0
A joint research study byPAS and mediabankMarch 2010
For query on DATA, please contact Mr. Haider Ali, Media Bank at:haider@mediabank.net.pkIf you have any other questions, pl...
SLIDEAverage minutes of advt. in an hour across 24-hrs 5 – 16News, Entertainment & OthersAdvertising vs. Pemra legal limit...
MILLWARD BROWN: Effect of ClutterAD CLUTTER explains nearly three quarters of variation in ad impact400 to 500 ads per wee...
NEWS Channels(Slide 6-8)YEARLY AVERAGE NUMBER OF MINUTESIN AN HOUR ACROSS 24 HOURS
62112323346768888981012141413321111111222334445489117932212233234444333446777522221242325433445786466443222222344344444577...
95112111233668998799111011131111111111111111111222118642232471010101112131314141211111014121313578761413151415151512151515...
31101101122123544569151613120000110010111011112222215210111113233556658111115131300000000001000111123553205101520253035400...
ENTERTAINMENT Channels(Slide 10-12)YEARLY AVERAGE NUMBER OF MINUTESIN AN HOUR ACROSS 24 HOURS
Average Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tai...
Average Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tai...
42112222267464455612172222148211010011233234465917211510621001101087689101114913192525261700001000044122333371418138301020...
OTHER Channels(Slide 14-16)YEARLY AVERAGE NUMBER OF MINUTESIN AN HOUR ACROSS 24 HOURS
Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Spon...
Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Spon...
Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Spon...
2624221916 1514 14 14 13 13 13 12 12 12 11 1110 10912051015202530ApnaTVTVONEKTNPUNJABTVSindhTVATVHUMTVARYDIGITALINDUSVISIO...
Top NEWS ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
4013 330711121020-24681012AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONE...
8147580131325 5161-2468101214AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWS...
121968101111259132124-2468101214AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONEN...
2011230461 1 1010-1234567AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEP...
Top ENTERTAINMENT ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
556142424403141-1234567ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEB...
11783869 9392 27115024681012ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONE...
26141510 1114 132281947152313051015202530ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PT...
122041111201 110011223344ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWAS...
Top MUSIC ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
0.72.10.40.20.50.00.50.31.10.00.51.01.52.02.5AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEMorning Time (06:00 - 1...
343130222011223344AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEEvening Time (17:00 - 18:59)Avg. mins / day / hrAd...
6843605340123456789AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEPrime Time (19:00 - 22:59)Avg. mins / day / hrAd ...
1010 000100000111111AAGGKABOOMKASHISHMTVPAKISTANOXYGENEPLAYTHEMUSIKVIBELate Night (00:00 - 05:59)Avg. mins / day / hrAd Ty...
OTHER ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
111020111-11223ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusMorning Time (06:00 - 11:59)Avg. min...
246240547012345678ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusEvening Time (17:00 - 18:59)Avg. ...
25 5763554012345678ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusPrime Time (19:00 - 22:59)Avg. m...
10 0410100112233445ARYQTVARYZOUQFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusLate Night (00:00 - 05:59)Avg. mins / day / hr...
FREQUENCY AND CLUTTER
We lose 30% audiences during long ad breaks1.11.0230.950.880.820.770.710.670.610.570.710.860.9400.20.40.60.811.21 2 3 4 5 ...
Top NEWS ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
121295701828373041-51015202530AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEW...
27111191020135337171431940510152025303540AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNews...
35321151725229 29132537432100510152025303540AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnN...
8034 3709144331400246810121416AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEW...
ENTERTAINMENT ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
15 1516311611611111103135-24681012141618ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTV...
3217219222126319224617321405101520253035ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTV...
733538283139 37652147121737643501020304050607080ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATEL...
56411152646122 21024681012ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWA...
MUSIC ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
1.38.41.30.51.90.01.40.62.40.01.02.03.04.05.06.07.08.09.0AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEMorning Tim...
71482806 540246810121416AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEEvening Time (17:00 - 18:59)Avg. nos. of spo...
182614717013107051015202530AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEPrime Time (19:00 - 22:59)Avg. nos. of sp...
2110111100011111222AAGGKABOOMKASHISHMTVPAKISTANOXYGENEPLAYTHEMUSIKVIBELate Night (00:00 - 05:59)Avg. nos. of spot ads/ day...
OTHER ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
164080633-123456789ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusMorning Time (06:00 - 11:59)Avg....
