Media Planning

Umair Masoom Usmani

Lecture 1

Media Landscape of Pakistan

A brief Overview

Demographic FactsTotal Pop. – 159 mil*

Urban Population – SEC Breakup

Urban Population – Age WiseUrban Population – City Wise

Urban Population – Gender

*Little or no information available on the rural population.

Source: MTB Study/Establishment Study/Census

Lahore12%

Karachi22%

Isd-Rwp5%

Top 7 Cities (ex. KLI )18%

ROU44%

Urb

an

Pop

. P

erc

en

t

SEC A SEC B SEC C SEC D SEC E

I ndex Change 148 124 108 104 82

6.6%10.0%

18.5%21.6%

43.3%

9.8% 12.4%20.0% 22.4%

35.4%

0%

60%

Females47%Males

53%

19982006

Perc

en

t

0-9 10-19 20-29 30-39 40-49 50-55

29%25%

18%

13%9%

6%

0%

50%

Urban Population33%

Rural Population67%

Industry Advertising Expenditure

Industry AdEx

Pakistan is one of the few countries where AdEx has risen this dramatically. This is primarily due to the booming economy, and deregulation of media.

Television has seen the highest growth.

Note:All expenditures are reported based on best estimates

Advert

isin

g E

xpen

dit

ure

(Rs B

illion

)

2005 2006 2007

Rs. 17.6 Bil

Rs. 24.3 Bil

Rs. 28.1 Bil

0

30

Advert

isin

g E

xpen

dit

ure

20

07

(R

s B

illion

)

Television Print OOH Radio

Rs. 13.6 Bil

Rs. 9.4 Bil

Rs. 4.8 Bil

Rs. .4 Bil

0

18

Top 10 Companies Advertised –TV + Print

Top A

dvert

iser'

s S

pen

d (

Rs M

illion

)

Unilever Government Mobilink Telenor Ufone P&G PepsiCo Warid LG Electronics Nestle

Rs. 1,467 mil

Rs. 1,235 mil

Rs. 1,122 mil

Rs. 713 milRs. 629 mil Rs. 604 mil Rs. 596 mil

Rs. 550 mil Rs. 522 milRs. 436 mil

0

2,000

TV 90% 52% 75% 71% 77% 91% 93% 64% 67% 90%Print 10% 48% 25% 29% 23% 9% 7% 36% 33% 10%

Which are the top 10 Brand to advertise the most?

Top B

ran

d's

Spen

d (

Rs M

illion

)

Mobilink (J azz) Telenor Ufone AL-Warid Government Of Pakistan

PTCL Habib Bank Ltd

Mobilink Paktel ( GSM ) Pepsi

Rs. 682 milRs. 649 mil

Rs. 629 mil

Rs. 550 milRs. 525 mil

Rs. 412 mil Rs. 401 mil

Rs. 283 milRs. 239 mil Rs. 237 mil

0

1,000

TV 66% 69% 77% 64% 1% 31% 56% 85% 44% 88%Print 34% 31% 23% 36% 99% 69% 44% 15% 56% 12%

TV Stations GrowthCY 2004 or Prior CY 2005 CY 2006 CY 2007

PTV A TV DhoomPTV World Aaj TV TV 2 DayIndus Plus

TV One

Mashriq TV

Rung TV

Indus VisionUni PlusCity ChannelARY One WorldGeo News

Roshni Indus NewsRoyal Television Waqt TV

Dawn NewsExpress TVKhabreinGeo EnglishDin NewsNews One

Ary Digital Hum TV Sun EntertainmentGeo Entertainment

Q TV Haq TVLabbaik

PTV National PTV Bolan KOOK Roohi TVSindh TV APNA Waseb KTN NewsKTN Khyber Kashish Music Sindh TV News

AJK TV Punjab TVRavi TV

The Musik Play TVN Vibe Channel G MTV PakistanIndus Music Aag

Sports Ten Sports Geo SuperWomen Indus PlusFashion FTV Pakistan

Food Masala TVSuper Wikkid

HBO Pakistan

Filmazia

Sun Biz CNBC PakistanBusiness Plus

VU1VU2

Shopping Shopping Channel

Hybrid

News

Entertainment

Religious

Movies

Business News

Education

Regional

Music

Children Cartoon Network Nick

CY 2004 CY 2005 CY 2006CY 2007

20 37 56 70+

Apna News

Samaa

Express News

Khyber News

Metro One

Channel 5

Star Movies

Major Media Network Group Growth

CY 2004 or Prior CY 2005 CY 2006 CY 2007/08 (Proj)

