{"id":352741,"date":"2018-08-10T13:48:44","date_gmt":"2018-08-10T11:48:44","guid":{"rendered":"https:\/\/rtrsports.com\/sporda-seyirci-olcumu-ve-formula-1in-ilginc-vakasi\/"},"modified":"2026-09-09T17:13:12","modified_gmt":"2026-09-09T15:13:12","slug":"sporda-seyirci-olcumu-ve-formula-1in-ilginc-vakasi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/sporda-seyirci-olcumu-ve-formula-1in-ilginc-vakasi\/","title":{"rendered":"Sporda Seyirci \u00d6l\u00e7\u00fcm\u00fc ve Formula 1’in \u0130lgin\u00e7 Vakas\u0131"},"content":{"rendered":"

\u00d6l\u00e7\u00fclebilirlik kavram\u0131, modern pazarlaman\u0131n temel ilkesidir. “\u00d6l\u00e7\u00fclebilen \u015fey de\u011fi\u015ftirilebilir” alt\u0131n kural\u0131n\u0131 izleyerek, her t\u00fcrden say\u0131lar, veriler ve raporlar h\u0131zla her i\u015f stratejisinin k\u00f6\u015fe ta\u015f\u0131 haline gelmi\u015ftir. Modernite bu fikre yeni bir canl\u0131l\u0131k kazand\u0131rm\u0131\u015ft\u0131r: Ak\u0131\u015f say\u0131s\u0131, g\u00f6r\u00fcnt\u00fcleme, takip\u00e7i ve g\u00f6sterim say\u0131s\u0131n\u0131n ba\u015far\u0131n\u0131n ger\u00e7ek zamanl\u0131 bir \u00f6l\u00e7\u00fcs\u00fcn\u00fc sa\u011flad\u0131\u011f\u0131 bir medya ekosistemine dalm\u0131\u015f durumday\u0131z \u2014 en az\u0131ndan bu temel varsay\u0131md\u0131r.<\/p>\n

Sponsor oluyorum, peki geri d\u00f6n\u00fc\u015f\u00fcn de\u011feri nedir?<\/h2>\n

Sponsorluk<\/a> s\u00f6z konusu oldu\u011funda, \u00f6l\u00e7\u00fcm kavram\u0131 daha \u00e7ok katmanl\u0131 hale gelir. Bir sponsorluk<\/a><\/strong> kampanyas\u0131n\u0131n performans\u0131n\u0131n \u00e7ok say\u0131da g\u00f6stergesi bulunmaktad\u0131r: ROI<\/strong>‘den ROO<\/strong>‘ya, ROE<\/strong>‘ye, sat\u0131\u015flar \u00fczerindeki etkiye ve bir markan\u0131n e\u015fde\u011fer g\u00f6r\u00fcn\u00fcrl\u00fck elde etmek i\u00e7in sat\u0131n almas\u0131 gereken reklam\u0131n ekonomik de\u011feri olan Reklam De\u011fer E\u015fde\u011ferli\u011fi<\/strong>‘ne (AVE) kadar.<\/p>\n

AVE, sponsorlu\u011fun anl\u0131k olarak yaratt\u0131\u011f\u0131 de\u011feri en iyi ifade eden ara\u00e7lardan biridir; marka maruziyetinin g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc \u2014 saniye cinsinden \u2014 ile toplam kitle \u00e7arp\u0131l\u0131p bir saniyelik reklam maliyetiyle \u00e7arp\u0131larak hesaplan\u0131r. Bu, b\u00fcy\u00fck bir kesinlikte ekonomik veri \u00fcreten bir form\u00fcld\u00fcr. Ve tam da bu nedenle, dayand\u0131\u011f\u0131 say\u0131n\u0131n a\u011f\u0131rl\u0131\u011f\u0131 \u00e7ok b\u00fcy\u00fckt\u00fcr: televizyon izleyici kitlesinin hesaplanmas\u0131.<\/p>\n

