Pakistan Tv Clutter Report 2013

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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.

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Pakistan Tv Clutter Report 2013

  1. 1. A joint research study by PAS and mediabank January 2012 – August 2013
  2. 2. About the TV Clutter Report This document focuses on the various aspects of commercial airtime on TV for the period Jan 2012August 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. 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. ASSUMPTIONS Total broadcast minutes has been derived from the assumption that all channels broadcast 24 hours a day every day For query on DATA, please contact Mr. Chander Kant Media Bank at: chander.k@mediabank.net.pk If you have any other questions, please contact PAS at: secretariat@pas.org.pk
  3. 3. MILLWARD BROWN: Effect of Clutter AD 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.
  4. 4. MAIN STREAM CHANNELS AVERAGE AIRTIME VS PEMRA LIMIT (Top 20) Period: Jan 12 – Aug13 Ad Type: Based on Spot / TVCs. Time Slot: Prime Time: 19:00 – 22:59 25 23 22 19 17 16 15 15 15 15 15 15 15 14 14 14 13 13 13 WAQT 17 SAMAA 19 NEWS ONE 19 20 10 5 GEO GEO NEWS KohiNoor ATV SindhTV DUNYA NEWS A-PLUS METRO ONE HUM TV ARY NEWS ARY DIGITAL AAJ NEWS KTN TV ONE DAWN NEWS Apna TV CITY42 0
  5. 5. AVERAGE NUMBER OF AIRTIME IN AN ONE HOUR ACROSS TIME SLOTS Prime Time VS Non Prime Time Ref. Code: S-3 Airtime
  6. 6. Channels Prime Time vs Non Prime Time Genre: NEWS Period: Jan 12 - Aug 13 AVG Prime Time AVG Non Prime Time 25 23.0 19.3 20 17.1 16.2 15.2 15.1 15 14.1 13.2 13.1 12.9 13.1 12.5 12.1 11.8 10.7 10.2 10.1 10 7.8 8.2 7.2 10.1 7.0 6.0 5.8 5 3.7 4.1 3.5 3.0 2.8 3.0 0 CITY42 DAWN NEWS AAJ NEWS ARY NEWS METRO ONE DUNYA GEO NEWS NEWS ONE SAMAA NEWS WAQT EXPRESS CNBC NEWS PAKISTAN Awaz DHOOM DIN NEWS
  7. 7. Channels Prime Time vs Non Prime Time Genre: Entertainment Period: Jan 12 - Aug 13 AVG Prime Time AVG Non Prime Time 25 21.9 19.2 20 18.9 16.6 15.4 15.1 15 14.7 15.0 14.4 13.8 12.6 10 9.2 10.0 10.1 9.6 9.9 9.4 8.8 8.1 5.5 5 6.3 5.8 6.1 4.8 3.0 3.5 3.9 3.2 3.0 2.0 0 Apna TV TV ONE KTN ARY DIGITAL HUM TV A-PLUS SindhTV ATV KohiNoor GEO AVT Khyber PUNJAB TV Express Entertainment PTV Home Urdu-1
  8. 8. Channels Prime Time vs Non Prime Time Genre: Music Period: Jan 12 - Aug 13 AVG Prime Time AVG Non Prime Time 12 10.1 10 9.4 8.7 8 6 4.6 4 3.6 3.4 3.1 2.1 2.2 2 1.2 1.1 1.1 1.2 0.5 0.2 0.1 0 8xm OXYGENE KASHISH THE MUSIK PLAY AAG JALWA MTV PAKISTAN 0.1 0.0 G KABOOM
  9. 9. Channels Prime Time vs Non Prime Time Genre: Other Period: Jan 12 - Aug 13 AVG Prime Time AVG Non Prime Time 12 10 9.6 8 6.6 5.9 6 5.6 5.6 5.7 5.5 4.2 4.2 4 3.9 3.7 3.5 3.3 3.2 2.8 2.7 3.0 2.6 2.2 2 2.9 2.2 1.8 1.5 2.0 1.4 1.3 1.4 1.0 1.9 0.8 0 HEALTH TV FILMAZIA SILVER S ARY QTV HBO Tensports GEO SUPER PTV Sports STARLITE ARY ZOUQ Film World Cartoon N NICK Masala Zaiqa
  10. 10. AVERAGE NUMBER OF SPOTS IN AN ONE HOUR ACROSS TIME SLOTS Prime Time VS Non Prime Time Ref. Code: S-3 Airtime
  11. 11. Channels Prime Time vs Non Prime Time Genre: News Period: Jan 12 - Aug 13 AVG Prime Time AVG Non Prime Time 60 50.8 48.8 50 45.0 43.9 42.4 40 35.4 35.1 35.0 34.5 32.3 32.9 33.6 34.0 33.2 31.5 30 25.0 24.4 18.2 20 24.2 24.7 23.4 19.9 13.3 12.9 10 19.1 18.7 11.7 11.7 7.2 8.1 0 CITY42 DAWN NEWS METRO ONE AAJ NEWS ARY NEWS CNBC PAKISTAN DUNYA NEWS SAMAA GEO NEWS NEWS ONE Awaz WAQT EXPRESS NEWS DHOOM CHANNEL 5
