Turkey

Turkey Advertising Market: Ad Spend by Channel in 2020–2024

Turkey is a large and dynamic advertising market with strong digital growth and a changing media mix. For companies planning expansion, export development or international advertising campaigns, Turkey advertising market data helps evaluate total ad spend, digital share, traditional media channels and the overall level of competition for audience attention.

In 2024, total advertising expenditure in Turkey reached $4,848.8 million. Digital was the largest channel, accounting for 68% of the market, or $3,301.2 million. TV accounted for 23%, outdoor advertising for 6%, radio for 2%, press for 1%, and cinema for less than 1% of total ad spend.

Advertising spending per person reached $55.4 in 2024, while the advertising market represented 0.37% of the country’s GDP. These indicators show that Turkey is a growing advertising market where digital channels already dominate, but TV and outdoor advertising still play an important supporting role.

Turkey ad spend dynamics

Total advertising expenditure in Turkey changed significantly during the 2020–2024 period. The market amounted to $2,045.8 million in 2020 and increased to $2,214.7 million in 2021. In 2022, it declined to $1,778.9 million, but then returned to strong growth: $3,039.6 million in 2023 and $4,848.8 million in 2024.

Digital advertising was the main growth driver. Digital spend increased from $1,125.6 million in 2020 to $3,301.2 million in 2024. Its share of the advertising market grew from 55% to 68%, confirming the growing importance of online channels in Turkey’s media mix.

TV remained the second-largest channel, but its share declined over the observed period. In 2020, TV accounted for 35% of the advertising market, while in 2024 its share decreased to 23%. In absolute terms, TV spend increased from $714.1 million in 2020 to $1,125.7 million in 2024, but digital grew much faster.

Outdoor, radio, press and cinema advertising

Outdoor advertising in Turkey reached $295.1 million in 2024, representing 6% of total ad spend. This makes outdoor a relevant supporting channel for urban reach, local campaigns, brand visibility and broader media plans.

Radio advertising amounted to $82.7 million in 2024, while press reached $35.1 million. Press share decreased from 3% in 2020 to 1% in 2024, showing a gradual shift away from print formats. Cinema remained the smallest channel, with $9.1 million in 2024.

Advertising in Turkey: what businesses should check before launch

For companies planning advertising in Turkey, the key question is not only the size of the market, but how the media mix is structured. The high digital share makes online channels a practical starting point for testing demand, building awareness, running performance campaigns and adapting messages to local audiences.

Before launching a campaign, businesses should evaluate total ad spend, digital share, advertising spending per person, GDP, population, digital penetration and the role of each media channel. This helps compare Turkey with other markets and avoid campaign planning based only on assumptions.

Digital channels may be especially relevant for search advertising, social media, video formats, remarketing, lead generation, localized landing pages and content marketing. At the same time, TV and outdoor advertising can support broader reach when a company needs brand awareness or market presence beyond digital performance campaigns.

How businesses can use Turkey advertising market data

For Ukrainian companies, Turkey can be an important market for export, B2B sales, digital products, service expansion and international communication. Advertising market data helps understand where media budgets are concentrated and which channels can be used for first-stage market testing.

The 2020–2024 data range is useful because it shows long-term market dynamics. Businesses can see rapid digital growth, a temporary decline in 2022 and strong recovery in 2023–2024. This makes the data useful for media planning, budget allocation and market entry strategy.

For a complete assessment, also review the Turkey market profile and Turkey digital penetration data. Together, these pages connect demographics, GDP, advertising spend, media channels, internet usage, social media coverage and mobile connections into a clearer picture for strategic planning.