Analysis of Morning Shows

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TV viewers preference during morning slot.

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Analysis of Morning Shows

  1. 1. An Overview of Morning Shows (Viewership & Monitoring)Specifications:TA: Female Audience (C&S Indv.)Duration: Jan’10 – Mar’11Category: Local EntertainmentChannels Included in Local EntertainmentCategory:
  2. 2. Viewership Overview
  3. 3. Key Point Slide 04 – Viewership Across Time Bands “Comparing all time bands, viewership of morning slot has significant share. Morning slot stayed on third or forth placement during all quarters.Comparatively this slot gained highest share (20%) during 2nd quarter among other time bands.”
  4. 4. Viewership Across Time Bands Qtr 1 - 10 Qtr 2 - 10 Qtr 3 - 10 6% 4% 6% 7% 6% 6% 15% 15% 20% 26% 27%29% 15% 18% 16% 31% 25% 28% Qtr 4 - 10 Qtr 1 - 11 4% 6% 4% 6% 06:00 - 09:00 16% 14% 09:00 - 12:0028% 30% 12:00 - 17:00 17:00 - 21:00 16% 17% 21:00 - 00:00 00:00 - 06:00 29% 29%
  5. 5. Key Point Slide 06 – SEC Minutes Consumption Across Time Bands“Highest viewership of morning slot (09:00 – 12:00) came from SECE (19%) followed by SECA (16%) and SECD (15%).”
  6. 6. SEC Minutes Consumption Across Time Bands (Usage in Minutes) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%SEC A 3% 4% 16% 21% 33% 24%SEC B 9% 8% 13% 15% 29% 26%SEC C 8% 5% 12% 15% 32% 28%SEC D 3% 4% 15% 19% 33% 26%SEC E 8% 4% 19% 12% 32% 25% 00:00 - 06:00 06:00 - 09:00 09:00 - 12:00 12:00 - 17:00 17:00 - 21:00 21:00 - 00:00
  7. 7. Key Point Slide 08 – Channels Quarter Wise Viewership “Viewership of GEO Ent, ARY Digital, Hum, TV One and A-Plus increased duringlast quarter of 2010, whereas all channels viewership went down or stayed same with the start of first quarter of 2011 except TV One.”
  8. 8. Channels Quarter Wise Viewership (Average Rating%)0.450.400.350.300.250.200.150.100.050.00 Qtr 1 - 10 Qtr 2 - 10 Qtr 3 - 10 Qtr 4 - 10 Qtr 1 - 11 ARY DIGITAL* Atv* GEO Ent* Hum* IndusVision* PTVhome* TV one* Aplus*
  9. 9. Key Point Slide 10 – Viewership of Channels’ Morning Slot in 2011“On an average, Geo Ent gained highest viewership followed by ARY Digital and TV One. Same trend occurred in monthly break up”
  10. 10. Viewership of Channels’ Morning Slot in 2011 (Average Rating%) Jan - Mar 11 Jan 110.45 0.400.40 0.350.35 0.300.30 0.250.25 0.200.200.15 0.150.10 0.100.05 0.050.00 0.00 Feb 11 Mar 110.60 0.400.50 0.35 0.300.40 0.250.30 0.200.20 0.15 0.100.10 0.050.00 0.00
  11. 11. Key Point Slide 12 – Morning Slot vs. Late Night Slot “On an average viewership was highest in last quarter of 2010 (Q4) on bothmorning and night slot, whereas there was a dip in first quarter of 2011 by11%and 6% accordingly. However, universe audience (Net Reach 000) increased in in Qtr 1 2011 in late night slot by 3%.”
