3. Channels Average Ratings
Period: July-August 2012

4. Terrestrial & Satellite Television
• Terrestrial television is a type of television
broadcasting
which
does
not
involve
either satellite transmission or cables.
• Instead, transmission is done with radio waves,
and antennas or television antenna aerials are
used for reception.
• Satellite television is delivered by the means
of satellite and received by a dish, and as far as
household usage is concerned, a satellite receiver
either in the form of an external box built into
a TV set.

5. Jul-12
Aug-12
TG: Pak Total, Satellite Channels on (C&S) and Terrestrial Channels on Individuals
Male/Female, All Age Groups & All SEC
Period: July-August 2012
A Plus
8XM
Nick
Apna TV
Aaj TV
TV One
ARY News
Geo Super
Dawn News
Express News
Dunya TV
Express Ent.
Ten Sports
Samaa TV
Cartoon Network
Geo News
0.10
0.08
0.10
0.12
0.10
0.09
0.10
0.09
0.11
0.10
0.12
0.08
0.12
0.13
0.15
0.05
0.16
0.14
0.17
0.16
0.19
0.18
0.19
0.13
0.19
0.20
0.20
0.19
0.22
0.08
1.20
0.60
1.00
1.09
1.22
0.90
0.60
0.61
0.70
0.31
0.34
0.35
0.38
0.77
0.84
Satellite Channels
0.20
0.17
0.22
0.44
0.40
0.30
Urdu1
0.20
0.26
0.50
0.54
0.70
Hum TV
0.40
0.47
0.80
ARY Digital
Geo Ent
Top 20 Channels Average Ratings For August 2012
Terrestrial
Channels
1.40
0.80
0.40
PTV
Home
Jul-12
ATV
PTV
Sports
Aug-12

6. Entertainment Channels Average Ratings For August 2012
Terrestrial
Channels
Satellite Channels
0.90
1.40
0.77
1.20
1.00
0.40
0.30
0.02
0.03
0.02
0.03
0.08
0.10
0.08
0.12
0.13
0.19
0.08
0.10
0.60
0.40
0.26
0.20
Jul-12
Aug-12
TG: Pak Total, Satellite Channels on (C&S) and Terrestrial Channels on Individuals
Male/Female, All Age Groups & All SEC
Period: July-August 2012
Kohe Noor
Hum2
A Plus
TV One
Express Ent.
Urdu1
Hum TV
ARY Digital
Geo Ent
0.61
0.70
0.80
0.44
0.40
0.47
0.50
0.54
0.60
1.22
0.70
1.09
0.84
0.80
0.20
PTV Home
ATV
Jul-12
Aug-12

7. News Channels Average Ratings For August 2012
Satellite Channels
0.45
0.35
0.30
0.35
0.38
0.40
0.05
0.08
0.06
0.07
0.04
0.06
0.04
0.04
0.04
0.04
0.02
0.02
0.01
0.02
0.01
0.02
News One
CNBC
MetroOne
PTVNews
Hero TV
WaqtNews
Din News
City42
0.05
0.10
0.12
0.16
0.19
Express News
0.10
0.13
0.15
0.18
0.19
Dunya TV
0.15
0.14
0.17
0.19
0.22
0.20
Samaa TV
0.25
Aaj TV
ARY News
Dawn News
Geo News
-
Jul-12
Aug-12
TG: Pak Total, Satellite Channels on (C&S) and Terrestrial Channels on Individuals
Male/Female, All Age Groups & All SEC
Period: July-August 2012

8. T20 Ratings

9. Ramzan Sehri and Iftari

10. Ratings
• The estimated percent of all TV
households or persons tuned to a specific
station. If 3 out of 10 homes in the
universe are tuned to channel A. That
translates to a 30 rating.
• Ratings are always quoted separately for
each medium, and not accumulated

11. Ratings Measurement
• RATING = households tuned in to a given program
all households with television
• Here's an example: Your show is aired in a market
that has 1 million television households; 400,000
are tuned in to you. Therefore:
400,000
1,000,000 = .40, or a rating of 40

12. Basics of Electronic Ratings
Basically there are two ways Ratings can be
calculated.
1. Diary Method
2. Peoples Meter
With Television the survey unit is usually the
household and not the person because most
households have one TV set and people usually
watch together.

13. Basics of Manual Ratings
Diary System
• It is done by choosing random sample of
Households and sending them to interviewers.
• Cooperation rates are 30% for western countries
and 90% for under-developed countries.
• The interviewer leaves a Diary at sample’s house
The idea is that a diary is placed on top of a TV
set for a defined period of time and who ever sees
the TV fills it with what he has seen and at what
times.

14. Basics of Manual Ratings
• The Diary has double page opening data
recorder.
• Rows have quarters of each hour and one
column has list of channels for which data is to
be recorded.
• People tick the boxes to record what they saw.
• Is it easy to get a response on such a Diary?

15. Basics of Manual Ratings
• In Pakistan Diary Method is adopted by
GALLUP.
• It is cheap and if done with accuracy can bring
about precise results.
• Involvement of human element.
• Above all its cheap.
• Work force required.
• Due to involvement of human angle any
territory can be reached.

