TV Industry ReportJanuary – December

2012

TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’12 to Dec’12. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes along with comparison with 2011. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots.

DATA SOURCE: MEDIA BANK

BASE: Spot TVC’s

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

For query on DATA, please contact Mr. Chander Kant from Media Bank at:chander.k@mediabank.net.pk

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

About the Report

TV Penetration In Pakistan 24% of households own simple antenna. 39% have cable connections. Only 5% households have dish antenna and 0.2% have access to Broadband TV.

The Most Watched Time Band 6-9pm is the most preferred time band (65%) for watching TV. 10pm to 12am is the second favorite recreational slot for population (43%).

Facts & FiguresSource: CMi Wave 2012. Data is based on a sample size of 15,232

TV Daily Reach 45% of the population watch TV everyday. In top 10 cities, 68% watch TV everyday as compared to 57% daily viewership in the

rest of urban cities. In rural areas 36% watch TV daily.

TV Behavior – Genre Preference News and Drama at 61% and 60% respectively, are the top liked genre followed by

Religious programs at 35%. Youth (aged 12 to 17) choose watching Drama, Music and Movie Channels. All SECs preferred entertainment Channels followed by News Channels.

Facts & FiguresSource: CMi Wave 2012. Data is based on a sample size of 15,232

TV Behavior More segment of SEC A watch TV than SEC B-E1. 35-55+ years target audience claim to watch ads during commercial break in

comparison with other age brackets. 85% population own color TVs in top 10 cities vs. 79% in rest of urban cities. There is

52% TV ownership in rural areas. For yesterday, 34% watched TV for 1-2 hours. Daily TV Viewership:

− 75% over Pakistan.− 82% in top 10 cities− 78% in rest of urban cities− 72% in rural areas

Facts & FiguresSource: CMi Wave 2012. Data is based on a sample size of 15,232

TRENDS2012 vs 2011

2012 vs. 2011Total Minutes of Advertising

TREND ANALYSIS

2012

2011

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

2,788,825

2,322,046

Series1

2012 saw an increase of + 20% from last year in terms of volume.

QUARTER WISE PERFORMANCE% of Total Minutes of Advertising

2012 vs. 2011TREND ANALYSIS

Q1 Q2 Q3 Q40%

5%

10%

15%

20%

25%

30%

23%

27% 27%

23%21%

28% 28%

23%

20122011

ADVERTISERS’ REPORT

TOP 10 CATEGORIES% Minutes of Total Advertising

Cellu

lar C

omm

u...

Beve

rage

s

Det

erge

nts

Pers

onal

Pro

duct

s

Cons

truc

tion

Conf

ectio

nary

Culli

nary

Hom

e A

pplia

nce.

..

Fina

ncia

l Ser

vice

s

Food

Oth

er

15% 15%

11%9%

6% 5% 5% 5%

3%2%

23%

19%

15%

11% 11%

6%5% 5%

3% 2% 3%

19%2012 2011

TOP 15 PLAYERS% Minutes of Total Advertising

UN

ILEV

ER

P&G

Reck

itt

Coca

Col

a

Cool

Indu

st...

Peps

i Col

a

Ufo

ne

Tele

nor

Nes

tle

Mob

ilink

Laks

on

Hila

l

Cm P

ak L

td

WA

RID

ENG

RO

10.6%

7.8%

4.0%3.7% 3.7% 3.2% 3.1%

2.6% 2.5% 2.3%

1.7% 1.7% 1.6% 1.5% 1.3%

11.4%

7.7%

3.0% 3.7%

0.4%

2.6%

4.9%

3.1% 3.1% 3.3%

2.2% 2.0%2.6%

1.1%

1.6%

2012 2011

Amongst top 15% advertisers, Ufone and Mobilink fell from their ranks of being 3rd and 5th to 7th and 10th respectively. Cool Industries (Waves) with a significant change rose up as being the 5th top player in the total

TV advertising (in minutes) in 2012.

TOP 15 BRANDS% Minutes of Total Advertising

Wav

es (R

ef...

Ufo

ne

New

Ari

el

Safe

guar

d

Dett

ol S

oap

Hea

d &

Sho

...

Tele

nor T

a...

Coca

Col

a

Mob

ilink

(J...

Zong

Peps

i

War

id T

el...

Spri

te

Surf

Exc

el

Pant

ene

S...

3.7%

2.8%

1.9% 1.9% 1.8% 1.8%1.5% 1.4% 1.4% 1.3%

1.2%1.0% 0.9%

0.9%

0.7%

0.4%

4.4%

1.3%1.0% 0.9%

1.3%

1.7%

1.1%

2.4%

1.8%

1.4%1.1%

0.9% 1.0%1.1%

2012 2011

Waves again emerged as top advertised brand in 2012 in the total TV advertising (in minutes).

In 2011 Top four slots were taken by Telecoms and in 2012 only Ufone sustained. Mobilink, Zong and Telenor, fell from their ranks of being 2nd 3rd and 4th to 9th 10th and 7th respectively.

CHANNELS’REPORT

Top 15 Channels of 2012Across All Genre - % Share of Advt. Minutes

CITY

42

GEO

...

DA

WN

...

DU

NYA

...

