tv environment after new rtuk code

Effects of RTUK Regulations on TV Environment

1-11 April 2011 Period

Content

Ad Duration : Sold Out

# Ad Breaks Opened Based on Duration

30’’ GRP Performance and Duration Change

Effects on Programme & Break Performance– Some examples

Top 15 Advertisers by Channel

by MediaCom, 14.04.2011

Effects of RTUK Regulations on TV

Environment

Ad Duration : Sold Out

«20% of an hour rule» : 720 seconds advertising duration in 1 hour.

Anaysis is done based on hourly and total sold out both on reported channels and major non

reported channels during 01-11 April 2011.

Ad Duration : Sold Out Reported Channels

During 1-11 April, channels used 75% to 105% of total ‘legal’ ad duration. Top 5 channels’ average is 81%. Only STV continued «Generic», «Dolgu» and «Other sponsorship»

applications and exceeded total duration (105% )

Among Top 5 channels, ATV used 95% of total duration, 99% of PT

duration.

Kanal D, Star and Fox’s sold out are at similar levels. Fox’s PT % sold out is higher than Kanal D and Star whereas its

OPT % is lower than the others. OPT: 08:00-17:59

PT: 18:00-24:59

Ad Duration : Sold Out Reported Channels (I)

Channel Hour 01 Apr 02 Apr 3 Apr 4 Apr 5 Apr 6 Apr 7 Apr 8 Apr 9 Apr 10 Apr 11 Apr Total %

Used Duration/Hour

(11 days)08:00:00 0 14 12 0 11 19 16 11 46 10 13 14 1.09109:00:00 20 49 59 58 68 68 67 51 77 65 72 59 4.70710:00:00 15 105 18 44 27 58 53 51 102 111 40 57 4.50211:00:00 19 105 83 55 74 87 78 92 116 105 75 81 6.40612:00:00 18 77 72 57 55 61 71 102 78 106 67 69 5.50113:00:00 9 78 85 96 89 108 104 79 76 70 104 82 6.46314:00:00 87 94 108 87 95 98 98 101 87 105 108 97 7.68415:00:00 72 103 94 118 118 120 112 120 99 105 116 107 8.46716:00:00 95 96 95 88 101 107 115 98 78 100 90 97 7.65217:00:00 98 103 103 97 91 105 107 107 116 105 90 102 8.07118:00:00 109 96 91 106 90 100 106 93 90 97 85 97 7.64919:00:00 69 43 55 46 66 73 60 60 47 47 54 56 4.45220:00:00 46 47 13 51 44 0 59 23 48 15 22 33 2.64321:00:00 98 88 88 93 79 96 91 91 73 88 80 88 6.95322:00:00 104 91 100 95 83 84 95 92 77 90 96 92 7.26423:00:00 100 95 88 76 110 97 96 74 100 94 74 91 7.23824:00:00 96 101 81 111 85 101 78 104 110 85 96 95 7.542

OPT 08:00-17:59 43 82 73 70 73 83 82 81 87 88 77 76 60.544PT 18:00-24:59 89 80 74 83 79 79 84 77 78 74 72 79 43.741TOTAL 08:00-24:59 62 81 73 75 76 81 83 79 84 82 75 77 104.285

Channel Hour 01 April 02 April 3 April 4 April 5 April 6 April 7 April 8 April 9 April 10 April 11 April Total %

Used Duration/Hour

(11 days)08:00:00 32 60 41 0 0 0 0 0 22 14 0 15 1.21209:00:00 94 65 45 86 57 106 93 77 34 27 84 70 5.51910:00:00 94 96 98 92 70 92 82 110 71 108 84 91 7.17011:00:00 82 97 99 68 60 90 83 99 81 101 96 87 6.88712:00:00 115 99 94 102 82 108 89 111 116 105 106 102 8.10813:00:00 107 93 86 69 85 111 96 107 90 112 87 95 7.51414:00:00 105 112 94 81 30 36 48 63 111 96 52 75 5.96215:00:00 98 100 110 57 38 30 47 76 104 86 78 75 5.93316:00:00 99 104 106 95 71 91 88 75 102 86 77 91 7.17017:00:00 87 88 110 86 52 68 83 113 102 108 56 87 6.85918:00:00 93 68 88 78 53 94 88 64 93 96 86 82 6.48319:00:00 64 44 47 60 63 95 94 67 71 47 42 63 4.99420:00:00 35 31 24 15 43 91 103 45 57 47 31 47 3.74921:00:00 94 94 93 83 102 78 95 103 102 99 72 92 7.29922:00:00 109 90 86 68 94 85 63 96 98 95 56 85 6.76223:00:00 97 76 69 79 73 55 53 96 103 78 107 80 6.36724:00:00 98 71 49 79 74 0 37 93 95 71 87 68 5.420

Opt 08:00-17:59 91 91 88 74 55 73 71 83 83 84 72 79 62.334Pt 18:00-24:59 84 67 65 66 72 71 76 81 88 76 68 74 41.074Total 08:00-24:59 88 82 79 70 62 72 73 82 85 81 71 77 103.408

% of actual seconds with respect to total "legal" seconds (720 sec in 1 hour)

Kanal D

Star

o Exceeds hourly ‘allowed’

time in OPT more than PT.

o Very low duration during

20:00-21:00 time slot.


time in OPT more than PT.

o Low duration during 20:00-

21:00 time slot.


