TV Viewership Jan - Dec 2010

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TV Viewership Jan - Dec 2010

  1. 1. TV Viewership OverviewJan - Dec 2010 Region Pakistan Urban TA Total / C&S Ind Time Band 06:00 - 00:00
  2. 2. TV Viewership OverviewJan - Dec 2010 Pakistan Panel Composition Total Panel Size - 675 Households City Wise Break Up250 225200 175150 100100 50 50 25 25 25 25 25 0 C&S/ Non C&S Break Up 0% 20% 40% 60% 80% 100% 80% Total SEC Break Up 20% 90% Karachi 10% 80% Lahore 10% 20% SEC A 80% Isb/ Rwp 20% 30% 14% 80% SEC B Faisalabad 20% 80% SEC C Sukhur 20% 21% 90% Hyderabad SEC D 10% 25% 75% Gujranwala SEC E 25% 75% Multan 25% 60% Peshawar 40% C&S Home Non C&S Home
  3. 3. TV Viewership OverviewJan - Dec 2010 Broadcasting Environment - Basic Facts In Top 08 Urban Cities: Total Household - 5.7million ---> 37.9 million individuals Total TV Households - 4.9 million ---> 32.6 million individuals Total Cable Penetration - 4 million ---> 28.2 million individuals Total Number of Local Channels - 81 News Entertainment Sports Children Music Geo News ARY Digital Geo Super Cartoon Net Oxygene ARY News Hum TV Tensports Nickelodeon Aag Samaa Geo Ent Play Dunya TV Express Indus Vision ARY Music News A Plus* GKA Boom Waqt TV AKS * MTV Pakistan Oye Dawn News TV One K2 News1 PTV Home Metro One Business Alite * Plus Express 24/7 Sohni Dharti* Aaj TV Dharti CNBC Vibe PTV News Koh-e-Noor* Din News AXN Channel 5 ATV Royal News PTV National KTN News APNA News Vash News Sindh News Khyber News City 42 Indus News Regional Religious Food Movies Fashion Informational Rohi TV Madni Zaiqa* HBO Style 360 Value TV KTN ARY QTV Masala Filmax Filmazia Health TV* Punjab TV Haq TV ARY Zauq Starlite APNA Silver Screen Raavi Film World* Mehran Sindh TV PTV Bolan Waseb TV AVT Khyber Kook Kashish Awaz * - Channels launched in 2010
  4. 4. TV Viewership OverviewJan - Dec 2010 Usage in Minutes - HouseholdTotal - Time Slot: 06:00 - 00:00 380.0 360.0 364.0 358.0 356.8 354.7 354.7 352.2 340.0 341.6 334.6 332.6 332.4 331.7 320.0 330.5 329.6 324.6 324.6 323.4 320.5 320.2 320.0 316.1 313.5 300.0 309.0 305.0 304.8 304.1 299.0 297.1 292.8 280.0 290.8 289.6 286.9 277.0 271.0 260.0 266.6 263.7 260.2 240.0 220.0 200.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2008 2009 2010C&S - Time Slot: 06:00 - 00:00 450.0 400.0 411.2 405.2 401.1 389.5 386.6 384.3 384.0 382.9 368.4 367.3 366.9 350.0 364.1 362.6 362.6 360.7 359.6 357.1 356.4 355.0 350.2 348.3 346.0 345.3 343.6 341.2 339.7 334.7 332.3 329.0 327.3 325.3 315.3 300.0 311.5 310.4 308.8 298.5 250.0 200.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2008 2009 2010Comparing both years, viewership kept on fluctuating due to multiple reasons. i.e Mar - April was low viewedmonths due to Loadshedding. There was a dip in overall minutes consumption during the month of Septemberdue to the ban on international channels.Different tournaments caused in viewership increase, i.e. Bouncer Series in Jan - Feb, T20 World Cup in May, AsiaCup- Fifa World Cup- MCC T 20 during Jun - Jul and Cool & Cool Cup during Nov - Dec.
  5. 5. TV Viewership OverviewJan - Dec 2010 Usage in Minutes - HouseholdKarachi - Time Slots: 06:00 - 00:00400.0350.0300.0250.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total C&S Lahore - Time Slots: 06:00 - 00:00 450.0 400.0 350.0 300.0 250.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total C&SIslamabad/ Rawalpindi - Time Slots: 06:00 - 00:00450.0400.0350.0300.0250.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total C&S Non Metros - Time Slots : 06:00 - 00:00 450.0 400.0 350.0 300.0 250.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total C&S Comparing all regions, viewership in Lahore C&S was highest. On an average ,C&S HH in Lahore tuned in for 6.4 hours followed by Non Metros with an avg. of 6.3 hours whereas HHs in Karachi and Isb/Rwp tuned in with an avg. of 5.6 and 6.1 hours accordingly.