51418615117101802468101214161820ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusEvening Time (17:00...
7161220199151390510152025ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusPrime Time (19:00 - 22:59)...
2 311423300246810121416ARYQTVARYZOUQFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusLate Night (00:00 - 05:59)Avg. nos. of spo...
Channel Promos VS Commercial AirtimeAVERAGE MINUTES OF AIRTIME IN AN HOURPRIME TIME ONLY - ACROSS GENRESRef. Code: S-3 Air...
Channels own promotion vs Commercial AirtimeGenre: NEWSPeriod: Jan-Dec 20090.10.60.20.40.40.21.10.52.50.00.30.10.10.10.312...
Channels own promotion vs Commercial airtimeGenre: ENTERTAINMENTPeriod: Jan-Dec 20090.20.30.30.27.30.40.90.30.60.20.40.60....
Channels own promotion vs Commercial airtimeGenre: OTHERSPeriod: Jan-Dec 20098.00.50.40.79.10.60.60.40.30.68.02.85.04.79.0...
Channel Promos VS Commercial AirtimeCAT AND PROMOS AS A % OF TOTAL ADVERTISINGTOP CHANNELS ACROSS TIME SLOTSRef. Code: S-23
10%14%10%6%16%16%13%22%97%14%71%25%76%38%17%22%27%8%17%14%90%86%90%94%84%84%87%78%3%86%29%75%24%62%83%78%73%92%83%86%0%20%...
Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 20092%7...
1%1%2%2%6%7%4%2%56%4%37%16%50%3%6%1%5%7%1%1%99%99%98%98%94%93%96%98%44%96%63%84%50%97%94%99%95%93%99%99%0%20%40%60%80%100%...
Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 200920%...
COMMERCIAL AIRTIMETYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLITRef. Code: S-23
About the Next Slide:The next slide gives the Type of Commercial Airtime in Prime and Non-Prime Time across a period of 12...
NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PTJan Feb Mar Apr May Jun Jul Aug Sep Oct...
ADVERTISING VS CONTENTPRIME and NON-PRIME TIME Across ChannelsRef. Code: S-23
11% 16% 15% 7% 14% 7% 7% 8% 11% 3% 16% 30% 25% 26% 11% 11% 13% 5% 6% 8% 2% 7% 9% 9% 5% 3% 16% 2% 6%89% 84% 85% 93% 86% 93%...
21%44%24%15%26%12%10%15%17%3%20%32%25%26%24%24%38%9%15%22%4%14%21%27%9%7%40%7%8%10%10%13%5%12%6%6%6%9%3%15%30%25%26%8%9%8%...
For query on DATA, please contact Mr. Haider Ali, Media Bank at:haider@mediabank.net.pkCell: 0300-8247002For other questio...
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TV Clutter Analysis 2009 - A Joint Research Study by Mediabank Pakistan & PAS

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SOURCE: A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN

Email: Info@mediabank.net.pk

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Transcript of "TV Clutter Analysis 2009 - A Joint Research Study by Mediabank Pakistan & PAS"

  1. 1. A joint research study byPAS and mediabankMarch 2010
  2. 2. For query on DATA, please contact Mr. Haider Ali, Media Bank at:haider@mediabank.net.pkIf you have any other questions, please contact PAS at:secretariat@pas.org.pkDATA SOURCE: MEDIA BANKDATA DEFINITIONS– Commercial airtime: All commercial airtime 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 ReportASSUMPTIONSTotal broadcast minutes has been derived from the assumption that all channels broadcast 24 hoursa day every dayThis document focuses on the various aspects of commercial airtime on TV for the period Jan-Dec2009. The report includes various form of analysis on clutter in terms of average minutes ofadvertising 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 ofadvertising on various channels against the legal limit as defined by PEMRA. In addition, here, are alsosharing some facts established by international studies conducted by reputed research houses.
