Reklam pastasının da haber tüketicisinin de yarısı televizyonda
Televizyon, dijital medyanın karşısında yıllardır kan kaybetse de reklam pazarında ve izleyici nezdinde hala gücünü koruyor.
Yıllardır dijital medyanın yükselişi konuşulurken, kullanım alanlarının ve reklam pastasındaki payının artmasının, televizyon izleyicisini ve televizyon reklam payını kendine çekmesiyle doğrudan ilişkili olduğu varsayılıyor. Bu varsayımn, yıllar bazında bir eğilim olarak doğruluk payı olsa da Türkiye’de hala reklam pazar payının da haber tüketicisinin de neredeyse yarısı televizyona gidiyor.
1. Televizyonun reklam pastasındaki payı %47,8
RTÜK’ün 2017 raporuna göre televizyon kanallarının ticari iletişim gelirleri toplamı 3,87 milyar TL oldu. Reklamcılar Derneği’nin Deloitte’la birlikte hazırladığı Türkiye’de Medya ve Reklam Yatırımları 2017 raporuna göre de 3,83 milyar TL.
Reklamcılar Derneği’nin raporundaki bütün medya araçlarının dahil edildiği hesaplama baz alındığında televizyon, reklam pazarın %47,8’ini elinde bulunduruyor.
2. Eğlence kanallarının payı, haber kanallarının payının katbekat üstünde
Raporlanan kanallar listesine bakıldığında; reytingi tam zamanlı ölçülen ve ölçülmeyen kanallar ile eğlence ve haber kanalları arasında bir korelasyon göze çarpar. Buna göre ölçülen kanallar (TRT Haber hariç diğer tüm kanalların yayınlarının büyük bölümü eğlence içeriklerinden oluşuyor) Türkiye’de Medya ve Reklam Yatırımları 2017 Raporu’na göre 3,1 milyar TL paya sahipken ölçülmeyen kanallar (TRT kanalları hariç hepsi haber kanalı) 635 milyon TL pay almıştır.
Buna göre eğlence kanallarının reklam gelirinin haber kanallarının reklam gelirlerine oranının 5’e 1 olduğu söylenebilir.
3. Habere erişimde temel kaynak televizyon
Reuters Gazetecilik Enstitüsü’nün Türkiye Ek Raporu‘na göre, Türkiye’de habere erişimin temel kaynağı %48’lik oranla televizyonlar. Televizyonları sırasıyla sosyal medya dahil olmak üzere çevrim içi kanallar (%39), radyo (%7) ve gazete (%6) takip ediyor.
4. En güvenilir haber markaları listesinin zirvesinde televizyonlar var
Reuters Dijital Haber Raporu 2018’e göre en güvenilir haber markası sıralaması şöyle: FOX TV Haber, NTV, CNN TÜRK, Cumhuriyet, Sözcü, Habertürk, Hürriyet, Mynet, Kanal D Haber, Anadolu Ajansı. Buna göre en güvenilir haber markaları sıralamasında ilk üç, televizyon kanalı markalarından oluşuyor.
5. Haber almak için en sık kullanılan 10 markadan 7’si televizyon
Yine aynı rapora göre, Türkiye’de televizyon, gazete ve radyolar arasında haber almak için en sık kullanılan markalar FOX TV Haber, CNN TÜRK, NTV, Hürriyet, TRT Haber, Sözcü, Kanal D Haber, Habertürk TV Haber, ATV Haber, Milliyet olarak sıralanıyor. Bu da dijital haricindeki tüm haber alma mecraları bazında televizyon kanallarının, radyo ve gazete karşısında çok daha baskın olduğunu gösteriyor.
Geçtiğimiz yıllardaki eğilimlere bakacak olursak; reklam pazarında da, tüketicilerin habere erişimi konusunda da dijital mecraların payının artmasını beklemek akla yatkın görünüyor. Bu noktada çevrim içi haber odalarının sürdürülebilir iş modelleri üretmesinden, gazetecilerin dijital kaynakları teyit edebilmesine kadar birçok başlığın da çözüm beklediğini unutmamak gerek.
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