  6. 6. TV Viewership Overview Jan - Dec 2010 Rating% - Individual Time Slots: 06:00 - 00:00Total 26.0 24.0 22.0 20.0 18.0 16.0 14.0 12.0 10.0 8.0 6.0 4.0 2.0 0.0 2009 2010C&S 27.0 25.0 23.0 21.0 19.0 17.0 15.0 13.0 11.0 9.0 7.0 5.0 3.0 1.0 -1.0 2009 2010- Comparing both years, on an average viewership of 2010 were higher than 2009. This year viewership increased with a minor ratio, change on Total and C&S were 3% and 5% accordingly.- Peak trend were remained as usual , i.e. Pre-Prime Time, Prime Time whereas there was a dip in Post Prime Time in 2010.- Change in viewership share across Time Bands (Yr2010): Total C&SMorning Slot 09:00 - 11:00 +11% +12%Prime Time Viewership - 22:00 Highest 20:00 Slots +02% +04% (in 2009, increase in Prime Time were 17% on both targets)Post Prime Time 22:00 - 00:00 -3% -1% (in 2009, increase in Late Night Slot were 28% and 17% on Total and C&S)
  7. 7. TV Viewership Overview Market Share - Time Slot 06:00 - 00:00Jan - Dec 2010 TA: C&S Jan - Dec 2009 Jan - Dec 2010 Inh Inhouse Loc Local Ent 12% 16% Foreign Ent Mo 14% 18% 1% Movies New 1% 8% News Mu 8% 6% Music Coo 4% 9% 2% 5% Cooking Spo 2% 1% 3% Sports Chi Children Reg 15% 26% 14% Regional Oth 25% 6% 4% Others Karachi - 2010 Lahore - 2010 Inhouse Local Ent Inh 13% 17% 14% Foreign Ent 18% Loc 1% Movies 6% 2% News 8% Mo 5% 7% Music 11% New 1% 2% 5% Cooking Mu 1% Sports 4% Coo 16% 24% Children Spo 24% 12% 3% Regional Chi 6% Others Reg Oth Isb/ Rwp - 2010 Non Metros - 2010 Inhouse Local Ent 12% 15% Foreign Ent 17% 20% 1% Movies 5% 2% News 9% 6% 5% 9% Music 1% 5% 4% Cooking 1% 2% Sports 14% 12% Children 28% Regional 4% 3% 25% Others- On an average, Foreign Entertainment remained highest in terms of market share with 25% followed by Inhouse and News categories with 18% and 14% accordingly. Whereas among Local players, News remained highest with given share followed by Local Entertainment and Children category.- News and Local Entertainment gained highest share from Karachi whereas highest viewership of Foreign Ent and Inhouse was gained from Isb/ Rwp and Non Metros accordingly.
  8. 8. TV Viewership Overview Jan - Dec 2010 Market Share TA: C&S | Time Slots: 06:00 - 00:00 Quarter 1 2009 2010 Inhouse Local Ent 13% 17% 14% 15% Foreign Ent 1% 1% Movies 8% 7% News 8% 8% 3% Music 2% 2% 1% Cooking 2% 3% Sports 13% Children 18% 22% 31% Regional 7% 5% Others Quarter 2 2009 2010 Inhouse Local Ent 14% 15% 13% 14% Foreign Ent 1% 1% Movies 8% 7% 8% News 7% 4% Music 5% 1% Cooking 2% 2% 2% Sports 12% Children 25% 14% 35% Regional 3% 7% Others Quarter 3 2009 2010 Inhouse Local Ent 12% 15% 16% 18% Foreign Ent 1% Movies 9% 1% News 8% 7% Music 4% 9% 2% 6% Cooking 2% Sports 1% 2% Children 14% 27% 16% 20% Regional 6% 4% Others Quarter 4 2009 2010 Inhouse Local Ent 11% 16% 17% Foreign Ent 1% 23% Movies 7% 2% 5% News 4% 8% 2% Music 5% 2% Cooking 1% 4% 13% Sports 14% Children 29% 16% Regional 5% 3% 12% OthersComparing 2009 & 2010, viewership of Inhouse remained low during first 02 qtrs of 2010 but due to ban on foreignchannels audience shifted to inhouse and local Ent channels. Reason for this shift to Inhouse channels could be the airing ofrecorded programs of banned channels.
