Spor Medya Yatırımlarına Yönelik Trendler Analizler ve Gelecek Tahminleri

Year 2026, Volume: 21 Issue: 1, 1 - 22, 29.01.2026

Mihalis (michael) Kuyucu , Murat Korkmaz , Ali Serdar Yücel , Perihan Abay , Ayhan Aytaç

https://doi.org/10.33459/cbubesbd.1617558

Abstract

Bu çalışmanın temel amacı 2011-2024 yılları arasında Türkiye'deki spor medya yatırımlarının trendlerini analiz etmek ve geleceğe yönelik tahminlerde bulunmaktır. Reklamcılar Derneği ve Deloitte şirketlerinin verileri kullanılarak televizyon, basın, açıkhava, radyo, sinema ve dijital medya türlerine ait yatırım rakamları incelenmiştir. Çalışma Eviews 8.0 yazılımı ile temel istatistiksel analizler gerçekleştirilerek %5 anlamlılık düzeyinde test edilmiştir. Sonuçlar, dijital medya yatırımlarının spor medya ekosistemindeki baskınlığını giderek artırdığı ise saptanan bulgular arasındadır. Dijital medya reklam yatırımları son 8 yılda 14 kat artarken, TV medya yatırımları %194, basın %40, açık hava %446, radyo %348 ve sinema %218 artış göstermiştir. 2023 yılı itibarıyla dijital medya, %136,9’luk bir artışla 86,50 milyar TL'ye ulaşarak toplam medya yatırımlarının %72,6'sını oluşturmuştur. Toplam medya yatırımlarının yıllık artış oranı ise 1.097 milyon TL olarak bulunmuştur. Bu analizler, medya yatırımlarının gelecekte de artarak devam edeceğini göstermekte, ancak geleneksel ve dijital medya arasındaki dengelerin değişeceğini ortaya koymakta ve göstermektedir.

Keywords

Spor medya yatırımları , Zaman serisi analizi , Durağanlık testleri , Regresyon analizi , Geleceğe yönelik tahminler

Trends, Analyses and Future Forecasts for Sports Media Investments

Abstract

The main objective of this study is to analyze the trends in sports media investments in Türkiye between 2011 and 2024 and to make forecasts for the future. Using data from the Association of Advertisers and Deloitte, investment figures for television, press, outdoor, radio, cinema and digital media were analyzed. The study was tested at 5% significance level by performing basic statistical analysis with Eviews 8.0 software. The results show that digital media investments are gradually increasing their dominance in the sports media ecosystem. While digital media advertising investments have increased 14 times in the last 8 years, TV media investments have increased by 194%, press by 40%, outdoor by 446%, radio by 348% and cinema by 218%. By 2023, digital media accounts for 72.6% of total media investments, reaching TL 86.50 billion, an increase of 136.9%. The annual rate of increase in total media investments was found to be 1,097 million TL. These analyses show that media investments will continue to increase in the future, but the balance between traditional and digital media will change.

Keywords

Sports Media investments , Time series analysis , Stationarity tests , Regression analysis , Future forecasts

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