Used Duration/Hour

(11 days)08:00:00 31 99 67 0 54 11 33 33 99 100 0 48 3.80409:00:00 96 100 99 101 104 104 71 71 99 100 104 95 7.54610:00:00 86 99 100 102 100 104 100 100 100 100 100 99 7.85111:00:00 101 100 86 100 104 100 104 100 100 100 100 100 7.88512:00:00 96 100 104 52 100 100 99 100 100 100 103 96 7.58013:00:00 71 99 76 100 100 100 100 100 100 104 98 95 7.54414:00:00 73 83 100 98 100 100 104 104 104 100 104 97 7.70415:00:00 78 100 102 98 100 104 100 100 100 100 100 98 7.78216:00:00 81 100 98 102 100 100 99 103 104 100 99 99 7.82817:00:00 98 100 104 52 100 99 99 99 100 100 99 95 7.56018:00:00 105 100 100 100 100 96 99 95 104 104 94 100 7.89219:00:00 97 100 101 102 100 99 99 100 100 100 99 100 7.88820:00:00 89 100 102 97 104 99 100 99 99 99 99 99 7.82121:00:00 79 99 100 69 100 99 99 99 98 98 100 94 7.48422:00:00 111 100 102 129 104 103 100 100 99 98 99 104 8.23023:00:00 93 88 100 90 100 100 107 104 102 108 99 99 7.85424:00:00 103 112 98 96 97 104 92 100 96 40 102 94 7.476

Opt 08:00-17:59 81 98 94 80 96 92 91 91 101 100 91 92 73.084

Pt 18:00-24:59 97 100 100 98 101 100 99 99 100 92 99 99 54.645

Total 08:00-24:59 87 99 96 87 98 95 94 94 100 97 94 95 127.729


Used Duration/Hour

(11 days)08:00:00 24 24 0 35 28 26 27 16 15 48 68 28 2.24709:00:00 29 30 98 29 36 5 11 17 92 94 53 45 3.55310:00:00 25 91 100 96 28 59 53 99 104 104 44 73 5.78811:00:00 31 98 98 101 78 97 62 90 97 97 93 85 6.76612:00:00 33 99 104 98 103 100 104 98 102 99 104 95 7.52413:00:00 0 96 93 95 94 96 102 102 99 97 96 88 6.98914:00:00 64 101 96 94 105 96 100 105 103 100 103 97 7.68015:00:00 53 94 102 88 98 90 94 95 101 106 102 93 7.35816:00:00 52 101 97 56 95 86 93 86 98 98 92 87 6.86817:00:00 51 99 96 65 99 97 99 101 104 98 101 92 7.28218:00:00 76 102 77 91 89 102 64 92 94 77 83 86 6.82619:00:00 96 99 78 83 94 87 70 95 45 38 83 79 6.25120:00:00 103 74 76 93 98 68 68 56 57 43 69 73 5.81021:00:00 102 101 103 98 95 97 91 91 71 74 92 92 7.31322:00:00 101 106 94 60 94 73 96 94 75 75 97 88 6.95123:00:00 102 39 63 52 103 98 90 99 96 92 95 84 6.68024:00:00 64 64 61 56 57 104 77 89 81 70 78 73 5.758

Opt 08:00-17:59 36 83 88 76 76 75 75 81 91 94 86 78 62.055

Pt 18:00-24:59 92 83 79 76 90 90 79 88 74 67 85 82 45.589

Total 08:00-24:59 59 83 84 76 82 81 77 84 84 83 85 80 107.644


ATV

Show

Ad Duration : Sold Out Reported Channels (II)


time in both PT and OPT.

o High duration during 22:00-

23:00 time slot.


time in mainly OPT.

Ad Duration : Sold Out Reported Channels (III)


Used Duration/Hour

(11 days)08:00:00 0 19 29 0 36 35 42 33 101 97 65 42 3.28709:00:00 0 7 29 22 34 34 45 37 97 99 46 41 3.24510:00:00 0 56 22 28 82 79 91 87 97 98 92 66 5.25911:00:00 57 34 32 80 87 87 94 87 98 100 96 77 6.13412:00:00 63 65 65 53 101 98 102 101 101 97 101 86 6.81313:00:00 0 73 85 16 97 97 97 98 97 96 97 78 6.14114:00:00 45 90 93 69 101 100 97 98 99 96 98 90 7.10515:00:00 36 46 45 82 97 81 65 95 97 97 98 76 6.04016:00:00 37 63 87 87 97 97 98 98 96 97 97 87 6.85217:00:00 73 61 45 94 91 85 80 97 97 97 98 83 6.60318:00:00 35 58 19 48 91 79 87 80 68 69 82 65 5.16219:00:00 46 54 48 73 93 92 98 97 89 90 96 79 6.29620:00:00 91 58 73 89 87 93 95 96 96 96 97 88 6.98021:00:00 35 90 37 93 95 96 97 96 97 96 98 85 6.70522:00:00 75 50 83 56 102 95 102 102 98 102 97 88 6.93023:00:00 81 75 62 96 81 101 49 96 97 96 98 85 6.69924:00:00 47 68 57 81 88 93 82 71 96 86 82 77 6.135

