tv industry report july'09 to june'10

TV Industry ReportJuly 2009 – June 2010

TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period July’09 to June’10. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers in 2009-10 vs. their share in 2008-09.

DATA SOURCE: MEDIA BANK

BASE: Spot TVC’s

IMPORTANT: All the ranking are on the basis of minutes, which does not reflect the ranking on the basis of ad spend

For query on DATA, please contact Mr. Haider Ali, Media Bank at:haider@mediabank.net.pk

If you have any other questions, please contact PAS at:secretariat@pas.org.pk

About the Report

CON

TEN

T Pakistan TV Viewership – Facts and Figures 4 - 5

Advertisers Report 6 - 9 - Top Categories - Top Sub-Categories - Top Advertisers

Trend Analysis 10 - 11 - 2008-9 vs. 2009-10 (Advertisers /Brands)

Channels Report 12 - 22 - Top 25 - Top Genre - Time Band Split - Regional Channels - Prime Time vs. Late Prime Time (Genre wise)

TV Penetration In Urban Pakistan− 13% of Households have Simple Antenna− 71 % have Cable Connections− Only 1% have Dish Antenna and 0.3% have access to Broadband TV

The Most Watched Time Band9pm to 12am is the most watched time band with 59% people usually watching TV during this time. This is followed by 6pm to 9pm at 55%.

Source: CMi Data on Urban Pakistan is based on a sample size of 10,000 Facts & Figures

Average Time Spent Watching TV80% of the urban population watch TV everyday

TV Behaviour – Genre Preference− In general, 57% of the people like watching Dramas and News followed by

Religious programmes at 46%− Children in ages 12 to 17, after Kids Channel, prefer watching Movie and Sports

Channel.− SEC A, B and C generally like watching Documentary, Talk shows and

Entertainment Channels. However, SEC D and E have a preference towards Dramas and Movies

Source: CMi Data on Urban Pakistan is based on a sample size of 10,000 Facts & Figures

ADVERTISERS’ REPORT Top 15 Advertising Categories

Top 15 Sub-Categories

Top 15 Advertisers

Trend Analysis 2008-9 vs 2009-10: ADVERTISERS

Trend Analysis 2008-9 vs 2009-10: BRANDS

Cellu

lar

Com

mun

icati

on

Beve

rage

s

Det

erge

nts

Pers

onal

Pro

duct

s

Cons

truc

tion

Culli

nary

Conf

ectio

nary

Gov

ernm

ent

of P

akis

tan

Food

Hom

e A

pplia

nces

& E

lect

roni

cs

Fina

ncia

l Ser

vice

s

Med

icin

e

Hom

ecar

e Pr

oduc

ts

Baby

Car

es

Com

mun

icati

on

Oth

ers

23%

15%

11%9%

6%6%

5%3% 3% 2% 2% 2% 1% 1% 1%

9%

TOP 15 CATEGORIES% Minutes of Total Advertising

2009-2010

GSM

Cold

Dri

nks

Was

hing

Pow

ders

Hou

sing

& A

ppt

Proj

ects

Sham

poo

Tea

Anti

Bac

teri

al S

oap

Juic

es

Bisc

uits

Milk

Ice

Crea

m

Spic

es

Beau

ty C

ream

Publ

ic N

otice

s

Beau

ty &

Ski

ncar

e Ba

rs

21%

5% 5% 5% 4%3% 3% 2% 2% 2% 2% 2% 2% 2% 1%

TOP 15 SUB-CATEGORIES% Minutes of Total Advertising

2009-2010

Unilever P

akistan

P&G

Cm Pak (Zong)

Telenor Pakist

anUfo

ne

Coca Cola

Mobilin

k

Nestle

Reckitt

Benckise

r

Pepsi Cola

Engro Fo

ods

Lakso

n Gro

up

Warid

Telecom

Government O

f Pakist

an

National Foods

0%

2%

4%

6%

8%

10%

12%

14%13%

7% 6%5%

4%

3% 3% 3% 3% 3% 2%2% 2%

1% 1%

TOP 15 ADVERTISERS% Minutes of Total Advertising

2009-2010

Uni

leve

r Pa

kist

an

P&G

Pak

ista

n

CM P

ak (Z

ong)

