TV Clutter Report

A joint research study by PAS and mediabank March 2010

About the TV Clutter Report This document focuses on the various aspects of commercial airtime on TV for the period Jan-Dec 2009. The report includes various form of analysis on clutter in terms of average minutes of advertising and number of spots. It shows a comparative study of channels own promotion vs. commercial airtime and advertising as a % of total broadcasting time. It also gives minutes of advertising on various channels against the legal limit as defined by PEMRA. In addition, here, are also sharing some facts established by international studies conducted by reputed research houses. DATA SOURCE: MEDIA BANK DATA DEFINITIONS ,[object Object]

Spot advertising: Purchased ads e.g. 30”, 15”, etc.

Sponsorship: Commercial sponsorship

Channel’s own Promotion: Programming promos, songs, channel ID, etc.

Advertising: All commercial formats including station promos, sponsorships, etc.ASSUMPTIONS Total broadcast minutes has been derived from the assumption that all channels broadcast 24 hours a day every day For query on DATA, please contact Mr. Haider Ali, Media Bank at: haider@mediabank.net.pk If you have any other questions, please contact PAS at: secretariat@pas.org.pk

SLIDE Average minutes of advt. in an hour across 24-hrs 5 – 16 News, Entertainment & Others Advertising vs. Pemra legal limit 17 Avg. minutes of advt. in an hour across time bands 18 - 37 New, Entertainment, Music & Others Frequency and clutter 38 - 39 Avg. spots in an hour across time bands 40 - 59 New, Entertainment, Music & Others Channel Promos vs Commercial airtime 60 – 63 Prime time only - across genres CAT and Channel Promos as a % of Total Advt. 64 - 68 Top rated channels across time slots Commercial Airtime 69 - 71 Type & Prime and Non-Prime time monthly split Advertising vs Content 72 - 73 Prime and Non-Prime across channels Advertising as a % of Total Broadcast Time74 Prime-Non Prime time across top rated channels CONTENT

MILLWARD BROWN: Effect of Clutter AD CLUTTER explains nearly three quarters of variation in ad impact 400 to 500 ads per week results in 8% decline in average ad impact. People in Pakistan are exposed to 627 to 1,097 ads per week. Analogy with Spain that has seen similar developments, in the last 5 years clutter has resulted in 30% decline in avg. level of ad impact. Due to clutter: ,[object Object]

More GRP’s required for the same ad impact. In Japan twice GRP’s are required to reach the same effect as required in UK.,[object Object]

Average Minutes of Advertising per Hour (24hrs time) Genre: News / Period: Jan-Dec 2009 Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs. …continued

Average Minutes of Advertising per Hour (24hrs time) Genre: News / Period: Jan-Dec 2009 Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

YEARLY AVERAGE NUMBER OF MINUTES IN ANHOURACROSS 24 HOURS ENTERTAINMENT Channels(Slide 10-12)

Average Minutes of Advertising per Hour (24hrs time) Genre: Entertainment/ Period: Jan-Dec 2009 Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs. …continued

Average Minutes of Advertising per Hour (24hrs time) Genre: Entertainment/ Period: Jan-Dec 2009 Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

YEARLY AVERAGE NUMBER OF MINUTES IN ANHOURACROSS 24 HOURS OTHER Channels(Slide 14-16)

Average Minutes of Advertising per Hour (24hrs time) Genre: OTHERS/ Period: Jan-Dec 2009 Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs. …continued

Average Minutes of Advertising per Hour (24hrs time) Genre: OTHERS/ Period: Jan-Dec 2009 Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

Average advertisement per Hour in Minutes vs. PEMRA Legal Limit Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Channel IDs. Period: Jan-Dec 2009 PRIME TIME ONLY: 19:00 - 22:59 PEMRA LEGAL LIMIT

