Yeni RTÜK yasası sonra TV ortamı, TV Environment after new RTUK Code

1. Effects of RTUK Regulations on
TV Environment
1-11 April 2011 Period

2. Content Effects of RTUK Regulations on TV
Environment
by MediaCom, 14.04.2011
 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

3. 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.

4. 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

5. Ad Duration : Sold Out  Reported Channels (I)
% of actual seconds with respect to total "legal" seconds (720 sec in 1 hour)
Used Duration/Hour
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 % (11 days)
08:00:00 0 14 12 0 11 19 16 11 46 10 13 14 1.091
09:00:00 20 49 59 58 68 68 67 51 77 65 72 59 4.707
Kanal D 10:00:00 15 105 18 44 27 58 53 51 102 111 40 57 4.502
11:00:00 19 105 83 55 74 87 78 92 116 105 75 81 6.406
12:00:00 18 77 72 57 55 61 71 102 78 106 67 69 5.501
13:00:00 9 78 85 96 89 108 104 79 76 70 104 82 6.463
14:00:00 87 94 108 87 95 98 98 101 87 105 108 97 7.684
15:00:00 72 103 94 118 118 120 112 120 99 105 116 107 8.467
16:00:00 95 96 95 88 101 107 115 98 78 100 90 97 7.652 o Exceeds hourly ‘allowed’
17:00:00 98 103 103 97 91 105 107 107 116 105 90 102 8.071 time in OPT more than PT.
18:00:00 109 96 91 106 90 100 106 93 90 97 85 97 7.649 o Very low duration during
19:00:00 69 43 55 46 66 73 60 60 47 47 54 56 4.452
20:00:00 46 47 13 51 44 0 59 23 48 15 22 33 2.643 20:00-21:00 time slot.
21:00:00 98 88 88 93 79 96 91 91 73 88 80 88 6.953
22:00:00 104 91 100 95 83 84 95 92 77 90 96 92 7.264
23:00:00 100 95 88 76 110 97 96 74 100 94 74 91 7.238
24:00:00 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 60.544
PT 18:00-24:59 89 80 74 83 79 79 84 77 78 74 72 79 43.741
TOTAL 08:00-24:59 62 81 73 75 76 81 83 79 84 82 75 77 104.285
Used Duration/Hour
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 % (11 days)
08:00:00 32 60 41 0 0 0 0 0 22 14 0 15 1.212
09:00:00 94 65 45 86 57 106 93 77 34 27 84 70 5.519
Star 10:00:00 94 96 98 92 70 92 82 110 71 108 84 91 7.170
11:00:00 82 97 99 68 60 90 83 99 81 101 96 87 6.887
12:00:00 115 99 94 102 82 108 89 111 116 105 106 102 8.108
13:00:00 107 93 86 69 85 111 96 107 90 112 87 95 7.514
14:00:00 105 112 94 81 30 36 48 63 111 96 52 75 5.962
o Exceeds hourly ‘allowed’
15:00:00 98 100 110 57 38 30 47 76 104 86 78 75 5.933 time in OPT more than PT.
16:00:00 99 104 106 95 71 91 88 75 102 86 77 91 7.170 o Low duration during 20:00-
17:00:00 87 88 110 86 52 68 83 113 102 108 56 87 6.859
18:00:00 93 68 88 78 53 94 88 64 93 96 86 82 6.483
21:00 time slot.
19:00:00 64 44 47 60 63 95 94 67 71 47 42 63 4.994
20:00:00 35 31 24 15 43 91 103 45 57 47 31 47 3.749
21:00:00 94 94 93 83 102 78 95 103 102 99 72 92 7.299
22:00:00 109 90 86 68 94 85 63 96 98 95 56 85 6.762
23:00:00 97 76 69 79 73 55 53 96 103 78 107 80 6.367
24:00:00 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 62.334
Pt 18:00-24:59 84 67 65 66 72 71 76 81 88 76 68 74 41.074
Total 08:00-24:59 88 82 79 70 62 72 73 82 85 81 71 77 103.408

