1

GALLUP PAKISTAN

MEDIA CYBERLETTER 2014

Dear Colleagues,

It gives me pleasure to introduce to you the Gallup

Pakistan TV Ratings Analysis 2014.

Keeping its tradition of more than 20 years, Gallup

has compiled all relevant information that a media

professional needs to understand the overall media

landscape in the country in one document based on

Gallup TV Ratings Service Data.

The Gallup TV Ratings Service is the only National

TV Ratings Service in Pakistan with more than 5500

men and women spread across all 4 provinces and

covering urban and rural areas. As compared to

alternative TAM Solutions, Gallup Pakistan’s service

is statistically more accurate and has far smaller

sampling errors and design effects.

The Cyberletters of Gallup, with their new dynamic

look, are part of the re-engineering and overhaul

exercise at Media Research Department in specific

and Gallup brand name overall.

Do you have any views or feedback on the content

of the Cyberletter? Drop us a line or a call.

Maham Saleem

Gallup Islamabad

Babar Aziz

Gallup Karachi

Email: isb@gallup.com.pk

Advisory Committee:

Dr. Ijaz Shafi Gilani, Chairman & Chief Executive

Jawaid Muhammad Salik, Executive Director,

Media Research Division, Gallup Pakistan

2

Broadcasting Environment - Basic Facts

Top 15 Channels during 2014 (Foreign & Local Channels)

Top 15 Channels during 2014 (Local Channels)

Average Time Spent per Viewer per Day

Month-wise Genre-wise Viewership Review

National Market Share (%)

Urban Market Share (%)

Rural Market Share (%)

Metros Market Share (%)

Large Cities Market Share (%)

Small Cities & Towns Share (%)

Local News Channel Share %

Local Entertainment Channels Share %

Local Music Channels Share %

Local Regional Channels Share %

Local Religious Channels Share %

Local Movie Channels Share %

Average Time Spent (2013 vs 2014) - National Viewers

Average Time Spent (2013 vs 2014) - Cable & Satellite Viewers

Daily Average Time Spent per Viewer

Daily Average Time Spent per Tune-in Viewer (KHI - LHR - ISB)

Hourly Ratings (2013 vs 2014) - All National Viewers

Hourly Ratings (2013 vs 2014) - Cable & Satellite Viewers

Terrestrial vs Cable & Satellite Channels Share % (National)

Terrestrial vs Cable & Satellite Channels Share % (Metros)

Terrestrial vs Cable & Satellite Channels Share % (Rural)

Terrestrial vs Cable & Satellite Channels Share % (Urban)

Terrestrial vs Cable & Satellite Channels Share % (Large Cities)

Terrestrial vs Cable & Satellite Channels Share % (Small Cities & Towns)

Men vs Women (Average Time Spend per Viewer)

Daily Viewing Time per Individual (2013 vs 2014)

Yearly Cumulative Reach (2014)

