Afghanistan media scene
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Afghanistan has seen growth in electronic media since 2002 with the establishment of over 30 television channels and 100 radio stations. TOLO TV is the top-rated channel while Ariana TV, 1TV, and state-owned RTA also have viewership. Popular radio stations include Arman FM, Ariana FM, and Nawa Radio. Most channels and radio stations are Kabul-based and programs are primarily in Dari or Pashto. Analysis of October 2013 ad spending shows over $2.9 million was spent across 158 brands on 15 major TV and radio stations, with telecom companies, banks, and detergent brands among the top advertising categories.
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Afghanistan media scene
- 1. Afghanistan Electronic (TV & Radio) media scene
- 2. Afghan Media insight Brief History: Since 2002, press restrictions were gradually relaxed and private media diversified. Freedom of expression and the press is promoted in 2004. Since then More than 30 Afghanistan based Television channels both Terrestrial and Satellite and around 100 Radio FM stations started operation in the country. Foreign radio stations, such as Voice of America and BBC World Service, also broadcast into the country. Rating wise TOLO TV is at the top than 1TV, than Ariana TV and than other Channels. RTA is a state owned TV Channel with low advertisement clutter and low viewership. In Radio, Arman FM, Ariana FM, Nawa Radio, Salam Watandar, Youth FM and BBC are most popular stations. Channels & Language: In TV Channels few are very prominent and have a viewership and being watched in maximum area of Afghanistan. But most of the Stations are regional and available only on antenna. Same as FM radios, Mostly FM are regional and covering the few thousand population. Maximum TV Channels are Kabul based. Major Channels language is DARI but few are in Pashto. Programs in other languages also transmitting like in Persian, English, Urdu and Uzbik. Pakistani and Indian Programs are also very favorite in Afghanis. Many Pakistan based Advertisers and same Pakistani Ads are running in Afghanistan with dubbing. Major Cable penetration is in Kabul. Other than Cable Heart, Kandhar, Mazar e Sharif and Jalalabad.
- 3. Analysis October: We prepare the analysis based on 15 TV & Radio Stations. These Channels cover more the 90% of total media Spend. Most of the Afghan Channels are non commercials and running without any advertisement. Government owned TV Channels are terrestrial. •In the October 2013 around 120 Players were active on electronic media with 158 Brands. •Total consumed time in minutes is 15146. •Total spend in the Month on TV and Radio is US$ 2913036.
- 4. Afghanistan TV & Radio Channels being monitored by meidatrack Afghanistan wing We are serving Afghan media market from above mentioned Afghan TV and Radio. Historical data also available since 2009 to evaluate the market. We are serving the industry with Media Audit, Monitoring and category analysis.
- 5. TOP 20 BRANDS active in October 2013 on Afghan TV and FM ISTANBUL RESTAURANT 1.5 AFGHAN TELECOM 1.5 KABUL DUBAI RESTAURANT 1.6 SPRITE 3G 1.7 ARIA CITY HOSPITAL 1.7 KAISHA HOSPITAL 1.7 KAM AIR 1.7 KABUL BANK 1.8 SCC BUILDER BAKHTAR BANK AFGHAN WIRELESS 1.9 2.1 2.2 ONYX CONSTRUCTION 2.5 ELECTION COMESSION 2.5 AZIZI BANK MTN TELE COM MINISTRY OF HEALTH FAISAL BUSINESS CENTER GOVT OF AFGHANISTAN ROSHAN CORPORATION ETISALAT 3.1 3.5 3.6 4.1 4.5 6.3 9.0
