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.

1. Elections Campaign Report
2013
PAS and Media Bank Joint Research Report

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. TRENDS
2013 vs 2008

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. 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. 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. CHANNELS’
REPORT

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. 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. 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. 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