GEO

ARY

DIG

...

HU

M T

V

AA

J NEW

S

Apn

a TV

ATV

ARY

...

EXPR

ES...

TV O

NE

SAM

AA

PTV

Hom

e

4.0% 4.0%

3.6%3.4% 3.2%

3.1% 3.1% 3.0%2.8% 2.8%

2.6% 2.4% 2.3% 2.2%2.0%

5.1%

4.2%

3.0%

3.7%

3.1%3.4% 3.4%

2.7%

3.4%3.0%

2.5%

3.4%

2.9%2.6%

2.2%

2012 2011

Total advertising in 2012 was 2,788,825 minutes. Dawn News and Express News showed a significant movement compared to last year. Total Tv advertising in minutes: Dawn News gained share and became one of the top channel , Express News ranked 12th compared to their previous ranking of 4th position.

Top 15 News Channels% Share of Advt. Minutes

CITY

42

GEO

NEW

S

DAW

N ..

.

DU

NYA

...

AAJ N

EWS

ARY

NEW

S

EXPR

ES...

SAM

AA

DH

OO

M

MET

RO...

CNBC

PA.

..

Dha

rti T

v

DIN

NEW

S

NEW

S O

NE

WAQ

T

9% 9%

8%8%

7%

6%6%

5%5% 4% 4%

3% 3%3% 3%

12%

10%

7%

8%

6%6%

8%

6%

2%

4%

2%

4%

3%3%

2%

2012 2011

Top 15 Entertainment Channels% Share of Advt. Minutes

GEO

ARY

DIG

...

HU

M T

V

Kohi

Noo

r

Apn

a TV

ATV

TV O

NE

A-P

LUS

PTV

Hom

e

KTN

Sind

hTV

AVT

Kh.

..

PUN

JAB

TV

WA

SEB

Ravi

9%8% 8%

8%8% 8%

6%

5% 5% 5%5%

4%

3%

3%2%

8%

9% 9%

1%

9%

8%8%

3%

6% 6%

5%

4%

5%

3%

5%

2012 2011

Top Music Channels% Share of Advt. Minutes

OXYGENE 8xm KASHISH VIBE THE MUSIK PLAY AAG G KABOOM MTV PAKISTAN

27%

17% 16%

14%

10%9%

7%

0% 0%

34%

0%

10%

6%

12%14%

5%

14%

4%

2012 2011

8xm was the new entrant in 2012 and secured 2nd position in the Music channel category.

Top 15 Other Channels% Share of Advt. Minutes

ARY

QTV

HEA

LTH

TV

Tens

port

s

PTV

Spor

ts

GEO

SU

PER

ARY

ZO

UQ

SILV

ER S

CREE

N

NIC

KLO

DIA

N

STA

RLIT

E

HBO

Mas

ala

FILM

AZI

A

Cart

oon

Net

...

Zaiq

a

Styl

e360

11.2%10.7%

8.5% 8.3%7.7%

6.4% 6.4%5.9%

5.0% 4.9% 4.8% 4.7%4.3% 4.0% 3.7%

9.7%9.1%

6.5%

0.0%

9.0% 9.1%

11.4%

9.4%

1.9%

5.9% 5.8%

7.0%

5.8%

2.3%2.8%

2012 2011

Top 15 Regional Channels% Share of Advt. Minutes

Apn

a TV

KTN

Sind

hTV

AVT

Khy

ber

Dha

rti T

v

Aw

az

PUN

JAB

TV

Meh

ran

TV

KASH

ISH

WA

SEB

Ktn

New

s

SIN

DH

TV N

EWS

Vsh

New

s

APN

A N

EWS

KOO

K

15%

10%10%

8%7%

7% 6%6% 6% 5% 5% 5%

2% 2% 2%

18%

12%

10%

7%9%

4%

9%

2%4%

7%

5%2%

2%3% 3%

2012 2011

Top 15 Prime Time Channels – Across All Genre% Share of Advt. Minutes

Apna TV CITY42 TV ONE DAWN NEWS

KTN AAJ NEWS

SindhTV METRO ONE

ARY DIG-ITAL

DUNYA NEWS

ARY NEWS

ATV GEO HUM TV PUNJAB TV

3.8%3.4%

3.2% 3.1% 3.0%2.8% 2.6% 2.6% 2.5% 2.4% 2.3% 2.3% 2.2% 2.1%

1.8%

Genre Split in 2012% Share of Advt. Minutes

NEWS, 44%

Ent, 37%

MUSIC, 7%

MOVIES, 4%

SPORTS, 3%

FOOD, 2%KIDS, 2% RELIGIOUS, 1%

HEALTH, 1%

FASHION, 0%

Time Band Split 2012% Share of Advt. Minutes

Prime Time (19:00 - 22:59)34%

After Noon (12:00 - 16:59)

25%Morning Time (06:00 - 11:59)

14%

Evening Time (17:00 - 18:59)

11%

Late Night (00:00 - 05:59)9%

Late Prime Time (23:00 - 23:59)7%

Time-bands have retained their rankings from last year.

THE END

For query on DATA, please contact:

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

Mr. Chander Kantchander.k@mediabank.net.pk

0300-2690840