Pakistan Election Campaign Report 2013

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ELECTIONS CAMPAIGN REPORT (Pakistan) gives the overall picture of political advertising campaign on TV during the Election period Mar’13 to May’13. It covers the trend analysis of 2008 and 2013 elections in terms of overall spend and total minutes of advertising along with comparison with 2008 Election campaign, share of each parties and their % share in total. The report also focuses on share of TV channels, share of each genre and ad-spend split over the regional channels.

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Pakistan Election Campaign Report 2013

  1. 1. Elections Campaign Report 2013 PAS and Media Bank Joint Research Report
  2. 2. ELECTIONS CAMPAIGN REPORT gives the overall picture of political advertising campaign on TV during the Election period Mar’13 to May’13. It covers the trend analysis of 2008 and 2013 elections in terms of overall spend and total minutes of advertising along with comparison with 2008 Election campaign, share of each parties and their % share in total. The report also focuses on share of TV channels, share of each genre and ad-spend split over the regional channels. DATA SOURCE: MEDIA BANK BASE: TCAT (Total Commercial Air Time) which includes Spot/TVC ‘s, Branded Song , Infomercials, Scroll s, Logo , Pic & Pic/Bloomberg, Promo Tail and Sponsorships. AD SPEND ESTIMATES: Average estimate on the basis of rates given by some major agencies and buying house. ELECTIONS PERIOD: 2008: 3rd Dec, 2007 to 17th Feb, 2008 2013: 5th March to 10th May, 2013 About the Report
  3. 3. TRENDS 2013 vs 2008
  4. 4. Trend Analysis 2013 Vs. 2008 0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 800.0 781.4 227.7 2013 2008 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 94,351 16,281 2013 2008 Ad Spend in Millions Minutes of Advertising * Based on TCAT
  5. 5. Summary Election Campaign 2013 Ad-Spend Share of Top 10 Parties 36% 31% 23% 5% 2% 1% 1% Pakistan Tehreek-e-Insaaf Pakistan Peoples Party Pakistan Muslim League (N) Pakistan Muslim League (Q) MQM Jamat-e-Islami Pakistan All Pakistan Muslim League Pakistan Muslim League (F) ANP Majlis-e-Wehdat-e-Muslimeen • Total Spent by all the parties is PKR 781.4 (Million)
  6. 6. Comparison 2008 vs 2013 14.4 20.9 128.0 0.3 1.6 0.1 273.1 252.5 170.7 36.7 12.3 9.5 7.7 5.5 1.3 1.0 PTI PPP PML(N) PML(Q) MQM JI APML PML(F) ANP MWM 2008 2013 Ad Spend in Millions Period:2008-3rdDec,2007to17thFeb,2008 2013-5thMarto10thMay,2013 1,693 1,694 70 10,092 760 48,321 22,939 12,440 2,116 1,876 1,849 1,744 661 364 240 PPP PTI PML(N) MQM PML(Q) PML(F) JI Pakistan APML TTP Habib Ur Rehman (AU) 2008 2013 Minutes of Advertising
  7. 7. CHANNELS’ REPORT
  8. 8. Genre Split Elections 2013 69% 30% 1% 0% NEWS ENTERTAINMENT RELIGIOUS SPORTS NEWS ENTERTAINMENT RELIGIOUS SPORTS 53,074 22,635 803 147 Total Minutes of Advertising Based on Branded Song & Spot TVC's Duration In Minutes.
  9. 9. Top 15 Channels Elections 2013 Across All Genre – Total Advt. Minutes4,718 4,202 2,995 2,667 2,628 2,536 2,487 2,469 2,383 2,377 2,357 2,322 2,024 1,521 1,504 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Based on Spot TVC's. Duration In Minutes.
  10. 10. Regional Channels Elections 2013 4,580 3,731 2,907 1,730 1,523 931 790 581 560 478 111 26 4 26% 21% 16% 10% 8% 5% 4% 3% 3% 3% 1% 0% 0% SINDHTV NEWS Ktn News Mehran TV WASEB SindhTV ROHI Apna TV KTN PUNJAB TV Ravi APNA NEWS AVT Khyber KASHISH Minutes of Advertising 18.3 9.8 4.4 5.2 6.1 0.9 5.1 2.8 1.7 0.7 0.3 0.2 0.0 SINDHTV NEWS Ktn News Mehran TV WASEB SindhTV ROHI Apna TV KTN PUNJAB TV Ravi APNA NEWS AVT Khyber KASHISH Ad Spend in Millions
  11. 11. THE END For query on DATA, please contact: For other queries, please contact PAS at: secretariat@pas.org.pk Mr. Chander Kant chander.k@mediabank.net.pk 0300-2690840

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