Tele

nor

Paki

stan

Ufo

ne

Coca

Col

a

Mob

ilink

Peps

iCo

Nes

tle

Reck

itt B

enck

isr

Engr

o Fo

ods

Laks

on G

roup

War

id T

elec

om

Gov

ernm

ent

Of P

akis

tan

Conti

nent

al B

iscu

it

Hila

l Con

fecti

onar

y

Nati

onal

Foo

ds

Tapa

l Tea

Mad

ina

Suga

r &

Che

mic

al

Engl

ish

Bisc

uits

14%

9%

6%

4%5% 5% 5%

3%

2% 2% 2% 2% 1% 1% 1% 1%1% 1%

1%1%

13%

7% 6%5%

4%3% 3%

3%3% 3% 2%

2% 2% 1%1% 1%

1%1% 0%

1%

Jul 2008 - Jun 2009 Jul 2009 - Jun 2010

TREND ANALYSIS2008-9 vs. 2009-10

Top 20 ADVERTISERS

Total volume increase (minutes) in advertising in 2009-10 was approx. 28%

TREND ANALYSIS2008-9 vs. 2009-10

Top 20 BRANDS

Zong

Ufo

ne

Tele

nor

Jazz

Safe

guar

d

War

id T

elec

om

Surf

Exc

el

Hea

d &

Sho

ulde

r

Coca

Col

a

Peps

i

Pant

ene

Sham

poo

Dju

ice

Life

buoy

New

Rin

Was

hing

P...

Gov

ernm

ent

Of P

aki..

.

Dew

New

Ari

el E

nzym

ex

Mob

ilink

Olp

ers

Kisa

n Ve

geta

ble

Ghe

e

6%

5%

3%3%

2%1%

2% 2% 2%

1%

2%

1% 1%

1%

1% 1%1% 1%

1%

1%

6%

4%4%

2%

2% 2%

1% 1% 1%1%

1%

1% 1%

1%1%

1%1%

0%

1%

0%

Jul 2008 - Jun 2009

Jul 2009 - Jun 2010

CHANNELS REPORT Top 25 Channels

Top 25 Channels in Prime Time Genre Split

Genre Split in Prime and Late Prime time Time Band Split

Channel Share Genre Wise Top Regional Channels

Genre Wise Share in Prime and Late Prime Time

GEO

NEW

S

CITY

42 ATV

TV O

NE

Apna

TV

GEO

ARY

DIGI

TAL

EXPR

ESSN

EWS

DUNY

A NE

WS

AAJ N

EWS

KTN

PUNJ

AB T

V

HUM

TV

Sind

hTV

SAM

AA

G KA

BOO

M

INDU

S VI

SIO

N

ARY

NEW

S

NEW

S O

NE

GEO

SUP

ER

MET

RO O

NE

WAS

EB

PTV

Hom

e

DAW

N NE

WS

DHO

OM

0%

1%

2%

3%

4%

5%

6%

5%

4%

4%

4% 4% 4% 4% 4%

4%

3% 3% 3% 3% 2% 2%

2% 2% 2% 2% 2% 2% 2% 2% 2% 2%

Top 25 Channels

Total advertising in 2009-10 was 1,999,434 minutes The Top 25 Channels received approximately 70% of this total share of advertising

% Share of Advt. Minutes

Top 25 Channels in Prime Time

Total advertising during Prime Time in 2009-10 was 767,730 minutes. The top 25 Channels received approximately 70% of the total share of Prime Time advertising