6. Ad Duration : Sold Out  Reported Channels (II)
% of actual seconds with respect to total "legal" seconds (720 sec in 1 hour)
Used Duration/Hour
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 % (11 days)
08:00:00 31 99 67 0 54 11 33 33 99 100 0 48 3.804
09:00:00 96 100 99 101 104 104 71 71 99 100 104 95 7.546
ATV 10:00:00 86 99 100 102 100 104 100 100 100 100 100 99 7.851
11:00:00 101 100 86 100 104 100 104 100 100 100 100 100 7.885
12:00:00 96 100 104 52 100 100 99 100 100 100 103 96 7.580
13:00:00 71 99 76 100 100 100 100 100 100 104 98 95 7.544
14:00:00 73 83 100 98 100 100 104 104 104 100 104 97 7.704
15:00:00 78 100 102 98 100 104 100 100 100 100 100 98 7.782
16:00:00 81 100 98 102 100 100 99 103 104 100 99 99 7.828 o Exceeds hourly ‘allowed’
17:00:00 98 100 104 52 100 99 99 99 100 100 99 95 7.560 time in both PT and OPT.
18:00:00 105 100 100 100 100 96 99 95 104 104 94 100 7.892 o High duration during 22:00-
19:00:00 97 100 101 102 100 99 99 100 100 100 99 100 7.888
20:00:00 89 100 102 97 104 99 100 99 99 99 99 99 7.821 23:00 time slot.
21:00:00 79 99 100 69 100 99 99 99 98 98 100 94 7.484
22:00:00 111 100 102 129 104 103 100 100 99 98 99 104 8.230
23:00:00 93 88 100 90 100 100 107 104 102 108 99 99 7.854
24:00:00 103 112 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
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 % (11 days)
08:00:00 24 24 0 35 28 26 27 16 15 48 68 28 2.247
09:00:00 29 30 98 29 36 5 11 17 92 94 53 45 3.553
Show 10:00:00 25 91 100 96 28 59 53 99 104 104 44 73 5.788
11:00:00 31 98 98 101 78 97 62 90 97 97 93 85 6.766
12:00:00 33 99 104 98 103 100 104 98 102 99 104 95 7.524
13:00:00 0 96 93 95 94 96 102 102 99 97 96 88 6.989 o Exceeds hourly ‘allowed’
14:00:00 64 101 96 94 105 96 100 105 103 100 103 97 7.680
15:00:00 53 94 102 88 98 90 94 95 101 106 102 93 7.358 time in mainly OPT.
16:00:00 52 101 97 56 95 86 93 86 98 98 92 87 6.868
17:00:00 51 99 96 65 99 97 99 101 104 98 101 92 7.282
18:00:00 76 102 77 91 89 102 64 92 94 77 83 86 6.826
19:00:00 96 99 78 83 94 87 70 95 45 38 83 79 6.251
20:00:00 103 74 76 93 98 68 68 56 57 43 69 73 5.810
21:00:00 102 101 103 98 95 97 91 91 71 74 92 92 7.313
22:00:00 101 106 94 60 94 73 96 94 75 75 97 88 6.951
23:00:00 102 39 63 52 103 98 90 99 96 92 95 84 6.680
24:00:00 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