G\u00fcn\u00fcm\u00fczde, orta-\u00fcst d\u00fczey her spor organizasyonu, ligler veya televizyon haklar\u0131 sahipleri taraf\u0131ndan sa\u011flanan olduk\u00e7a kesin ve g\u00fcncel izleyici kitlesi verilerine sahiptir. Sadece izleyici say\u0131s\u0131 de\u011fil, co\u011frafi k\u00f6ken, demografik profil ve izleme al\u0131\u015fkanl\u0131klar\u0131 da bilinmektedir. Ancak izleyici kitlesi \u00f6l\u00e7\u00fcm\u00fc bu kadar hassas ve dikey hale geldi\u011finde, izleyici kitlesi kavram\u0131n\u0131n kendisi sorgulanmaya ba\u015flanm\u0131\u015ft\u0131r.<\/p>\n

\u00d6z\u00fcnde, bir spor etkinli\u011finin televizyon izleyicisi nedir?<\/h2>\n

“\u0130zleyici” i\u00e7in standart ve evrensel olarak kabul g\u00f6rm\u00fc\u015f bir tan\u0131m yoktur. Ve bir tan\u0131m olsa bile, tekrarl\u0131 izleme, gecikmeli izleme veya arac\u0131l\u0131 izleme hakk\u0131ndaki di\u011fer sorular\u0131 yan\u0131tlamaz.<\/p>\n

Al\u0131\u015fk\u0131n oldu\u011fumuz “izleyici kitlesi” kavram\u0131 yakla\u015f\u0131k k\u0131rk y\u0131ll\u0131k bir televizyon gelene\u011finden gelmektedir. Yayg\u0131n anlay\u0131\u015fa g\u00f6re \u2014 \u00f6zellikle “Auditel Verileri” ifadesinin aile s\u00f6z da\u011farc\u0131\u011f\u0131n\u0131n bir par\u00e7as\u0131 haline geldi\u011fi \u0130talya gibi bir \u00fclkede \u2014 izleyici kitlesi, belirli bir televizyon program\u0131n\u0131 en az bir dakika kesintisiz izleyen toplam ki\u015fi say\u0131s\u0131d\u0131r. Bu kavram o kadar k\u00f6kl\u00fcd\u00fcr ki, durumun \u00e7ok daha karma\u015f\u0131k oldu\u011fu ve bir spor etkinli\u011finin izleyici kitlesinin her zaman bu \u015fekilde hesaplanmad\u0131\u011f\u0131 nadiren d\u00fc\u015f\u00fcn\u00fclmektedir.<\/p>\n

Bir MotoGP<\/a> veya Formula 1 Grand Prix’sinin basit \u00f6rne\u011fini alal\u0131m. Ben, bir izleyici olarak, kanepeye oturur ve canl\u0131 yay\u0131n\u0131 izlemek i\u00e7in televizyonu a\u00e7ar\u0131m, ancak iki dakika sonra bir i\u015fim \u00e7\u0131karak evden ayr\u0131lmak zorunda kal\u0131r\u0131m. Yar\u0131\u015f\u0131 cep telefonumdan takip etmeye \u00e7al\u0131\u015f\u0131r\u0131m, ancak sinyal berbat oldu\u011fu i\u00e7in vazge\u00e7erim. Ayn\u0131 gece ak\u015fam etkinli\u011fi banttan izlerim. Ard\u0131ndan gelen haberlerde, uzun bir \u00f6zel haber en heyecan verici anlar\u0131 ve sollama manevralar\u0131n\u0131 g\u00f6stermektedir. Uyumadan \u00f6nce, yar\u0131\u015fa ayr\u0131lm\u0131\u015f bir yorum program\u0131n\u0131 yakla\u015f\u0131k on dakika izlerim.<\/p>\n