16. Basics of Electronic Ratings
• On the other hand a Peoples Meter is an
electronic device which sits on the top of the TV
set.
• Introduced by Media Logic 3rd largest Research
company in the world – GFK.
• A book size device with 8 to 10 numbered lights
on it.
• This device is accompanied with a custom made
remote control with equal number of buttons as
lights.

17. Peoples Meter Device

18. Basics of Electronic Ratings
• Each button is assigned to one household
member
• As the TV set is turned on all lights start
flashing till the time the person sitting press
his button the remote and registers his
presence.
• So the device knows so and so with all his
personal data is watching so and so channel.

19. Basics of Electronic Ratings
• What may be the problems with this approach?
• People just press any button or don’t bother to
change the previous person’s button.
• In order to keep a check research companies call
people and double check what they are
watching.
• They may also note that the 40 year old member
has been watching Cartoon Network or a similar
trend.

20. Gallup Vs Media Logic
RESEARCH PARAMETER
GALLUP
MEDIALOGIC
Methodology
Diary since 1996
People Meters since 2007
Data Source
Claimed
Verified
Minimum Measurement Level
15 minutes
30 seconds
Measurement Frequency
Weekly / Fortnightly
Daily
Data Tabulation
Manual
Automated
Panel Scope
National
Top 9 Cities
Panel Households
5,000 (claimed)
675
Panel Reporting
5,000 (claimed)
4,000 (all persons reported individually)
International Affiliation
None
GFK
Third Party Audit
None
YES

21. SECs in Peoples Meter
•
•
•
•
•
SEC A
SEC B
SEC C
SEC D
SEC E
Total
10%
14%
21%
25%
30%
100%

22. Panel Size in Peoples Meter
• City
•
•
•
•
•
•
•
•
•
Panel Home
Karachi
Lahore
Isb/ Rwp
Faisalabad
Hyderabad
Sukhur
Gujranwala
Multan
Peshawar
Total
225
175
100
50
25
25
25
25
25
675

23. City Wise C&S and Terrestrial Penetration
C&S
Previous New
Kar
Lhr
Rwp/Isl
Fbd
Gujw
Hbd
Suk
Mul
Psh
Cable
71%
80%
90%
80%
80%
80%
75%
90%
80%
75%
60%
Antenna
29%
20%
10%
20%
20%
20%
25%
10%
20%
25%
40%

24. Demographic representation of all Age Groups
as per the universe.
Age/ Gender Break up
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
17.6%
12.8%
14.4%
17.1%
14.4%
Male
10.7%
8.6%
Female
4.3%
05-14 Yrs
15-29 Yrs
30-49 Yrs
50 Plus

25. Basics of Electronic Ratings
Differences between Diary System and Rating System
In the west following trends were studied due to
transition.
• There were several clear differences. Audiences at
evening peak times didn't change much, particularly
for series programs; they were marginally lower.
• But audiences in the middle of the day were much
higher with meters than with diaries. The reason
seemed to be that midday programs were sort of
trashy, and perhaps people who were watching TV
around midday were ashamed of watching those
programs, and didn't want other people in the
household to see that viewing in the shared diary.

26. Basics of Electronic Ratings
• The other change with the introduction of
people meters was that late-night programs
now had much larger audiences. It seems that
when diaries were used, the late-night viewers
either forgot to fill them in, or couldn't be
bothered.
• In all Diary system is manual which depends
mostly on human intervention and Peoples
meter is electronic.

27. Basics of Electronic Ratings
• The revenue of the TV industry is approximately
Rs28 billion of which 90 to 95 per cent is
generated from advertising.
• TV channels make no money from subscriptions
in Pakistan.
• There is not a single meter in Balochistan.
Balochistan is completely ignored. As a result
channels are not pushed to discuss Baloch issues
on their shows.
• How can 600 households determine how the
entire media content is shaped?

28. Basics of Electronic Ratings
• Media Logic wanted to install more People
Meters in households but were constrained to
do so because of the high price of the
technology.
• The meter itself costs about $4,000. It could go
up to $7,000 to $8,000 that involves the
runningcost, software, licensing, incentivization
and other costs.

29. Ratings Measurements – Pakistan Scenario
• 660 Peoples Meters Installed All Over
Pakistan.
• Concentration in Cities.
• 9 Cities are Covered.
• None in Baluchistan.
• 2 Years Back Only 250 were Installed.

30. Ratings Measurements – Pakistan
Scenario
• Karachi has 250 Meters.
• Media Logic is the Company which is Mainly
Managing Data from these Peoples Meters.
• PPP Govt. also announced to install 5000
peoples meters. What was the aim?????
• Channels Subscribe to Media Logic and Give
their Requirements According to which Data is
Provided.