  9. 9. TV Highest Market Share Viewership Overview Jan - Dec 2010 Market Share - Genre Wise TA: C&S Time Slots-06:00 - 00:00 Jan Feb Mar Inhouse Local Ent 12% 13% 13% Foreign Ent Inh 15% 16% 15% 1% 1% Movies Loc 1% 7% 7% News 7% 8% 9% 8% 4% 3% Music Mo 2% 1% 3% 3% 3% 1% Cooking 4% New Sports 13% 14% 12% Children Mu 30% 29% 32% Regional Coo 4% 5% 5% Others Spo Chi Apr May Jun Inhouse Reg Local Ent Oth 13% 14% 12% 13% 13% 13% Foreign Ent 1% 1% Movies 1% 7% 8% 8% 6% 8% 9% News 3% 6% 4% Music 1% 1% 2% 1% 2% Cooking 2% Sports 13% 11% 12% Children 33% 36% 37% 3% 3% 3% Regional Others Inh Jul Aug Sep Inhouse Local Ent Loc 13% 14% 14% 15% Foreign Ent Mo 21% 26% 1% Movies New 1% 7% 6% News 7% 8% Mu 2% Music 6% 5% Cooking Coo 6% 1% 1% Spo 2% 2% Sports 7% 13% 12% Children Chi 34% 26% 1% 17% 2% Regional Reg 1% 4% 3% 4% 18% Others Oth Oct Nov Dec Inhouse Local Ent 17% 15% 15% Foreign Ent 23% 20% 27% Movies 2% 1% 2% 5% 5% News 5% Music 6% 4% 1% 11% Cooking 6% 1% 3% 1% 12% Sports 4% 4% 15% Children 16% 16% Regional 17% 13% 21% 3%3% 3% 3% Others- Sports Category remained highlighted during complete year due to different tournaments on Geo Super and Ten Sports.- A major change in viewership occured due to ban on Foreign Entertainment Channels during August 2010, specially on Local Ent and Inhouse.
  10. 10. TV Viewership OverviewJan - Dec 2010 Intra Channel Share - Genre Wise TA: C&S Time Slots-06:00 - 00:00 Local Ent Jan - Dec 2010 Inhouse Jan - Dec 2010 Local Ent ARY DIGITAL* 14% Foreign Ent 10% 18% Atv* 21% Movies 1% 9% GEO Ent* 6% News 9% Music Hum* 5% 5% 11% 1% Cooking PTVhome* 3% Sports TV one* 14% Children 14% 25% Others Regional 30% 4% Others Local News Local Music Jan - Dec 2010 Aaj TV* Jan - Dec 2010 ARY NEWS* Aag* 11% 7% 8% 8% CNBC* ARY MUSIK* 7% 7% 8% 2% Dawn News* 13% GKaBoom* 3% Dunya TV* 4% MTV Pak* 10% ExpNews* Play* GEO News* 18% News1* Oxygene* 15% 40% Samaa* Others 33% 6% OthersTop 03 Channel lead the Category:Local Entertainment ................................ Geo Ent, ARY Digital & HumLocal News ............................................. Geo News, Express News & DunyaLocal Music ............................................. GKaBoom, Play & Oxygene
  11. 11. TV Viewership Overview Jan - Dec 2010 Local News Channels TA: C&S | Intra-Channel Share Time Slots-06:00 - 00:00 Jan Feb Mar Aaj TV* Aaj ARY NEWS* 7% 11% 8% 11% 7% 12% CNBC* 9% 9% 8% CNB 6% 6% Dawn News* 6% 1% 1% 1% 1% 1% 4% 1% 4% Dunya TV* 4% 9% 10% ExpNews* 10% Dun GEO News* Exp News1* 15% 15% 13% Samaa* 36% 37% 37% Others New Sam Oth Apr May Jun Aaj TV* ARY NEWS* 8% 10% 7% 11% 8% 11% CNBC* 8% 6% 7% Dawn News* 6% 7% 8% 2% 2% 2% 2% 3% Dunya TV* Aaj 4% 5% 2% 5% 9% 9% ExpNews* 10% GEO News* CNB News1* 15% 15% 15% Samaa* Dun 36% 34% 33% Others Exp Jul Aug Sep Aaj TV* New ARY NEWS* Sam 10% 8% 11% 7% 10% 7% CNBC* Oth 7% 7% 7% 2% 2% Dawn News* 10% 2% 10% 11% 3% 3% Dunya TV* 4% 4% 3% ExpNews* 4% 10% 10% 12% GEO News* News1* 14% 15% 15% Samaa* 30% 30% 32% Others Oct Nov Dec Aaj TV* ARY NEWS* 11% 7% 7% 10% 9% 12% CNBC* 6% 6% 5% 2% Dawn News* 3% 11% 3% 10% 4% 11% 4% 3% Dunya TV* 4% 9% 9% 4% 9% ExpNews* 4% GEO News* News1* 15% 15% 16% Samaa* 32% 29% 30% Others- Highest market share of News category was 18% in the month of September.- Geo News remained highest with Express News and Dunya TV following it.- Dawn News and Samaa picked viewership during 2010, viewership of Dawn started increasing during April10 whereas Samaa from Jun10 onward.