Opt 08:00-17:59 31 51 53 53 82 79 81 83 98 97 89 73 57.479

Pt 18:00-24:59 59 65 54 77 91 93 87 91 92 91 93 81 44.907

Total 08:00-24:59 42 57 54 63 86 85 84 86 95 95 90 76 102.386


Used Duration/Hour

(11 days)08:00:00 46 100 98 103 90 60 94 98 99 99 99 90 7.10609:00:00 79 100 99 73 97 101 98 98 99 97 100 95 7.48810:00:00 39 99 100 101 88 100 86 99 100 101 88 91 7.20511:00:00 39 100 100 96 98 100 99 99 99 99 99 94 7.41712:00:00 68 100 99 69 99 94 99 100 99 99 99 93 7.37113:00:00 56 99 99 99 100 99 103 99 99 99 100 96 7.57214:00:00 83 99 99 99 100 100 99 101 100 99 94 98 7.73015:00:00 99 100 101 99 99 100 99 100 100 101 99 100 7.89716:00:00 97 99 99 100 100 100 100 100 100 99 100 99 7.87317:00:00 78 100 98 101 99 100 106 99 100 99 101 98 7.77818:00:00 84 96 99 98 96 100 95 98 101 99 97 97 7.64819:00:00 101 99 101 100 102 99 100 98 102 100 104 101 7.96520:00:00 97 100 99 95 99 97 100 100 101 101 100 99 7.84621:00:00 96 100 99 101 100 81 88 101 101 98 94 96 7.60922:00:00 100 101 100 100 105 118 111 101 101 99 107 104 8.22823:00:00 99 101 101 101 98 99 100 100 101 101 98 100 7.91524:00:00 98 98 99 99 97 95 100 100 99 102 99 99 7.823

Opt 08:00-17:59 68 100 99 94 97 95 98 99 99 99 98 95 75.437

Pt 18:00-24:59 97 99 100 99 99 98 99 100 101 100 100 99 55.034

Total 08:00-24:59 80 99 99 96 98 97 99 99 100 100 99 97 130.471

Kanal7


Fox

o Careful with hourly duration

so far, stays within the limits.

o Stays mostly within the

limits. When out of the limits,

indeces are mostly 101..

Ad Duration : Sold Out Reported Channels (IV)


Used Duration/Hour

(11 days)08:00:00 112 111 105 111 111 112 108 109 112 106 112 110 8.70509:00:00 105 108 103 73 106 105 103 103 109 102 104 102 8.06810:00:00 110 110 102 109 111 109 112 110 109 103 111 109 8.60711:00:00 109 107 103 112 110 110 111 110 107 107 110 109 8.60212:00:00 105 102 105 106 108 108 108 108 104 102 106 106 8.36313:00:00 102 109 105 103 104 103 106 106 104 105 106 105 8.29714:00:00 102 114 109 103 103 105 104 103 104 105 104 105 8.32515:00:00 105 113 108 105 104 104 104 103 113 109 103 106 8.42016:00:00 101 111 108 104 104 105 104 102 110 106 101 105 8.32817:00:00 104 105 108 101 102 101 104 103 108 107 103 104 8.25318:00:00 104 107 104 87 104 102 103 101 105 99 103 102 8.05119:00:00 103 101 104 103 104 103 102 102 101 102 103 103 8.11820:00:00 109 108 106 104 104 107 99 102 106 104 104 105 8.30721:00:00 110 111 106 84 101 109 100 104 104 106 102 103 8.19022:00:00 106 106 107 104 101 104 84 103 105 103 102 102 8.08223:00:00 101 102 106 107 111 105 101 98 104 105 105 104 8.25124:00:00 107 108 107 111 111 105 103 104 103 102 107 106 8.399

Opt 08:00-17:59 106 109 106 103 106 106 106 106 108 105 106 106 83.968

Pt 18:00-24:59 106 106 106 100 105 105 99 102 104 103 104 104 57.398

Total 08:00-24:59 106 108 106 102 106 106 103 104 106 104 105 105 141.366


Used Duration/Hour

(11 days)08:00:00 50 0 0 49 49 50 0 0 0 0 0 18 1.43009:00:00 100 99 99 99 99 100 100 100 100 101 101 100 7.89610:00:00 88 99 99 94 98 99 94 77 99 102 92 95 7.49911:00:00 99 99 99 84 98 91 87 69 100 99 83 92 7.26112:00:00 100 99 99 99 99 100 100 100 100 103 102 100 7.92313:00:00 100 99 99 99 99 100 100 99 100 82 99 98 7.74214:00:00 100 99 98 99 99 100 100 100 99 84 100 98 7.75415:00:00 28 99 98 63 51 60 55 95 99 102 102 77 6.12916:00:00 35 99 99 56 61 58 59 99 100 99 100 79 6.22417:00:00 43 72 98 67 74 78 72 100 100 100 102 82 6.52018:00:00 40 71 60 59 50 62 56 78 77 46 61 60 4.75319:00:00 45 66 63 47 24 72 58 83 69 56 88 61 4.83220:00:00 72 80 75 67 78 89 94 100 98 98 100 86 6.83621:00:00 45 63 63 69 33 21 47 94 94 100 97 66 5.22322:00:00 43 26 35 59 64 60 102 89 86 85 99 68 5.39323:00:00 70 39 64 43 24 56 70 90 38 83 73 59 4.67024:00:00 31 73 29 23 0 41 31 37 74 37 20 36 2.836

Opt 08:00-17:59 74 86 89 81 83 84 77 84 90 87 88 84 66.378

Pt 18:00-24:59 50 60 55 52 39 57 65 82 77 72 77 62 34.543

Total 08:00-24:59 64 75 75 69 65 73 72 83 84 81 83 75 100.921

STV

Flash


FLASH TV

o Fully exceeding the ad

duration limits, highest of all

channels !

o Careful with hourly duration

so far, stays within the limits.

Ad Duration : Sold Out Non Reported Channels

During 1-11 April, major non reported channels used 31% to 89% of total ‘allowed’ ad duration. Dogus Group channels (NTV, CNBCe, NTVSpor and E2) have

used the minimum % of duration (31%-43%) among other channels (due to unfinished price negotiations).

Habertürk has used 73% of total ad duration. Its OPT usage % is higher than its PT usage %.

CNN Turk has used 89% of total duration, 95% of PT duration.

Kanaltürk and TRT 1 has used nearly half of the total duration.

TNT and TV8 have used ~65% of total duration.