% Share of Advt. Minutes Ap

na T

V

TV O

NE

KTN

Sind

hTV

PUN

JAB

TV ATV

CITY

42

HU

M T

V

ARY

DIG

ITAL

DU

NYA

NEW

S

AAJ N

EWS

NEW

S O

NE

GEO

SAM

AA

WAS

EB

GEO

NEW

S

EXPR

ESSN

EWS

AVTK

hybe

r

MET

RO O

NE

ARY

NEW

S

KOO

K

DH

OO

M

IND

US

VISI

ON

G K

ABO

OM

SILV

ER S

CREE

N0%

1%

2%

3%

4%

5%

6%5%

5% 4%

3% 3% 3% 3%3% 3% 3% 3%

3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2%

Genre Split% Share of Advt. Minutes

ENTERTAINMENT41%

NEWS37%

MUSIC8%

MOVIES3%

BUSINESS / REAL EASTATE3%

SPORTS3%

FOOD2% KIDS

2%

Genre Split

News & Entertainment Channels on an average received approx. 75% of the entire ad-spend across all time bands

% Share of Advt. Minutes in PRIME and LATE PRIME TIME

ENTER-TAINMENT

NEWS MUSIC MOVIES BUSINESS SPORTS FOOD KIDS RELIGIOUS0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

37% 38%

12%6%

2% 3% 1% 0% 0%

46% 33%

8%

4%

3% 2% 2% 1% 0%

Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)

Time Band Split% Share of Advt. Minutes Across Time Bands

After Noon(12:00 - 16:59)

22%

Evening Time(17:00 - 18:59)

11%

Late Night(00:00 - 05:59)

8%

Late Prime Time(23:00 - 23:59)

7%

Morning Time(06:00 - 11:59)

14%

Prime Time(19:00 - 22:59)

38%

Channel ShareGenre Wise

% Share of Advt. Minutes

GEO NEWS17%

CITY4215%

EX-PRESSNEWS13%

DUNYA NEWS12%

AAJ NEWS10%

SAMAA8%

ARY

NEWS7%

NEWS ON

E6%

METRO

ONE

6%

ATV13%

TV ONE12%

Apna TV12%

GEO12%

ARY DIGITAL12%

KTN9%

PUNJAB TV8%

HUM TV8%

SindhTV8%

INDUS VISION6%

G KA-BOO

M26%

PLAY16%

THE MUSIK13%OXY

GENE11%

VIBE11%

AAG10%

KASHISH8%

MTV PAKISTAN4%

ARY ZOUQ59%

MASALA

41%

ENTERTAIN

MEN

TFO

OD

NEW

SM

USI

CDAWNNEWS

5%

Regional Channels

In 2009-10 Regional Channels saw a total of 388,626 minutes of advertising

% Share of Advt. Minutes

Apna

TV

KTN

PUN

JAB

TV

Sind

hTV

WAS

EB

AVTK

hybe

r

KOO

K

Ktn

New

s

ROH

I

KASH

ISH0%

5%

10%

15%

20%

25%

20%

15% 14%13%

8%7% 6%

4% 4% 3%

CHANNEL SHAREEntertainment

% Share of Advt. Minutes in PRIME and LATE PRIME TIME

Apna TV1 KTN SindhTV PUNJAB TV

ATV Hum ARY-D GEO I-Vision Others0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

12% 13%

4% 5% 6% 6%

13%9% 10%

5%

16%

12% 10%

10% 7% 7% 7%

6%

6% 5%

4%

24%

Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)

CHANNEL SHARENews

% Share of Advt. Minutes in PRIME and LATE PRIME TIME

CITY42 DUNYA-N AAJ-N NEWS-1 SAMAA GEO-N EXPRESS-N Metro-1 ARY-N Dawn-N Others0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

8%12% 9% 8% 10% 10% 9%

5%8%

3%

19%9%

8%8%

8%8% 7% 7%

7%

7%

4%

27%

Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)

CHANNEL SHAREMusic

% Share of Advt. Minutes in PRIME and LATE PRIME TIME

G KABOOM PLAY OXYGENE THE MUSIK VIBE OTHERS0%

10%

20%

30%

40%

50%

60%

24%15% 13% 12% 12%

24%

23%

15% 14% 12%9%

27%

Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)

THE END

For query on DATA, please contact Mr. Haider Ali, Media Bank at:haider@mediabank.net.pk

Cell: 0300-8247002

For other queries, please contact PAS at:secretariat@pas.org.pk