Spor etkinli\u011fini ka\u00e7 kez izledim?<\/h2>\n

Farkl\u0131 kanallar ve cihazlarda olsa bile, ayn\u0131 etkinlikte ka\u00e7 ayr\u0131 izleme dakikas\u0131 olu\u015fturdum? Belirli bir etkinli\u011fin t\u00fcm izleme olanaklar\u0131ndan (\u00f6zetler, haber b\u00fcltenleri, tekrarlar, derinlemesine analizler, sosyal medya klipleri) olu\u015fan birikimli izleyici kitlesi kavram\u0131, benim be\u015f farkl\u0131 “izleyici” oldu\u011fumu s\u00f6ylemektedir. Bu me\u015fru bir istatistiksel soyutlamad\u0131r, ancak \u00e7ok dikkatli bir yorumlama gerektiren say\u0131lar \u00fcretmektedir.<\/p>\n

Formula 1 izleyici kitlesinin tuhaf vakas\u0131<\/h2>\n

Spor etkinliklerindeki birikimli izleyici kitlesi konusu, 1999 D\u00fcnya \u015eampiyonas\u0131’n\u0131n ard\u0131ndan Formula 1’in k\u00fcresel izleyici kitlesi verilerini a\u00e7\u0131klayarak 57,8 milyar izleyici<\/strong>ye sahip oldu\u011funu gururla duyurdu\u011funda baz\u0131 soru i\u015faretleri do\u011furmaya ba\u015flad\u0131. \u0130lgin\u00e7 bir rakam, \u00f6zellikle o d\u00f6nemde gezegenin 6,5 milyar n\u00fcfusa sahip oldu\u011fu d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde. Sponsorlar ve sekt\u00f6r profesyonelleri aras\u0131nda pek \u00e7ok ka\u015f \u00e7at\u0131ld\u0131: D\u00fcnya n\u00fcfusunun on kat\u0131 olan bir izleyici kitlesi verisi ne kadar g\u00fcvenilir olabilir?<\/p>\n

Tam da bu nedenle, 2004 y\u0131l\u0131nda Formula 1, Uluslararas\u0131 Olimpiyat Komitesi’nde yirmi y\u0131l\u0131 a\u015fk\u0131n deneyimiyle pazarlama uzman\u0131 Michael Payne<\/strong>‘i i\u015fe ald\u0131. Bo\u011fan\u0131n boynuzundan tutan Payne, y\u0131llarca F1’deki televizyon \u00f6l\u00e7\u00fcmlerinde referans olmaya devam eden “izleyici” tan\u0131m\u0131n\u0131 verdi: \u0130zleyici, ayn\u0131 sezonda en az 15 dakika kesintisiz olmasa bile<\/strong> Formula 1 izleyen herhangi bir ki\u015fidir.<\/p>\n

Bu daha net \u2014 ve sponsorlara daha uygun \u2014 tan\u0131mla hesaplar\u0131 yeniden yapman\u0131n ard\u0131ndan, Formula 1 yeni dinleme verilerini a\u00e7\u0131klad\u0131. 2008<\/strong>‘de 600 milyon benzersiz izleyici<\/strong>nin ola\u011fan\u00fcst\u00fc seviyesine ula\u015fan muhte\u015fem rakamlar. Sirk resmi olarak d\u00fcnyan\u0131n “en \u00e7ok izlenen y\u0131ll\u0131k spor serisi” haline geldi: Yaln\u0131zca d\u00f6rt y\u0131lda bir d\u00fczenlenen Olimpiyatlar ve FIFA D\u00fcnya Kupas\u0131’n\u0131n ard\u0131ndan gezegende en \u00e7ok izlenen y\u0131ll\u0131k spor etkinli\u011fi.<\/p>\n

Ancak 2008, oradan itibaren ac\u0131mas\u0131zca gerilemeye ba\u015flayan e\u011frinin de en y\u00fcksek noktas\u0131yd\u0131. 600 milyondan 2009’da 520 milyona, 2012’de 500 milyona, 2015’de 400 milyona geriledi. Yedi y\u0131lda, d\u00fcnyan\u0131n en pop\u00fcler sporu izleyicilerinin \u00fc\u00e7te birini kaybetti: Boyutu ve h\u0131z\u0131 a\u00e7\u0131s\u0131ndan etkileyici bir kan kayb\u0131.<\/p>\n