  3. 3. SLIDEAverage minutes of advt. in an hour across 24-hrs 5 – 16News, Entertainment & OthersAdvertising vs. Pemra legal limit 17Avg. minutes of advt. in an hour across time bands 18 - 37New, Entertainment, Music & OthersFrequency and clutter 38 - 39Avg. spots in an hour across time bands 40 - 59New, Entertainment, Music & OthersChannel Promos vs Commercial airtime 60 – 63Prime time only - across genresCAT and Channel Promos as a % of Total Advt. 64 - 68Top rated channels across time slotsCommercial Airtime 69 - 71Type & Prime and Non-Prime time monthly splitAdvertising vs Content 72 - 73Prime and Non-Prime across channelsAdvertising as a % of Total Broadcast Time 74Prime-Non Prime time across top rated channelsCONTENT
  4. 4. MILLWARD BROWN: Effect of ClutterAD CLUTTER explains nearly three quarters of variation in ad impact400 to 500 ads per week results in 8% decline in average ad impact. People inPakistan are exposed to 627 to 1,097 ads per week.Analogy with Spain that has seen similar developments, in the last 5 yearsclutter 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 arerequired to reach the same effect as required in UK.
  5. 5. NEWS Channels(Slide 6-8)YEARLY AVERAGE NUMBER OF MINUTESIN AN HOUR ACROSS 24 HOURS
  6. 6. 62112323346768888981012141413321111111222334445489117932212233234444333446777522221242325433445786466443222222344344444577910970510152025303540455000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayAAJ NEWS ARY NEWS BUSINESS PLUS DAWN NEWS DIN NEWSAverage Minutes of Advertising per Hour (24hrs time)Genre: News / Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.…continued
  7. 7. 951121112336689987991110111311111111111111111112221186422324710101011121313141412111110141213135787614131514151515121515151412151215142101120113522322238999850510152025303540455000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayDUNYA NEWS EXPRESS ENG EXPRESSNEWS GEO NEWS METRO ONEAverage Minutes of Advertising per Hour (24hrs time)Genre: News / Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.…continued
  8. 8. 311011011221235445691516131200001100101110111122222152101111132335566581111151313000000000010001111235532051015202530354000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayNEWS ONE PTV News SAMAA WAQTAverage Minutes of Advertising per Hour (24hrs time)Genre: News / Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.
  9. 9. ENTERTAINMENT Channels(Slide 10-12)YEARLY AVERAGE NUMBER OF MINUTESIN AN HOUR ACROSS 24 HOURS
  10. 10. Average Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.21111101261565567571524362620186421221139118812171914761016151411322112013914111588141099172414761000010011322113224915993321 1 121 113422356761324292314802040608010012014000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayApna TV ARY DIGITAL ATV AVTKhyber KTN…continued
  11. 11. Average Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.96755533311961213161817127121513111231000000000011111012235544100101134354458761020151016221111111895105567712151514118210012022568325641491246501020304050607000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayGEO HBO HUM TV INDUS VISION PTV Home…continued
  12. 12. 421122222674644556121722221482110100112332344659172115106210011010876891011149131925252617000010000441223333714181383010203040506070809000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayPUNJAB TV SindhTV TV ONE WASEBAverage Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.
  13. 13. OTHER Channels(Slide 14-16)YEARLY AVERAGE NUMBER OF MINUTESIN AN HOUR ACROSS 24 HOURS
  14. 14. Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.111122111111111123333221000000011234565556876510210000000000002221479687988776666666877788781098831000000000011111012235505101520253000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayARY QTV Cartoon Network FILMAZIA GEO SUPER HBO…continued
  15. 15. Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.1111111111111111111233431000010011010001112455421000120225573245313911354210000000000006741567510805101520253000:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayMTV PAKISTAN ROHI SATELLITE_PTV SILVER SCREEN…continued
  16. 16. Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.311111111112233344434575110000001110111122224354010001011122345567774421035810131500:00-00:5901:00-01:5902:00-02:5903:00-03:5904:00-04:5905:00-05:5906:00-06:5907:00-07:5908:00-08:5909:00-09:5910:00-10:5911:00-11:5912:00-12:5913:00-13:5914:00-14:5915:00-15:5916:00-16:5917:00-17:5918:00-18:5919:00-19:5920:00-20:5921:00-21:5922:00-22:5923:00-23:59AverageAirtime(Mins)PerDayTensports THE MUSIK Wik Kid Plus