AVERAGE NUMBER OF MINUTES IN ONEHOUR - ACROSS TIME SLOTS Top NEWS Channels

Ad Type: Spot/TVC’s (without media category) Genre: NEWS Period: Jan-Dec 2009

AVERAGE NUMBER OF MINUTES IN ONEHOUR - ACROSS TIME SLOTS Top ENTERTAINMENT Channels

Ad Type: Spot/TVC’s (without media category) Genre: ENTERTAINMENT Period: Jan-Dec 2009

AVERAGE NUMBER OF MINUTES IN ONEHOUR - ACROSS TIME SLOTS Top MUSIC Channels

Ad Type: Spot/TVC’s (without media category) Genre: MUSIC Period: Jan-Dec 2009

AVERAGE NUMBER OF MINUTES IN ONEHOUR - ACROSS TIME SLOTS OTHER Channels

Ad Type: Spot/TVC’s (without media category) Genre: OTHERS Period: Jan-Dec 2009

Viewership trend of advertisements in a single commercial break We lose 30% audiences during long ad breaks

AVERAGE NUMBER OF SPOTS/TVC’s IN ONE-HOUR ACROSS TIME SLOTS Top NEWS Channels

AVERAGE NUMBER OF SPOTS/TVC’s IN ONE-HOUR ACROSS TIME SLOTS ENTERTAINMENT Channels

AVERAGE NUMBER OF SPOTS/TVC’s IN ONE-HOUR ACROSS TIME SLOTS MUSIC Channels

AVERAGE NUMBER OF SPOTS/TVC’s IN ONE-HOUR ACROSS TIME SLOTS OTHER Channels

AVERAGE MINUTES OF AIRTIME IN AN HOUR PRIME TIME ONLY - ACROSS GENRES Channel Promos VS Commercial Airtime Ref. Code: S-3 Airtime

Channels own promotion vs Commercial Airtime Genre: NEWS Period: Jan-Dec 2009

Channels own promotion vs Commercial airtime Genre: ENTERTAINMENT Period: Jan-Dec 2009

Channels own promotion vs Commercial airtime Genre: OTHERS Period: Jan-Dec 2009

CAT AND PROMOSAS A % OF TOTAL ADVERTISING TOP CHANNELS ACROSS TIME SLOTS Channel Promos VS Commercial Airtime Ref. Code: S-23

Channels own promotion vs Commercial airtime as a % of Total Advt. TOP RATED CHANNELS ACROSS GENERES Period: Jan-Dec 2009 Morning Time : 06:00 – 11:59

Channels own promotion vs Commercial airtime as a % of Total Advt. TOP RATED CHANNELS ACROSS GENERES Period: Jan-Dec 2009 Evening Time: 17:00 – 18:59

Channels own promotion vs Commercial airtime as a % of Total Advt. TOP RATED CHANNELS ACROSS GENERES Period: Jan-Dec 2009 Prime Time: 19:00 – 22:59

Channels own promotion vs Commercial airtime as a % of Total Advt. TOP RATED CHANNELS ACROSS GENERES Period: Jan-Dec 2009 Late Night ‎(‎00‎:‎00 ‎- ‎05‎:‎59‎)

COMMERCIAL AIRTIMETYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLIT Ref. Code: S-23

About the Next Slide: The next slide gives the Type of Commercial Airtime in Prime and Non-Prime Time across a period of 12 months. For calculations the following parameters were followed: CHANNLES: The programming of following channels were used: Aaj, Apna, ARY Digital, ARY News, Atv, Dunya, Express, Geo Ent, Geo News, Hum, Indus Vision, Ktn, Ptv Home, Samaa, TV One. DEFINITIONS: Spots/TVC’s: Purchased ads e.g. 30”, 15”, etc. Programme Trailors: Promo’s Sponsorships: Branded sponsorships Others: All other forms of advertising

Type of Commercial Airtime for Total TV, in Prime and Non-Prime Time Channel Selected: Monthly Average Split. Period: Jan-Dec 2009

TV Clutter Report

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