\"audience-f1\"<\/p>\n

Medya, F1 y\u00f6neticilerine neler oldu\u011funu sormaya ba\u015flad\u0131. Y\u00f6netim kurulunun yan\u0131t\u0131 yine hatal\u0131 izleyici hesaplamas\u0131na parmak basmak oldu: D\u00fc\u015f\u00fc\u015f, ger\u00e7ek bir izleyici azalmas\u0131ndan de\u011fil, izleyicilerin eski y\u00f6ntemlerle \u00f6l\u00e7\u00fclmesi g\u00fc\u00e7 dijital izleme sistemlerini kullanmaya ba\u015flamas\u0131ndan kaynaklan\u0131yordu. Grafi\u011fin a\u00e7\u0131k\u00e7a g\u00f6stermedi\u011fi \u015fey ise baz\u0131 yap\u0131sal fakt\u00f6rlerin rol\u00fcyd\u00fc: haklar\u0131n \u00fccretli platformlara ge\u00e7i\u015fi<\/strong>, pist \u00fczerindeki ger\u00e7ek rekabetin yoklu\u011fu ve baz\u0131 tarihi pist yerine s\u0131radan pistlerin kullan\u0131lmaya ba\u015flanmas\u0131.<\/p>\n

Liberty Media, Drive to Survive ve rakamlar bilmecesi<\/h2>\n

Bu trend, sporun m\u00fclkiyeti Bernie Ecclestone’dan Liberty Media Grubu<\/strong>‘na ge\u00e7ti\u011finde bile tersine d\u00f6nmedi. Yeni y\u00f6netimin ilk y\u0131l\u0131nda izleyici kitlesi 10 milyon daha azald\u0131. Ve 5 Ocak 2018<\/strong>‘de, resmi bir bas\u0131n b\u00fclteni 2017 verilerini hem tuhaf hem de a\u00e7\u0131klay\u0131c\u0131 bir ifadeyle kamuoyuyla payla\u015ft\u0131: “352,3 milyon benzersiz izleyici F1’i en az bir kez izledi \u2014 bu rakam\u0131n 2010’dan bu yana d\u00fc\u015fmedi\u011fi ilk y\u0131l.” Formula 1, 2008’deki zirveye k\u0131yasla neredeyse 250 milyon daha az izleyiciyle nas\u0131l resmi olarak zafer ilan edebilir?<\/p>\n

A\u00e7\u0131klama yine metodolojik nitelikteydi. \u00d6nceki veriler, d\u00fcnyan\u0131n en b\u00fcy\u00fck 10 b\u00f6lgesinden gelen rakamlar toplanarak ve sinyalin ula\u015ft\u0131\u011f\u0131 200 \u00fclkenin toplam\u0131n\u0131 sim\u00fcle etmek i\u00e7in ekstrapolasyon yap\u0131larak hesaplanm\u0131\u015ft\u0131. Liberty’nin yeni y\u00f6netimi alt\u0131nda, ger\u00e7ekten izlenen b\u00f6lge say\u0131s\u0131 63’e y\u00fckseldi. Bu y\u00f6ntem geriye d\u00f6n\u00fck olarak uyguland\u0131\u011f\u0131nda, \u00f6nceki y\u0131llara ait rakamlar\u0131n \u015fi\u015firilmi\u015f oldu\u011fu ortaya \u00e7\u0131kt\u0131 ve 2017 “d\u00fczeltilmi\u015f \u00f6nceki y\u0131llarla uyumlu” g\u00f6r\u00fcn\u00fcyordu. Matematik, bir bak\u0131ma tutarl\u0131yd\u0131. \u0130leti\u015fim ise kas\u0131tl\u0131 olarak mu\u011flakt\u0131.<\/p>\n