4556677777788888899

10101111121212121212131314C

ON

TE

NT

S

3

News Entertainment Sports Children Music

AAJ News A Plus Geo Super Cartoon Network 8XM

ABB Tak ARY Digital PTV Sports Nickelodeon ARY Music

AJK TV ATV Ten Sports Jalwa

ARY News Express Entertainment K2

Business Plus Geo Kahani Food Oxygene

Capital TV Geo Entertainment Masala

Channel 5 Hum TV Zaiqa Movies

City 42 Indus Vision Film World

Dawn News Koh-e-Noor Filmax Health

Dhoom Light Asia Filmazia HTV

Din News PTV Global HBO

Dunya TV PTV Home Silver Screen

Express News PTV National Regional Starlite

Geo Tez TV One Apna TV

Geo News Urdu 1 AVT Khyber

Indus News nVibe Awaz Educational

Jaag (CNBC Pakistan) Dharti Virtual TV

Khyber News Kashish

KTN News KTN

Metro One Mehran

News One PTV Bolan

PTV News Punjab TV

PTV World (English) Raavi

Royal News Rohi TV

Samaa TV Religious Sabz Baat

Sindh News ARY QTV Sindh TV

Vsh News Haq TV Urooj

Waqt TV Madni Waseb TV

Broadcasting Environment - Basic Facts

Total Household

Total TV Household

Total Cable Penetration

Total Individuals

Total Individuals

Total Individuals

Million

Million

Million

Million

Million

Million

26.5

21

11.5

180

124

68.2cable cable cable cable

4

Star

Plu

s

PTV

Hom

e

Cart

oon

Net

wor

k

Sony

ARY

Digi

tal

Geo

New

s

KTN

Geo

Ent

erta

tinm

ent

Zee

TV

Hum

TV

ARY

New

s

Urdu

1

PTV

New

s

Sam

aa T

V

PTV

Spor

ts

PTV

Hom

e

Cart

oon

Net

wor

k

ARY

Digi

tal

Geo

New

s

KTN

Geo

Ent

erta

tinm

ent

Hum

TV

ARY

New

s

Urdu

1

PTV

New

s

Sam

aa T

V

PTV

Spor

ts

A Pl

us

ARY

QTV AT

V

14.67

10.51

10.51

7.66

7.66

7.41

8.43

7.56

7.41

4.69

7.56

4.92

4.69

4.32

4.92

4.88

4.28

4.60

4.32

3.50

4.88

3.51

4.60

2.23

3.50

2.77

3.51

2.52

2.23

2.92

1.02

%

0.78

%

0.65

%

0.48

%

0.45

%

0.45

%

0.30

%

0.29

%

0.28

%

0.28

%

0.26

%

0.23

%

0.19

%

0.19

%

0.17

%

0.78

%

0.65

%

0.45

%

0.45

%

0.30

%

0.29

%

0.28

%

0.26

%

0.23

%

0.19

%

0.19

%

0.17

%

0.16

%

0.14

%

0.14

%

Top 15 Channels during 2014

Top 15 Channels during 2014

Top 15 Foreign & Local Channels (in terms of Avg. Ratings and Reach)Target: Audience: National CnS Viewer | Timeslot: 06:00 AM - 11:59 PM

Top 15 Local Channels (in terms of Avg. Ratings and Reach)Target: Audience: National CnS Viewer | Timeslot: 06:00 AM - 11:59 PM

1.8

1.5

1.2

0.9

0.6

0.3

0

1.8

1.5

1.2

0.9

0.6

0.3

0

Aver

age

Ratin

gs %

Aver

age

Ratin

gs %

Aver

age

Reac

h %

5

Jan ‘14 Feb ‘14 Mar ‘14 Apri ‘14 May ‘14 Jun ‘14 Jul ‘14 Aug ‘14 Sep ‘14 Oct ‘14 Nov ‘14 Dec ‘14

Average Time Spent per Viewer

Month-wise Genre-wise Viewership Review

TA: National, CnS Viewers | Function: Average Time Spent per Tune-in Viewer

100

90

80

70

60

50

40

Aver

age

Tim

e Sp

ent (

in m

inut

es)

Local Entertainment

Foreign Entertainment

Local News

Sports

Foreign Entertainment includes Colours, Fashion TV, Sab TV, Set Max, Sony, Star Gold, Star Plus, Star Movies, Star World, Zee TV

Local Entertainment includes A+, ALite, ARY Digital, ARY Zindagi, ATV, Express Entertainment, Geo Kahani, Geo Entertainment, HUM TV, Indus Vision, Koh-e-Noor, Light

Asia, PTV Global, PTV Home, PTV National, TV One, Urdu 1

Local News include AAJ News, Aab Tak, AJK TV, ARY News, Business+, Capital TV, Channel 5, City 42, Dawn News, Dhoom, Din News, Dunya TV, Express News, Geo Tez,

Geo News, Jaag, Khyber News, KTN News, Metro One, News One, PTV News, PTV World, Royal News, Samaa TV, Sindh News, VSH News, Waqt TV

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Jan ‘14 Feb ‘14 Mar ‘14 Apri ‘14 May ‘14 Jun ‘14 Jul ‘14 Aug ‘14 Sep ‘14 Oct ‘14 Nov ‘14 Dec ‘14

155

150

145

140

135

130

125

120

(in m

inut

es)

Year: 2014 | Day-wise Comparison | Target Audience: All viewers | Region: National

6

Genre-wise Market Share

Genre-wise Market Share

National Urban Rural

Metros Large Cities Small Cities & Towns

Foreign Entertainment

Local Entertainment

Local News

Sports

Regional

Children

Movies

Music

Cooking

Education

Religious

Others

Foreign Entertainment

Local Entertainment

Local News

Sports

Regional

Children

Movies

Music

Cooking

Education

Religious

Others

Foreign Entertainment

Local Entertainment

Local News

Sports

Regional

Children

Movies

Music

Cooking

Education

Religious

Others

Foreign Entertainment

Local Entertainment

Local News

Sports

Regional

Children

Movies

Music

Cooking

Education

Religious

Others

Foreign Entertainment

Local Entertainment

Local News

Sports

Regional

Children

Movies

Music

Cooking

Education

Religious

Others

Foreign Entertainment

Local Entertainment

Local News

Sports

Regional

Children

Movies

Music

Cooking

Education

Religious

Others

11.384

53.747

15.684

2.536

3.244

3.418

0.889

0.625

0.258

0.01

1.57

6.635

18.936

40.283

18.631

3.518

0.262

2.786

0.873

0.66

0.553

0.004

2.314

11.18

15.274

45.98

14.864

3.08

2.955

2.452

0.954

0.649

0.367

0.005

2.053

11.367

13.796

35.307

18.33

3.815

3.046

1.697

1.18

0.815

0.411

0.016

2.633

18.954

9.244

58.018

16.135

2.237

3.403

3.948

0.854

0.612

0.198

0.013

1.304

4.034

12.429

55.431

10.006

2.386

5.433

2.433

0.941

0.574

0.176

0.002

1.585

8.6047

Local Channels Share (%)