% Duration Used OPT PT TOTAL

NTV 48 35 43

CNBC-e 43 32 39

NTV Spor 32 28 31

E2 24 42 31

Habertürk 76 68 73

CNN Türk 84 95 89

Kanaltürk 44 68 54

TNT 53 82 65

TV8 55 73 62

TRT1 36 77 53OPT: 08:00-17:59

PT: 18:00-24:59

Ad Duration : Sold Out Non Reported Channels

Channel OPT/PT 01 Apr 02 Apr 3 Apr 4 Apr 5 Apr 6 Apr 7 Apr 8 Apr 9 Apr 10 Apr 11 Apr Total %

Used Duration/Hour

(11 days)

OPT 27 38 30 44 52 51 51 53 54 59 68 48 37.987

PT 25 26 30 33 33 41 40 41 38 42 36 35 19.402

TOTAL 26 33 30 39 44 47 47 48 47 52 55 43 57.389

OPT 22 32 37 35 44 49 53 53 42 42 68 43 34.258

PT 24 26 23 24 34 34 36 38 42 42 29 32 17.704

TOTAL 22 29 31 30 40 43 46 47 42 42 52 39 51.962

OPT 21 25 25 26 28 30 27 37 43 51 41 32 25.430

PT 22 35 17 25 25 28 29 29 39 31 31 28 15.683

TOTAL 21 29 22 26 27 29 28 34 41 43 37 31 41.113

OPT 20 26 25 19 22 22 25 27 29 24 22 24 18.760

PT 43 32 41 30 39 43 48 49 43 47 44 42 23.026

TOTAL 29 28 32 24 29 31 34 36 35 34 31 31 41.786

OPT 59 64 70 84 82 81 79 77 80 79 83 76 60.473

PT 75 60 63 71 73 58 68 69 68 75 74 68 37.943

TOTAL 66 63 67 78 78 72 75 74 75 77 79 73 98.416

OPT 69 77 75 81 88 80 85 90 98 99 86 84 66.848

PT 102 92 89 90 87 94 102 103 89 94 99 95 52.410

TOTAL 83 83 81 84 88 85 92 96 95 97 91 89 119.258

OPT 31 41 44 31 30 37 37 47 62 68 54 44 34.690

PT 65 70 53 69 64 66 70 86 77 57 69 68 37.595

TOTAL 45 53 48 47 44 49 50 63 68 63 60 54 72.285

OPT 21 49 48 41 43 55 51 60 75 71 66 53 41.873

PT 71 64 62 89 80 84 87 91 93 85 95 82 45.275

TOTAL 41 55 54 61 58 67 66 73 82 77 78 65 87.148

OPT 42 59 39 49 56 58 61 61 64 51 65 55 43.614

PT 80 72 64 78 69 76 71 72 70 75 74 73 40.400

TOTAL 58 64 49 61 61 66 65 66 66 61 69 62 84.014

OPT 23 40 42 29 31 33 37 39 38 43 40 36 28.434

PT 62 78 73 70 78 83 77 70 92 87 73 77 42.547

TOTAL 39 56 55 46 50 54 54 52 60 61 54 53 70.981

Kanalturk

TNT

TV 8

TRT1

NTV

CNBC-e

NTVSpor

E2

HaberTürk

CNN Türk

OPT: 08:00-17:59

PT: 18:00-24:59

http://images.google.com.tr/imgres?imgurl=http://www.kalder.org/genel/13ukk/TV8 Logo.jpg&imgrefurl=http://www.kalder.org/page.asp?PageID=706&h=160&w=200&sz=8&tbnid=c9cm0tFYiYAJ:&tbnh=79&tbnw=99&hl=tr&start=4&prev=/images?q=tv8&svnum=10&hl=tr&lr=&sa=N

http://www.tnttv.com.tr/index.php

On average, 42 ad breaks/day opened.

Among Top 5 channels, ATV opened 47 ad breaks/day (highest) and Fox opened 36 ad breaks/day (lowest).

Duration of ad breaks differed from channel to channel. But mostly 3-5 min.ad breaks were

opened.

# Ad Breaks Opened Based on Duration

Channel Break duration 01 Apr 02 Apr 3 Apr 4 Apr 5 Apr 6 Apr 7 Apr 8 Apr 9 Apr 10 Apr 11 Apr TOTAL % OPT PT OPT% PT%below 1 min 1 1 1 1 4 1% 2 2 1% 1%1 -2 min 3 5 3 3 5 1 3 2 3 2 3 33 7% 21 12 7% 6%2-3 min 6 4 14 13 10 2 2 6 9 2 8 76 16% 50 26 18% 14%3-4 min 12 26 17 15 14 17 20 22 18 9 15 185 39% 103 82 36% 43%4-5 min 13 12 8 11 7 15 13 9 16 20 15 139 29% 97 42 34% 22%5-6 min 1 3 5 6 4 2 2 5 2 30 6% 11 19 4% 10%6-7 min 2 2 1 2 2 9 2% 9 0% 5%

TOTAL 35 47 44 45 44 42 44 43 48 40 44 476 100% 284 192 100% 100%below 1 min 1 1 1 2 5 1% 2 3 1% 2%1 -2 min 2 3 4 2 12 7 4 2 2 38 8% 19 19 7% 10%2-3 min 1 5 8 10 12 2 4 9 11 5 8 75 16% 40 35 15% 18%3-4 min 21 19 15 14 15 10 19 15 13 9 9 159 34% 85 74 31% 38%4-5 min 20 14 18 12 3 10 5 10 8 18 11 129 28% 88 41 32% 21%5-6 min 2 4 1 1 1 7 5 3 2 6 2 34 7% 18 16 7% 8%6-7 min 1 1 2 1 3 5 1 4 18 4% 13 5 5% 3%above 7 min 1 1 3 1 6 1% 6 2% 0%