Bu ba\u011flamda Formula 1’in yak\u0131n tarihinin en \u00f6nemli olaylar\u0131ndan biri ger\u00e7ekle\u015fti: 2019’da Netflix dizisi Drive to Survive<\/em><\/strong>‘\u0131n lansman\u0131. Padok arka planlar\u0131, tak\u0131m i\u00e7i \u00e7at\u0131\u015fmalar ve s\u00fcr\u00fcc\u00fclerin ki\u015fisel hikayeleri etraf\u0131nda in\u015fa edilen bu belgesel, geleneksel izleyiciden tamamen farkl\u0131 bir kitleye ula\u015ft\u0131. Art\u0131k yaln\u0131zca motorsport merakl\u0131lar\u0131 de\u011fil: Gen\u00e7ler, aileler ve \u00f6zellikle F1’in on y\u0131llar boyunca g\u00f6rmezden geldi\u011fi bir pazar olan Amerikal\u0131lar. Ticari tepki h\u0131zl\u0131 geldi: 2023 takvimine ilk kez \u00fc\u00e7 Amerika Grand Prix’si eklendi.<\/p>\n

Liberty Media’n\u0131n bunun sonucundaki rakamlara verdi\u011fi tepki, en dikkatli g\u00f6zlemcileri \u015fa\u015f\u0131rtmad\u0131. 2022’de Formula 1 Management, d\u00fcnyada 1,5 milyar hayran\u0131n<\/strong> varl\u0131\u011f\u0131n\u0131 ilan eden k\u00fcresel bir ara\u015ft\u0131rma yay\u0131mlad\u0131. Bu veri \u2014 t\u0131pk\u0131 1999’da 57,8 milyar birikimli izleyicide oldu\u011fu gibi \u2014 gerekli ele\u015ftirel dikkatle okunmay\u0131 hak etmektedir. “Hayran”, “televizyon izleyicisi” de\u011fildir. “Televizyon izleyicisi”, Auditel izleyicisi de\u011fildir. Bunlar, \u00fc\u00e7 farkl\u0131 metodoloji ile olu\u015fturulmu\u015f, \u00fc\u00e7 farkl\u0131 soruya yan\u0131t veren \u00fc\u00e7 farkl\u0131 \u00f6l\u00e7\u00fcm standard\u0131d\u0131r. Sorun, bunlar\u0131n sanki e\u015fde\u011fermi\u015f gibi iletilmesi \u2014 ve \u00e7o\u011funlukla bu \u015fekilde alg\u0131lanmas\u0131d\u0131r.<\/p>\n

Bir sponsor i\u00e7in ger\u00e7ekten faydal\u0131 olan nedir?<\/h2>\n

Formula 1 izleyici kitlesine ili\u015fkin tart\u0131\u015fma, spor sponsorlu\u011fuyla ilgilenen herkes i\u00e7in de\u011ferli bir vaka \u00e7al\u0131\u015fmas\u0131d\u0131r. \u0130zleyici kitlesi verisinin, \u00fcretildi\u011fi metodoloji anla\u015f\u0131lmadan asla okunmamas\u0131 gerekti\u011fini \u00f6\u011fretir. Farkl\u0131 y\u0131llara ait verileri kar\u015f\u0131la\u015ft\u0131rman\u0131n yaln\u0131zca metodoloji sabit kald\u0131\u011f\u0131nda m\u00fcmk\u00fcn oldu\u011funu \u00f6\u011fretir. Ve en \u00f6nemlisi, bir organizasyonun ger\u00e7ek b\u00fcy\u00fcmesinin eski \u00f6l\u00e7\u00fcm ara\u00e7lar\u0131n\u0131n yakalayamad\u0131\u011f\u0131 kanallar arac\u0131l\u0131\u011f\u0131yla ger\u00e7ekle\u015febilece\u011fini \u00f6\u011fretir \u2014 sponsorlar ve ajanslar\u0131n sinyali g\u00fcr\u00fclt\u00fcden ay\u0131rt edecek fark\u0131ndal\u0131\u011fa sahip olduklar\u0131 s\u00fcrece bu mutlaka bir sorun de\u011fildir.<\/p>\n