7. Ad Duration : Sold Out  Reported Channels (III)
% of actual seconds with respect to total "legal" seconds (720 sec in 1 hour)
Used Duration/Hour
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 % (11 days)
08:00:00 0 19 29 0 36 35 42 33 101 97 65 42 3.287
09:00:00 0 7 29 22 34 34 45 37 97 99 46 41 3.245
Fox 10:00:00 0 56 22 28 82 79 91 87 97 98 92 66 5.259
11:00:00 57 34 32 80 87 87 94 87 98 100 96 77 6.134
12:00:00 63 65 65 53 101 98 102 101 101 97 101 86 6.813
13:00:00 0 73 85 16 97 97 97 98 97 96 97 78 6.141
14:00:00 45 90 93 69 101 100 97 98 99 96 98 90 7.105
15:00:00 36 46 45 82 97 81 65 95 97 97 98 76 6.040
16:00:00 37 63 87 87 97 97 98 98 96 97 97 87 6.852
17:00:00 73 61 45 94 91 85 80 97 97 97 98 83 6.603 o Careful with hourly duration
18:00:00 35 58 19 48 91 79 87 80 68 69 82 65 5.162
19:00:00 46 54 48 73 93 92 98 97 89 90 96 79 6.296
so far, stays within the limits.
20:00:00 91 58 73 89 87 93 95 96 96 96 97 88 6.980
21:00:00 35 90 37 93 95 96 97 96 97 96 98 85 6.705
22:00:00 75 50 83 56 102 95 102 102 98 102 97 88 6.930
23:00:00 81 75 62 96 81 101 49 96 97 96 98 85 6.699
24:00:00 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
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 % (11 days)
08:00:00 46 100 98 103 90 60 94 98 99 99 99 90 7.106
09:00:00 79 100 99 73 97 101 98 98 99 97 100 95 7.488
Kanal7 10:00:00 39 99 100 101 88 100 86 99 100 101 88 91 7.205
11:00:00 39 100 100 96 98 100 99 99 99 99 99 94 7.417
12:00:00 68 100 99 69 99 94 99 100 99 99 99 93 7.371 o Stays mostly within the
13:00:00 56 99 99 99 100 99 103 99 99 99 100 96 7.572
14:00:00 83 99 99 99 100 100 99 101 100 99 94 98 7.730
limits. When out of the limits,
15:00:00 99 100 101 99 99 100 99 100 100 101 99 100 7.897 indeces are mostly 101..
16:00:00 97 99 99 100 100 100 100 100 100 99 100 99 7.873
17:00:00 78 100 98 101 99 100 106 99 100 99 101 98 7.778
18:00:00 84 96 99 98 96 100 95 98 101 99 97 97 7.648
19:00:00 101 99 101 100 102 99 100 98 102 100 104 101 7.965
20:00:00 97 100 99 95 99 97 100 100 101 101 100 99 7.846
21:00:00 96 100 99 101 100 81 88 101 101 98 94 96 7.609
22:00:00 100 101 100 100 105 118 111 101 101 99 107 104 8.228
23:00:00 99 101 101 101 98 99 100 100 101 101 98 100 7.915
24:00:00 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

