pakistan tv clutter report 2013
Post on 20-Oct-2014
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This document focuses on the various aspects of commercial airtime on TV for the period Jan 2012-August 2013. The report includes various form of analysis on clutter in terms of average minutes of advertising and number of spots. It shows a comparative study of channels own promotion vs. commercial airtime and advertising as a % of total broadcasting time. It also gives minutes of advertising on various channels against the legal limit as defined by PEMRA. In addition, here, are also sharing some facts established by international studies conducted by reputed research houses.TRANSCRIPT
A joint research study by
PAS and mediabankJanuary 2012 – August 2013
For query on DATA, please contact Mr. Chander Kant Media Bank at: [email protected] you have any other questions, please contact PAS at: [email protected]
DATA SOURCE: MEDIA BANK
DATA DEFINITIONS– Commercial airtime: Prime time Vs non prime time, excluding channels own promos – Spot advertising: Purchased ads e.g. 30”, 15”, etc.– Sponsorship: Commercial sponsorship– Channel’s own Promotion: Programming promos, songs, channel ID, etc.– Advertising: All commercial formats including station promos, sponsorships, etc.
About the TV Clutter Report
ASSUMPTIONSTotal broadcast minutes has been derived from the assumption that all channels broadcast 24 hours a day every day
This document focuses on the various aspects of commercial airtime on TV for the period Jan 2012-August 2013. The report includes various form of analysis on clutter in terms of average minutes of advertising and number of spots. It shows a comparative study of channels own promotion vs. commercial airtime and advertising as a % of total broadcasting time. It also gives minutes of advertising on various channels against the legal limit as defined by PEMRA. In addition, here, are also sharing some facts established by international studies conducted by reputed research houses.
MILLWARD BROWN: Effect of ClutterAD CLUTTER explains nearly three quarters of variation in ad impact
400 to 500 ads per week results in 8% decline in average ad impact. People in Pakistan are exposed to 627 to 1,097 ads per week.
Analogy with Spain that has seen similar developments, in the last 5 years clutter has resulted in 30% decline in avg. level of ad impact.
Due to clutter:
- Optimal level of media exposure will be different in cluttered media
- More GRP’s required for the same ad impact. In Japan twice GRP’s are required to reach the same effect as required in UK.
MAIN STREAM CHANNELS AVERAGE AIRTIME VS PEMRA LIMIT (Top 20) Period: Jan 12 – Aug13Ad Type: Based on Spot / TVCs.Time Slot: Prime Time: 19:00 – 22:59
CITY
42
Apna
TV
DAW
N NE
WS
TV O
NE KTN
AAJ N
EWS
ARY
DIGI
TAL
ARY
NEW
S
HUM
TV
MET
RO O
NE
A-PL
US
DUNY
A NE
WS
Sind
hTV
ATV
Kohi
Noor
GEO
NEW
S
GEO
NEW
S O
NE
SAM
AA
WAQ
T
0
5
10
15
20
25
2322
19 19 19
1717 16
15 15 15 15 15 15 14 14 1413 13 13
Prime Time VS Non Prime Time
AVERAGE NUMBER OF AIRTIME IN AN ONE HOURACROSS TIME SLOTS
Ref. Code: S-3 Airtime
Channels Prime Time vs Non Prime TimeGenre: NEWSPeriod: Jan 12 - Aug 13
CITY42
DAWN NEW
S
AAJ NEW
S
ARY NEW
S
METRO O
NE
DUNYA NEW
S
GEO NEW
S
NEWS O
NE
SAMAA
WAQT
EXPRES
S NEW
S
CNBC PAKI...Awaz
DHOOM
DIN NEWS
0
5
10
15
20
25
23.0
19.3
17.116.2
15.215.1 14.1
13.2
13.1 13.1 12.512.1
10.710.1
6.0
11.8
10.1
7.88.2
3.5
10.2
12.9
3.0
7.2
2.8
7.0
4.1
3.0
5.83.7
AVG Prime Time AVG Non Prime Time
Channels Prime Time vs Non Prime TimeGenre: EntertainmentPeriod: Jan 12 - Aug 13
Apna TV
TV ONE
KTN
ARY DIGITA
L
HUM TV
A-PLUS
SindhTV ATV
KohiNoorGEO
AVT Khyb
er
PUNJAB TV
Expres
s Enter
tain...
