The document provides a summary of TV industry advertising in Pakistan from January to December 2011. It analyzes trends compared to 2010, including an 8.35% increase in total advertising minutes. It also reports the top advertising categories, players, and brands by market share. Specifically, cellular advertising declined 18% from 2010 levels. The document additionally outlines the top 25 TV channels and their shares of total advertising minutes.

1. TV Industry Report
January – December
2011

2. TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’11 to Dec’11. It
covers top advertisers, categories and brands and their % share in total advertising in terms of minutes along
with comparison with 2010. The report also focuses on share of TV channels, share of each genre and ad-spend
split over the time slots.
DATA SOURCE: MEDIA BANK
BASE: Spot TVC’s
IMPORTANT: All the ranking are on the basis of minutes, which does not reflect the
ranking on the basis of ad spend or share of revenue.
For query on DATA, please contact Mr. Sohail Ahmed or Yasir Jalal, Media Bank at:
sohail.a@mediabank.net.pk / yasir.j@mediabank.net.pk
If you have any other questions, please contact PAS at:
secretariat@pas.org.pk
About the Report

3. CONTENT
TREND 2011 vs. 2010 5-6
THE TOP RANIKINGS 8 - 10
- Categories
- Players
- Brands
CHANNELS REPORT 12 - 20
- Top 25
- Top Channels Genre Wise
- Regional Channels
- Top Prime Time Channels
- Genre Share in Total Advertising
- Time Band Share in Total Advertising

4. TRENDS
2011 vs 2010

5. TREND ANALYSIS
2011 vs. 2010
Total Minutes of Advertising
2,400,000
2,300,000
2,200,000
2,322,047
2,100,000
2,000,000 2,142,804
2011
2010
2011 saw an increase of only + 8.35% from last year in terms of volume.

6. TREND ANALYSIS
2011 vs. 2010
QUARTER WISE PERFORMANCE
% of Total Minutes of Advertising
35% 2011 2010
30% 28% 28% 28%
26%
25% 24%
23%
22%
21%
20%
15%
10%
5%
0%
Q1 Q2 Q3 Q4

7. ADVERTISERS’
REPORT

8. 25%
TOP 10 CATEGORIES
% Minutes of Total Advertising
2010 2011
19%
19%
17%
14%
15%
10% 10%
11% 11%
6% 5%
4% 6%
5% 3% 3% 3%
3%
3% 3%
2%
Detergents
Confectionary
Beverages
Cullinary
Construction
Food
Others
Communication
Personal Products
Electronics / Home
Government of
Pakistan
Appliances
Cellular
Cellular category volume shrunk by - 18% in 2011 as compared to last year.

9. 12% TOP 15 PLAYERS
% Minutes of Total Advertising
11%
9%
2010 2011
7%
6%
7%
4%
5% 4% 4%
3%
4% 3% 2%
3% 3% 3% 2% 2% 2%
3%
3% 3%
2% 2%
1%2% 2%
0%
1%
Amongst top 15% advertisers, CM Pak and Telenor fell from their ranks of being 3rd and 4th to 10th and 6th
respectively. From last year level, both the companies were seen to cut almost 50%
of their total TV advertising (in minutes) in 2011.

10. 6.4%
TOP 15 BRANDS
% Minutes of Total Advertising
2010 2011
4.4% 4.4% 4.3%
3.3%
2.4%
2.1% 2.1%
1.8% 1.9%
1.7% 1.7%
1.5% 1.4% 1.6% 1.3% 1.2%
1.4% 1.3% 1.3%
1.1% 1.1% 1.1% 1.0% 1.0% 0.9%
0.8%
0.5%
0.2%
0.0%

11. CHANNELS’
REPORT

12. CITY42 5.1%
GEO NEWS 4.2%
DUNYA NEWS 3.7%
EXPRESSNEWS 3.4%
Apna TV 3.4%
ARY DIGITAL 3.4%
HUM TV 3.4%
GEO 3.1%
ATV 3.0%
DAWN NEWS 3.0%
TV ONE 2.9%
AAJ NEWS 2.7%
 Total advertising in 2011 was 2,322,047 minutes
SAMAA 2.6%
ARY NEWS 2.5%
OXYGENE 2.5%
KTN 2.2%
PTV Home 2.2%
METRO ONE 1.9%
Across All Genre - % Share of Advt. Minutes
SindhTV 1.8%
Top 25 Channels of 2011
 The Top 25 Channels received approximately 65.4% of this total advertising.
PUNJAB TV 1.7%
Ravi 1.7%
SILVER SCREEN 1.4%
Value TV 1.3%
ROYAL TV 1.3%
G KABOOM 1.0%

