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Finans Sektörü Skala Medya’nın iletişim bültenidir FINANS SEKTÖRÜ Skala Medya bu ay “finans” sektörünün 2017 yılındaki medya yatırım performansını mercek altına aldı. Bu raporda, pazarda yer alan markaların medya yatırımları ve tüketici tercihlerini etkileyen dinamikler yer alıyor. SON 3 YILDAKİ TOPLAM MEDYA YATIRIMI 2015 467.000.000₺ Medya yatırımları 2016 yılında bir önceki 2016 yıla göre %4 arterken; 2017'de %14 2017 486.000.000₺ artarak 565.000.000₺ oldu. 565.000.000₺ MEDYA YATIRIMLARINI EN FAZLA ARTTIRAN MARKALAR TEB 128% FİBA BANKA 92% Bir önceki yıla göre medya yatırımlarını QNB FİNANSBANK 56% en fazla arttıran marka Türkiye Ekonomi Bankası oldu. ZİRAAT BANKASI 46% Banka medya bütçesini %128 arttırdı. YAPI KREDİ BANKASI 46% HALKBANK 41% EN AKTİF MEDYA İLETİŞİMİ YAPAN 5 MARKANIN YATIRIM ORANLARI 20 20 20 20 20 20 20 20 20 20 20 20 ORT. ORT. ORT. ORT. ORT. 15 16 ORT. 15 16 15 16 15 16 15 16 15 16 9% 13% 17% 13% 15% 14% 11% 11% 13% 12% 12% 11% 11% 10% 10% 13% 11% 12% GARANTİ AKBANK HALKBANK QNB FİNANSBANK İŞ BANKASI DİĞER Son 2 yılda Garanti Bankası, Akbank ve Halkbank medya iletişimleri en yoğun olan markalardır. 01 MEDYA İLETİŞİMLERİNİN SEGMENT DAĞILIMI SON ÜÇ YILIN ORTALAMASI 2015-2016-2017 VERİLERİ 20 20 20 20 20 20 20 20 20 15 16 17 15 16 17 15 16 17 BİREYSEL İMAJ 61% 31% KURUMSAL 7% 6% 6% 58% 63% 62% 32% 31% 32% 10% BİREYSEL İMAJ KURUMSAL ALT SEGMENTLER 2015 2016 2017 ORT. BİREYSEL 58% 63% 62% 61% KREDİ KARTI 44% 36% 30% 36% BİREYSEL KREDİ 25% 24% 18% 22% Medya iletişimlerinin segment MOBİL BANKACILIK 7% 14% 20% 14% dağılımlarında bireysel yatırımlar VADELİ HESAP 11% 10% 16% 12% toplam iletişimin %61’ini BİREYSEL BANKACILIK 6% 9% 8% 8% oluşturmaktadır. Bireysel segmentin BİREYSEL BAYRAM KREDİSİ 3% 4% 4% 3% altında ise kredi kartları %36, BİREYSEL EMEKLİLİK 2% 2% 3% 2% mobil bankacılık %22, vadeli KASKO SİGORTA 1% 2% 1% 1% hesap iletişimleri %14 ile en çok KONUT KREDİSİ 1% 1% 0% 1% payı alan alt segmentlerdir. İMAJ 32% 31% 32% 31% 2015 Yılında %7 olan mobil bankacılık MARKA DEĞER 70% 69% 65% 68% 2016 yılında %13'e, 2017 yılında ise BANKA TEKNOLOJİ 15% 16% 20% 17% %20'ye yükselmiştir. SPOR ETKİNLİK 3% 11% 9% 8% Kasko ve sigorta iletişimlerinde KÜLTÜR SANAT 8% 3% 5% 5% 2016 yılına göre düşüş yaşanmıştır. MÜZİK KONSER ETKİNLİK 4% 1% 1% 2% KURUMSAL 10% 6% 6% 7% KURUMSAL BANKACILIK 73% 50% 77% 69% KURUMSAL KREDİ 26% 47% 20% 29% ARAÇ FİLO 1% 3% 3% 2% 02 MECRA DAĞILIMI SON ÜÇ YILIN ORTALAMASI DERGİ 2,06% TEMATİK Son 3 yılın ortalamasına göre markalar 23,14% en çok TV mecrasına yatırım yaptılar. AÇIKHAVA Ölçülen kanalların payı 2016'da %78 iken 7,75% TV GAZETE 65,43% 11,15% 2017'de %75'e düştü. Tematik kanal kullanımları ise 2016'da %22 iken ÖLÇÜLEN 2017'de %25’e çıktı. 