The TV industry report for January to December 2016 provides insights into advertising trends, including top advertisers, categories, and share percentages compared to 2015. It analyzes total advertising minutes and highlights channel shares and ad spends across different genres and time slots. Data is compiled from Media Bank and rankings are based on advertising minutes rather than spending.

1. TV Industry Report
January – December
2015 – 2016

2. TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’16 to Dec’16. It covers
top advertisers, categories and brands and their % share in total advertising in terms of minutes along with
comparison with 2015. 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.
DURATION: 01 Jan, 2016 – 15 Dec, 2016
For query on DATA, please contact Mr. Chander Kant from Media Bank at:
chander.k@mediabank.net.pk
If you have any other questions, please contact PAS at:
secretariat@pas.org.pk
About the Report

3. TRENDS
2016 vs 2015

4. 2016 vs. 2015
Total Minutes of Advertising
TREND ANALYSIS
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
4,421,513 3,636,332
2015
2016

5. QUARTER WISE PERFORMANCE
% of Total Minutes of Advertising
2016 vs. 2015
TREND ANALYSIS
24% 25%
28%
23%24%
27%
24% 25%
0%
5%
10%
15%
20%
25%
30%
Q1 Q2 Q3 Q4
2016
2015

6. ADVERTISERS’
REPORT

7. TOP 10 CATEGORIES
% Minutes of Total Advertising
19%
15%
14%
9%
5% 5% 5%
4%
3% 2%
18%
18%
15%
11% 11%
6%
6% 5%
3% 3%
2%
19%
2016 2015

8. TOP 15 PLAYERS
% Minutes of Total Advertising
20%
7% 6%
6%
5%
4%
3% 2% 2% 1% 1% 1% 1% 1% 1%
14%
6%
4%
5% 4%
4%
4%
1%
2% 2%
1% 1%
3%
1% 1%
2016 2015

9. TOP 15 BRANDS
% Minutes of Total Advertising
2.9%
2.8%
2.2%
2.0%
1.8%
1.5% 1.5%
1.4%
1.3%
1.3%
1.2%
1.1% 1.1%
1.0%
1.0%
2.0%
1.8% 1.7%
1.6% 1.7%
1.2%
1.5%
1.0%
0.9%
0.6%
0.4%
0.9%
1.2%
1.0%
0.8%
2016 2015

10. CHANNELS’
REPORT

11. Top 15 Channels of 2016 -2015
Across All Genre - % Share of Advt. Minutes
4% 4%
4%
3%
3%
3%
3% 3% 3% 3%
3% 3%
3% 3%
2%
3% 3% 3% 3%
3%
3%
2%
2%
4%
3% 3%
3%
4%
3%
2%
2016 2015

12. Top 15 News Channels
% Share of Advt. Minutes
8%
8% 8% 8%
7%
6% 6% 6%
6% 6% 6%
4%
3%
2% 2%
6%
9% 9%
8%
7% 6%
6%
6%
6%
6%
7%
4%
2%
3%
4%
2016 2015

13. Top 15 Entertainment Channels
% Share of Advt. Minutes
8%
8%
7%
7%
6% 6%
6% 6% 6% 5% 5%
4%
3% 3% 3%
9%
4%
6%
7%
6%
7%
6% 6%
7%
3%
5%
4%
0%
3%
4%
2016 2015

14. Top Music Channels
% Share of Advt. Minutes
51%
40%
6%
3%
0%
37%
41%
18%
4%
0%
JALWA 8xm THE MUSIK KASHISH Indus Musik
2016 2015

15. Top 15 Other Channels
% Share of Advt. Minutes
18%
15%
11% 11%
10% 9%
7%
5%
4%
3% 3%
2% 2%
0% 0%
10%
11%
10%
2%
6%
8%
6%
17%
5%
10%
6%
7%
1%
1%
0%
2016 2015

16. Top 15 Regional Channels
% Share of Advt. Minutes
24%
12% 12% 11%
9%
8%
6%
5% 5%
2%
2%
2% 1%
0% 0%
17%
10%
9% 10%
4%
10%
8%
4% 4%
3%
1%
2%
6%
5%
3%
2016 2015

17. % Share of Advt. Minutes
Top 15 Prime Time Channels – Across All Genre
3%
3% 3% 3% 3% 3% 3% 3% 3% 3% 2% 2% 2% 2% 2%
3%
3% 3% 3%
3%
3%
2%
2%
2% 2% 2%
2%
2% 2%
3%
2016 2015

18. Genre Split in 2016 & 2015
% Share of Advt. Minutes
ENT, 42%
NEWS, 40%
MUSIC, 8%
MOVIES, 4%
KIDS, 2%
SPORTS, 2%
HEALTH, 1%
RELIGIOUS,
0%
FOOD, 0%

19. Time Band Split 2016 & 2015
% Share of Advt. Minutes
Prime Time
(19:00 - 22:59),
27%
After
Noon (12:00 -
16:59), 26%Morning
Time (06:00 -
11:59), 17%
Late
Night (00:00 -
05:59), 12%
Evening
Time (17:00 -
18:59), 12%
Late Prime Time
(23:00 - 23:59),
6%

20. 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
0343-2330696