  12. 12. TV Viewership Overview Jan - Dec 2010 Local Entertainment Channels TA-C&S | Intra-Channel Share Time Slots-06:00 - 00:00 Jan Feb Mar ARY DIGITAL* 4% 7% 7% Atv* 9% 21% 21% 9% 22% 10% GEO Ent* Atv 9% 10% 9% Hum* GEO 5% 4% 5% Hum 11% PTVhome* 13% 14% PTV TV one* TV 34% Others Oth 41% 36% Apr May Jun ARY DIGITAL* 6% 6% 7% Atv* 10% 20% 21% 11% 21% 11% GEO Ent* Atv 6% Hum* 10% 6% 15% 6% 15% GEO PTVhome* Hum 13% TV one* PTV 14% 14% 29% Others TV 32% 29% Oth Jul Aug Sep ARY DIGITAL* 12% 14% 15% Atv* 18% 20% 21% GEO Ent* 10% 8% 7% 7% 4% Hum* 7% 12% 9% PTVhome* 13% TV one* 13% 27% 12% 27% 16% 28% Others Oct Nov Dec ARY DIGITAL* 13% 14% 13% Atv* 23% 25% 24% GEO Ent* 7% 9% 9% Hum* 9% 4% 4% 3% 9% PTVhome* 12% TV one* 18% 26% 21% 17% 24% Others 16%- On C&S audience, average market share of Local Ent during 2010 was 9%. Geo lead the category with ARY and Hum following it.- Share% of Local Ent increased from Sep 2010 onward due to Ban to Foreign Ent channels.
  13. 13. TV Viewership OverviewJan - Dec 2010 Local Music Channels TA-C&S | Intra-Channel Share Time Slots-06:00 - 00:00 Jan Feb Mar Aag* 12% 10% 13% 9% 13% 7% 4% ARY MUSIK* 4% 3% 7% 4% 5% GKaBoom* 14% 12% MTV Pak* 15% Play* 5% 6% Oxygene* 6% 50% 52% Others 49% Apr May Jun 9% 8% 8% 6% Aag* 9% 10% 5% 4% ARY MUSIK* 8% 11% 15% 7% GKaBoom* 8% MTV Pak* 16% 4% 15% Play* Oxygene* 5% 4% 49% 43% Others 56% Jul Aug Sep 5% 12% 8% 6% Aag* 11% 9% 6% ARY MUSIK* 22% 8% 7% 16% GKaBoom* 23% MTV Pak* Play* 36% 12% 18% Oxygene* 32% 38% 15% Others 3% 4% 9% Oct Nov Dec 6% 3% 5% 4% 4% 3% 8% Aag* 8% 18% 13% ARY MUSIK* 16% 16% GKaBoom* 21% MTV Pak* 34% Play* 31% 20% Oxygene* 29% 32% 13% Others 7% 9%- Play TV, Oxygene and MTV picked share during the year whereas there was considerable dip in GKaBoom viewership.