31. Ratings Cities Covered
•
•
•
•
•
•
•
•
•
Karachi
Lahore
Islamabad
Sukkur
Hyderabad
Gujranwala
Multan
Faisalabad
Peshawar

32. Return Path Data (RPD)
• First it was the Diary, then People meters and
now Return Path Data (RPD).
• Instead of Meter there will be Set Top
Boxes, courtesy PTCL’s Smart TV.
• There are 50,000 households subscribing to
PTCL’s Set-Top Boxes.
• These Boxes will touch 100,000 households by
the end of the year 2013. Earlier, PTCL used to
sell this package for Rs 2000. But now the set-top
box (Smart TV) has been unbundled from the
internet package so you can have Smart TV for
only Rs 450 per month.

33. Return Path Data (RPD)
• Set Top Boxes are in almost 50 cities; apart
from the major metros. This also includes
areas like Dera Bughti, Larkana and Waziristan.
• PTCL used to be owned by the government, it
has infrastructure in every district across
Pakistan.
• Now owned by Etisalat which has brought in
world class technology while using the same
infrastructure.

34. Return Path Data (RPD)
• As a result RPD will manage much deeper
penetration. There is one national carrier and
it will give data from all the districts.
• It is also growing every month, so if there are
missing districts they are being added. RPD
has the ability to go everywhere where there
is a PTCL exchange.
• You get second by second viewership data

35. Return Path Data (RPD)
• But it only provides top line data which means
that you can only see the data at the
household level.
• You cannot see who is watching which
programme within the household.
• Obviously advertisers are interested in
demographics, so this was a major concern.

36. Return Path Data (RPD)
• In a pilot project certain households were
recruited and were given customized remotes
with buttons for each person in the house;
however this solution is not offered right now.
• What is being planned is a product called
Rview. It is an RPD-based product and in the
first phase it is offering Anonymous CensusLike Data unlike Peoplemeters which is
sample-based therefore much more granular.

37. Return Path Data (RPD)
• The biggest advantage of Anonymous CensusLike Data is that you are not only receiving
data from all four provinces, you can also drill
down to any (one or more) cities in each
province and capture data from the
households within those cities.
• When you have channels like KTN which
mainly has a Sindhi speaking audience or City
42 where the bulk of the audience is Lahorebased, this granularity is a huge advantage.

38. Return Path Data (RPD)
• The two systems complement each other
because Peoplemeters only give data from a
limited number of households which are
included in the sample population
• You don’t get a regional footprint. But you do
get demographic profiling.
• RPD is able to provide regional footprint.

39. Return Path Data (RPD)
• RPD is superior in the sense that
Peoplemeters is in nine cities and 675
households, representing 60% of the viewing
population or 37.5 million individuals.
• While RPD’s 50 cities represent 90-95% of the
viewing population.

40. Return Path Data (RPD)
• Many channels have claimed that the
Peoplemeters panel is manipulated. Is that
possible with RPD?
• PTCL’s subscriber base is massive so even if
you wanted to do this you would have to find
out where the households are first and then
go to each one.
• Also, the Media Ratings Council in the US has
provided accumulation and processing
guidelines for RPD data and by using these we
have put certain checks and balances in place;

41. Return Path Data (RPD)
• for example you have to be on a channel for a
minimum of 15 seconds in order for your
presence to be registered. Secondly, if you
don’t switch channels for more than three
hours, you will be ignored.
• If we see a household where these issues are
occurring regularly we can easily ignore them.

42. Return Path Data (RPD)
• The data is accumulated overnight
and transferred from PTCL’s servers
to RPD system where it undergoes a
few automated processes that take
place without human intervention;
after this it will be directly published
on cloud every morning at 11:00.

43. Return Path Data (RPD)
• There are two more phases remaining to be
launched both by early 2014. The second phase is
called Managed Sample where weightages are
applied to universe of households in order to
arrive at a SEC classification, this will give viewing
habits by SEC.
• In the third phase, known as the Opt-In Panel, the
demographics will come in so that advertisers can
drill down to the household level and see who is
watching which programme. Households will be
recruited for this.
• Once this happens Rview will become a currency.

44. Return Path Data (RPD)
• But aren’t PTCL boxes installed mostly in
Higher SEC Households? If that is the case
then how come the data is granular when it is
not consistent with respect to the SEC
representation?
• Moreover, the statement ‘end of people’s
meter’ is a hyperbole when the alternate
system like RPD is not providing the
demographics details currently.

45. Return Path Data (RPD)
• More than 300 brands advertised on TV every
year and targets niche or youth or masses. If
there is no bifurcation on SECs then how could
planners plan for their brands.
• The other scenario is for the terrestrial
households, RPD methodolgoy is
implemented on PTCL smart TV. How could it
cater non-cable home Households??

46. GRPs / TRPs
• GRPs / TRPs are sum of ratings for more than one ad or program. It
represents total audience of a media schedule.
• For example: Media schedule for Brand X
–
–
–
–
–
Quddusi Sahab Ki Bewa
Bilqees Kaur
Thakan
Hasb-e-Hal
Cross Fire
Total GRPs for Brand X is 81
Rating
10
20
15
10
6
Spots
1
2
1
1
1

48. ENDS