TV Viewership trend during ICC World Cup 2011.

1. An Overview of
Television Viewership & Monitoring
During
ICC World Cup 2011

2. Viewership Overview

3. Key Point
Slide 04
“Overall minutes consumption during world cup days were higher than pre
World Cup days, specially with the start of quarter final, which increased by
09% on both targets.”

4. Minutes Consumption During World Cup (24hrs)
03% Increase
Total Ind. during semi
WC started from 19th Feb 09% Increase final& final
190.0 during Qtr
185.0 final
180.0 185.9
175.0 180.8
170.0
165.0 169.8 169.0
167.5 167.5
160.0 165.2
163.1
155.0
150.0
C&S Ind. 02% Increase
during semi
WC started from 19th Feb 09% Increase
200.0 final& final
during Qtr
195.0 final
190.0 194.1
185.0 189.6
180.0
175.0 180.4
178.4 177.7 177.0
170.0 174.3 174.1
165.0
160.0

5. Key Point
Slide 06
“Market Share of Sports category increased with more than 100% on both target
audiences whereas Local Entertainment increased by 07% and 03% on Total and
C&S Ind accordingly. Local Ent increased due to matches aired on PTV Home”

6. Market Share (24hrs) - Pre & During World Cup Days
Total Ind C&S Ind
0.0 5.0 10.0 15.0 20.0 25.0 0.0 5.0 10.0 15.0 20.0 25.0
21.0 17.4
Local Ent Inhouse 18.0
19.7
15.7 17.2
Foreign Ent Foreign Ent 20.8
18.9
15.4 15.2
Inhouse Others 15.2
16.2
13.7 14.8
Others News 16.7
13.8
13.6 12.1
News Local Ent 11.7
15.5
Dur Dur
10.1 11.4
Sports Pre Sports 5.3 Pre
4.7
3.7 4.2
Children 4.0
Children 4.4
3.1 3.5
Movies 2.7
Movies 3.0
1.8 2.1
Music 2.2
Music 2.5
1.2 1.3
Regional 1.3
Regional 1.5
0.7 0.8
Cooking 0.9
Cooking 1.0
Pre WC 07 Jan – 18 Feb, 43 days
Dur WC 19 Feb – 02 April, 43 days

7. Key Point
Slide 08/09
“In terms of Average Rating% (24hrs), viewership of Sports category jumped up
with more than 100% (approx 140%) whereas News went down by 7 – 8 %
on both targets. Local Entertainment increased by 14% and 08% on Total
and C&S Ind accordingly.

8. Viewership Across Time Band | TA : Total Ind.
Pre World Cup
9.0
8.0
7.0
6.0
5.0
Local Ent
4.0
News
3.0
2.0 Sports
1.0
0.0
During World Cup
9.0
8.0
7.0
6.0
5.0
Local Ent
4.0
News
3.0
2.0 Sports
1.0
0.0

9. Viewership Across Time Band | TA : C&S Ind.
Pre World Cup
7.0
6.0
5.0
4.0
Local Ent
3.0
News
2.0
Sports
1.0
0.0
During World Cup
6.0
5.0
4.0
3.0 Local Ent
2.0 News
Sports
1.0
0.0

10. Key Point
Slide 11
“In terms of Average Rating% (24 hrs) during world cup days , Geo Super went up
with more than 200% and PTV Home increased by 57% on target Total Ind.”

11. Geo Super and PTV Home Viewership
Viewership Across Time Band (Pre/Dur WC) Average R% - Total Ind.
Total Ind (24hrs)
3.5 1.2
3.0 1.0 1.1
1.0
GEOS Pre 0.8
2.5
WC
2.0 0.6 0.7 Pre
PTVH Pre
WC 0.4 During
1.5
GEOS Dur 0.2 0.3
1.0
WC
0.0
0.5 PTVH Dur GeoS PTVH
0.0 WC
19:00
22:00
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
20:00
21:00
23:00
Viewership Across Time Band (Pre/Dur WC) Average R% - C&S Ind.
C&S Ind (24hrs)
3.5 1.2
GEOS Pre 1.0
3.0 1.1
WC
2.5 0.8
PTVH Pre
2.0 WC 0.6 Pre
0.4 During
1.5 GEOS Dur 0.4 0.4
WC 0.2
1.0
0.1
PTVH Dur 0.0
0.5
WC GeoS PTVH
0.0
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
Pre WC 07 Jan – 18 Feb, 43 days
Dur WC 19 Feb – 02 April, 43 days

12. Key Point
Slide 13
“Comparing all days, viewership went high specially during days when Pakistan
played matches. Highest viewership were during semi final, and it peaked that day
by 24% at 21:00 on Geo Super C&S Ind.”