TOTAL 47 46 46 40 45 38 39 43 42 41 37 464 100% 271 193 100% 100%below 1 min 7 6 6 6 1 1 2 7 12 11 12 71 14% 32 39 11% 17%1 -2 min 9 6 7 3 2 2 2 31 6% 13 18 5% 8%2-3 min 8 8 2% 8 3%3-4 min 31 2 4 2 1 40 8% 24 16 8% 7%4-5 min 3 35 33 9 16 6 17 6 12 13 3 153 29% 95 58 33% 25%5-6 min 1 4 3 6 1 11 14 18 21 19 23 121 23% 64 57 22% 24%6-7 min 3 3 18 20 17 6 10 5 5 7 94 18% 59 35 21% 15%above 7 min 1 1 1 3 1% 3 1%

TOTAL 60 51 50 39 40 41 47 44 52 50 47 521 100% 287 234 100% 100%below 1 min 1 1 1 3 3 1 1 3 14 3% 6 8 2% 4%1 -2 min 1 3 3 6 9 2 5 3 3 2 2 39 9% 30 9 11% 5%2-3 min 6 3 2 7 4 8 4 2 2 2 3 43 10% 15 28 6% 15%3-4 min 13 22 26 26 19 20 9 8 3 2 148 33% 107 41 41% 22%4-5 min 11 13 12 5 8 9 3 6 6 9 6 88 20% 39 49 15% 26%5-6 min 1 1 1 2 5 1 13 14 15 12 15 80 18% 41 39 16% 21%6-7 min 1 2 1 2 3 4 7 5 7 32 7% 22 10 8% 5%above 7 min 1 1 1 1 4 1% 1 3 0% 2%

TOTAL 34 44 45 47 47 46 37 40 35 35 38 448 100% 261 187 100% 100%

Kanal D

Star

ATV

Show

# Ad Breaks Based on Duration – (I)

o Avg.43 breaks/day.

o Mostly 3-5 min.


o Mostly 3-5 min.


o Mostly 4-6 min.

o Highest ‘below

1min’ break

opening channel.


o Mostly 3-5 min.

Channel Break duration 01 Apr 02 Apr 3 Apr 4 Apr 5 Apr 6 Apr 7 Apr 8 Apr 9 Apr 10 Apr 11 Apr TOTAL % OPT PT OPT% PT%below 1 min 1 1 2 4 1% 3 1 1% 1%1 -2 min 5 2 3 3 1 2 3 19 5% 11 8 5% 4%2-3 min 8 6 6 3 2 1 1 3 1 2 33 8% 16 17 7% 10%3-4 min 10 11 6 9 6 7 19 35 33 19 155 39% 76 79 34% 44%4-5 min 3 3 4 7 4 7 6 10 4 2 8 58 14% 36 22 16% 12%5-6 min 2 8 9 10 22 16 16 6 4 6 9 108 27% 70 38 31% 21%6-7 min 1 3 3 3 3 3 3 2 21 5% 11 10 5% 6%above 7 min 1 1 1 3 1% 3 0% 2%

TOTAL 29 31 28 32 33 34 34 44 46 45 45 401 100% 223 178 100% 100%below 1 min 3 2 1 3 2 4 2 6 1 6 30 6% 22 8 7% 4%1 -2 min 7 1 1 1 2 12 2% 11 1 4% 0%2-3 min 6 5 5 2 3 8 4 2 12 10 5 62 12% 42 20 14% 10%3-4 min 6 3 7 9 12 7 14 13 6 11 7 95 18% 60 35 19% 17%4-5 min 3 10 8 17 9 13 6 11 14 11 14 116 23% 64 52 21% 26%5-6 min 8 6 5 4 5 4 8 6 4 4 4 58 11% 35 23 11% 11%6-7 min 9 16 16 10 13 11 11 11 11 11 12 131 25% 77 54 25% 27%above 7 min 1 1 1 1 1 1 1 1 1 1 10 2% 10 0% 5%

TOTAL 42 44 43 46 45 49 46 51 50 49 49 514 100% 311 203 100% 100%1 -2 min 1 1 0% 1 1%3-4 min 36 30 30 36 34 34 20 24 21 19 16 300 62% 205 95 69% 51%4-5 min 3 2 3 1 2 5 5 5 5 5 36 7% 31 5 10% 3%5-6 min 7 8 11 7 9 7 17 18 14 17 20 135 28% 59 76 20% 41%6-7 min 1 4 1 1 1 1 1 1 11 2% 3 8 1% 4%above 7 min 1 1 0% 1 1%

TOTAL 47 45 45 45 46 47 42 42 42 42 41 484 100% 298 186 100% 100%1 -2 min 1 2 3 1% 3 1% 0%2-3 min 13 1 1 6 3 3 1 1 2 4 1 36 10% 16 20 7% 14%3-4 min 3 4 5 9 7 10 11 4 6 7 8 74 21% 28 46 13% 33%4-5 min 1 7 5 6 7 5 4 4 9 5 11 64 18% 20 44 9% 32%5-6 min 3 11 14 10 12 6 5 14 13 11 5 104 29% 86 18 40% 13%6-7 min 11 7 5 1 8 10 8 4 3 10 67 19% 60 7 28% 5%above 7 min 1 1 3 5 1% 1 4 0% 3%

TOTAL 32 30 30 34 29 32 31 32 35 33 35 353 100% 214 139 100% 100%

STV

Flash

Fox

Kanal7

# Ad Breaks Based on Duration – (II)

FLASH TV


o Mostly 3-4 min. and

5-6 min.


o Mostly 4-5 min.and

6-7 min.