8. Ad Duration : Sold Out  Reported Channels (IV)
% of actual seconds with respect to total "legal" seconds (720 sec in 1 hour)
Used Duration/Hour
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 % (11 days)
08:00:00 112 111 105 111 111 112 108 109 112 106 112 110 8.705
09:00:00 105 108 103 73 106 105 103 103 109 102 104 102 8.068
STV 10:00:00 110 110 102 109 111 109 112 110 109 103 111 109 8.607
11:00:00 109 107 103 112 110 110 111 110 107 107 110 109 8.602
12:00:00 105 102 105 106 108 108 108 108 104 102 106 106 8.363
13:00:00 102 109 105 103 104 103 106 106 104 105 106 105 8.297
14:00:00 102 114 109 103 103 105 104 103 104 105 104 105 8.325
15:00:00 105 113 108 105 104 104 104 103 113 109 103 106 8.420
16:00:00 101 111 108 104 104 105 104 102 110 106 101 105 8.328
17:00:00 104 105 108 101 102 101 104 103 108 107 103 104 8.253
o Fully exceeding the ad
18:00:00 104 107 104 87 104 102 103 101 105 99 103 102 8.051 duration limits, highest of all
19:00:00 103 101 104 103 104 103 102 102 101 102 103 103 8.118 channels !
20:00:00 109 108 106 104 104 107 99 102 106 104 104 105 8.307
21:00:00 110 111 106 84 101 109 100 104 104 106 102 103 8.190
22:00:00 106 106 107 104 101 104 84 103 105 103 102 102 8.082
23:00:00 101 102 106 107 111 105 101 98 104 105 105 104 8.251
24:00:00 107 108 107 111 111 105 103 104 103 102 107 106 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
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 % (11 days)
08:00:00 50 0 0 49 49 50 0 0 0 0 0 18 1.430
09:00:00 100 99 99 99 99 100 100 100 100 101 101 100 7.896
Flash 10:00:00 88 99 99 94 98 99 94 77 99 102 92 95 7.499
11:00:00 99 99 99 84 98 91 87 69 100 99 83 92 7.261
12:00:00 100 99 99 99 99 100 100 100 100 103 102 100 7.923
FLASH TV 13:00:00 100 99 99 99 99 100 100 99 100 82 99 98 7.742 o Careful with hourly duration
14:00:00 100 99 98 99 99 100 100 100 99 84 100 98 7.754 so far, stays within the limits.
15:00:00 28 99 98 63 51 60 55 95 99 102 102 77 6.129
16:00:00 35 99 99 56 61 58 59 99 100 99 100 79 6.224
17:00:00 43 72 98 67 74 78 72 100 100 100 102 82 6.520
18:00:00 40 71 60 59 50 62 56 78 77 46 61 60 4.753
19:00:00 45 66 63 47 24 72 58 83 69 56 88 61 4.832
20:00:00 72 80 75 67 78 89 94 100 98 98 100 86 6.836
21:00:00 45 63 63 69 33 21 47 94 94 100 97 66 5.223
22:00:00 43 26 35 59 64 60 102 89 86 85 99 68 5.393
23:00:00 70 39 64 43 24 56 70 90 38 83 73 59 4.670
24:00:00 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

9. Ad Duration : Sold Out  Non Reported Channels
 During 1-11 April, major non reported channels used 31% % Duration Used OPT PT TOTAL
NTV 48 35 43
to 89% of total ‘allowed’ ad duration.
CNBC-e 43 32 39
NTV Spor 32 28 31
 Dogus Group channels (NTV, CNBCe, NTVSpor and E2) have E2 24 42 31
used the minimum % of duration (31%-43%) among other
Habertürk 76 68 73
channels (due to unfinished price negotiations).
CNN Türk 84 95 89
Kanaltürk 44 68 54
 Habertürk has used 73% of total ad duration. Its OPT usage %
TNT 53 82 65
is higher than its PT usage %.
TV8 55 73 62
TRT1 36 77 53
 CNN Turk has used 89% of total duration, 95% of PT duration. OPT: 08:00-17:59
PT: 18:00-24:59
 Kanaltürk and TRT 1 has used nearly half of the total duration.
 TNT and TV8 have used ~65% of total duration.

10. Ad Duration : Sold Out  Non Reported Channels
Used Duration/Hour
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 % (11 days)
OPT 27 38 30 44 52 51 51 53 54 59 68 48 37.987
NTV 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
CNBC-e 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
NTVSpor 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
E2 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
HaberTürk 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
CNN Türk 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
Kanalturk 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
TNT 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
TV 8 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
TRT1 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
OPT: 08:00-17:59
PT: 18:00-24:59

11. # Ad Breaks Opened Based on Duration
 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.