76,86% SİNEMA 5,31% RADYO 8,30% 2015-2016-2017 VERİLERİ 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 15 16 17 15 16 17 15 16 17 15 16 17 15 16 17 15 16 17 8,39% 8,23% 8,28% 7,34% 8,22% 7,68% 4,23% 6,28% 5,39% 2,15% 2,10% 1,94% 9,65% 65,17% 63,79% 67,05% 12,72% 11,37% TELEVİZYON RADYO RADYO AÇIKHAVA SİNEMA DERGİ 03 TV MECRASI ÖLÇÜLEN KANAL GRP (20+ABC1) 20 20 20 20 20 20 20 20 20 15 16 17 15 16 17 15 16 17 2015 2017 64.850 2016 85.532 GRP 62.334 GRP GRP Ölçülen kanal GRP seviyelerinde 2016 yılında düşüş görülmektedir. 2017 yılında ise son 3 yılın en yüksek seviyesine çıkmıştır. Kuşak spot tercih edilen spot tipleri başında 1. sırada gelmektedir. Sponsorlukların 2015 yılında %5 olan payı son 2 yılda %1’e gerilemiştir. ING, Akbank ve Odea Bank son 2 yılda, QNB Finansbank, Halkbank ve 6% 4% 5% 1% 1% İş Bankası ise 2017 yılında ölçülen 84% 92% 95% 10% kanallarda sponsorluk iletişimi yapmamıştır. NORMAL SPOT ÇERÇEVE-BANT SPONSORLUK GRP’LERİN TOP 20 ORANLARI MARKALARIN EN ÇOK TERCİH ETTİĞİ TOP10 PROGRAM 59% TOP 20 GARANTİ 41% DİĞER ANA HABER 10,14% 59% TOP 20 SURVIVOR 2017 6,01% AKBANK 41% DİĞER DİRİLİŞ ERTUĞRUL 3,17% GÜLDÜR GÜLDÜR SHOW 2,74% 56% TOP 20 HALKBANK EŞKIYA DÜNYAYA HÜKÜMDAR OLMAZ 2,32% 44% DİĞER O SES TÜRKİYE 2,10% İÇERDE 2,03% QNB 60% TOP 20 FİNANSBANK SÖZ 1,62% 40% DİĞER İSTANBULLU GELİN 1,53% 62% TOP 20 MÜGE ANLI İLE TATLI SERT 1,49% İŞ BANKASI 38% DİĞER 04 SPOT SÜRELERİ (SANİYE) 2015 2016 2017 ORT. ZİRAAT BANKASI 62 55 40 52 İŞ BANKASI 53 40 48 47 YAPI KREDİ 44 56 34 45 Ortalama spot sürelerine AKBANK 44 39 49 44 baktığımızda Ziraat Bankası GARANTİ 43 41 45 43 en uzun spot sürelerine VAKIFBANK 42 41 39 41 sahip markadır. HALKBANK 39 45 27 37 AKTİF BANK - - 36 36 TEB 35 39 27 34 QNB FİNANSBANK 30 37 33 33 KANAL DAĞILIMI 6% 4% 1% 10% 13% 12% 18% 16% 15% ATV STAR TV TV8 SHOW TV FOX KANAL D TRT 1 KANAL 7 TEVE2 ATV markaların en çok tercih ettiği kanaldır. Sırasıyla Star TV ve TV8 gelmektedir. 05 MARKALARIN ENÇOKTERCİHETTİĞİPROGRAMLAR pozisyonu yayınlanan birdiğermarkaolaraköneçıkıyor. Garanti veAkbank TOP 5MARKANINPOZİSYONDAĞILIMLARI 10,14% ANA HABER 42% ORTADA ING BANK 58% POZİSYON %92 6,01% SURVIVOR 2017 51% İLK 3 , son3spotpozisyonu 7% SON 3 %100 3,17% DİRİLİŞ ERTUĞRUL pozisyonluyayınyapan2markadır.İşBankası 30% ORTADA HALKBANK 2,74% GÜLDÜR GÜLDÜR 70% POZİSYON 39% İLK 3 2,32% EŞKİYA DÜNYAYA %8 13% SON 3 HÜKÜMDAR OLMAZ 'dir. EnazpozisyonsuzyayınyapanmarkaiseİngBank’tır. 2,10% O SES TÜRKİYE %100 0% ORTADA GARANTİ 100% POZİSYON pozisyonlukullanımyapanbu2bankanındailk3spot 92% İLK 3 2,03% İÇERDE 8% SON 3 1,62% SÖZ QNB FİNANSBANK 5% ORTADA %99 95% POZİSYON 1,53% İSTANBULLU GELİN ileençokpozisyonlu 55% İLK 3 39% SON 3 diğer programlardır. en çoktercihettiği Diriliş Ertuğrulmarkaların 1. durumda.Survivorve ana haberlerler10%ile dağılımlarında toplam GRP'ninprogram Sektörün ürettiği 0% ORTADA AKBANK 100% POZİSYON 92% İLK 3 8% SON 3 06 TV MECRASI TEMATİK KANAL Tematik kanal kullanımlarında, 2015 2017 2016 yılında bir önceki yıla göre %9’luk 8.520.689 2016 10.155.033 bir küçülme, 2017 yılında ise bir önceki yıla 7.766.012 göre %31'lık bir büyüme görülmektedir. MARKALARIN TEMATİK KANAL KULLANIMLARI 