  12. 12. Morning Slot vs. Late Night Slot (Avg Rating and Net Reach 000) Morning Slot (09:00 - 12:00) Night Slot (23:00 - 01:00) 1.60 2500.0 1.80 1050.0 1.40 1.60 2000.0 1.40 1000.0 1.20 1.20 Net Reach (000) Net Reach (000) 1.00 1500.0 950.0 Rating %Rating % 1.00 0.80 0.80 1000.0 900.0 0.60 0.60 0.40 500.0 0.40 850.0 0.20 0.20 0.00 0.0 0.00 800.0 NR T R% NR T R%
  13. 13. Key Point Slide 14 – Weekdays vs. Weekend“Other than 3rd quarter of 2010, average viewership of weekdays was higherthan weekend. Switching of hosts occurred on main stream channels during October & December 2010”
  14. 14. Weekdays vs. Weekend (Average Rating%)1.801.60 1.651.40 1.441.20 1.21 1.18 1.131.00 1.06 1.02 0.95 0.970.80 0.860.600.400.200.00 Qtr 1 - 10 Qtr 2 - 10 Qtr 3 - 10 Qtr 4 - 10 Qtr 1 - 11 Weekdays Weekend
  15. 15. Key Point Slide 16 – Special Week Celebration“During Special week celebration, comparing with prior week all channels viewership jumped up.” Following are the dates of special week celebrated by channels: Geo Ent – Geo Meray Susral (31st Jan – 04 Feb 2011) ARY Digital – Wedding Week (26 Apr – 02 May 2010) HUM – Wedding Week (03 – 07 May 2010) TV One – Wedding Week (19 – 24 Apr 2010)
  16. 16. Special Week Celebration (Average Rating%) Geo Meray Susral – GEO ENT Wedding Week – ARY DIG1.00 1.200.900.80 0.89 1.00 1.050.70 0.800.600.50 0.60 0.48 0.510.400.30 0.400.20 0.35 0.200.10 0.200.00 0.00 Pre During Post Pre During Post Wedding Week - Hum Wedding Week - TV 10.30 0.80 0.700.25 0.70 0.25 0.600.20 0.23 0.500.15 0.40 0.300.10 0.33 0.11 0.200.05 0.10 0.110.00 0.00 Pre During Post Pre During Post
  17. 17. Key PointSlide 18 – Impact of Anchors Switching on Channels Viewership “Hosts on Geo Ent, ARY Digital, TV One and Hum were changed during Oct – Dec 2010 and that effected channels’ viewership.” Following are the monthly viewership share %: Comparing with previous month ARY DIGITAL GEO Ent Hum TV one Jan-10 Qtr 1 - 2010 Feb-10 38% -14% 10% 22% Mar-10 -21% -20% 36% -36% Apr-10 31% 5% -20% 129% Qtr 2 - 2010 May-10 -9% 10% 50% -19% Jun-10 -23% -13% -33% -38% Jul-10 -25% -10% -33% -31% Qtr 3 - 2010 Aug-10 11% -22% 25% -9% Sep-10 75% 121% 80% 60% Oct-10 69% 35% 6% 13% Host Change Qtr 4 - 2010 Nov-10 -37% 2% 11% 11% Dec-10 -19% -12% -10% 0% Host Change Jan-11 3% -3% -16% 30% Qtr 1 - 2011 Feb-11 -6% 30% -13% 4% Mar-11 -14% -21% -14% -30%
  18. 18. Impact of Anchors Switching on Channels Viewership (Average Rating%)0.70 Shaista Wahidi left ARY in Oct and Nida Yasir Joined in Feb’11.0.60 Nadia Khan left GEO in Oct and Shaista Wahidi0.50 Joined in Nov’ 10.0.400.300.200.10 Sahir Lodhi left TV One in Sana left HUM in Dec and Oct and Faisal Qureshi Noor Joined in Jan’ 11. Joined in Nov’ 10.0.00 ARY DIGITAL* GEO Ent* Hum* TV one*
  19. 19. Key Point Slide 20 – Audience Consecutive Viewership“Following slide is based on viewership of program viewed on consecutive basis i.e. Number of audience viewed 20% morning slot consecutively. Top 03 Channels viewed on consecutive basis: % Program Viewed Consecutively 20% Morning Slot 40% Morning Slot 60%Morning Slot 80% Morning Slot 1 GeoE TV 1 TV 1 GeoE 2 ARYD GeoE GeoE TV 1 3 TV 1 ARYD ARYD Hum
  20. 20. Audience Consecutive Viewership (Net Reach 000) Viewed 20% Show Consecutively Viewed 40% Show Consecutively Net Reach (000) Net Reach (000)60.0 16.050.0 14.0 12.040.0 10.030.0 8.020.0 6.0 4.010.0 2.0 0.0 0.0 Viewed 60% Show Consecutively Viewed 80% Show Consecutively Net Reach (000) Net Reach (000)4.5 1.44.0 1.23.53.0 1.02.5 0.82.0 0.61.5 0.41.00.5 0.20.0 0.0
  21. 21. Monitoring OverviewFollowing 07 Channels are included inLocal Entertainment Category: * Monitoring Report is based on Commercial Air Time Only (CAT)
  22. 22. Key Findings-During 03 Months (Jan – Mar 2011), Food category (16.8%) were highest in terms of air time on Morning Shows followed by Telecom (16.6%) & Dairy (14%).- TV One lead (CAT) in Morning shows among other channels followed by ATV and HUM.- Unilever appeared on all channels continuously 03 months except Geo Ent.- Among Top 10 advertisers, Unilever stayed highest followed by Nestle and P&G, same trend occurred during all months.