5-6 min.



5-6 min.

30’’ GRP Performance and Duration Change 1-11 April vs 1-11 March period / 5 Top Channels

There is a GRP loss. However, it is lower than duration loss. The reason is «shorter»

ad breaks perform higher since rating does not decrease much during the transition

from programme to ad breaks.

30’’ GRP Performance and Duration Change 1-11 April vs 1-11 March period

0

500

1000

1500

2000

25001-11 March 1-11 April

30’’GRP (F20-34 ABC1C2)

01-11 March 01-11 April Diff. 01-11 March 01-11 April Diff.

OPT 85.493 60.544 -29% 5.928 4.589 -23%

PT 58.798 43.741 -26% 8.488 6.561 -23%

TOTAL 144.291 104.285 -28% 14.416 11.150 -23%

Duration (Sec.) 30"GRP

In both OPT and PT, 30’’ GRP decreased by 23% whereas duration

decreased by 28%

OPT: 08:00-17:59

PT: 18:00-24:59

http://www.kanald.com.tr/Default.aspx


0

200

400

600

800

1000

1200

140001-11March 01-11 April

In OPT , 30’’ GRP decreased by 12% whereas duration decreased by 26%.

In PT, 30’’ GRP decreased by 27% whereas duration decreased by 15%.


OPT 98.798 73.084 -26% 4.636 4.102 -12%

PT 64.329 54.645 -15% 6.042 4.413 -27%

TOTAL 163.127 127.729 -22% 10.678 8.515 -20%


30’’GRP (F20-34 ABC1C2)

OPT: 08:00-17:59

PT: 18:00-24:59


0

200

400

600

800

1000

120001-11March 01-11 April

In OPT , 30’’ GRP decreased by 33% however in PT, 30’’ GRP decreased

by only 6%


OPT 89.607 62.055 -31% 3.321 2.233 -33%

PT 59.994 45.589 -24% 4.483 4.212 -6%

TOTAL 149.601 107.644 -28% 7.804 6.445 -17%


30’’GRP (F20-34 ABC1C2)

OPT: 08:00-17:59

PT: 18:00-24:59


0

100

200

300

400

500

60001-11March 01-11 April

In total, 30’’ GRP decreased by 26% whereas duration decreased by 28%.


OPT 87.893 62.334 -29% 2.306 1.635 -29%

PT 55.966 41.074 -27% 2.730 2.085 -24%

TOTAL 143.859 103.408 -28% 5.036 3.720 -26%


30’’GRP (F20-34 ABC1C2)

OPT: 08:00-17:59

PT: 18:00-24:59


0

200

400

600

800

1000

1200

1400 01-11March 01-11 April


OPT 91.260 57.479 -37% 4.834 2.460 -49%

PT 60.025 44.907 -25% 4.428 2.971 -33%

TOTAL 151.285 102.386 -32% 9.262 5.431 -41%


Highest 30’’ GRP decrease is in Fox by 41% in total, whereas duration

decreased by 32%.

30’’GRP (F20-34 ABC1C2)

OPT: 08:00-17:59

PT: 18:00-24:59

Effects on Programme & Break Performance Some examples

Öyle Bir Geçer Zaman Ki

Tue 08-03-11 TRP - Max: 34.9 Tue 05-04-11 TRP - Max: 34.920:00

20:15

20:30

20:45

21:00

21:15

21:30

21:45

22:00

22:15

22:30

22:45

23:00

(F20-34 ABC1C2)

Oyle bir gecer

zaman

(Time: 19:59 -

20:37)

TRP: 11.06Oyle bir gecer

zaman

(Time: 20:37 -

23:11)

TRP: 25.39

Share: 55.74

Oyle bir gecer

zaman ki -OZET

(Time: 19:56 -

20:47)

TRP: 12.23

Share: 31.62

Oyle bir gecer

zaman

(Time: 20:47 -

23:16)

TRP: 29.50

Share: 65.43

Date Program AMR %

Break AMR %

Transition # of Break

08/03/2011 25.39 11.65 46% 5

05/04/2011 29.5 18.82 64% 10

http://www.kanald.com.tr/Default.aspx

http://www.kanald.com.tr/OyleBirGecerZamanKi

Muhteşem Yüzyıl

Wed 02-03-11 TRP - Max: 24.4 Wed 06-04-11 TRP - Max: 24.4

19:55

20:10

20:25

20:40

20:55

21:10

21:25

21:40

21:55

22:10

22:25

22:40

22:55

23:10

(F20-34 ABC1C2)

Muhtesem yuzyi l

(Time: 20:21 -

23:13)

TRP: 19.23

Share: 41.77

Muhtesem

yuzyi l

(Time: 20:49 -

23:21)

TRP: 18.46

Share: 44.79

Muhtesem yuzyi l

(oze

(Time: 20:01 -

20:13)

Muhtesem

yuzyi l (oze

(Time: 19:58 -

20:46)

TRP: 8.37

Share: 23.65

DateProgram

AMR %

Break

AMR %Transition # of Break

02/03/2011 19.23 8.37 44% 5

06/04/2011 18.46 12.28 67% 9

Geniş Aile Date

Program

AMR %

Break


04/03/2011 4.03 2.00 50% 4

08/04/2011 4.81 2.82 59% 9

Fri 04-03-11 TRP - Max: 7.1 Fri 08-04-11 TRP - Max: 7.1

19:55

20:10

20:25

20:40

20:55

21:10

21:25

21:40

21:55

22:10

22:25

22:40

(F20-34 ABC1C2)

Komedi

dukkani

(Time: 22:35 -

24:56)

Genis a i le

(ozet)