  17. 17. 2624221916 1514 14 14 13 13 13 12 12 12 11 1110 10912051015202530ApnaTVTVONEKTNPUNJABTVSindhTVATVHUMTVARYDIGITALINDUSVISIONNEWSONEWASEBGEONEWSSAMAAAAJNEWSDHOOMGEOEXPRESSNEWSAVTKhyberDUNYANEWSMETROONEAverage advertisement per Hour in Minutes vs. PEMRA Legal LimitAd Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Channel IDs.Period: Jan-Dec 2009PEMRALEGALLIMITPRIME TIME ONLY: 19:00 - 22:59
  18. 18. Top NEWS ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
  19. 19. 4013 330711121020-24681012AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTMorning Time (06:00 - 11:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  20. 20. 8147580131325 5161-2468101214AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTEvening Time (17:00 - 18:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  21. 21. 121968101111259132124-2468101214AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTPrime Time (19:00 - 22:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  22. 22. 2011230461 1 1010-1234567AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTLate Night (00:00 - 05:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  23. 23. Top ENTERTAINMENT ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
  24. 24. 556142424403141-1234567ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBMorning Time (06:00 - 11:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  25. 25. 11783869 9392 27115024681012ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBEvening Time (17:00 - 18:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  26. 26. 26141510 1114 132281947152313051015202530ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBPrime Time (19:00 - 22:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  27. 27. 122041111201 110011223344ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBLate Night (00:00 - 05:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  28. 28. Top MUSIC ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
  29. 29. 0.72.10.40.20.50.00.50.31.10.00.51.01.52.02.5AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEMorning Time (06:00 - 11:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  30. 30. 343130222011223344AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEEvening Time (17:00 - 18:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  31. 31. 6843605340123456789AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEPrime Time (19:00 - 22:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  32. 32. 1010 000100000111111AAGGKABOOMKASHISHMTVPAKISTANOXYGENEPLAYTHEMUSIKVIBELate Night (00:00 - 05:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  33. 33. OTHER ChannelsAVERAGE NUMBER OF MINUTESIN ONE HOUR - ACROSS TIME SLOTS
  34. 34. 111020111-11223ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusMorning Time (06:00 - 11:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  35. 35. 246240547012345678ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusEvening Time (17:00 - 18:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  36. 36. 25 5763554012345678ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusPrime Time (19:00 - 22:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  37. 37. 10 0410100112233445ARYQTVARYZOUQFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusLate Night (00:00 - 05:59)Avg. mins / day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  38. 38. FREQUENCY AND CLUTTER
  39. 39. We lose 30% audiences during long ad breaks1.11.0230.950.880.820.770.710.670.610.570.710.860.9400.20.40.60.811.21 2 3 4 5 6 7 8 9 10 11 12 13We lose 30% audience during long mid breaksNo of ads in a breakViewership trend of advertisements in a single commercial break
  40. 40. Top NEWS ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
  41. 41. 121295701828373041-51015202530AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTMorning Time (06:00 - 11:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  42. 42. 27111191020135337171431940510152025303540AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTEvening Time (17:00 - 18:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  43. 43. 35321151725229 29132537432100510152025303540AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTPrime Time (19:00 - 22:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  44. 44. 8034 3709144331400246810121416AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTLate Night (00:00 - 05:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009