  23. 23. Industry Airtime Share - Morning Shows January to March, 2011 - TVC Jan - Mar 2011 Jan.11 Feb.11 Mar.11 0.0% 5.0% 10.0% 15.0% 20.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Food 16.8% Food Telecom 16.6% Telecom Dairies 14.0% Dairies Soaps 8.2% Soaps Detergents 7.8% DetergentsPersonal Products 7.0% Personal Products Tea 7.0% Tea Haircare 6.4% Haircare Others 3.3% Others Homecare 2.7% Homecare Medicine 2.1% Medicine Banks 2.0% Banks Appliances 1.7% Appliances Baby Care 1.4% Baby Care Beverages 1.3% Beverages Confectionary 1.1% Confectionary Phone Sets 0.6% Phone Sets
  24. 24. Channel Airtime Share - Morning Shows January to March, 2011 - TVC Channels Share% (CAT) Month-wise Breakup 30% January 25% INDUS V February 3% PTV HOME 20% 9% March TV ONE GEO E 28% 15% 11% 10%ARY D 12% 5% 0% ATV HUM TV TV ONE ATV HUM TV ARY D GEO E PTV HOME INDUS V 23% 14%
  25. 25. Top 5 Categories Airtime Share Split - Morning Shows January to March, 2011 - TVC 100% 18%Findings: 90% 29% 22% 27% 31%ATV (highest) and TV 80% 5%ONE took more than 11%50% Airtime of given 70% 4% 16% 6%TOP 5 categories. 7% 60% 28% 23% 17% 2%Share from TOP 5: 50% 3% 1%ATV 27% 40% 13%TV ONE 26% 13% 44% 11%ARY Digital 16% 30%Hum TV 14% 48% 10%PTV Home 9% 17% 20%Geo Ent 7% 33% 12%Indus Vision 1% 10% 14% 15% 10% 0% 2% Food Telecom Dairies Soaps Detergents ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE
  26. 26. Total Number of Advertisers Appeared on Channels - Morning Shows January - March 2011, Distinct Count403530 34 3325 29 29 27 26201510 12 5 0 GEO E HUM TV ARY D ATV PTV HOME TV ONE INDUS V Month Wise Appearance of Advertisers on Channels25 January February March20 20 20 19 20 19 1915 18 18 18 18 16 16 16 14 1310 12 13 10 5 8 5 4 0 GEO E HUM TV ARY D ATV PTV HOME TV ONE INDUS V
  27. 27. Consistent Advertisers on Channels - Morning Shows January - March 2011 Three Month Two Month One Month 20 18 19 16 14 16 16 12 14 13 13 13 10 12 8 9 8 8 6 7 7 6 6 6 6 4 5 2 3 1 0 2 GEO E HUM TV ARY D ATV PTV HOME TV ONE INDUS V •UNILEVER •NESTLE •UNILEVER •UNILEVER •UNILEVER •UNILEVER •TELENOR •NESTLE •TAPAL •NESTLE •NESTLE •TAPALConsistent •P&G •TELENOR •UNILEVER •MASTER •HASHMI •TELENOR •TELENORAdvertisers •Ufone •P&G •TAPAL •HASHMI • COLGATE •COLGATE • COLGATE •ZONG •ENGRO • K&NS •ENGRO •HOM •KASHMIR •RECKITT •QARSHI •ATRIUM •SKINCARE * Consistency is based on advertisers who appeared during all 03 months in Morning Shows.
