\n
\n\tRekabet Kurumu Ba\u015fkan\u0131 Birol K\u00fcle, reklamc\u0131l\u0131k hizmetlerine y\u00f6nelik sekt\u00f6r incelemesi kapsam\u0131nda kamuoyunda “reyting” olarak bilinen televizyon izleyici \u00f6l\u00e7\u00fcm\u00fc alan\u0131nda a\u00e7t\u0131klar\u0131 soru\u015fturmaya ili\u015fkin de\u011ferlendirmede bulundu.<\/p>\n
\n\t\u0130zleyici \u00f6l\u00e7\u00fcm sonu\u00e7lar\u0131n\u0131n, televizyon kanallar\u0131n\u0131n ve programlar\u0131n\u0131n ne kadar izlendi\u011fini g\u00f6sterdi\u011fini dile getiren K\u00fcle, izlenme verilerinin g\u00fcvenilir ve kar\u015f\u0131la\u015ft\u0131r\u0131labilir olmas\u0131n\u0131n medya planlama ajanslar\u0131n\u0131n reklam b\u00fct\u00e7elerini y\u00f6nlendirebilmeleri bak\u0131m\u0131ndan \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 ifade etti.<\/p>\n
\n\tK\u00fcle, bu verilerin, ula\u015ft\u0131klar\u0131 izleyici kitlesini reklamverenlere do\u011fru bi\u00e7imde yans\u0131tarak, reklam b\u00fct\u00e7elerinden pay almak i\u00e7in rekabet edebilmeleri anlam\u0131nda televizyon yay\u0131nc\u0131lar\u0131 a\u00e7\u0131s\u0131ndan \u00f6nemli oldu\u011funa dikkati \u00e7ekerek, \u015funlar\u0131 kaydetti:<\/p>\n
\n\t“Dolay\u0131s\u0131yla \u00f6l\u00e7\u00fcm sonu\u00e7lar\u0131nda ortaya \u00e7\u0131kabilecek farkl\u0131l\u0131klar, reklam b\u00fct\u00e7elerinin kanallar aras\u0131nda da\u011f\u0131l\u0131m\u0131n\u0131, reklam fiyatlar\u0131n\u0131, yay\u0131nc\u0131lar\u0131n rekabet\u00e7i konumlar\u0131n\u0131, i\u00e7erikleri ve i\u00e7erik \u00fcreticilerini do\u011frudan etkileyebilecek sonu\u00e7lar do\u011furabilir. Bu do\u011frultuda \u00f6l\u00e7\u00fcmleme hizmetlerinin hangi y\u00f6ntemlerle y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fc, \u00f6l\u00e7\u00fcm sonu\u00e7lar\u0131n\u0131n g\u00fcvenilirli\u011fi ve sekt\u00f6rdeki te\u015febb\u00fcsler bak\u0131m\u0131ndan e\u015fit ve objektif ko\u015fullar\u0131n sa\u011flan\u0131p sa\u011flanmad\u0131\u011f\u0131 rekabet hukuku uygulamas\u0131 bak\u0131m\u0131ndan olduk\u00e7a \u00f6nemlidir.”<\/p>\n
\n\tHalihaz\u0131rda Fifty5Blue Medya Ara\u015ft\u0131rmalar\u0131 Dan\u0131\u015fmanl\u0131k ve Ticaret A\u015e’nin s\u00f6zle\u015fme d\u00f6nemi boyunca televizyon izleyici \u00f6l\u00e7\u00fcm\u00fc hizmetinin m\u00fcnhas\u0131r sa\u011flay\u0131c\u0131s\u0131 olarak pazarda tekel konumunda oldu\u011funu aktaran K\u00fcle, “\u015eirketin pazarda sahip oldu\u011fu konum dikkate al\u0131nd\u0131\u011f\u0131nda, \u00f6l\u00e7\u00fcm hizmetleri kapsam\u0131nda reklamverenler, medya planlama ve sat\u0131n alma ajanslar\u0131 ile yay\u0131n mecralar\u0131 bak\u0131m\u0131ndan g\u00fcndeme gelebilecek d\u0131\u015flay\u0131c\u0131, ayr\u0131mc\u0131 ve\/veya s\u00f6m\u00fcr\u00fcc\u00fc nitelikteki rekabet kar\u015f\u0131t\u0131 uygulamalar\u0131n olas\u0131 etkilerinin olduk\u00e7a y\u00fcksek seviyede ger\u00e7ekle\u015fmesi beklenebilir.” diye konu\u015ftu.<\/p>\n
\n\t– \u00d6l\u00e7\u00fcmlerin sekt\u00f6rdeki rekabet s\u00fcrecine etkisi<\/p>\n
\n\tK\u00fcle, izleyici \u00f6l\u00e7\u00fcm\u00fcn\u00fcn hesaplama a\u015famalar\u0131nda ortaya \u00e7\u0131kabilecek teknik ve istatistiki farkl\u0131l\u0131klar\u0131n reklamc\u0131l\u0131k sekt\u00f6r\u00fcnde rekabet s\u00fcreci \u00fczerindeki etkisinin, \u00f6l\u00e7\u00fclen izlenmenin reklam maliyeti hesab\u0131na yans\u0131mas\u0131 \u015feklinde olabilece\u011fine i\u015faret etti.<\/p>\n