13. 0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
19-Feb 19-Feb
20-Feb 20-Feb
21-Feb 21-Feb
22-Feb 22-Feb
23-Feb PK v KEN 23-Feb PK v KEN
24-Feb 24-Feb
25-Feb 25-Feb
26-Feb PK v SL 26-Feb PK v SL
27-Feb 27-Feb
28-Feb 28-Feb
1-Mar 1-Mar
2-Mar 2-Mar
3-Mar PK v CAN 3-Mar PK v CAN
4-Mar 4-Mar
5-Mar 5-Mar
6-Mar 6-Mar
7-Mar 7-Mar
GEOsuper*
GEOsuper*
8-Mar PK v NZ 8-Mar PK v NZ
9-Mar 9-Mar
10-Mar 10-Mar
11-Mar 11-Mar
PTVhome*
PTVhome*
12-Mar 12-Mar
13-Mar 13-Mar
14-Mar PK v ZIM 14-Mar PK v ZIM
15-Mar 15-Mar
16-Mar 16-Mar
Day Wise Viewership - C&S Ind
Day Wise Viewership - Total Ind
17-Mar 17-Mar
18-Mar 18-Mar
19-Mar PK v AUS 19-Mar PK v AUS
20-Mar 20-Mar
23-Mar PK v WI 23-Mar PK v WI
All Matches Average Viewership (24hrs)
24-Mar 24-Mar
25-Mar 25-Mar
26-Mar 26-Mar
29-Mar 29-Mar
PK v IND PK v IND
30-Mar 30-Mar
2-Apr 2-Apr

14. Monitoring Overview

15. Key Findings
Monitoring is based on only 02 channels (Geo Super and PTV Home) and share%
is taken on the basis of Air Time which includes TVC and On Screen Branding both.
- FMCG remained highest with 42% followed by Telecom 33%.
- Comparing with TVC, On Screen Branding has significant share of 32% specially
during live matches which is 41%.
- Unilever lead the top advertiser category (GEOS+PTVH) followed by EBM and
PEPSI
- In top brand category, Ufone topped followed by HBL and UBL .

16. Sector Wise Break Up During World Cup Matches
On Geo Super & PTV Home (in terms of Air Time)
SOA
(TVC + On Screen Branding)
Others
8%
SERVICES
FMCG
17%
42%
TVC On Screen Branding
TELECOM
33%
Others Others
7% 8%
SERVICES
SERVICES 15%
19% FMCG FMCG
41% 43%
TELECOM
TELECOM 34%
33%

17. Share of TVC And OSB(On Screen Branding) During World Cup
Matches/ Highlights On Geo Super & PTV Home (in terms of Air Time)
Share of TVC v OSB During
Matches and Highlights
OSB
32%
TVC
68%
Share of TVC v OSB Share of TVC v OSB
During Matches During Highlights
On Screen
Branding
15%
On Screen
Branding
41%
TVC
59%
TVC
85%

18. Share % of Types of OSB(On Screen Branding) Aired During World Cup
Matches/ Highlights On Geo Super & PTV Home (in terms of Air Time)
Share% of Types of OSB During
Matches/ Highlights
Pic & Pic /
Bloomberg
4%
On Screen
Logo
21%
On Screen
Animation
75%
Share% of Types of OSB Share% of Types of OSB
During Matches During Highlights
On Screen Pic & Pic /
Logo Bloomberg
22% 23%
On Screen
Logo On Screen
On Screen Animation
Animation 15%
62%
78%

19. Top 15 Advertisers During World Cup Matches
(Geo Super + PTV Home, TVC + OSB)
Top 15 Advertisers (In term of Mins)
2000
1600
1200
800
400
0
Top 15 Brands (In terms of Mins)
2000
1600
1200
800
400
0

20. Top 15 Advertisers During World Cup Matches
On Geo Super & PTV Home (TVC + OSB)
Top 15 Advertisers on GEOS (In terms of Mins)
1400
1200
1000
800
600
400
200
0
Top 15 Advertisers on PTVH (In terms of Mins)
2000
1600
1200
800
400
0

21. Top 15 Brands During World Cup Matches
On Geo Super & PTV Home (TVC + OSB)
Top 15 Brands on GEOS (In terms of Mins)
600
500
400
300
200
100
0
Top 15 Brands on PTVH (In terms of Mins)
2000
1600
1200
800
400
0

22. Viewership Overview During Semi Final,
30th March 2011

23. Average Viewership of Semi Final
“Average viewership went higher than any other match and touched 19.8% on Geo
Super during match timings. Same day viewership peaked 24% on Geo Super C&S.”
Time Band 14:00 - 22:30
25.0
19.8
20.0
16.5
15.0
GEOsuper*
9.9
10.0 PTVhome*
5.0
3.3
0.0
Total Ind. C&S Ind.

24. Viewership Across Time Band
Total Ind.
25.0
19.9
20.0
15.0
10.0 GEOsuper*
PTVhome*
5.0
0.0
C&S Ind.
30.0
23.9
25.0
20.0
15.0
GEOsuper*
10.0
PTVhome*
5.0
0.0

25. Audience Movement During Semi Final
Objective:
To measure the flow of audience during MBs before and after
Wicket Fall i.e. Tarang placed ads on Geo Super in MBs
immediately after wicket fall (during India played inning).
Specifications:
- Match – Semi Final, 30TH March 2011 (Pakistan v India)
- Channel – Geo Super
- Movement Across – PTVH & Star Sports
- Fact – Net Reach in Thousand

26. Key Findings
MB Before Wicket Fall:
Audience movement were noticed during these MBs (except MB before 1st
India wicket fall where number of viewers increased).
With the start of MB mostly audience moved to Star Sports or PTV Home.
Wicket Fall:
During most of the wicket falls, audience stayed or joined from other stations
to Geo Super.
MB After Wicket Fall:
Mostly viewers switched during MB aired immediately after wicket fall.
During inning played by India, movement between GEOS and Star Sports is
highly visible. Most of the time audience Moved from GEOS to Star Sports after
MB/Wicket Fall and reason could be the gap in Transmission (Geo Super was
few seconds ahead from Star Sports) or Urdu/Hindi commentary.

27. Inning Played by India
Mid Break
Wicket Fall

30. Inning Played by Pakistan
Mid Break
Wicket Fall