Timeslot: 24 Hours | Period: January - December, 2014

PTV News

GEO News

ARY News

Samaa TV

Express News

AAJ News

Metro One

KTN News

Dunya News

Din News

Dawn News

GEO Tez

Sindh News

Business Plus

Dhoom TV

Capital TV

Channel 5

Waqt TV

City 42

News One

Royal News

55.57

14.86

8.84

6.46

3.64

2.82

1.34

1.11

0.97

0.89

0.67

0.59

0.52

0.30

0.30

0.22

0.22

0.22

0.15

0.15

0.15

news

46.79

15.00

12.50

6.43

4.64

2.86

2.86

1.79

1.79

1.79

1.79

1.07

0.36

0.36

KTN

Sindh TV

Kashish TV

Mehran TV

Waseb

Awaz

PTV Bolan

Apna Channel

AVT Khyber

Dharti TV

Rohi TV

Arooj

Punjab TV

Sabzbaat

regional

ARY Musik

8xM

Jalwa

K2

Oxygene

50.00

24.07

18.52

3.70

3.70

music

Film World

Filmazia

HBO

Filmax

Silver Screen

Starlite

33.77

28.57

28.57

3.90

3.90

1.30

movies

ARY QTV

Madni Channel

Haq TV

47.41

39.26

13.33

religious75.64

7.11

4.32

2.81

2.70

2.25

1.51

0.89

0.82

0.73

0.52

0.37

0.26

0.02

0.02

0.02

entertainmentPTV Home

ATV

ARY Digital

GEO Entertainment

Hum TV

Urdu 1

A Plus

GEO Kahani

Express Entertainment

TV One

PTV National

Indus Vision

PTV Global

Kohenoor

Light Asia

Vibe TV

8

entertainment

Average Time Spent

Average Time Spent

Region: National, All National Viewers, Timeslot: 24 H

Region: Cable & Satellite Viewers, All National Viewers, Timeslot: 24 H

133.

213

9.7

141.

813

9.4

141.

913

9.4

128

137.

313

9.7

138.

213

9.5

142

122.

812

9.7

138.

112

6.6

131.

112

6.3

118.

113

0.1

127.

513

0.1

129.

513

2.6

141142.3142.3135.4139.8140.2141.9142.7140.7

142140.2143.4

130.1132.1133.8127.9130.5130.8136.3130.9133.5132.2134.4133.3

JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDEC

JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDEC

2013 2014

2013 2014

(in minutes)

(in minutes)

(in minutes)

(in minutes)

9

Daily Average Time spent per viewer

Geographical Segment wise | Target Audience: All Viewers

Daily Average Time spent per Tune-in Viewer (Karachi - Lahore - Islamabad)

Target Audience: National Viewers

Large Cities

Rural

Metros

Urban

Small Cities & Towns

Jan ‘14 Feb ‘14

Feb‘14

May‘14

Apr‘14

May‘14

Jun‘14

Jul‘14

Aug‘14

Sep‘14

Oct‘14

Nov‘14

Dec‘14

Jan‘14

Mar ‘14 Apri ‘14 May ‘14 Jun ‘14 Jul ‘14 Aug ‘14 Sep ‘14 Oct ‘14 Nov ‘14 Dec ‘14

155

150

145

140

135

130

125

120

115

(in m

inut

es)

(in m

inut

es)

128.

8

127.

4

141.

8

140.

3

135.

9

137.

7

135.

1

134.

2

133.

2

132.

3

131.

2

133.

6

105.

1

103.

7

114.

6

112.

4

109.

7

106.

1

98 110.

6

115.

9

110.

8

119.

2

112.

4

153.

2

159.

2

156.

8

167

168.

1

154

159.

8

156.

8

158.

4

151.

8

170.