\n\tBir televizyon kanal\u0131n\u0131n izlenme verilerinin ger\u00e7ekte oldu\u011fundan daha fazla \u00f6l\u00e7\u00fclmesi durumunda, reklamverenlerin ilgili kanal i\u00e7in daha fazla b\u00fct\u00e7e ay\u0131rmalar\u0131 veya kanal\u0131n fiyat pazarl\u0131\u011f\u0131nda daha elveri\u015fli bir konuma gelmesi s\u00f6z konusu olabilecekken izlenmesi eksik \u00f6l\u00e7\u00fclen bir kanal bak\u0131m\u0131ndan ise ayn\u0131 reklam bedeli kar\u015f\u0131l\u0131\u011f\u0131nda hedef kitleye eri\u015fimin daha maliyetli g\u00f6r\u00fcnebilece\u011fini anlatan K\u00fcle, “Bu \u00e7er\u00e7evede, \u00f6l\u00e7\u00fcmleme s\u00fcrecindeki bir farkl\u0131l\u0131\u011f\u0131n sekt\u00f6rde rekabet s\u00fcreci bak\u0131m\u0131ndan etkisi, farkl\u0131l\u0131\u011f\u0131n hangi kanal\u0131 ve hedef kitleyi etkiledi\u011fine, etkinin b\u00fcy\u00fckl\u00fc\u011f\u00fcne, s\u00fcreklili\u011fine ve reklam kararlar\u0131na ne \u00f6l\u00e7\u00fcde yans\u0131d\u0131\u011f\u0131na ba\u011fl\u0131 olarak ele al\u0131nmal\u0131d\u0131r.” dedi.<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"
Rekabet Kurumu Ba\u015fkan\u0131 Birol K\u00fcle, reklamc\u0131l\u0131k hizmetlerine y\u00f6nelik sekt\u00f6r incelemesi kapsam\u0131nda kamuoyunda “reyting” olarak bilinen televizyon izleyici \u00f6l\u00e7\u00fcm\u00fc alan\u0131nda a\u00e7t\u0131klar\u0131 soru\u015fturmaya ili\u015fkin de\u011ferlendirmede bulundu.
\u0130zleyici \u00f6l\u00e7\u00fcm sonu\u00e7lar\u0131n\u0131n, televizyon kanallar\u0131n\u0131n ve programlar\u0131n\u0131n ne kadar izlendi\u011fini g\u00f6sterdi\u011fini dile getiren K\u00fcle, izlenme verilerinin g\u00fcvenilir ve kar\u015f\u0131la\u015ft\u0131r\u0131labilir olmas\u0131n\u0131n medya planlama ajanslar\u0131n\u0131n reklam b\u00fct\u00e7elerini y\u00f6nlendirebilmeleri bak\u0131m\u0131ndan \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 […]<\/p>\n","protected":false},"author":1,"featured_media":49429,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,5],"tags":[],"class_list":["post-76542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-genel","category-gundem"],"yoast_head":"\n
Rekabet Kurumu "reyting"leri mercek alt\u0131na ald\u0131 - Milli Haber<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/millihaber.com.tr\/?p=76542\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rekabet Kurumu "reyting"leri mercek alt\u0131na ald\u0131 - Milli Haber\" \/>\n<meta property=\"og:description\" content=\"
Rekabet Kurumu Ba\u015fkan\u0131 Birol K\u00fcle, reklamc\u0131l\u0131k hizmetlerine y\u00f6nelik sekt\u00f6r incelemesi kapsam\u0131nda kamuoyunda “reyting” olarak bilinen televizyon izleyici \u00f6l\u00e7\u00fcm\u00fc alan\u0131nda a\u00e7t\u0131klar\u0131 soru\u015fturmaya ili\u015fkin de\u011ferlendirmede bulundu.
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Rekabet Kurumu Ba\u015fkan\u0131 Birol K\u00fcle, reklamc\u0131l\u0131k hizmetlerine y\u00f6nelik sekt\u00f6r incelemesi kapsam\u0131nda kamuoyunda “reyting” olarak bilinen televizyon izleyici \u00f6l\u00e7\u00fcm\u00fc alan\u0131nda a\u00e7t\u0131klar\u0131 soru\u015fturmaya ili\u015fkin de\u011ferlendirmede bulundu.
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