PTV Home
Urdu-1
0
5
10
15
20
25
21.9
19.2 18.9
16.6
15.4 15.1 15.0 14.714.4
13.8
12.6
10.1 9.9 9.4
6.15.5
4.8
3.5
9.2 10.0
5.8
3.0
8.18.8
9.6
3.2
2.03.0
6.3
3.9
AVG Prime Time AVG Non Prime Time
Channels Prime Time vs Non Prime TimeGenre: MusicPeriod: Jan 12 - Aug 13
8xm OXYGENE KASHISH THE MUSIK PLAY AAG JALWA MTV PAKISTAN G KABOOM0
2
4
6
8
10
12
10.1
9.4
8.7
4.6
3.1
2.2
1.2
0.10.1
3.63.4
2.1
1.2 1.1 1.10.5 0.2
0.0
AVG Prime Time AVG Non Prime Time
Channels Prime Time vs Non Prime TimeGenre: OtherPeriod: Jan 12 - Aug 13
HEALTH TV FILMAZIA SILVER S ARY QTV HBO Tensports GEO SUPER
PTV Sports STARLITE ARY ZOUQ Film World
Cartoon N NICK Masala Zaiqa0
2
4
6
8
10
12
9.6
6.6
5.95.7 5.6 5.6 5.5
4.23.9
3.53.2
2.8 2.62.2 2.0
3.7
1.01.5
4.2
1.4
3.0
3.3
2.7
1.3
2.2
0.8
1.8
2.9
1.91.4
AVG Prime Time AVG Non Prime Time
Prime Time VS Non Prime Time
AVERAGE NUMBER OF SPOTS IN AN ONE HOURACROSS TIME SLOTS
Ref. Code: S-3 Airtime
Channels Prime Time vs Non Prime TimeGenre: NewsPeriod: Jan 12 - Aug 13
CITY42
DAWN ...
METRO...
AAJ NEW
S
ARY NEW
S
CNBC PAK...
DUNYA ...
SAMAA
GEO NEW
S
NEWS O
NEAwaz
WAQT
EXPRESS...
DHOOM
CHANNEL 50
10
20
30
40
50
60
50.848.8
45.0 43.942.4
35.4 35.1 35.034.5 34.0 33.6 33.2
31.5
24.2
19.1
25.0
32.3
13.3
24.4 23.4
18.2
24.7
19.9
32.9
8.1
12.9
7.2
18.7
11.7 11.7
AVG Prime Time AVG Non Prime Time
Channels Prime Time vs Non Prime TimeGenre: ENTERTAINMENTPeriod: Jan 12 - Aug 13
KTN Apna TV TV ONE ARY DIGITAL HUM TV KohiNoor A-PLUS GEO SindhTV ATV AVT Khyber PUNJAB TV Express E PTV Home Urdu-10
10
20
30
40
50
60
70
61.1
57.555.6
49.346.7
44.1
38.8 38.6 38.3
35.033.2
30.527.6
22.0
16.2
11.9
16.0 14.9
25.2
30.9
23.2
15.0
25.7
9.4
19.8
6.0 6.89.1
15.9
10.2
AVG Prime Time AVG Non Prime Time
Channels Prime Time vs Non Prime TimeGenre: ENTERTAINMENTPeriod: Jan 12 - Aug 13
8xm KASHISH OXYGENE THE MUSIK PLAY JALWA AAG MTV PAKISTAN G KABOOM0
5
10
15
20
25
30
35
31.6
28.7
21.9
12.1
7.4
4.4 4.0
0.4 0.3
12.4
6.87.6
3.42.5
1.8 1.50.3 0.1
AVG Prime Time AVG Non Prime Time
Channels Prime Time vs Non Prime TimeGenre: ENTERTAINMENTPeriod: Jan 12 - Aug 13
HEALTH TV FILMAZIA Tensports HBO SILVER S GEO SUPER
PTV Sports ARY QTV ARY ZOUQ NICK Masala STARLITE Film World
Cartoon N Zaiqa0
5
10
15
