Trends, Analyses and Future Forecasts for Sports Media Investments

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.