12. # Ad Breaks Based on Duration – (I)
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 PTOPT% 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%
Kanal D 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% o Avg.43 breaks/day.
4-5 min 13 12 8 11 7 15 13 9 16 20 15 139 29% 97 42 34% 22% o Mostly 3-5 min.
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%
Star 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% o Avg.42 breaks/day.
4-5 min 20 14 18 12 3 10 5 10 8 18 11 129 28% 88 41 32% 21% o Mostly 3-5 min.
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% o Avg.47 breaks/day.
ATV 2-3 min 8 8 2% 8 3%
o Mostly 4-6 min.
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% o Highest ‘below
5-6 min 1 4 3 6 1 11 14 18 21 19 23 121 23% 64 57 22% 24% 1min’ break
6-7 min 3 3 18 20 17 6 10 5 5 7 94 18% 59 35 21% 15% opening channel.
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%
Show 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% o Avg.41 breaks/day.
4-5 min 11 13 12 5 8 9 3 6 6 9 6 88 20% 39 49 15% 26% o Mostly 3-5 min.
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%

13. # Ad Breaks Based on Duration – (II)
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%
Fox 2-3 min 8 6 6 3 2 1 1 3 1 2 33 8% 16 17 7% 10% o Avg.36 breaks/day.
3-4 min 10 11 6 9 6 7 19 35 33 19 155 39% 76 79 34% 44% o Mostly 3-4 min. and
4-5 min 3 3 4 7 4 7 6 10 4 2 8 58 14% 36 22 16% 12% 5-6 min.
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% o Avg.47 breaks/day.
Kanal7 2-3 min 6 5 5 2 3 8 4 2 12 10 5 62 12% 42 20 14% 10% o Mostly 4-5 min.and
3-4 min 6 3 7 9 12 7 14 13 6 11 7 95 18% 60 35 19% 17% 6-7 min.
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% o Avg.44 breaks/day.
3-4 min 36 30 30 36 34 34 20 24 21 19 16 300 62% 205 95 69% 51% o Mostly 3-4 min.and
STV 4-5 min 3 2 3 1 2 5 5 5 5 5 36 7% 31 5 10% 3%
5-6 min.
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%
Flash 3-4 min 3 4 5 9 7 10 11 4 6 7 8 74 21% 28 46 13% 33% o Avg.32 breaks/day.
4-5 min 1 7 5 6 7 5 4 4 9 5 11 64 18% 20 44 9% 32% o Mostly 3-4 min.and
5-6 min 3 11 14 10 12 6 5 14 13 11 5 104 29% 86 18 40% 13% 5-6 min.
FLASH TV 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%

14. 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.

15. 30’’ GRP Performance and Duration Change
1-11 April vs 1-11 March period
Duration (Sec.) 30"GRP
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%
OPT: 08:00-17:59
PT: 18:00-24:59
In both OPT and PT, 30’’ GRP decreased by 23% whereas duration
decreased by 28%
30’’GRP (F20-34 ABC1C2)
2500
1-11 March 1-11 April
2000
1500
1000
500
0

16. 30’’ GRP Performance and Duration Change
1-11 April vs 1-11 March period
Duration (Sec.) 30"GRP
01-11 March 01-11 April Diff. 01-11 March 01-11 April Diff.
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%
OPT: 08:00-17:59
PT: 18:00-24:59
In OPT , 30’’ GRP decreased by 12% whereas duration decreased by 26%.
In PT, 30’’ GRP decreased by 27% whereas duration decreased by 15%.
30’’GRP (F20-34 ABC1C2)
1400
01-11March 01-11 April
1200
1000
800
600
400
200
0

17. 30’’ GRP Performance and Duration Change
1-11 April vs 1-11 March period
Duration (Sec.) 30"GRP
01-11 March 01-11 April Diff. 01-11 March 01-11 April Diff.
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%
OPT: 08:00-17:59
PT: 18:00-24:59
In OPT , 30’’ GRP decreased by 33% however in PT, 30’’ GRP decreased
by only 6%
30’’GRP (F20-34 ABC1C2)
1200
01-11March 01-11 April
1000
800
600
400
200
0

18. 30’’ GRP Performance and Duration Change
1-11 April vs 1-11 March period
Duration (Sec.) 30"GRP
01-11 March 01-11 April Diff. 01-11 March 01-11 April Diff.
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%
OPT: 08:00-17:59
PT: 18:00-24:59
In total, 30’’ GRP decreased by 26% whereas duration decreased by 28%.
30’’GRP (F20-34 ABC1C2)
600
01-11March 01-11 April
500
400
300
200
100
0