  14. 14. TV Viewership Overview Jan - Dec 2010 TV Usage Insight - Genre Wise In term of Minutes Consumed Time Slots-06:00 - 00:00 | C&S 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Inh Loc 3.1% 2.2% 1.1%SEC A 13.1% 17.7% 18.7% 26.9% 4.8% 7.2% 5.3% Mo New 3.4% 2.9% 2.3%SEC B 16.5% 11.9% 22.4% 20.5% 6.2% 6.6% 7.3% Mu Spo Coo 3.6% 1.6% 2.7%SEC C 20.1% 11.1% 27.6% 14.5% 5.1% 7.2% 6.5% Chi Oth 4.4% 3.0% 1.2%SEC D 21.2% 8.9% 30.8% 13.7% 5.3% 7.1% 4.2% 5.1% 3.1% 0.7% SEC E 22.5% 9.2% 29.9% 12.6% 5.3% 7.2% 4.5% Inhouse Local Ent Foreign ent Movies News Music Sports Cooking Children Others TV Usage Insight - Time Band Wise In Terms of Minutes Consumed Time Slots-24Hrs | C&S 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1% 4% SEC A 8% 11% 14% 13% 21% 26% 2% 4% SEC B 10% 11% 14% 14% 21% 24% 1% 5% SEC C 8% 12% 14% 14% 21% 25% 1% 4%SEC D 8% 12% 14% 15% 21% 25% 1% 5% SEC E 7% 12% 14% 14% 22% 25% 00:00 03:00 06:00 09:00 12:00 15:00 18:00 21:00Average Top 03 viewed genres across all SECs Average Top 03 viewed slots across all SECs: - Foreign Ent - 21:00 - 00:00 - Inhouse - 18:00 - 21:00 - News - 15:00 - 18:00
  15. 15. TV Viewership OverviewJan - Dec 2010 Top 15 Channels TA: C&S | Avg Rating% Time Slots-06:00 - 00:00 Top 15 Foreign and Local Channels (in terms of Avg Rating & Reach)2.00 45.0 1.991.80 40.01.60 35.01.40 30.01.20 25.01.00 20.00.80 15.00.60 0.62 0.580.40 10.0 0.45 0.42 0.380.20 0.29 0.28 0.28 5.0 0.26 0.24 0.22 0.19 0.18 0.160.00 0.0 R% NR % Top 15 Local Channels (in terms of Average Rating & Reach)0.70 40.00.60 35.0 0.62 30.00.50 25.00.40 0.42 0.38 20.00.30 0.29 15.0 0.28 0.260.20 0.24 10.0 0.19 0.18 0.160.10 0.14 0.14 0.13 5.0 0.12 0.090.00 0.0 R% NR%
  16. 16. TV Viewership OverviewJan - Dec 2010 Viewership Review of Public Holidays TA: C&S | Minutes Consumed Time Slots-06:00 - 00:0017.5 % increase in comparing previous day17.016.5 23% 4%16.015.515.0 4% 8%14.514.0 15% -6% 6%13.5 7%13.0 Kashmir Pakistan Independence Day Eid Fitr Iqbal Day Eid Adha Yaum-e Ashura Quaid Day Day - 5 Feb Resolution Day - 14 Aug - 12 Sep - 9 Nov - 17 Nov - 17 Dec - 25 Dec - 23 Mar Monthly Viewership Review TA: C&S | Minutes Consumed Time Slots-06:00 - 00:00 Bouncer Series T20 World Cup FIFA World Cup Ban on60.0 Foreign PK vs AUS Cool & Cool Cup55.0 Channels PK vs SA50.045.040.0 Asia MCC35.0 Cup T2030.025.020.0 Ramzan15.010.0 5.0 0.0 Jan10 Feb10 Mar10 Apr10 May10 Jun10 Jul10 Aug10 Sep10 Oct10 Nov10 Dec10 Local Ent Foreign Ent News Sports Top 10 highly viewed days during 2010 - (06:00 - 00:00)12.40 12.29 Blast on Baba Farid news for overall 42 people killed in Khi 12 People killed in12.20 Saug for killing in 12.06 MQM announced Gunj Mazar and Shairshah and12.00 11.87 11.87 Khi11.80 11.7011.60 11.43 11.42 Imran Farooq Body Arrived to Pakistan Pak vs Eng - 3rd ODI Pak vs Eng - 2nd ODI Natwest Series 201011.40 Natwest Series 2010 Pak vs SA - 4th ODI Pak vs SA - 3rd ODI 11.11 Cool & Cool Cup11.20 11.09 Cool & Cool Cup 11.07 Pak vs SA - 2nd ODI Cool & Cool Cup Cool & Cool Cup11.00 T20 Cup Muharram10.80 10th10.6010.40 6-Nov 17-Sep 5-Nov 2-Nov 12-Sep 31-Oct 26-Oct 20-Oct 25-Oct 17-DecTop days are being taken on the basis of highest Rating days and reason is given on the basis of top programs during same day i.e. on 20 Oct News on GeoN gained 3.4 % rating which was highest among all competitors and reason is mentioned accordingly.

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