National averages hide this audience. The Turkish diaspora is not spread evenly across Europe. It is concentrated in a few dozen cities, and that is good news for anyone with a media budget.
Where the audience lives
In Germany, the community is concentrated in North Rhine-Westphalia, from Cologne to the Ruhr cities such as Duisburg, Dortmund and Gelsenkirchen, and in Berlin, Hamburg, the Frankfurt region, Stuttgart and Munich. In the Netherlands, it is Rotterdam, Amsterdam and The Hague. In Belgium, Brussels, Ghent and Antwerp. In France, Paris, Strasbourg and Lyon.
Austria shows how strong the concentration can be: 37.7% of Turkish nationals in the country live in Vienna alone.
Why concentration helps
A concentrated audience is cheaper to reach well. Out-of-home, local radio, retail media and community events can be bought where the audience actually lives, instead of across a whole country. It also makes testing easier: you can compare cities with and without activity and see what moved.
Plan for the diaspora the way you would plan for a country: by region, not by average.
The channels
- Turkish-language TV, via satellite, cable and streaming, especially for older and family audiences.
- Local radio, such as Turkish-language stations in Berlin, with strong loyalty and live presenters people trust.
- Creators and social, in Turkish, German or both, for younger audiences.
- Diaspora publishers and community platforms, including associations and events.
- The Turkish supermarket, as a shop and as a medium: sampling, displays and in-store activity at the point where food and household purchases are made.
- General-market media, which the diaspora uses like everyone else. The point is not to replace it, but to add the layer it misses.
Splitting the budget
We do not work with a fixed percentage. We start from where the audience lives and what it uses, category by category. A home care brand may need heavy retail and TV presence in a handful of regions. A car brand may need creators and radio before the summer. A public institution may need community partners more than paid media.
The principle is simple. Weight the plan by where the audience is, keep your general-market media running, and add a diaspora layer in the cities that matter. Then measure that layer on its own, so you know what it did.