TV Industry Report 2013 Analysis
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This document summarizes key trends in TV advertising in Pakistan from January to December 2013. It finds that total advertising minutes increased by 20% from 2012 to 2013. Beverages was the top advertising category in both years. Pepsi and Coca Cola were the top two brands. GEO and ARY Digital had the largest shares of advertising minutes among channels. News programming accounted for 45% of ad minutes, while entertainment programming was 38%. Prime time remained the dominant time period for advertising.
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TV Industry Report 2013 Analysis
- 1. TV Industry Report January – December 2012 – 2013
- 2. TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’13 to Dec’13. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes along with comparison with 2012. 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. 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
- 4. TREND ANALYSIS 2013 vs. 2012 Total Minutes of Advertising 2013 2012 3,000,000 2,500,000 2,000,000 2,788,825 2,322,046 1,500,000 1,000,000 500,000 0 2013 2012
- 5. TREND ANALYSIS 2013 vs. 2012 QUARTER WISE PERFORMANCE % of Total Minutes of Advertising 35% 30% 30% 27% 25% 24% 27% 27% 23% 23% 19% 20% 2013 15% 2012 10% 5% 0% Q1 Q2 Q3 Q4
- 7. 6% 5% 5% 3%2% 2% 0% Elections 2% Education 5% 4% Other 6% Confectionary 2013 Cullinary 6% Construction Healthcare & Medical Services 11% Detergents 16% Personal Products 17% 15% Cellular Communication Beverages TOP 10 CATEGORIES % Minutes of Total Advertising 29% 2012 21% 15% 11% 9% 9%
- 8. 2% 2% 2% 2% 2% 2% 1% ENGRO 2% Lake City Holdings 1% 2% PTCL 2% CM PAK 2% NESTLE 4% MOBILINK 2013 Liaquat Hospital 3% RECKITT BENCKISER 3% UFONE 3% 3% Qmobile 3% TELENOR COCA COLA PEPSI COLA P&G UNILEVER TOP 15 PLAYERS % Minutes of Total Advertising 11% 10.6% 2012 8% 7% 5% 4% 3% 2% 1% 1% 1% 0%
- 9. 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% MKRF 1% Mobilink 1% 1% Lake City 2% Surf Excel 2% Coca Cola 1% Safeguard 2013 Zong 2% PTCL 2% Head & Shoulder 2% Dew 3% Telenor Talkshawk 2% Ufone New Ariel Blue Liaquat Hospital Pepsi TOP 15 BRANDS % Minutes of Total Advertising 3% 2012 2% 2% 1% 1% 1% 1% 1% 0%
- 10. CHANNELS’ REPORT
- 11. Top 15 Channels of 2012 -2013 Across All Genre - % Share of Advt. Minutes 4% 4% 4% 2013 4% 2012 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 2% 3% 2% 2% 2% 2% 2% EXPRESS NEWS A-PLUS Urdu-1 AAJ NEWS SAMAA KohiNoor ATV GEO ARY DIGITAL DUNYA NEWS DAWN NEWS ARY NEWS HUM TV GEO NEWS CITY42 0%
- 12. Top 15 News Channels % Share of Advt. Minutes 9% 9% 9% 2013 8% 2012 8% 8% 7% 7% 7% 7% 6% 6% 6% 5% 6% 5% 5% 4% 4% 3% 3% 3% 3% 3% 3% 3% Awaz WAQT 2% CNBC PAKISTA N ROYAL TV DHOOM NEWS ONE EXPRESS NEWS AAJ NEWS SAMAA DUNYA NEWS DAWN NEWS ARY NEWS GEO NEWS CITY42 2% 3% CHANNE L5 4%
- 13. Top 15 Entertainment Channels % Share of Advt. Minutes 9% 8% 8% 2013 9% 8% 8% 8% 2012 8% 7% 7% 7% 6% 6% 6% 5% 5% 5% 5% 5% 5% 5% 5% 4% 4% 3% 3% 2% 2% Ravi SindhTV AVT Khyber KTN TV ONE PTV Home Apna TV A-PLUS Urdu-1 KohiNoor ATV GEO ARY DIGITAL HUM TV Express Enterta… 1% 1%
- 14. Top Music Channels % Share of Advt. Minutes 2013 39% 2012 31% 20% 18% 19% 16% 11% 9% 10% 8% 8% 6% 2% 0% 8xm KASHISH OXYGENE JALWA THE MUSIK PLAY AAG 1% 0% 0% 0% MTV PAKISTAN G KABOOM
- 15. 5% 5% 5% 5% 5% 4% 4%4% 4% Filmax 6% SILVER SCREEN 4% 6% 5% Zaiqa 6% Masala 6% Film World 6% ARY ZOUQ 2013 HBO 11% FILMAZIA 8% Cartoon Network 9% PTV Sports 9%8% NICKLODIAN Tensports GEO SUPER 11% ARY QTV 11% HEALTH TV Top 15 Other Channels % Share of Advt. Minutes 2012 10% 9% 8% 6% 4% 2% 1%
- 16. Top 15 Regional Channels % Share of Advt. Minutes 15% 13% 2013 9% 8% 9% 8% 8% 6% 7% 6% 5% 6% 5% 6% 4% 5%5% 5%5% 5% 5% 5% 5% 5% Khyber News Ktn News SINDHTV NEWS Mehran TV WASEB PUNJAB TV Ravi KASHISH SindhTV AVT Khyber Awaz KTN Apna TV 2% 2% 2% Vsh News 3% Dharti Tv 11% 10% 2012
- 17. Top 15 Prime Time Channels – Across All Genre % Share of Advt. Minutes 2013 4.0% 3.8% 3.5% 3.3% 3.3% 3.2% 3.1% 3.0% 3.0% 2.8% 2.7% 2.5% CITY42 GEO NEWSHUM TV ARY NEWS DAWN NEWS DUNYA NEWS DIGITAL GEO ARY ATV 2.5% KohiNoor SAMAA AAJ NEWS Urdu-1 2.4% 2.2% A-PLUS EXPRESS NEWS
- 18. Genre Split in 2013 % Share of Advt. Minutes KIDS, 1% RELIGIOUS, 1% HEALTH, 1% FOOD, 2% SPORTS, 3% FASHION, 0% MOVIES, 3% MUSIC, 5% NEWS, 45% Ent, 38%
- 19. Time Band Split 2013 % Share of Advt. Minutes Late Prime Time (23:00 - 23:59), 6% Late Night (00:00 05:59), 10% Morning Time (06:00 11:59), 16% Prime Time (19:00 22:59), 30% Evening Time (17:00 18:59), 11% After Noon (12:00 16:59), 26%
- 20. For query on DATA, please contact: Mr. Chander Kant chander.k@mediabank.net.pk 0300-2690840 For other queries, please contact PAS at: secretariat@pas.org.pk THE END