A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of Jun-Aug 2014. 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 on YOY basis.

1. TV Analysis
Monthly Report June to August 14

2. Trend Analysis
Comparison Jun-Mar 14 V Jun- Mar 13
Total Minutes of Advertising
2014 2013
342,567 328,492
274,687 271,820 265,665
250,141
June July August
The months of June and July enjoyed the highest share of advertising minutes because of Ramadhan campaigns.
There is a drop of nearly 27%. witnessed from June to August in advertising minutes. Comparing the figures of
2013, there was merely a drop of 3% in advertising minutes from June to August.

3. TOP 10 CATEGORIES
% Share of Advt. Minutes
21%
17%
14%
11%
8%
4% 3% 3% 3% 2%
15%
Cellular
Communication
Beverages
Detergents
Personal Products
Cullinary
Construction
Healthcare & Medical
Services
Food
Information
Technology
Government of
Pakistan
Others
Highest share of advertising minutes in combined three months (June-August, 2014)
is enjoyed by cellular communication sector followed by beverages and detergents
accumulating to a total of 52% share.

4. TOP 10 ADVERTISERS
16% % Share of Advt. Minutes
8%
6%
4% 4%
3% 3%
3%
2% 2%
Unilever P & G Qmobile Pepsi Cola The Coca
Cola
Telenor Reckitt Ufone Mobilink Engro
Foods
Unilever retains the position of top advertiser on TV enjoying a share of 16% with its
competitor P&G following in the second position with half of its share (8%).
Interestingly Pepsi and Coke stands at fourth and fifth position with 4% share.

5. TOP 15 BRANDS
% Share of Advt. Minutes
3%
2%
2% 2% 2% 2% 2% 2%
2% 2% 1% 1%
1% 1% 1%
Among the top 15 brands that advertised heavily during June – August 2014,
safeguard enjoys top position with a share of 3%. Overall, the top 15 brands
accumulate to a total of 27% share of advertising minutes on TV.

6. Top 15 Channels
Across All Genre - % Share of Advt. Minutes
4% 4% 4%
4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3%
3%
The top three channels that had the highest advertising during June-August include
TV-One, Abb Takk and A-plus accumulating to a total of 12% share.

7. Top 15 Prime Time Channels – Across All Genre
Prime Time (19:00 - 22:59)
4% % Share of Advt. Minutes
4% 4% 4%
4%
3% 3% 3%
3% 3% 3% 3% 3% 3% 3%

8. Genre Split in June to August-14
% Share of Advt. Minutes
Ent
45%
MUSIC
7%
NEWS
41%
MOVIES
3%
KIDS
1%
RELIGIOUS
1%
SPORTS
1% FOOD
1%
HEALTH
0%
Entertainment and News remain the most popular genres during June-August 2014
enjoying a total share of 86% advertising minutes.

9. Time Band Split June to August 14
% Share of Advt. Minutes
Late Night (00:00 -
05:59)
10%
Morning
Time (06:00 - 11:59)
18%
After Noon (12:00 -
16:59)
27%
Evening
Time (17:00 - 18:59)
10%
Prime Time (19:00 -
22:59)
29%
Late Prime Time
(23:00 - 23:59)
6%
The most popular time slot that pulled heavy advertising remains the prime time slot
of 7pm to 11pm with a share of 29%.

10. For query on DATA, please contact:
MEDIA BANK
Mr. Chander Kant
chander.k@mediabank.net.pk
0343-2330696
For other queries, please contact PAS at:
secretariat@pas.org.pk
THE END