19. 30’’ GRP Performance and Duration Change
1-11 April vs 1-11 March period
Duration (Sec.) 30"GRP
01-11 March 01-11 April Diff. 01-11 March 01-11 April Diff.
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%
OPT: 08:00-17:59
PT: 18:00-24:59
Highest 30’’ GRP decrease is in Fox by 41% in total, whereas duration
decreased by 32%.
30’’GRP (F20-34 ABC1C2)
1400 01-11March 01-11 April
1200
1000
800
600
400
200
0

20. Effects on Programme & Break Performance
Some examples

21. Öyle Bir Geçer Zaman Ki
Program Break
Date Transition # of Break
AMR % AMR %
08/03/2011 25.39 11.65 46% 5
05/04/2011 29.5 18.82 64% 10
Tue 08-03-11 TRP - Max: 34.9 Tue 05-04-11 TRP - Max: 34.9
20:00 Oyl e bi r gecer Oyl e bi r gecer
za ma n za ma n ki -OZET
20:15 (Ti me: 19:59 - (Ti me: 19:56 -
20:37) 20:47)
20:30 TRP: 11.06
Oyl e bi r gecer TRP: 12.23
za ma n Sha re: 31.62
20:45 (Ti me: 20:37 - Oyl e bi r gecer
23:11) za ma n
21:00 TRP: 25.39 (Ti me: 20:47 -
Sha re: 55.74 23:16)
21:15
TRP: 29.50
21:30 Sha re: 65.43
21:45
22:00
22:15
22:30
22:45
23:00
(F20-34 ABC1C2)

22. Muhteşem Yüzyıl
Program Break
Date Transition # of Break
AMR % AMR %
02/03/2011 19.23 8.37 44% 5
06/04/2011 18.46 12.28 67% 9
Wed 02-03-11 TRP - Max: 24.4 Wed 06-04-11 TRP - Max: 24.4
19:55 Muhtes em yuzyi l Muhtes em
(oze yuzyi l (oze
20:10 (Ti me: 20:01 - (Ti me: 19:58 -
20:13) 20:46)
20:25 TRP: 8.37
Sha re: 23.65
20:40
20:55
21:10
21:25 Muhtes em yuzyi l
(Ti me: 20:21 -
21:40 23:13) Muhtes em
TRP: 19.23 yuzyi l
21:55
Sha re: 41.77 (Ti me: 20:49 -
22:10 23:21)
TRP: 18.46
22:25 Sha re: 44.79
22:40
22:55
23:10
(F20-34 ABC1C2)

23. Geniş Aile
Program Break
Date Transition # of Break
AMR % AMR %
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 Geni s a i l e
(ozet)
20:10 Geni s a i l e (Ti me: 19:56 -
(Ti me: 20:04 - 20:58)
20:25 22:28) TRP: 2.61
TRP: 4.03 Sha re: 7.43
20:40
Sha re: 9.96
20:55 Geni s a i l e
(Ti me: 20:58 -
21:10 23:02)
TRP: 4.81
21:25
Sha re: 12.15
21:40
21:55
22:10
22:25 Komedi
dukka ni
22:40 (Ti me: 22:35 -
24:56)
(F20-34 ABC1C2)

24. Müge Anlı ile Tatlı Sert
Program Break
Date Transition # of Break
AMR % AMR %
07/03/2011 3.89 2.80 72% 5
04/04/2011 3.35 2.51 75% 7
Mon 07-03-11 TRP - Max: 9.4 Mon 04-04-11 TRP - Max: 9.4
10:00 Muge a nl i i l e
tatli
10:15 (Ti me: 10:01 -
10:30 13:24)
TRP: 3.35
10:45 Sha re: 18.82
11:00 Muge a nl i i l e
11:15 tatli
(Ti me: 09:58 -
11:30 12:52)
TRP: 3.89
11:45 Sha re: 21.84
12:00
12:15
12:30
12:45
13:00 As k ve ceza
(tkr)
13:15 (Ti me: 13:01 -
14:45)
(F20-34 ABC1C2)