13. Top 15 News Channels
% Share of Advt. Minutes
15.9%
11.6%
9.5%
8.4%
7.9%
6.8%
6.1%
6.0%
5.7%
4.3%
3.7%
3.4%
3.1%
2.9%
2.8%
1.9%
 In this genre, DAWN News increased its share by 76%.
 Overall the genre show an increase of 16%.

14. Top 15 Entertainment Channels
17.3%
8.4% % Share of Advt. Minutes
8.4%
8.3%
7.6%
7.5%
7.2%
5.5%
5.4%
4.4%
4.3%
4.2%
3.5%
3.2%
3.1%
1.9%
 In Entertainment, PTV gained share by 72% followed by HUM and Ravi TV who gained by 41%
and 38% respectively. Overall the Genre increased by 3%.

15. Top Music Channels
% Share of Advt. Minutes
33.7%
14.3% 13.9%
12.4%
10.1%
6.4%
5.5%
3.7%
0.0%
OXYGENE PLAY G KABOOM THE MUSIK KASHISH VIBE AAG MTV OYE
PAKISTAN
 Oxygene gained share by 99% followed by Kashish that gained by 38%.
 Overall the Genre shrunk by -13%.

16. 9.7%
9.3%
8.3%
8.1%
7.8%
7.8%
7.7%
7.1%
6.0%
5.5%
% Share of Advt. Minutes
5.0%
5.0%
Top Other Channels
5.0%
2.2%
1.9%
1.6%
1.2%
0.7%

17. Top Regional Channels
% Share of Advt. Minutes
2011 2010
30.00%
25.00%
24.29%
21.65%
20.00%
15.00%
15.51%
15.10%
14.11%
11.36%
11.36%
10.00%
11.08%
10.31%
8.37%
8.18%
8.03%
6.63%
5.00%
5.53%
1.58%
3.42%
4.05%
2.93%
3.00%
3.27%
0.00%
Apna TV KTN PUNJAB TV SindhTV WASEB AVTKhyber KOOK Ktn News SINDHTV APNA
NEWS NEWS
 In 2011 Regional Channels saw a total of 364,521 minutes of advertising, increasing by 12%.
 APNA News and KTN News were the biggest beneficiary showing growth by 133% and 53% respectively.

18. Top 15 Prime Time Channels – Across All Genre
% Share of Advt. Minutes
4.7%
3.7%
3.7%
3.4%
3.0%
2.8%
2.8%
2.6%
2.6%
2.5%
2.5%
2.4%
2.4%
2.3%
2.3%
SindhTV
KTN
ARY DIGITAL
DUNYA NEWS
PUNJAB TV
GEO
CITY42
ATV
TV ONE
EXPRESS NEWS
DAWN NEWS
AAJ NEWS
METRO ONE
Apna TV
HUM TV
 Total advertising during Prime Time in 2011 was 846,693 minutes, constituting 36.5% of the total advertising
in terms of minutes. The Top 15 received approx. 43.8% of the total share in Prime Time.
 DAWN News made in to Top 5 from 23rd position in 2010.

19. Genre Split in 2010 & 2011 Combined
% Share of Advt. Minutes
Food Kids Religious
Sports 2% 2% 1%
2% Health
1%
Movies
4%
Terrestrial
7%
News
Music 40%
8%
Regional
15%
Entertainment
18%

20. Time Band Split 2011
% Share of Advt. Minutes
After Noon
(12:00 - 16:59)
Prime Time 24%
(19:00 - 22:59)
36%
Evening Time
(17:00 - 18:59)
11%
Morning Time
(06:00 - 11:59) Late Night
(00:00 - 05:59)
13%
8%
Late Prime Time
 Time-bands have retained their (23:00 - 23:59)
rankings from last year. 7%

21. For query on DATA, please contact:
Mr. Sohail Ahmed Mr. Yasir Jalal
sohail.a@mediabank.net.pk yasir.j@mediabank.net.pk
0300-259 8573 0345-337 8281
For other queries, please contact PAS at:
secretariat@pas.org.pk
THE END