  28. 28. Top 10 Advertisers with Channel Mix - Morning Shows January to March, 2011 - TVC ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE18% UNILEVER 8% 26% 2% 14% 7% 14% 29% 17% NESTLE 28% 12% 15% 6% 39% 11% P&G 1% 28% 9% 1%2% 1% 59% 7% TELENOR 20% 29% 9% 12% 10% 20% 6% UFONE 15% 56% 13% 15% 4% RECKITT 2% 98% 3% COLGATE 13% 7% 23% 19% 28% 9% 3% KASHMIR 21% 45% 25% 9% 2% TAPAL 1% 5% 36% 21% 18% 20% 2% ENGRO 42% 13% 3% 24% 18%
  29. 29. Top 10 Advertisers with Channel Mix - Morning Shows January 2011 - TVC ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE20% NESTLE 24% 14% 12% 9% 42% 17% UNILEVER 3% 35% 6% 4% 9% 44% 15% P&G 49% 1%4% 4% 42% 4% COLGATE 27% 9% 27% 22% 15% 4% UFONE 98% 2% 4% ZONG 67% 33% 3% TAPAL 13% 26% 3% 34% 24% 3% DAWLANCE 100% 2% VITAL TEA 20% 42% 39% 2% HASHMI 42% 24% 23% 11%
  30. 30. Top 10 Advertisers with Channel Mix - Morning Shows February 2011 - TVC ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE19% UNILEVER 9% 19% 6% 15% 12% 7% 32%19% NESTLE 29% 15% 11% 10% 36% 9% P&G 32% 8% 2% 59% 7% UFONE 17% 45% 1% 17% 20% 7% TELENOR 24% 31% 17% 5% 6% 17% 4% TAPAL 1% 43% 24% 8% 24% 4% RECKITT 100% 4% COLGATE 9% 35% 16% 28% 12% 3% ENGRO 30% 18% 26% 26% 2% VITAL TEAL 21% 78%
  31. 31. Top 10 Advertisers with Channel Mix - Morning Shows March 2011 - TVC ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE18% UNILEVER 10% 26% 19% 4% 24% 18% 13% NESTLE 29% 7% 24% 40% 10% P&G 2% 6% 17% 2% 73% 9% TELENOR 16% 27% 5% 19% 13% 21% 7% UFONE 19% 50% 15% 15% 6% RECKITT 4% 96% 5% KASHMIR 26% 32% 31% 11% 3% SKINCARE 71% 29% 3% COLGATE 4% 14% 32% 15% 35% 2% WARID 24% 26% 24% 5% 22%
  32. 32. Top 10 Advertisers on ARY Digital - Morning Shows Jan - Mar 2011 - TVC 37% Combined January to March 2011 11% 11% 8% 8%Findings: 4% 4% 4% 2% 2%Nestle is the lead NESTLE UNILEVER TELENOR ENGRO UFONE KASHMIR SHIELD COLGATE TELE BRAND WARIDAdvertiser on ARYDigital consistently. 52%Most of the Airtime January 2011 15% 12%i.e. 91% - 100% is 5% 5% 5% 3% 2% 1% 0%consumed by Top 10Advertisers. NESTLE ENGRO COLGATE VITAL TEA TELENOR UNILEVER KGNW TRUST ATRIUM CBL UnknownNote:Unknown in Jan is 40% February 2011Teaser Ad Airtime. 13% 13% 9% 7% 4% 3% 2% 2% 2% NESTLE TELENOR UNILEVER UFONE ENGRO SHIELD Q MOBILE COLGATE TETLEY CADBURY 28% March 2011 13% 11% 10% 9% 6% 5% 5% 4% 2% NESTLE UNILEVER TELENOR UFONE KASHMIR ENGRO TELE BRAND SHIELD WARID LOREAL
  33. 33. Top 10 Advertisers on ATV - Morning Shows Jan - Mar 2011 - TVC 21% Combined January to March 2011 16% 13% 9% 8% 7% 6% 5%Findings: 2% 2%Among Top 10, mostconsistent 8 UNILEVER UFONE P&G NESTLE TELENOR SKINCARE ZONG KASHMIR TELE BRAND MPOAdvertisers has 85%Airtime Share. January 2011 25% 21%Most of the Airtime 13% 10% 9% 7%i.e. 90% to 94% is 4% 2% 2% 2%consumed by Top 10Advertisers. P&G UNILEVER UFONE NESTLE ZONG KASHMIR MPO TELENOR Bank Of Punjab SKINCARENote: February 2011MPO is Malaysian 19% 17%Palm Oil 14% 14% 11% 7% 4% 3% 3% 2% UNILEVER UFONE NESTLE P&G TELENOR SKINCARE MOBILINK TETLEY ENGRO ZONG 22% March 2011 17% 12% 11% 7% 7% 5% 4% 3% 3% UNILEVER UFONE TELENOR SKINCARE KASHMIR ZONG TELE BRAND NESTLE WARID P&G
