TV Industry ReportJanuary – December2012
TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’12 to Dec’12. Itcovers top adverti...
TV Penetration In Pakistan 24% of households own simple antenna. 39% have cable connections. Only 5% households have di...
TV Daily Reach 45% of the population watch TV everyday. In top 10 cities, 68% watch TV everyday as compared to 57% daily...
TV Behavior More segment of SEC A watch TV than SEC B-E1. 35-55+ years target audience claim to watch ads during commerc...
TRENDS2012 vs 2011
2012 vs. 2011Total Minutes of AdvertisingTREND ANALYSIS0500,0001,000,0001,500,0002,000,0002,500,0003,000,000201220112,788,...
QUARTER WISE PERFORMANCE% of Total Minutes of Advertising2012 vs. 2011TREND ANALYSIS23%27% 27%23%21%28% 28%23%0%5%10%15%20...
ADVERTISERS’REPORT
TOP 10 CATEGORIES% Minutes of Total Advertising15% 15%11%9%6% 5% 5% 5%3%2%23%19%15%11% 11%6%5% 5%3%2% 3%19%CellularCommuni...
TOP 15 PLAYERS% Minutes of Total Advertising10.6%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%7.7%3...
TOP 15 BRANDS% Minutes of Total Advertising3.7%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%...
CHANNELS’REPORT
Top 15 Channels of 2012Across All Genre - % Share of Advt. Minutes4.0% 4.0%3.6%3.4% 3.2%3.1% 3.1% 3.0%2.8% 2.8%2.6% 2.4% 2...
Top 15 News Channels% Share of Advt. Minutes9% 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%CITY42GEONEW...
Top 15 Entertainment Channels% Share of Advt. Minutes9%8% 8.4%8.1%7.7% 7.6%6%5.5% 5.4% 5.2%4.8%4%3%2.6%2%8%9% 9.2%1.5%9.3%...
Top Music Channels% Share of Advt. Minutes27%17%16%14%10%9%7%0% 0%34%0%10%6%12%14%5%14%4%OXYGENE 8xm KASHISH VIBE THE MUSI...
Top 15 Other Channels% Share of Advt. Minutes11%10.7%8.5% 8.3%7.7%6.4% 6%5.9%5% 4.9% 4.8% 5%4% 4%4%10%9.1%6.5%0.0%9.0% 9.1...
Top 15 Regional Channels% Share of Advt. Minutes15%10%10%8%7%7% 6%5.7% 5.5% 5.2% 4.9% 4.8%2% 1.9% 1.8%18%12%10%7%9%4%9%2.4...
Top 15 Prime Time Channels – Across All Genre% Share of Advt. Minutes4%3.4%3.2% 3.1% 3.0%2.8% 2.6% 2.6% 2.5% 2.4% 2.3% 2.3...
Genre Split in 2012% Share of Advt. MinutesNEWS, 44%Ent, 37%MUSIC, 7%MOVIES, 4%SPORTS, 3%FOOD, 2%KIDS, 2% RELIGIOUS, 1%HEA...
Time Band Split 2012% Share of Advt. MinutesPrime Time (19:00 -22:59)34%After Noon (12:00 -16:59)25%Morning Time (06:00 -1...
THE ENDFor query on DATA, please contact:For other queries, please contact PAS at:secretariat@pas.org.pkMr. Chander Kantch...
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TV INDUSTRY REPORT 2012 - A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN

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TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan to Dec’12. 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 2012 vs. their share in 2011.

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TV INDUSTRY REPORT 2012 - A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN

  1. 1. TV Industry ReportJanuary – December2012
  2. 2. TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’12 to Dec’12. Itcovers top advertisers, categories and brands and their % share in total advertising in terms of minutes alongwith comparison with 2011. The report also focuses on share of TV channels, share of each genre and ad-spendsplit over the time slots.DATA SOURCE: MEDIA BANKBASE: Spot TVC’sIMPORTANT: 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.pkIf you have any other questions, please contact PAS at:secretariat@pas.org.pkAbout the Report
  3. 3. 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
  4. 4. 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 therest 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 byReligious 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
  5. 5. 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 incomparison with other age brackets. 85% population own color TVs in top 10 cities vs. 79% in rest of urban cities. There is52% 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 areasFacts & FiguresSource: CMi Wave 2012. Data is based on a sample size of 15,232
  6. 6. TRENDS2012 vs 2011
  7. 7. 2012 vs. 2011Total Minutes of AdvertisingTREND ANALYSIS0500,0001,000,0001,500,0002,000,0002,500,0003,000,000201220112,788,8252,322,0462012 20112012 saw an increase of + 20% from last year in terms of volume.
  8. 8. QUARTER WISE PERFORMANCE% of Total Minutes of Advertising2012 vs. 2011TREND ANALYSIS23%27% 27%23%21%28% 28%23%0%5%10%15%20%25%30%Q1 Q2 Q3 Q420122011
  9. 9. ADVERTISERS’REPORT
  10. 10. TOP 10 CATEGORIES% Minutes of Total Advertising15% 15%11%9%6% 5% 5% 5%3%2%23%19%15%11% 11%6%5% 5%3%2% 3%19%CellularCommunicationBeveragesDetergentsPersonalProductsConstructionConfectionaryCullinaryHomeAppliances&ElectronicsFinancialServicesFoodOther2012 2011
  11. 11. TOP 15 PLAYERS% Minutes of Total Advertising10.6%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%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%UNILEVERP&GReckittCocaColaCoolIndustriesPepsiColaUfoneTelenorNestleMobilinkLaksonHilalCmPakLtdWARIDENGRO2012 2011Amongst top 15% advertisers, Ufone and Mobilink fell from their ranks of being 3rd and 5th to 7th and 10threspectively. Cool Industries (Waves) with a significant change rose up as being the 5th top player in the totalTV advertising (in minutes) in 2012.
  12. 12. TOP 15 BRANDS% Minutes of Total Advertising3.7%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%Waves(Ref&Fre)UfoneNewArielSafeguardDettolSoapHead&ShoulderTelenorTalkshawkCocaColaMobilink(Jazz)ZongPepsiWaridTelecomSpriteSurfExcelPanteneShampoo2012 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 andTelenor, fell from their ranks of being 2nd 3rd and 4th to 9th 10th and 7th respectively.
  13. 13. CHANNELS’REPORT
  14. 14. Top 15 Channels of 2012Across All Genre - % Share of Advt. Minutes4.0% 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%CITY42GEONEWSDAWNNEWSDUNYANEWSGEOARYDIGITALHUMTVAAJNEWSApnaTVATVARYNEWSEXPRESSNEWSTVONESAMAAPTVHome2012 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 , ExpressNews ranked 12th compared to their previous ranking of 4th position.
  15. 15. Top 15 News Channels% Share of Advt. Minutes9% 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%CITY42GEONEWSDAWNNEWSDUNYANEWSAAJNEWSARYNEWSEXPRESSNEWSSAMAADHOOMMETROONECNBCPAKISTANDhartiTvDINNEWSNEWSONEWAQT2012 2011
  16. 16. Top 15 Entertainment Channels% Share of Advt. Minutes9%8% 8.4%8.1%7.7% 7.6%6%5.5% 5.4% 5.2%4.8%4%3%2.6%2%8%9% 9.2%1.5%9.3%8.3%8%2.7%5.9% 6.0%4.9%4%5%3.4%5%GEOARYDIGITALHUMTVKohiNoorApnaTVATVTVONEA-PLUSPTVHomeKTNSindhTVAVTKhyberPUNJABTVWASEBRavi2012 2011
  17. 17. Top Music Channels% Share of Advt. Minutes27%17%16%14%10%9%7%0% 0%34%0%10%6%12%14%5%14%4%OXYGENE 8xm KASHISH VIBE THE MUSIK PLAY AAG G KABOOM MTV PAKISTAN2012 20118xm was the new entrant in 2012 and secured 2nd position in the Music channel category.
  18. 18. Top 15 Other Channels% Share of Advt. Minutes11%10.7%8.5% 8.3%7.7%6.4% 6%5.9%5% 4.9% 4.8% 5%4% 4%4%10%9.1%6.5%0.0%9.0% 9.1%11%9.4%2%5.9% 5.8%7%6%2%3%ARYQTVHEALTHTVTensportsPTVSportsGEOSUPERARYZOUQSILVERSCREENNICKLODIANSTARLITEHBOMasalaFILMAZIACartoonNetworkZaiqaStyle3602012 2011
  19. 19. Top 15 Regional Channels% Share of Advt. Minutes15%10%10%8%7%7% 6%5.7% 5.5% 5.2% 4.9% 4.8%2% 1.9% 1.8%18%12%10%7%9%4%9%2.4%4.1%6.8%4.7%2.5%2%2.8% 2.9%ApnaTVKTNSindhTVAVTKhyberDhartiTvAwazPUNJABTVMehranTVKASHISHWASEBKtnNewsSINDHTVNEWSVshNewsAPNANEWSKOOK2012 2011
  20. 20. Top 15 Prime Time Channels – Across All Genre% Share of Advt. Minutes4%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%Apna TV CITY42 TV ONE DAWNNEWSKTN AAJNEWSSindhTV METROONEARYDIGITALDUNYANEWSARYNEWSATV GEO HUM TV PUNJABTV
  21. 21. Genre Split in 2012% Share of Advt. MinutesNEWS, 44%Ent, 37%MUSIC, 7%MOVIES, 4%SPORTS, 3%FOOD, 2%KIDS, 2% RELIGIOUS, 1%HEALTH, 1%FASHION, 0%
  22. 22. Time Band Split 2012% Share of Advt. MinutesPrime 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 theirrankings from last year.
  23. 23. THE ENDFor query on DATA, please contact:For other queries, please contact PAS at:secretariat@pas.org.pkMr. Chander Kantchander.k@mediabank.net.pk0300-2690840

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