1

155

karachi lahore islamabad

10

Hourly Ratings (2013 vs 2014)

Target Audience: All National Viewers | Function: Average Ratings %

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

40

30

20

10

0

30

20

10

0

0

10

20

30

40

0

10

20

30

Hourly Ratings (2013 vs 2014)

Target Audience: Cable & Satellite Viewers | Function: Average Ratings %

2013

2014

2013

2014

11

Target Audience: All Viewers

Terrestrial vs Cable & Satellite Channels Share %

National Metros

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

84 84 89 81 74 70 68 65 67 70 66 60 56 54 54

16 16 11 19 26 30 32 35 33 30 34 40 44 46 46 28 32 20 35 48 58 60 71 72 71 75 75 78 77 75

72 68 80 65 52 42 40 29 28 29 25 25 22 23 25

Rural Urban

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

95

94 97 96 92 91 88 86 86 86 80 72 69 66 64

5 6 3 4 8 9 12 14 14 14 20 28

31 34 36 23 26 19 33 46 51 53 61 58 56 59 62 67 67 66

77 74 81 67 54 49 47 39 42 44 41 38 33 33 34

Large Cities Small Cities & Towns

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

81 80 82 73 56 47 46 46 49 43 33 29 22 23 30

19 20 18 27 44 53 54 54 51 57 67 71 78 77 70 19 23 19 33 44 45 47 57 50 44 46 50 54 56 57

81 77 81 67 56 55 53 43 50 56 54 50 46 44 43

All Terrestrial(Combined)

Cable & Satellite(Combined)

12

Men vs. Women (Average Time Spend per Viewer)

Year 2014 | Target Audience: All National Viewers

155

150

145

140

135

130

(in m

inut

es)

Monday Tuesday Wednesday Thursday Friday Saturday Sunday Week

Men Women

Daily Viewing Time per Individual - 2013 vs. 2014

Data Source: Gallup Pakistan | Target Audience: All National Viewers

total male female

2013

2014

02:05:00

02:07:00

02:06:00

02:05:00

02:02:00

02:08:00

13

Channel NameYearly

Cumulative Reach %

Monthly AverageCumulative Reach

%

TOTAL 99.89 99.81

A Plus 18.27 9.53

AAJ News 24.55 11.05

Al Jazeera English 8.69 2.84

Apna Channel 8.97 2.39

ARY Digital 41.58 22.20

ARY Musik 17.29 8.35

ARY News 35.06 16.67

ARY Qtv 25.79 11.95

ATV 43.70 22.33

AVT Khyber 5.83 1.43

AXN 14.04 4.01

BBC World 17.56 4.00

Business Plus 8.67 1.98

Capital TV 5.61 1.49

Cartoon Network 31.88 12.82

Channel 5 4.07 1.83

City 42 4.14 1.18

CNN 11.40 3.41

Dawn News 10.41 4.39

DHARTI TV 6.66 2.45

Din News 12.38 4.93

Dunya News 15.90 4.02

Express Entertainment 18.49 8.24

Express News 23.13 11.27

Fashion TV 6.71 1.53

Filmazia 12.33 6.01

GEO Entertainment 35.89 17.61

GEO Kahani 16.70 5.77

GEO News 46.24 23.61

GEO Super 14.45 3.93

GEO Tez 12.31 3.21

Haq TV 7.52 5.34

HBO 17.72 6.54

Hum TV 32.48 16.04

Indus Vision 16.47 5.19

Jaag 10.40 2.66

Jalwa 12.69 3.38

Channel NameYearly

Cumulative Reach %

Monthly AverageCumulative Reach

%

Kashish TV 10.04 6.40

Khyber News 2.26 0.27

KTN 18.80 13.57

KTN News 8.82 3.64

M TV 15.12 4.72

Masala TV 12.52 3.86

News One 6.09 1.64

Nickelodeon 9.49 3.34

Oxygene 6.67 1.36

PLAY MAX 3.87 2.29

PTV Home 79.10 60.54

PTV National 20.07 6.75

PTV News 52.91 30.98

PTV Sports 35.98 12.06

Punjab TV 3.97 0.52

Rohi TV 6.42 2.74

Samaa TV 21.28 10.02

Silver Screen 6.40 1.88

Sindh News 6.79 2.81

Sindh TV 20.35 9.92

Sony 43.07 25.12

Star Plus 47.13 30.83

Ten Sports 26.46 11.86

TV One 24.32 9.29

Urdu 1 26.16 16.97

Vibe TV 3.78 0.67

Waqt TV 5.42 1.66

Waseb 7.13 3.87

OTHER 60.17 47.64

Yearly Cumulative Reach - 2014

Period: Jan 01 - Dec 31, 2014 | Target: All Age 4+ National Viewers

14

15

LEGAL INFORMATION & DISCLAIMER

Media and Television Audience Measurement Cyberletter

Produced by: Gallup Pakistan Jointly with Gilani Research Foundation

Media Cyberletter Editorial Team,

Email: isb@gallup.com.pk

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