Ql - ITO

TURKISH TELEVISTüN BROADCASTING 2011 77
mathematical media planning. It is actually a sociological, cultural and
communicative topic. The advertising pollution graphic below highlights
another dimension of this subject.
TV Advertising Polintion (Adults)
1200
1000
soo
600
ı
1
- 2005
ı
2006
2007
2008
400 - 2009
200
o
Source: NIELSEN TAM TURKEY, Mindshare
2010
This advertising pollution graph shows the number of advertisements
which adults are exposed to ina week in Turkey. The pollution decreases in the
first months of the year and in summer. However, since the month of Ramadan
collides with summer in 20ı ı, an increase in the number of ads is expected.
Because advertisers are busy with preparing their annual strategies in January­
February, there are generally less ads during this period. Yet, it is seen that this
trend changed in 20 ı O. In brief, it can be said that advertising pollution is high
in Turkey and it will further increase in the years ahead. 52
"Reception studies", w hi ch w ere started in communication scıences ın
ı 920 and gained impetus after the ı 970s, po int out that "exposure" to a one
52
Hülya Uğur Tanrıöver vd., ibid., 2011, p. 63.