  12. 12. Channels Prime Time vs Non Prime Time Genre: ENTERTAINMENT Period: Jan 12 - Aug 13 AVG Prime Time AVG Non Prime Time 70 61.1 60 57.5 55.6 49.3 50 46.7 44.1 38.8 40 38.6 38.3 35.0 33.2 30.9 30.5 30 27.6 25.7 25.2 23.2 22.0 19.8 20 16.0 15.9 15.0 14.9 11.9 9.4 10 9.1 6.0 16.2 10.2 6.8 0 KTN Apna TV TV ONE ARY DIGITAL HUM TV KohiNoor A-PLUS GEO SindhTV ATV AVT PUNJAB TV Express E PTV Home Khyber Urdu-1
  13. 13. Channels Prime Time vs Non Prime Time Genre: ENTERTAINMENT Period: Jan 12 - Aug 13 AVG Prime Time AVG Non Prime Time 35 31.6 28.7 30 25 21.9 20 15 12.4 12.1 10 6.8 7.6 5 7.4 3.4 4.4 2.5 4.0 1.8 1.5 0.4 0.3 0.3 0.1 MTV PAKISTAN G KABOOM 0 8xm KASHISH OXYGENE THE MUSIK PLAY JALWA AAG
  14. 14. Channels Prime Time vs Non Prime Time Genre: ENTERTAINMENT Period: Jan 12 - Aug 13 AVG Prime Time 30 AVG Non Prime Time 28.2 25 19.4 20 18.5 17.4 15.5 15 15.3 13.9 14.5 11.9 10.8 10.4 10 8.5 8.9 7.5 5 4.4 10.6 9.7 8.2 9.6 9.5 8.7 8.0 5.1 7.4 4.9 4.3 3.4 2.4 4.9 2.8 0 HEALTH TV FILMAZIA Tensports HBO SILVER S GEO SUPER PTV Sports ARY QTV ARY ZOUQ NICK Masala STARLITE Film World Cartoon N Zaiqa
  15. 15. AVERAGE MINUTES OF AIRTIME IN AN HOUR PRIME TIME ONLY ACROSS GENRES Channel Promos VS Commercial Airtime Ref. Code: S-3 Airtime
  16. 16. Channels Promo vs Commercial Airtime Genre: NEWS Period: Jan 12 - Aug 13 Spot/TVC Promo 25.0 23.0 19.3 20.0 17.1 16.2 15.2 15.1 15.0 14.1 13.2 13.1 13.1 12.5 12.1 10.7 9.6 10.0 8.2 5.2 5.4 5.0 1.7 0.5 1.0 2.0 2.2 2.0 4.7 2.9 2.4 1.6 SAMAA WAQT 1.8 1.5 0.7 0.0 CITY42 DAWN NEWS AAJ NEWS ARY NEWS METRO ONE DUNYA NEWS GEO NEWS NEWS ONE EXPRESS NEWS CNBC PAKISTAN Awaz BUSINESS PLUS Value TV
  17. 17. Channels Promo vs Commercial Airtime Genre: ENTERTAINMENT Period: Jan 12 - Aug 13 Spot/TVC Promo 25 21.9 20 19.2 18.9 16.6 15.4 15.1 15.0 15 14.7 14.4 13.8 12.6 10.1 10 7.4 7.4 5 5.2 5.9 5.6 4.4 4.0 3.9 9.8 9.4 7.0 6.6 5.6 9.9 4.4 4.9 4.8 1.7 0 Apna TV TV ONE KTN ARY DIGITAL HUM TV A-PLUS SindhTV ATV KohiNoor GEO AVT Khyber PUNJAB TV Express E PTV Home Ravi
  18. 18. TYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLIT Commercial Airtime Ref. Code: S-23
  19. 19. Channels own promotion vs Commercial airtime Period: Jan-Dec 2012 AVG Prime Time AVG Non Prime Time 30000 25000 23,824.1 21,260.3 20,800.7 20,607.8 20000 20,296.4 20,038.3 19,893.8 19,501.5 18,894.7 18,278.4 16,356.5 15,099.8 15000 9,312.4 10000 8,941.6 9,599.7 8,390.2 7,318.1 7,517.3 8,169.1 6,636.8 7,742.4 6,197.0 6,552.8 6,093.3 5000 0 May March July April February October June January August December September November
  20. 20. Channels own promotion vs Commercial airtime Period: Jan-Aug 2013 AVG Prime Time AVG Non Prime Time 30000 25000 24,975.0 23,088.4 21,587.9 19,647.2 20000 18,246.4 17,747.4 17,141.2 16,511.0 15000 10,112.3 10,013.2 8,582.3 10000 9,804.9 9,941.7 9,733.8 7,105.4 7,007.3 5000 0 Apr May March June July August February January
  21. 21. Advertising as a % Of Total Broadcast Time In Prime Time & Non Prime Time Commercial Airtime Ref. Code: S-23
  22. 22. Advertising As Prime Time vs Non Prime Time Period: Period: Jan 12 - Aug 13 Non Prime Time Prime Time 32% 68%
  23. 23. For query on DATA, please contact Mr. Chander Kant, Media Bank at: Chander.k@mediabank.net.pk For other questions, please contact PAS at: secretariat@pas.org.pk THE END

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