  45. 45. ENTERTAINMENT ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
  46. 46. 15 1516311611611111103135-24681012141618ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBMorning Time (06:00 - 11:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  47. 47. 3217219222126319224617321405101520253035ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBEvening Time (17:00 - 18:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  48. 48. 733538283139 37652147121737643501020304050607080ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBPrime Time (19:00 - 22:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  49. 49. 56411152646122 21024681012ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBLate Night (00:00 - 05:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009
  50. 50. MUSIC ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
  51. 51. 1.38.41.30.51.90.01.40.62.40.01.02.03.04.05.06.07.08.09.0AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEMorning Time (06:00 - 11:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  52. 52. 71482806 540246810121416AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEEvening Time (17:00 - 18:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  53. 53. 182614717013107051015202530AAGGKABOOMKASHISHMTVPAKISTANOXYGENEOYEPLAYTHEMUSIKVIBEPrime Time (19:00 - 22:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  54. 54. 2110111100011111222AAGGKABOOMKASHISHMTVPAKISTANOXYGENEPLAYTHEMUSIKVIBELate Night (00:00 - 05:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009
  55. 55. OTHER ChannelsAVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOURACROSS TIME SLOTS
  56. 56. 164080633-123456789ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusMorning Time (06:00 - 11:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  57. 57. 51418615117101802468101214161820ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusEvening Time (17:00 - 18:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  58. 58. 7161220199151390510152025ARYQTVARYZOUQCartoonNetworkFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusPrime Time (19:00 - 22:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  59. 59. 2 311423300246810121416ARYQTVARYZOUQFILMAZIAGEOSUPERHBOMASALATensportsWikKidPlusLate Night (00:00 - 05:59)Avg. nos. of spot ads/ day / hrAd Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009
  60. 60. Channel Promos VS Commercial AirtimeAVERAGE MINUTES OF AIRTIME IN AN HOURPRIME TIME ONLY - ACROSS GENRESRef. Code: S-3 Airtime
  61. 61. Channels own promotion vs Commercial AirtimeGenre: NEWSPeriod: Jan-Dec 20090.10.60.20.40.40.21.10.52.50.00.30.10.10.10.312.61.48.85.88.410.30.911.413.05.38.713.62.012.53.90.02.04.06.08.010.012.014.016.0AAJNEWSAPNANEWSARYNEWSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEONEWSKtnNewsMETROONENEWSONEPTVNewsSAMAAWAQTAvergaeAirtimePerHour(Mins)Prime Time (19:00 - 22:59)Channel Own Promotion (Avg Per Day) Commercial Airtime (Avg Per Day)
  62. 62. Channels own promotion vs Commercial airtimeGenre: ENTERTAINMENTPeriod: Jan-Dec 20090.20.30.30.27.30.40.90.30.60.20.40.60.50.20.226.614.016.010.612.213.813.622.77.719.14.67.016.223.913.30.05.010.015.020.025.030.0 ApnaTVARYDIGITALATVAVTKhyberGEOHUMTVINDUSVISIONKTNPTVHomePUNJABTVROHISATELLITE_PTVSindhTVTVONEWASEBAvergaeAirtimePerHour(Mins)Prime Time (19:00 - 22:59)Channel Own Promotion Commercial Airtime (Min)
  63. 63. Channels own promotion vs Commercial airtimeGenre: OTHERSPeriod: Jan-Dec 20098.00.50.40.79.10.60.60.40.30.68.02.85.04.79.04.72.74.95.23.50.01.02.03.04.05.06.07.08.09.010.0 AAGARYQTVARYZOUQCartoonNetworkGEOSUPERMASALAMTVPAKISTANPLAYTensportsTHEMUSIKAvergaeAirtimePerHour(Mins)Prime Time (19:00 - 22:59)Channel Own Promotion Commercial Airtime (Min)
  64. 64. Channel Promos VS Commercial AirtimeCAT AND PROMOS AS A % OF TOTAL ADVERTISINGTOP CHANNELS ACROSS TIME SLOTSRef. Code: S-23