25. Break Performance Change by Channel
01-11 March 01-11 April
Program Break Program Break
Channel AMR% AMR% Transition AMR% 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
In general, transition from program to break was less
Atv OPT 2.65 1.36 51% 2.42 1.76 73% +21 when compared to previous month i.e.target group
PT 6.09 2.68 44% 3.88 2.68 69% +25 does not migrate as much as they did before.
Therefore, the break rating does not decrease as much
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
as before.
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

26. Top 15 Advertisers by Channel
 Top 15 advertisers on Reported and major Non Reported channels.
 GSM and FMCG dominance

27. 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. P&G
244 197 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. Avon
183 Frito-lay 133 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.s
19
12 Numil.s. 324 Bn elektronik 81 Vastech iletisim teknolojileri san.ve tic.ltd.sti. Feza yayincilik 117 Colgate/palmolive33
184 Glaxo smith 160 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/palmolive6 Henkel
8 30 Eti 46 Visa 17
Top 3 ranking is
dominated by
GSM brands.
P&G
GSM brands at dominance
Unilever Turkcell is at Vodafone is at
top 2. followed by
majorly used 1.rank followed 1.rank followed
GSM brands.
Kanal D. by Benckiser. by Benckiser.
Benckiser
slightly used
Kanal D.

28. Top Advertisers  Non Reported Channels
CNBC-e Sec. CNN Türk Sec. E2 Sec. HaberTürk Sec. Kanalturk Sec.
1 Turkiye ihracatcilar meclisi
7.846 Turkcell 7.237 Dogus grubu ilet.4.221 Turkiye ihracatcilar meclisi
6.675 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 dergi4.637 Alfemo san.tic.a.s.
basim yay. ve mobilya2.431
6 Agaoglu 2.581 Akbank 3.889 Redbull gida dagitim ve Avea
2.400 pazarlama 4.424 Frito-lay 2.305
7 Bimeks bilgi islem1.680 Agaoglu 3.886 Glaxo smith kline ilaclari san.ve tic.a.s. 3.423 Sony ericsson 2.220
2.310 Fiat
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.Avon
2.673 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. Michelin
2.690 1.080 Kayalar kimya san.2.143 Bosch
tic. a.s. 1.560
14 Visa 1.140 Finans bank 2.671 Ntv yayinlari 1.063 Bosch 2.040 Fiat 1.551
15 Risvanoglu ins.ltd. .069 Biota
1 2.666 Kraft 1.010 Turk ekonomi bankasi Ipek yayincilik bilisim sanatsal ve egitim hizmetleri san. tic. a
1.988 1.521
NTV Sec. NTVSpor Sec. TNT Sec. TRT Sec. TV 8 Sec.
1 Turkiye ihracatcilar meclisi
5.028 Vastech iletisim teknolojileri san.ve tic.ltd.sti. Avea
3.527 Unilever 14.413 5.051 World of wonders 5.835
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.s
4.096
5 Risvanoglu ins.ltd. .067 Adidas
3 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 partisi Benckiser a.s. 2.366 Namet gida san.ve tic.a.s.
1.711 2.098 Sony ericsson 3.000
9 Agaoglu 2.349 Alpet 1.696 Sony ericsson 2.250 Turkcell 2.095 Medya takip merkezi
2.627
10 Kiler gyo 1.654 Bosch 1.500 Bosch 2.160 Betek boya ve kimya san.Mng kargo yurtici ve yurtdisi tasimacilik a.s.
1.787 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 partisi Hyundai assan motor Betek boya ve kimya san.
1.548 1.360 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 bakanligi
1.916
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 show Namet gida san.ve tic.a.s.
1.475 1.796

29. Thank you ...