Ql - ITO

92 İSTANBUL CHAMBER OF COMMERCE
Dispersal of TV Advertising Revenue
according to licence Type (%)
100
90
80
70
60
50
40
30
20
10
o
2008
2009 2010
• Nationa l TV
• Regional TV
Loca l TV
• Cable TV
Sa te ll it e TV
Source: Mindshare, 201 O
Sözeri and Güney state that media groups owning more than one television
channel dominate the most of the market , therefore the market is very much
concentrated in the hands of these media groups. Sözer and Güney utilise the
table belove to show the concentration rate in the market, and in this table they
include HHI (Herfindahl Hirschman Index) 62 to display the share of each
company in this concentration within the market, and the market share (CR%) 63
and the share in concentration of four media groups which dominate the 80 %
of the market. Sözer and Güney pointed out that HHI values between 1500 and
2500 signify a medium level concentration according to the standards
determined by the Secretary of Justice of The United States of America, and
62
63
Herfindahl Hirschman Index: Developed by Hirschman and formulated by Herfindahl, this
index displays the share of each company in concentration and considers the total distribution.
According to this index, if the total sum of the squares of the market shares of the first two, fo ur
or eight companies in the market is below 1500, as a general tendeney it can be said that the
industry is not concentrated. If the values are between 1500 and 2500, then the industry is
medium concentrated, and if it is above 2500, then the industry is highly concentrated. Ceren
Sözeri, Zeynep Güney, ibid, p.54.
CR% (Concentration Ratio): It shows the market shares. Ceren Sözeri, Zeynep Güney, ibid,
p.55.