Not all visibility is created equal

In competitive markets, knowing who is being talked about - and in what context - matters as much as what a brand says about itself. This snapshot draws on data collected through the Pikasa analytics.live Industry Scanner, which continuously aggregates media coverage and social channel activity across Turkish market verticals.

What follows is a selective look at patterns worth paying attention to: sector-level volume gaps, the disconnect between article counts and actual engagement, and specific cases where the numbers tell an interesting story. Some figures have been withheld to preserve the depth of the full platform view.

The period covers January 1 through March 24, 2026 - 83 days, tracked live.

Why the most-covered brands are not the most engaging - insights from 3.8M interactions across six sectors

Between January 1 and March 24, 2026, the Pikasa analytics.live Industry Scanner tracked six Turkish market verticals simultaneously: Airlines, Banking, Oil & Gas, Pharmaceuticals, Private Hospitals, and Travel Agencies. Across those 83 days, the platform captured 11,308 articles, 10,404 social posts, and 3.82 million engagements. The summaries below are a consolidated read of what the data showed - patterns that cut across sectors rather than portraits of individual industries.

One brand takes it all

Across five of the six sectors monitored, a single brand captured a disproportionate share of total engagement. The concentration levels varied significantly - and the pattern of how dominance is achieved differs just as much as the numbers themselves.

• Oil & Gas is the most extreme case: SOCAR Türkiye held 91% of total sector engagement - 1,671,770 engagements from 269 social posts. The remaining seven competitors in the sector shared the other 9%.
• Turkish Airlines commanded 72% of airline sector engagement. Its closest competitor, Pegasus, held 13%. AJet - despite producing nearly as many articles as THY (839 vs 1,053) - captured only 9%.
• Banking is the most competitive sector: the top five brands each hold between 12% and 24% share of voice. No single institution has broken away from the pack - engagement is distributed across public and private banks alike

Fewer posts, better results: the efficiency gap

Across every sector, there are brands achieving strong engagement from a small number of posts - and brands publishing at high frequency with diminishing returns. The gap between the two is not marginal.

• Private hospitals as a sector published 3,500 social posts - the highest volume of any sector monitored - and generated 162,567 total engagements. That is roughly 46 engagements per post across the sector average. Airlines, with 980 posts, generated over five times that engagement total.
• Koç University Hospital reached 15% share of voice in Private Hospitals with 206 social posts. Medipol published 1,009 posts for 23% SOV. The difference in absolute terms is modest; Koç's efficiency ratio per post is more than three times stronger.

News doesn’t win attention - stories do

Where it is possible to see what individual pieces of content generated the most engagement, a consistent pattern emerges: content that is brand-initiated, tied to a meaningful moment, or culturally rooted performs far better than reactive or operationally-driven coverage.

• Turkish Airlines' single best-performing social post was a TikTok about the brand's signature red colour - a piece of pure brand storytelling. It reached 2.5 million views and generated 64,698 engagements, outperforming everything Pegasus and AJet produced combined.
• THY's '500th aircraft' milestone content generated 22,758 engagements across multiple channel variants. Milestone-anchored content creates natural audience interest and shareability that promotional formats rarely replicate.
• Pegasus Airlines' most-read article was tied to an Ankara snowstorm that disrupted flights - operational news, not brand narrative. Its entire press footprint in this period reflects reactive coverage rather than any proactive communications strategy.

Volume vs. resonance: The gap that doesn’t close

Across all five sectors, a common pattern emerges: the brands generating the most media coverage are rarely the same brands generating the most audience engagement. The table below makes the disconnect visible.

Oil & Gas stands out - relatively modest article and post counts, yet total engagement of 1.84 million. Banking has nearly 7,000 articles but less than half that engagement total. These ratios matter when benchmarking content investment.

In Oil & Gas, 1,802 articles and 948 social posts generated 1.84 million engagements - roughly 1,024 per article. Banking's 6,999 articles generated 706K engagements - 101 per article. More output does not mean more reach.

Industry intelligence, at scale

The data in this snapshot was collected through the Pikasa analytics.live Industry Scanner - a real-time monitoring platform that tracks brand mentions across Turkish media outlets and social channels simultaneously.

Each industry view is configured with a defined competitor set. The platform captures article appearances, social post activity, and engagement metrics (reactions, comments, shares, views) continuously - so the picture shown here reflects the state of each sector as of March 24, 2026, not a retrospective sample.

Industry intelligence, at scale

The data in this snapshot was collected through the Pikasa analytics.live Industry Scanner - a real-time monitoring platform that tracks brand mentions across Turkish media outlets and social channels simultaneously.

Each industry view is configured with a defined competitor set. The platform captures article appearances, social post activity, and engagement metrics (reactions, comments, shares, views) continuously - so the picture shown here reflects the state of each sector as of March 24, 2026, not a retrospective sample.

Your industry, tracked live

This snapshot shows a fraction of what the Industry Scanner surfaces day-to-day. The full platform view includes trend timelines, content breakdowns, source-level detail, and the ability to compare competitors directly across any window.