Ql - ITO
Ql - ITO
Ql - ITO
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TURKISH TELEVISION BROADCASTING 2011 79<br />
Asked on what they do during the commercials, one out of 4 viewers says<br />
that when ads appear, they leave the room where they watch TV and<br />
approximately 1 out of 3 people passes to anather series broadcast on anather<br />
channel.<br />
Activities During Advertising Breaks<br />
5%<br />
1%<br />
• Changes the channel, watches<br />
anather TV series<br />
Changes the channel, watches<br />
anather program<br />
Zaps between the channels<br />
Stays in the room, busies<br />
lıimsel:f/herself with other<br />
activities<br />
Chats w ith the other viewers in<br />
the room {family, spouse,<br />
friends ... )<br />
Leaves the roomtorun same<br />
errands (make tea, hang<br />
laundry ... )<br />
nthPr<br />
As it can be seen in our study detailing this subject, 41% of women, who<br />
are one of the most fundamental target groups of advertisers, leave the room<br />
when ads are being broadcast.<br />
Aware of this situation, advertisers are gradually modifying the ir strategies.<br />
Turkish advertising sector is very successful in terms of creativity, which can<br />
also be understood from many awards granted to Turkish advertisers in several<br />
professional milieus at international level in addition to the importance attached<br />
by the world's biggest advertising agencies to their Turkish associates. To<br />
ensure that the ir advertisements on TV, the most popular medium, reach the<br />
target group, advertisers apply different strategies: embedding products in the
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