20
25
3028.2
19.418.5
17.4
15.5 15.314.5
11.910.8
9.7 9.6 9.58.7
7.4
4.9
13.9
3.4
10.4
4.45.1
8.5 8.97.5
8.2
10.6
8.0
4.3
2.4
4.9
2.8
AVG Prime Time AVG Non Prime Time
Channel Promos VS Commercial AirtimeAVERAGE MINUTES OF AIRTIME IN AN HOUR PRIME TIME ONLY ACROSS GENRES
Ref. Code: S-3 Airtime
Channels Promo vs Commercial AirtimeGenre: NEWSPeriod: Jan 12 - Aug 13
CITY42
DAWN N
EWS
AAJ NEW
S
ARY NEW
S
METRO ONE
DUNYA ...
GEO NEW
S
NEWS O
NE
SAMAAW
AQT
EXPRESS ...
CNBC PAKI...Awaz
BUSINESS ...
Value TV0.0
5.0
10.0
15.0
20.0
25.0
23.0
19.3
17.116.2
15.2 15.114.1
13.2 13.1 13.112.5 12.1
10.7
5.44.7
0.5 0.71.7
1.02.0 2.2 2.0 2.4
1.6 1.5
2.91.8
5.2
8.2
9.6
Spot/TVC Promo
Channels Promo vs Commercial AirtimeGenre: ENTERTAINMENTPeriod: Jan 12 - Aug 13
Apna TV TV ONE KTN ARY DIGITAL HUM TV A-PLUS SindhTV ATV KohiNoor GEO AVT Khyber PUNJAB TV Express E PTV Home Ravi0
5
10
15
20
25
21.9
19.2 18.9
16.6 15.415.1 15.0
14.7 14.413.8
12.6
10.1 9.9 9.4
4.8
7.4
3.9
5.6
1.7
6.6
4.0
7.4
5.25.9 5.6
4.4 4.4
7.0
4.9
9.8
Spot/TVC Promo
TYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLIT
Commercial Airtime
Ref. Code: S-23
Channels own promotion vs Commercial airtimePeriod: Jan-Dec 2012
May March July April February October June January August December September November0
5000
10000
15000
20000
25000
30000
23,824.1
21,260.3 20,800.720,607.8 20,296.4 20,038.3 19,893.8 19,501.5 18,894.7
18,278.4
16,356.515,099.8
8,941.6 7,318.1
9,312.4
7,517.36,636.8
8,390.28,169.1
6,197.0
9,599.7
6,552.87,742.4
6,093.3
AVG Prime Time AVG Non Prime Time
Channels own promotion vs Commercial airtimePeriod: Jan-Aug 2013
Apr May March June July August February January0
5000
10000
15000
20000
25000
30000
24,975.0
23,088.421,587.9
19,647.2
18,246.4 17,747.4 17,141.216,511.0
10,112.310,013.2
8,582.3 9,804.9 9,941.7 9,733.8
7,007.37,105.4
AVG Prime Time AVG Non Prime Time
Advertising as a % Of Total Broadcast Time In Prime Time & Non Prime Time
Commercial Airtime
Ref. Code: S-23
Advertising As Prime Time vs Non Prime TimePeriod: Period: Jan 12 - Aug 13
68%
32%
Non Prime Time Prime Time
For query on DATA, please contact Mr. Chander Kant, Media Bank at: [email protected] For other questions, please contact PAS at:
THE END