  65. 65. 10%14%10%6%16%16%13%22%97%14%71%25%76%38%17%22%27%8%17%14%90%86%90%94%84%84%87%78%3%86%29%75%24%62%83%78%73%92%83%86%0%20%40%60%80%100%120% AAJNEWSApnaTVARYDIGITALATVBUSINESSPLUSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEOGEONEWSGEOSUPERHUMTVINDUSVISIONKTNPTVNewsPTVHomeSAMAATVONEAirtimeShare%Channel Own Promotion Commercial Airtime (Min)Morning Time : 06:00 – 11:59Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 2009
  66. 66. Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 20092%7%4%5%10%3%7%3%76%4%48%13%60%12%6%6%11%17%4%3%98%93%96%95%90%97%93%97%24%96%52%87%40%88%94%94%89%83%96%97%0%20%40%60%80%100%120% AAJNEWSApnaTVARYDIGITALATVBUSINESSPLUSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEOGEONEWSGEOSUPERHUMTVINDUSVISIONKTNPTVNewsPTVHomeSAMAATVONEAirtimeShare%Channel Own Promotion Commercial Airtime (Min)Evening Time: 17:00 – 18:59
  67. 67. 1%1%2%2%6%7%4%2%56%4%37%16%50%3%6%1%5%7%1%1%99%99%98%98%94%93%96%98%44%96%63%84%50%97%94%99%95%93%99%99%0%20%40%60%80%100%120% AAJNEWSApnaTVARYDIGITALATVBUSINESSPLUSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEOGEONEWSGEOSUPERHUMTVINDUSVISIONKTNPTVNewsPTVHomeSAMAATVONEAirtimeShare%Channel Own Promotion Commercial Airtime (Min)Prime Time: 19:00 – 22:59Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 2009
  68. 68. Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 200920%40%24%24%17%29%11%21%97%23%73%49%68%39%57%27%19%7%19%23%80%60%76%76%83%71%89%79%3%77%27%51%32%61%43%73%81%93%81%77%0%20%40%60%80%100%120%AAJNEWSApnaTVARYDIGITALATVBUSINESSPLUSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEOGEONEWSGEOSUPERHUMTVINDUSVISIONKTNPTVNewsPTVHomeSAMAATVONEAirtimeShare%Channel Own Promotion Commercial Airtime (Min)Late Night (00:00 - 05:59)
  69. 69. COMMERCIAL AIRTIMETYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLITRef. Code: S-23
  70. 70. About the Next Slide:The next slide gives the Type of Commercial Airtime in Prime and Non-Prime Time across a period of 12 months.For calculations the following parameters were followed:CHANNLES: The programming of following channels were used:Aaj, Apna, ARY Digital, ARY News, Atv, Dunya, Express, Geo Ent, GeoNews, Hum, Indus Vision, Ktn, Ptv Home, Samaa, TV One.DEFINITIONS:Spots/TVC’s: Purchased ads e.g. 30”, 15”, etc.Programme Trailors: Promo’sSponsorships: Branded sponsorshipsOthers: All other forms of advertising
  71. 71. NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PTJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecOthers 7% 2% 4% 2% 5% 2% 3% 1% 3% 1% 4% 1% 4% 1% 4% 1% 3% 2% 13% 8% 1% 1% 15% 10%Sponsorship 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 1% 0% 1% 0% 3% 2% 0% 0% 2% 2%Programme Trailer 23% 6% 18% 5% 15% 4% 12% 3% 10% 4% 12% 4% 13% 5% 12% 3% 8% 2% 18% 6% 0% 0% 44% 15%Spot/TVC 69% 92% 78% 94% 80% 94% 85% 95% 86% 95% 84% 95% 83% 94% 83% 95% 88% 95% 66% 84% 98% 99% 38% 73%0%10%20%30%40%50%60%70%80%90%100%Type of Commercial Airtime for Total TV, in Prime and Non-Prime TimeChannel Selected:Monthly Average Split. Period: Jan-Dec 2009
  72. 72. ADVERTISING VS CONTENTPRIME and NON-PRIME TIME Across ChannelsRef. Code: S-23
  73. 73. 11% 16% 15% 7% 14% 7% 7% 8% 11% 3% 16% 30% 25% 26% 11% 11% 13% 5% 6% 8% 2% 7% 9% 9% 5% 3% 16% 2% 6%89% 84% 85% 93% 86% 93% 93% 92% 89% 97% 84% 70% 75% 74% 89% 89% 87% 95% 94% 92% 98% 93% 91% 91% 95% 97% 84% 98% 94%0%10%20%30%40%50%60%70%80%90%100%AAJNEWSApnaTVARYDIGITALARYNEWSATVBUSINESSPLUSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEOGEONEWSGEOSUPERHUMTVINDUSVISIONKTNMASALAMETROONENEWSONEPTVNewsPTVHomeSAMAASindhTVTensportsTHEMUSIKTVONEWAQTWikKidPlusTotal Advertising ContentADVERTISING vs CONTENTPer Day Average for Top Channels Across GenrePeriod: Jan-Dec 2009
  74. 74. 21%44%24%15%26%12%10%15%17%3%20%32%25%26%24%24%38%9%15%22%4%14%21%27%9%7%40%7%8%10%10%13%5%12%6%6%6%9%3%15%30%25%26%8%9%8%5%4%5%1%6%7%6%4%2%11%1%5%0%5%10%15%20%25%30%35%40%45%50%55%60%65%AAJNEWSApnaTVARYDIGITALARYNEWSATVBUSINESSPLUSDAWNNEWSDINNEWSDUNYANEWSEXPRESSENGEXPRESSNEWSGEOGEONEWSGEOSUPERHUMTVINDUSVISIONKTNMASALAMETROONENEWSONEPTVNewsPTVHomeSAMAASindhTVTensportsTHEMUSIKTVONEWAQTWikKidPlusPrime Time Non-Prime TimeAdvertising as a % of Total Broadcast Time in Prime & Non-Prime TimeAd Type: Spot/TVC, Promo Tail, Sponsorships, Telebrand, Infomercials, Branded Song, Clock tail, Spot & Channel IDs.Period: Jan-Dec 2009
  75. 75. For query on DATA, please contact Mr. Haider Ali, Media Bank at:haider@mediabank.net.pkCell: 0300-8247002For other questions, please contact PAS at:secretariat@pas.org.pkTHE END
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