This document summarizes TV advertising in Pakistan from January to December 2012. It provides data on the overall minutes of advertising, top advertising categories and companies. It also examines the share of advertising on different TV channels, including the top news, entertainment, music and other channels. The document finds that beverages, cellular communication and detergents were the most commonly advertised categories. Unilever, P&G and Reckitt Benckiser were the top advertising companies. GEO TV, ARY Digital and Hum TV had the largest shares of advertising among entertainment channels. The report is based on data from Media Bank and provides contact information for any questions about the data.

1. TV Industry Report
January – December
2012

2. TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’12 to Dec’12. It
covers top advertisers, categories and brands and their % share in total. 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

3. Overall Minutes of Advertising
Period: January 12 December 12
Ad Type: Based on Spot / TVCs. Jan - June 12 Jul - Dec 12
100%
90%
80%
70%
60%
50% 50%
50%
40%
30%
20%
10%
0%
Jan - June 12 Jul - Dec 12
Quarterly Breakup
800,000 749863 757298
700,000 647271 634393
600,000
500,000
400,000
300,000
200,000
100,000
0
Q1 Q2 Q3 Q4

4. ADVERTISERS’
REPORT

5. Top Ten Categories Advertised share on TV
January 12 December 12
Ad Type: Based on Spot / TVCs. Beverages
Cellular Communication
Detergents
Personal Products
Construction
Confectionary
Home Appliances
Cullinary
Financial Services
Education
Other
Jan - June 12 Jul - Dec 12
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Beverages Cellular Detergents Personal Construction Confectionary Home Cullinary Financial Education
Communication Products Appliances Services

6. Top Fifteen Companies Advertised share on TV
Period: Jan – Dec 12
Ad Type: Based on Spot / TVCs.
UNILEVER
P&G
RECKITT
COCA COLA
COOL PVT
PEPSI COLA
Ufone
Telenor
NESTLE
Mobilink
LAKSON
HILAL
Cm Pak
WARID
ENGRO
Other
Jan - June 12 Jul - Dec 12
14%
12%
10%
8%
6%
4%
2%
0%
UNILEVER P&G RECKITT COCA COOL PVT PEPSI Ufone Telenor NESTLE Mobilink LAKSON HILAL Cm Pak WARID ENGRO
COLA COLA

7. Top Fifteen Brands Advertised share on TV
Period: Jan – Dec 12
Ad Type: Based on Spot / TVCs. Waves
Ufone
Ariel Blue
Safeguard
Dettol Soap
Head & Shoulder
Telenor
Coca Cola
Mobilink (Jazz)
Zong
Pepsi
Dew
Zara Sochiye
Warid
Sprite
Other
Jan - June 12 Jul - Dec 12
4%
4%
3%
3%
2%
2%
1%
1%
0%
Waves Ufone Ariel Safeguard Dettol Soap Head & Telenor Coca Cola Mobilink Zong Pepsi Dew Zara Warid Sprite
Shoulder (Jazz) Sochiye

8. CHANNELS’
REPORT

9. Top Fifteen News Channels share on TV
Period: Jan – Dec 12
Ad Type: Based on Spot / TVCs.
CITY42
GEO NEWS
DAWN
DUNYA
AAJ NEWS
ARY NEWS
EXPRESS
SAMAA
DHOOM
METRO ONE
CNBC
Dharti Tv
DIN NEWS
Awaz
NEWS ONE
Other
Jan - June 12 Jul - Dec 12
12%
10%
8%
6%
4%
2%
0%
CITY42 GEO NEWS DAWN DUNYA AAJ NEWS ARY NEWS EXPRESS SAMAA DHOOM METRO CNBC Dharti Tv DIN NEWS Awaz NEWS ONE
ONE

10. Top Fifteen Entertainment Channels share on TV
Period: Jan – Dec 12
Ad Type: Based on Spot / TVCs.
GEO
ARY DIGITAL
HUM TV
KohiNoor
Apna TV
ATV
TV ONE
A-PLUS
PTV Home
KTN
SindhTV
AVT Khyber
PUNJAB TV
Mehran TV
WASEB
Other
Jan - June 12 Jul - Dec 12
12%
10%
8%
6%
4%
2%
0%
GEO ARY HUM TV KohiNoor Apna TV ATV TV ONE A-PLUS PTV Home KTN SindhTV AVT Khyber PUNJAB TV Mehran TV WASEB
DIGITAL

11. Top Music Channels share on TV
Period: Jan – Dec 12
Ad Type: Based on Spot / TVCs.
OXYGENE
8xm
KASHISH
VIBE
THE MUSIK
PLAY
AAG
G KABOOM
MTV PAKISTAN
Jan - June 12 Jul - Dec 12
35%
30%
25%
20%
15%
10%
5%
0%
OXYGENE 8xm KASHISH VIBE THE MUSIK PLAY AAG G KABOOM MTV PAKISTAN

12. Other Channels share on TV
ARY QTV
Period: Jan – Dec 12 HEALTH TV
Ad Type: Based on Spot / TVCs. Tensports
PTV Sports
GEO SUPER
ARY ZOUQ
SILVER SCREEN
NICKLODIAN
STARLITE
HBO
Masala
FILMAZIA
Cartoon Network
Zaiqa
Style360
Film World
Filmax
Jan - June 12 Jul - Dec 12
14%
12%
10%
8%
6%
4%
2%
0%
NICKLODIAN
HBO
Network
ARY ZOUQ
STARLITE
Masala
SCREEN
Film World
Filmax
FILMAZIA
Tensports
Zaiqa
Style360
GEO SUPER
ARY QTV
PTV Sports
HEALTH TV
Cartoon
SILVER

13. MAIN STREAM CHANNELS AVERAGE AIRTIME VS PEMRA LIMIT (Top 15)
Period: Jan – Dec 12
Ad Type: Based on Spot / TVCs.
Time Slot: Prime Time: 19:00 – 22:59
30
25 24.1
22.0
20.3 20.0
20 19.4
17.7
17.0
16.5 16.0
15.3 14.8 14.6 14.5
15 13.9 13.8 13.6 13.4 13.1
12.5 12.3
10
5
0
CITY42
GEO
ARY DIGITAL
GEO NEWS
PAKISTAN
WAQT
DAWN NEWS
KTN
SindhTV
A-PLUS
TV ONE
AVT Khyber
AAJ NEWS
ARY NEWS
ATV
KohiNoor
DUNYA NEWS
HUM TV
METRO ONE
Apna TV
CNBC

14. 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