(Time: 19:56 -

20:58)

TRP: 2.61

Share: 7.43

Genis a i le

(Time: 20:04 -

22:28)

TRP: 4.03

Share: 9.96

Genis a i le

(Time: 20:58 -

23:02)

TRP: 4.81

Share: 12.15

Müge Anlı ile Tatlı Sert

Mon 07-03-11 TRP - Max: 9.4 Mon 04-04-11 TRP - Max: 9.410:00

10:15

10:30

10:45

11:00

11:15

11:30

11:45

12:00

12:15

12:30

12:45

13:00

13:15

(F20-34 ABC1C2)

Muge anl i i le

tatl i

(Time: 09:58 -

12:52)

TRP: 3.89

Share: 21.84

Muge anl i i le

tatl i

(Time: 10:01 -

13:24)

TRP: 3.35

Share: 18.82

Ask ve ceza

(tkr)

(Time: 13:01 -

14:45)

DateProgram

AMR %

Break


07/03/2011 3.89 2.80 72% 5

04/04/2011 3.35 2.51 75% 7

Break Performance Change by Channel

In general, transition from program to break was less

when compared to previous month i.e.target group

does not migrate as much as they did before.

Therefore, the break rating does not decrease as much

as before.

Channel

Program

AMR%

Break

AMR% Transition

Program

AMR%

Break

AMR% Transition Diff

Kanal D OPT 3.39 2.03 60% 3.12 2.29 73% +14

PT 7.54 4.14 55% 6.58 4.9 74% +20

Star OPT 1.45 0.77 53% 1.17 0.79 68% +14

PT 3.17 1.41 44% 2.67 1.58 59% +15

Show OPT 1.94 1.11 57% 1.56 1.07 69% +11

PT 4.73 2.15 45% 4.39 2.9 66% +21

Atv OPT 2.65 1.36 51% 2.42 1.76 73% +21

PT 6.09 2.68 44% 3.88 2.68 69% +25

Fox OPT 2.02 1.57 78% 1.62 1.35 83% +6

PT 3.08 2.07 67% 2.86 2.05 72% +4

Kanal7 OPT 0.59 0.29 49% 0.53 0.36 68% +19

PT 1.09 0.46 42% 0.85 0.51 60% +18

STV OPT 0.73 0.35 48% 0.6 0.4 67% +19

PT 1.46 0.54 37% 1.32 0.63 48% +11

Flash OPT 0.33 0.15 45% 0.27 0.13 48% +3

PT 0.45 0.26 58% 0.54 0.34 63% +5

Average 2.43 1.28 53% 2.05 1.43 70% +17

01-11 April01-11 March

Top 15 Advertisers by Channel

Top 15 advertisers on Reported and major Non Reported channels.

GSM and FMCG dominance

Top 15 Advertisers Reported Channels

Kanal D 30''GRP Star 30''GRP ATV 30''GRP Show 30''GRP Fox 30''GRP Kanal7 30''GRP STV 30''GRP Flash 30''GRP

1 Turkcell 744 Turkcell 412 Vodafone 904 Turkcell 386 P&G 711 Turkcell 231 Benckiser 255 Arma holding 153

2 Vodafone 466 Benckiser 295 Benckiser 815 Avea 361 Turkcell 592 Benckiser 85 Hayat kimya 181 Vodafone 78

3 Ttnet 461 Ttnet 180 Avea 599 Hayat kimya 267 Bn elektronik 269 Orjin hijyen 80 Vodafone 140 Ilahikervani.com 58

4 Unilever 456 Dogan Gaz. 177 Turkcell 555 Vodafone 255 Avea 269 Unilever 74 Turk telekom a.s. 139 Benckiser 55

5 Casper 448 Avea 157 Ttnet 300 Unilever 243 Ulker 268 Ulker 66 Ulker 138 P&G 39

6 Avea 423 Vodafone 156 Unilever 295 Ulker 241 Unilever 233 Ttnet 61 Colgate/palmolive 74 Bn elektronik 33

7 Dogan Gaz. 407 Ulker 129 Eti 266 Eti 221 Vastech iletisim teknolojileri san.ve tic.ltd.sti.187 Eti 49 Avon 70 Unilever 27

8 Eti 397 Frito-lay 122 Saruhan ic dis tic.a.s.244 P&G 197 Ttnet 180 Avea 46 P&G 65 Colgate/palmolive 27

9 Vastech iletisim 397 Unilever 117 Coca cola corp. 232 Ttnet 188 Eti 170 Hayat kimya 43 Frito-lay 60 Henkel 23

10 Ulker 365 Coca cola corp. 116 Frito-lay 219 Vastech iletisim teknolojileri san.ve tic.ltd.sti.183 Frito-lay 133 Avon 42 Bn elektronik 57 Eti 22

11 P&G 353 Arcelik a.s. 108 Bn elektronik 207 Benckiser a.s. 169 Glaxo smith 126 Visa 37 Biota 54 Kaptanogullari san.tic.ltd.sti.19

12 Numil.s. 324 Bn elektronik 81 Vastech iletisim teknolojileri san.ve tic.ltd.sti.184 Glaxo smith 160 Feza yayincilik 117 Colgate/palmolive33 Pbg 54 Frito-lay 19

13 Coca cola corp. 283 Pbg 75 Ulker 177 Coca cola corp. 149 Bosch 103 Frito-lay 33 Bosch 50 Kraft 18

14 Benckiser 254 Saglik bakanligi 69 Glaxo smith 166 Frito-lay 143 Kraft 102 Finans bank 32 Henkel 48 Tadim 18

15 CHP 249 CHP 65 Turkuvaz radyo televizyon gazetecilik ve yayincilik a.s.153 CHP 137 Colgate/palmolive86 Henkel 30 Eti 46 Visa 17

Top 3 ranking is

dominated by

GSM brands.

