2018 Almanac report

Key findings

1. 54% of participants rated 2018 below the midpoint; those over 50 saw the year more negatively than younger people.
2. The dollar’s rise (36%) was followed by the presidential election (22%) and the economic crisis (13%).
3. The most liked ad categories were clothing (24%), banking (19%), automotive and telecoms (10% each) and food (8%).
4. Mavi’s ads with Kıvanç Tatlıtuğ were the most liked of the year; LC Waikiki and DeFacto also made the clothing top three.
5. Garanti’s Ugi series and VakıfBank in banking, Ford in automotive, Turkcell’s Dronecell in telecoms and Haribo in food stood out.
6. Cosmetics topped the disliked ads (17%), with 64% of those answers referring to the Rexona ad featuring Orhan Gencebay.
7. Using TV series actors as brand faces clearly increases how much ads are liked.

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