  34. 34. Top 10 Advertisers on GEO ENT - Morning Shows Jan - Mar 2011 - TVC 12% Combined January to March 2011 9% 8% 7% 6% 6% 6% 4% 4%Findings: 3%In combined 3months Top 10 DAWLANCE P&G TAPAL COLGATE MASTER TELENOR KASHMIR UNILEVER HASHMI MEZANoccupy 65% Airtime.Top 10 total 29% January 2011occupancy of airtime 13%during: 10% 10% 9% 8% 6% 4% 3% 3%Jan 94%Feb 86% DAWLANCE PTCL WALI OIL Defence Raya HASHMI TAPAL MAYFAIR BANK ALHABIB MSS ENGROMar 94%Note: February 2011Advertiser MSS is 13% 10% 10% 10%Marie Stopes Society. 9% 8% 8% 7% 7% 5% TAPAL TELENOR COLGATE UNILEVER MEZAN ORIENT GROUP HOM MASTER TETLEY P&G March 2011 18% 15% 14% 9% 7% 7% 7% 7% 6% 5% P&G KASHMIR DAWLANCE COLGATE MASTER LOREAL CLOVER NIVEA SOFT COKE TELENOR
  35. 35. Top 10 Advertisers on HUM TV - Morning Shows Jan - Mar 2011 - TVC 19% 18% Combined January to March 2011Findings: 6% 6% 5% 4% 4% 4% 3% 3%Top 10 total occupancyof airtime in Combined UNILEVER NESTLE UFONE TELENOR COLGATE ENGRO QARSHI MITCHELLS SAMSUNG GSKis 73%, whereas duringJan 86% 19% January 2011Feb 82% 17%Mar 85% 9% 8% 8% 7% 6% 4% 4% 3%2nd and Last 3Advertisers of Jan Top NESTLE MITCHELLS COLGATE VITAL TEA UNILEVER SAMSUNG QARSHI HASHMI UTS BANK AL HABIB10 did not appeared inFeb and Mar. 22% February 2011 15%Note: 9% 8% 6% 5% 4% 4% 4% 4%UTS is United TradingSociety UNILEVER NESTLE UFONE GSK ENGRO SAMSUNG COLGATE Jofa Group K&NS VITAL TEA 23% 21% March 2011 12% 7% 5% 4% 4% 4% 3% 3% UNILEVER NESTLE TELENOR UFONE ENGRO WARID QARSHI KASHMIR HOM COLGATE
  36. 36. Top 10 Advertisers on PTV Home - Morning Shows Jan - Mar 2011 - TVC 27% Combined January to March 2011 11% 10% 9% 9%Findings: 7% 5% 4% 3% 3%Top 10 totaloccupancy of airtime UNILEVER NESTLE COLGATE UBL VITAL TEA TELENOR TAPAL SKINCARE HOM MOD GIRLin Combined - 90%Jan 93% 19% 17% January 2011Feb 99% 13% 11%Mar 100% 10% 6% 6% 6% 3% 2%In March, Top 5Advertisers consumed NESTLE UNILEVER TAPAL VITAL TEA COLGATE MOD GIRL P&G HASHMI SUI NORTHERN TELENORmore than 90%airtime. 22% February 2011 21% 17% 12% 7% 5% 5% 4% 4% 2% NESTLE VITAL TEA UNILEVER COLGATE SUI NORTHERN TELENOR HOM MOD GIRL TAPAL P&G 40% March 2011 21% 11% 9% 9% 4% 3% 1% 1% 1% UNILEVER UBL TELENOR COLGATE SKINCARE ABBOTT HOM TAPAL WARID USAID
  37. 37. Top 10 Advertisers on TV One - Morning Shows Jan - Mar 2011 - TVC 23% 22% Combined January to March 2011 19% 14%Findings: 5% 3% 2% 2% 2% 1%Top 10 totaloccupancy of airtime NESTLE P&G UNILEVER RECKITT TELENOR UFONE HABIB BANK TAPAL ENGRO ZONGin:Combined 93% 30%Jan 98% 27% 22% January 2011Feb 98% 6% 4%Mar 95% 3% 2% 2% 2% 1% NESTLE UNILEVER P&G RECKITT ZONG TAPAL COLGATE TELENOR Unknown Total Engine OilIn all months, 74% -84% airtime isoccupied by same top 24% 22% February 2011four Advertisers with 18% 13%variation in ranking. 5% 4% 3% 3% 3% 2% NESTLE UNILEVER P&G RECKITT UFONE TELENOR ENGRO TAPAL CBL COLGATE 26% 20% 17% March 2011 11% 7% 6% 4% 2% 2% 1% P&G RECKITT NESTLE UNILEVER TELENOR HABIB BANK UFONE COKE WARID HASHMI

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