ARY Digital HBO NICK AXN

One World FTV

The Musik

Q TV

Jang Group GEO Entertainment Geo News Geo Super Geo Films

Aag Geo English

Indus Vision Channel G M TV

Indus Plus

PTV

PTV National PTV Bolan

PTV World

Eye TV Hum TV Masala

Business Recorder Group Aaj TV Play TV

Airwaves Media TV One Waseb News One

Kawish Group KTN Kashish KTN News

Kainaat Group Apna TV Kook

Express Media Express TV

Nawa-e-Waqt Waqt TV

Herald Group Dawn News

ARY Group

Indus Group

PTV

Indus News

VH1

Style Duniya

Shopping Channel

How many people own Television? How many people have access to C&S?

.

Source: NRS (Aftab Associates, 2006); Multi-Media Time Budget Study (Aftab Associates, 2004).

TV Ownership – 2004/2006 Cable Access –2004/2006

TV Ownership I ndex

Urban 104

Karachi 100

Lahore 101

Rwp/Isl 100

KLI 100

ROU 106

85%

91%

91%

92%

91%

79%

88%

91%

92%

92%

91%

84%

0 1

0 1

2004 2006

Cable Access I ndex

Urban 142

Karachi 116

Lahore 126

Rwp/Isl 138

KLI 120

ROU 126

48%

74%

57%

42%

65%

38%

68%

86%

72%

58%

78%

48%

0 1

Meter Diary Comparison

Currently available researches in Media

Gallup Ratings People Meters National readership survey Multi-time Budget Study Establishment surveys Census of Pakistan TV Monitoring Report Print Monitoring Report

TV Viewership

Gallup Diary System

Launched in 1994 Sample of 2200 respondents

1500 (urban) 700 (rural)

Sample in KLI: 600 What is the Diary system Potential Problems

The Diary SampleID Number:Date:Day

Aag TV Aaj TV Apna ARY Dig.AryOne ATV . . . . . . . . PTV TV One Vibe TV06:00 - 06:1406:15 - 06:2906:30 - 06:4406:45 - 06:5907:00 - 07:1407:15 - 07:2907:30 - 07:4407:45 - 07:5908:00 - 08:1408:15 - 08:2908:30 - 08:4408:45 - 08:5909:00 - 09:14

. .

. .

. .

. .

. .04:00 - 04:1404:15 - 04:2904:30 - 04:4404:45 - 04:5905:00 - 05:1405:15 - 05:2905:30 - 05:4405:45 - 05:59

Time Band

About meters in Pakistan

Launched by Media Logic Equipment provided by Gfk telecontrol (fourth largest research

company in the world) Hardware, software and maintenance provided by Gfk Gfk has set up meters in at least 14 countries (including India)

Data Delivery from September 2007

Meters: How do they work?

Users: Planners/Buyers

Internet based software

Overnight Data

User Remote

Central Processing Servers

Meter

Meter Panel Composition In the first phase, panel comprises of Households

from Top 3 Metros i.e. KHI, LHR, RWP/ISL

Medialogic conducted an exclusive Establishment survey in order to determine panel composition

CITY PANEL HOMES

KHI 225

LHR 175

RWP/ISL 100

TOTAL 500

SEC BREAK-UP

SEC A10%

SEC B16%

SEC C18%SEC D

25%

SEC E31%

Cable Penetration

Establishment Survey has also updated the C&S penetration numbers

TAM Panel now reflects the growing C&S Penetration

71 80 7056

29 20 3044

0

20

40

60

80

100

120

Total Karachi Lahore RWP/ISL

Terrestrial

C&S

Data Reliability Questions

Channel switching by cable operator Idle viewership Non reported viewership Equipment/infrastructure related issues Sample size/Margin of Error Channel zapping by respondent