyken, T\u00fcrkiye\u2019de de reklamverenin ilgisini \u00e7ekmeye devam ediyor. D\u00fcnyada 2024 y\u0131l\u0131 tahmini perakende medya yat\u0131r\u0131mlar\u0131n\u0131n 140 milyar dolar seviyesinde oldu\u011fu g\u00f6r\u00fcl\u00fcrken, T\u00fcrkiye\u2019de de markalar\u0131n y\u00fczde 74\u2019\u00fc perakende medya i\u00e7in b\u00fct\u00e7e ay\u0131rd\u0131\u011f\u0131n\u0131 belirtiyor.<\/p>\n\n\n\n<p><strong>K\u00fcresel medya yat\u0131r\u0131mlar\u0131 y\u00fczde 8,1 b\u00fcy\u00fcyerek toplam 947 milyar 70 milyon dolara ula\u015ft\u0131<\/strong><\/p>\n\n\n\n<p>Zenith taraf\u0131ndan ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rmaya g\u00f6re, d\u00fcnyadaki 2024 y\u0131ll\u0131k medya yat\u0131r\u0131mlar\u0131 tutar\u0131 947 milyar 70 milyon dolara ula\u015f\u0131rken, toplam medya yat\u0131r\u0131mlar\u0131n\u0131n yakla\u015f\u0131k y\u00fczde 60\u2019\u0131 dijital mecralara yap\u0131ld\u0131. Dijital yat\u0131r\u0131mlar\u0131n b\u00fcy\u00fcme pay\u0131 ise a\u011f\u0131rl\u0131kl\u0131 olarak sosyal medya ve geleneksel arama motorlar\u0131ndan (Google, Bing vb.) geldi.<\/p>\n\n\n\n<p>2024 y\u0131l\u0131nda T\u00fcrkiye, en fazla medya yat\u0131r\u0131m\u0131 yap\u0131lan 20 \u00fclke i\u00e7erisinde y\u00fczde 39,4 ile en fazla b\u00fcy\u00fcyen \u00fclke konumuna ula\u015ft\u0131. T\u00fcrkiye\u2019yi y\u00fczde 13\u2019l\u00fck b\u00fcy\u00fcmesiyle Endonezya ve y\u00fczde 12\u2019lik b\u00fcy\u00fcmeyle Hindistan takip etti. Medya yat\u0131r\u0131mlar\u0131n\u0131n Gayrisafi Milli Has\u0131la\u2019dan ald\u0131\u011f\u0131 pay y\u00fczde 0,5 seviyesinde olan T\u00fcrkiye\u2019nin b\u00fcy\u00fcme potansiyeli oldu\u011fu a\u00e7\u0131k\u00e7a g\u00f6r\u00fcl\u00fcyor.<\/p>\n\n\n\n<p>Raporun tamam\u0131na\u00a0<strong><a href=\"https:\/\/iabtr.org\/wp-content\/uploads\/2025\/04\/Medya-ve-Reklam-Yatirimlari-2024_compressed-1.pdf\" target=\"_blank\" rel=\"noopener\" title=\"\">bu linkten\u00a0<\/a><\/strong>ula\u015f\u0131labilir.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>T\u00fcrkiye 2024 Y\u0131l\u0131 Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 A\u00e7\u0131kland\u0131 Reklamc\u0131lar Derne\u011fi (RD), Reklamverenler Derne\u011fi (RVD), \u0130nteraktif Reklamc\u0131l\u0131k Derne\u011fi (IAB), A\u00e7\u0131khava Reklamc\u0131lar\u0131 Vakf\u0131 (ARVAK), Ulusal Radyo Yay\u0131nc\u0131lar\u0131 Derne\u011fi (URYAD) ve Mobil Mecralar Ara\u015ft\u0131rma Pazarlama ve Reklamc\u0131l\u0131k Derne\u011fi (MMA TR) ve Televizyon \u0130zleme Ara\u015ft\u0131rmalar\u0131 A.\u015e. (T\u0130AK)&nbsp;ad\u0131na ba\u011f\u0131ms\u0131z dan\u0131\u015fmanl\u0131k \u015firketi Deloitte taraf\u0131ndan haz\u0131rlanan&nbsp;T\u00fcrkiye\u2019de Tahmini Medya ve Reklam Yat\u0131r\u0131mlar\u0131 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"two_page_speed":[],"footnotes":""},"categories":[82,544,1,254,13,15],"tags":[711,640,272,78,641,346,637,710,348,14],"class_list":["post-3865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma-veri","category-dijital","category-genel","category-internet-reklamciligi","category-pazarlama","category-reklam","tag-2024-dijital","tag-dijital-pazarlama","tag-dijital-reklam","tag-iab-turkiye","tag-internet-reklamciligi","tag-mobil-2","tag-reklam","tag-reklam-yaitrimlari","tag-search","tag-sosyal-medya"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3865","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/comments?post=3865"}],"version-history":[{"count":2,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3865\/revisions"}],"predecessor-version":[{"id":3868,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/posts\/3865\/revisions\/3868"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media\/3866"}],"wp:attachment":[{"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/media?parent=3865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/categories?post=3865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tolgasismanoglu.com\/blog\/wp-json\/wp\/v2\/tags?post=3865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}