Unilever

majorly used

Kanal D.

Benckiser

slightly used

Kanal D.

Turkcell is at

1.rank followed

by Benckiser.

Vodafone is at

1.rank followed

by Benckiser.

GSM brands at

top 2.

P&G

dominance

followed by

GSM brands.

Top Advertisers Non Reported Channels

CNBC-e Sec. CNN Türk Sec. E2 Sec. HaberTürk Sec. Kanalturk Sec.

1 Turkiye ihracatcilar meclisi7.846 Turkcell 7.237 Dogus grubu ilet.4.221 Turkiye ihracatcilar meclisi6.675 Avea 5.375

2 Dogus grubu ilet. 5.901 Risvanoglu ins.ltd.6.255 Sony ericsson 3.060 Haber turk 6.271 Turkcell 5.344

3 Istanbul kult.san. 3.286 Fiat 4.905 Istanbul kult.san.2.815 Risvanoglu ins.ltd.5.805 Arcelik a.s. 3.655

4 Adidas 2.970 Arcelik a.s. 4.565 Ulker 2.646 Arcelik a.s. 5.711 Ttnet 3.653

5 P&G 2.748 Avea 3.988 Vestel 2.520 Ciner gazete dergi basim yay. ve san.tic.a.s.4.637 Alfemo mobilya2.431

6 Agaoglu 2.581 Akbank 3.889 Redbull gida dagitim ve pazarlama2.400 Avea 4.424 Frito-lay 2.305

7 Bimeks bilgi islem1.680 Agaoglu 3.886 Glaxo smith kline ilaclari san.ve tic.a.s.2.310 Fiat 3.423 Sony ericsson 2.220

8 Kiler gyo 1.470 Namet gida san.ve tic.a.s.3.399 Akbank 2.301 Ford 3.124 Feza yayincilik 1.974

9 Ulker 1.413 Emay insaat a.s. 2.966 Pegasus airlines 2.220 Kiler gyo 3.052 Vestel 1.820

10 Ergo grubu 1.304 Dogan Gaz. 2.898 Avon 1.785 Betek boya ve kimya san.2.673 Avon 1.710

11 Vestel 1.295 Petline petrol a.s2.840 Visa 1.350 Ttnet 2.246 Namet gida san.ve tic.a.s.1.668

12 Bosch 1.200 Kiler gyo 2.833 Bosch 1.080 Finans bank 2.243 Kiler gyo 1.623

13 Dogus otom. 1.175 Peugeot otomotiv a.s.2.690 Michelin 1.080 Kayalar kimya san. tic. a.s.2.143 Bosch 1.560

14 Visa 1.140 Finans bank 2.671 Ntv yayinlari 1.063 Bosch 2.040 Fiat 1.551

15 Risvanoglu ins.ltd.1.069 Biota 2.666 Kraft 1.010 Turk ekonomi bankasi1.988 Ipek yayincilik bilisim sanatsal ve egitim hizmetleri san. tic. a.s.1.521

NTV Sec. NTVSpor Sec. TNT Sec. TRT Sec. TV 8 Sec.

1 Turkiye ihracatcilar meclisi5.028 Vastech iletisim teknolojileri san.ve tic.ltd.sti.3.527 Unilever 14.413 Avea 5.051 World of wonders5.835

2 Istanbul kult.san. 4.636 Yuce auto st. 3.127 Turkcell 5.977 Unilever 4.849 Turkcell 5.413

3 P&G 4.357 Dogus grubu ilet.2.443 Arcelik a.s. 4.342 Ulker 4.566 Avea 4.207

4 Dogus grubu ilet. 3.992 Risvanoglu ins.ltd.2.190 Avea 4.029 Trt 2.641 Tab gida sanayi ve ticaret a.s4.096

5 Risvanoglu ins.ltd.3.067 Adidas 2.040 Mattel 3.371 Turk hava yollari a.s.2.627 Arcelik a.s. 4.037

6 Bosch 2.760 Baylas otomotiv 1.997 Kraft 2.515 Vestel 2.534 Saglik bakanligi 3.943

7 Hsbc bank a.s. 2.585 Mar yapi ltd.sti. 1.914 Vodafone 2.426 Arcelik a.s. 2.496 Unilever 3.360

8 Adidas 2.520 Cumhuriyet halk partisi1.711 Benckiser a.s. 2.366 Namet gida san.ve tic.a.s.2.098 Sony ericsson 3.000

9 Agaoglu 2.349 Alpet 1.696 Sony ericsson 2.250 Turkcell 2.095 Medya takip merkezi2.627

10 Kiler gyo 1.654 Bosch 1.500 Bosch 2.160 Betek boya ve kimya san.1.787 Mng kargo yurtici ve yurtdisi tasimacilik a.s.2.396

11 Mar yapi ltd.sti. 1.648 P&G 1.425 Eti 2.159 Erdemoglu a.s. 1.649 Vodafone 2.130

12 Cumhuriyet halk partisi1.548 Hyundai assan motor1.360 Betek boya ve kimya san.2.056 Vodafone 1.517 Bosch 2.028

13 Vestel 1.540 Ntv 1.333 P&G 1.958 Eti 1.485 T.c devlet bakanligi1.916

14 Ergo grubu 1.321 Dogus otom 1.316 Istanbul kult.san.1.891 Akbank 1.477 Avon 1.830

15 Dogus otom 1.316 11833 1.263 Saglik bakanligi 1.842 Gazillion bubble show1.475 Namet gida san.ve tic.a.s.1.796

Thank you ...

tv environment after new rtuk code

Business