Yirmi birinci y\u00fczy\u0131l\u0131n F1’i muhtemelen bir \u00f6nceki on y\u0131lda kaybetti\u011fi izleyicilerin bir k\u0131sm\u0131n\u0131 geri kazanm\u0131\u015ft\u0131r; bu, yay\u0131nc\u0131l\u0131k, sosyal medya ve bir zamanlar marjinal olan pazarlardaki etkinlikler gibi yeni kanallar arac\u0131l\u0131\u011f\u0131yla ger\u00e7ekle\u015fmi\u015ftir; bu da tarihsel verilerle kar\u015f\u0131la\u015ft\u0131rmay\u0131 g\u00fc\u00e7 ve \u00e7o\u011funlukla yan\u0131lt\u0131c\u0131 k\u0131lmaktad\u0131r. Kesin olan \u015fu: Formula 1’i ger\u00e7ekten ka\u00e7 ki\u015fi izledi?<\/em> sorusu, resmi yan\u0131t\u0131n ima etti\u011finden \u00e7ok daha karma\u015f\u0131kt\u0131r. Ve Formula 1 sponsorlu\u011fu<\/a> m\u00fczakere masas\u0131na oturan biri i\u00e7in bu fark\u0131ndal\u0131k, a\u00e7\u0131klanan herhangi bir rakamdan daha de\u011ferlidir.<\/p>\n\n

Spor sponsorlu\u011funda izleyici hakk\u0131nda s\u0131k sorulan sorular<\/h2>\n
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FAQ<\/b><\/h2>\r\n \r\n
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\r\n AVE nedir?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n F1 izleyici kitlesini nas\u0131l hesaplar?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Birikimli izleyici kitlesi nedir?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Drive to Survive'\u0131n etkisi?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n \u0130zleyici verilerini nas\u0131l de\u011ferlendirirsiniz?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

\u00d6l\u00e7\u00fclebilirlik kavram\u0131, modern pazarlaman\u0131n temel ilkesidir. “\u00d6l\u00e7\u00fclebilen \u015fey de\u011fi\u015ftirilebilir” alt\u0131n kural\u0131n\u0131 izleyerek, her t\u00fcrden say\u0131lar, veriler ve raporlar h\u0131zla her i\u015f stratejisinin k\u00f6\u015fe ta\u015f\u0131 haline gelmi\u015ftir. Modernite bu fikre yeni bir canl\u0131l\u0131k kazand\u0131rm\u0131\u015ft\u0131r: Ak\u0131\u015f say\u0131s\u0131, g\u00f6r\u00fcnt\u00fcleme, takip\u00e7i ve g\u00f6sterim say\u0131s\u0131n\u0131n ba\u015far\u0131n\u0131n ger\u00e7ek zamanl\u0131 bir \u00f6l\u00e7\u00fcs\u00fcn\u00fc sa\u011flad\u0131\u011f\u0131 bir medya ekosistemine dalm\u0131\u015f durumday\u0131z \u2014 en az\u0131ndan bu […]<\/p>\n","protected":false},"author":2,"featured_media":157648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20022],"tags":[],"class_list":["post-352741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1"],"acf":[],"contentshake_article_id":"","yoast_head":"\nFormula 1 \u0130zleyici: Nas\u0131l \u00d6l\u00e7\u00fcl\u00fcr (ve Neden Rakamlar \u015ea\u015f\u0131rt\u0131c\u0131) - RTR Sports<\/title>\n<meta name=\"description\" content=\"Formula 1 TV izleyicilerini nas\u0131l \u00f6l\u00e7\u00fcyor: Michael Payne'in benzersiz izleyici tan\u0131m\u0131ndan Drive to Survive \u00e7\u0131lg\u0131nl\u0131\u011f\u0131na ve a\u00e7\u0131klanan 1,5 milyar hayrana. 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