- 6. TOP 20 PLAYERS active in October 2013 on Afghan TV and FM AL BASHIR COOKING OIL 1.3 MAIWAND BANK 1.5 FINE MINERAL WATER 1.5 ISTANBUL CONSTRUCTION 1.5 KABUL DUBAI RESTAURANT 1.7 ARIA CITY HOSPITAL 1.7 KAISHA HOSPITAL 1.7 KAM AIR 1.7 KABUL BANK 1.8 SCC BUILDER BAKHTAR BANK COCA COLA ONYX CONSTURCTION AZIZI BANK MTN TELECOM AFGHAN TELECOM FAISAL BUSINESS CENTER ROSHAN CORPORATION ETISALAT GOVT OF AFGHANISTAN 1.9 2.1 2.2 2.6 3.1 3.6 4.1 5.0 6.3 9.0 11.7
- 7. TOP 20 CATEGORIES active in October 2013 on Afghan TV and FM SHAMPOOS LUBRICANTS PHONE SETS CORPORATE IMAGE DIAPERS EXHIBITIONS/FESTIVALS MINERAL WATER/FILTERS DETERGENT POWDERS SAUCES/MAYONIES/PICKLES COOKING OIL & GHEE CARBONATED SOFT DRINKS AIRLINES HOTELS/RESTAURANTS JUICES / ENERGATIC HOSPITALS/HEALTH CLINICS CONSTRUCTION COMPANIES BANKS GOVERNMENT SHOPS/SUPER MARKETS MOBILE PHONE OPERATORS 0.0 5.0 10.0 15.0 20.0 25.0
- 8. TOP Cluttered Channels 18.5 18.3 RADIO 6% 13.7 10.9 9.6 6.9 4.4 4.3 3.2 3.0 2.1 1.8 1.7 1.0 0.4 PASHTOON NOOR ARYANA FM NAWA FM ARMAN FM AYNA TV LEMAR TV SABA TV TOLO NEWS TAMADON SHAMSHAD 1 TV TOLO TV ARIANA AREZU TV TV 94% Arezu TV is most clutter but rating wise TOLO TV is at the top than Ariana and 1 TV. Radio has 6% clutter share in term of consumed time.
- 9. Day parts analysis Lat Night 7% Late Prime Time 5% Prime Time 32% Everning 15% After Noon 19% Morning 22% KEY Prime Time 1900-2200 Morning 0700-1200 After Noon 1200-1700 Everning 1700-1900 Lat Night 0000-0700 Late Prime Time 2200-0000
- 10. Hourly based analysis 120000 100000 80000 60000 40000 20000 0 2300-0000 2200-2300 2100-2200 2000-2100 1900-2000 1800-1900 1700-1800 1600-1700 1500-1600 1400-1500 1300-1400 1200-1300 1100-1200 1000-1100 0900-1000 0800-0900 0700-0800 0600-0700 0500-0600 0400-0500 0300-0400 0200-0300 0100-0200 0000-0100 Afghani start their morning from 7 AM. 6PM to 10 PM most cluttered and most viewed time slots.
- 12. Share of Time of TELECOM Category October 2013 MTN TELECOM 14% ETISALAT 41% AFGHAN TELECOM 16% ROSHAN CORPORATION 29% Etisalat and Roshan telecom are major players in Afghan market and have maximum market share. The both have maximum Advertising budget as well. Mobile phone operators have almost 22% share of total advertising.
- 13. Share of Time of FINANCIAL Institutions October 2013 AFGHAN UNITED BANK 1% MAIWAND BANK 12% KABUL BANK 17% AFGHANISTAN COMMERCIAL BANK 9% AFGHANISTAN INTERNATIONAL BANK 8% AZIZI BANK 25% GHAZANFAR BANK 9% BAKHTAR BANK 19% Financial institution also have a major advertising share in Afghanistan media market around 10% of total advertising.
- 14. Share of Time of DETERGENT Category October 2013 ARMAN FM 21% LEMAR TV 42% TOLO TV 37% Surf Excel remain active on these three channels with mostly value added activity (Promo), almost 60% of total consumed time consist on value added. ULTRA TOKEN WASHING CLEANER KHUSHBO POWDER WASHING WASHING POWDER 4% POWDER 0% 10% CAT 715 NET LIQUID DETERGENT 50% SURF EXCEL 36% 5965 3190 1630 NET LIQUID DETERGENT VALUE ADDED SURF EXCEL 0 1400 KHUSHBO WASHING POWDER 0 520 0 35 TOKEN WASHING ULTRA CLEANER POWDER WASHING POWDER Analysis are based on consumed time. Time including all type of advertising like Promo, Break bumpers, Opening, Closing along with pure commercials. Unilever remain active on three channels (2 TV and 1 Radio).
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