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 15 16 17 15 16 17 15 16 17 15 16 17 15 16 17 15 16 17 7% 7% 7% 9% 8% 21% 10% 10% 24% 11% 15% 12% 13% 13% 15% 40% 44% 34% YAPI KREDİ QNB FİNANSBANK HALKBANK GARANTİ İŞ BANKASI DİĞER 2015 Yapı Kredi, QNB Finansbank ve Halkbank tematik kanal 50% PT kullanımlarını 2017'de arttırdılar. Bu 3 markanın toplam 50% OPT kullanım oranlarının son üç yıldaki ortalaması %45'tir. 2016 PT-OPT kullanım oranlarında ise 2015'te %50 - %50 olan 51% PT 49% OPT dağılım 2017'de %53 - %47 olarak karşımıza çıkıyor. 2017 53% PT 47% OPT 07 BASIN MECRASI ST/CM KULLANIMLARI 2016 1.058.651 Markaların st/cm kullanımlarında 2015 2016 yılında bir önceki yıla göre %3, 1.116.803 2017 yılında ise %5 düşüş görülmektedir. 2017 1.025.084 GÜNLERE GÖRE DAĞILIM SAYFA KULLANIMLARI PAZARTESİ 10% SAYFA 2 24% SALI 11% SAYFA 8 8% ÇARŞAMBA 11% SAYFA 5 7% PERŞEMBE 13% SAYFA 7 5% CUMA 15% CUMA 5% CUMARTESİ 21% 2017 YILINDA EN FAZLA ST/CM PAZAR 19% KULLANIMI YAPAN 3 MARKA HALKBANK Markaların en fazla kullandıkları sayfa, 167,621 toplam kullanımın %24'ü ile 2. sayfa. Toplam kullanımın %8'i 8. sayfa, toplam kullanımın %7’si olan ise 5. sayfa. Gün bazında bakacak GARANTİ olursak hafta sonları en aktif iletişim yapılan günlerdir. 164,409 AKBANK 112,553 08 GAZETE MECRASI SÜRE KULLANIMLARI GARANTİ AKBANK Garanti, Akbank ve Halkbank 2015 HALKBANK son 3 yılda gazete mecrasını 2015 en çok kullanan markalar 156,663 2015 olarak öne çıkıyor. 243,676 132,797 AKBANK 2015 ve 2016 yıllarında GARANTİ sıralama değişmiyor. 2016 HALKBANK 2016 155,677 2016 196,453 134,375 GARANTİ HALKBANK 2017 2017 AKBANK 2017 yılında Halkbank 164,409 2017 gazete reklamverenlerinde 167,621 112,553 1. sırada yer almaktadır. 09 DERGİ MECRASI EN ÇOK TERCİH EDİLEN 5 DERGİ 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 15 16 17 15 16 17 15 16 17 15 16 17 15 16 17 9% 8% 7% 6% 6% 7% 7% 7% 9% 8% 10% 10% 10% 13% 15% EKONOMİST CAPITAL PARA FORTUNE ALEM Dergi mecrası toplam finans sektörü yatırımları arasıda en az tercih edilen mecradır. Son 3 yılda da toplam yatırımın içerisindeki payı %2'dir. Markaların en fazla tercih ettiği dergiler ise Ekonomist, Capital ve Para dergileridir. EN ÇOK KULLANAN 10 MARKA 2015 2016 2017 ORT. AKBANK 20% 20% 18% 19% Akbank en fazla GARANTİ 16% 18% 14% 15% dergi kullanımı yapan bankadır. YAPI KREDİ 16% 12% 13% 14% Sırasıyla Garanti İŞ BANKASI 9% 9% 13% 10% Bankası ve DENİZBANK 9% 9% 7% 8% Yapı Kredi gelmektedir. TEB 7% 11% 5% 8% Tipolojik dağılımda HSBC 4% 4% 6% 5% ise alişveriş ZİRAAT BANKASI 4% 4% 6% 5% ve yaşam, aktuel ve bankacılık dergileri HALKBANK 3% 3% 6% 4% tercih edilen QNB FİNANSBANK 4% 2% 3% 3% dergi türleridir. 10 RADYO MECRASI 2015 Radyo mecrası finans sektörünün 10.244.343 en yoğun kullandığı 3. mecradır. 2017 Toplam medya iletişimleri içerisindeki 2016 11.396.438 payı olan %8'i korumaktadır. Bir önceki 10.667.776 yıla göre 2017 yılında radyo kullanım süreleri %7 artmıştır.
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