tv industry report july'09 to june'10
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TV Industry ReportJuly 2009 – June 2010
TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period July’09 to June’10. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers in 2009-10 vs. their share in 2008-09.
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. Haider Ali, Media Bank at:[email protected]
If you have any other questions, please contact PAS at:[email protected]
About the Report
CON
TEN
T Pakistan TV Viewership – Facts and Figures 4 - 5
Advertisers Report 6 - 9 - Top Categories - Top Sub-Categories - Top Advertisers
Trend Analysis 10 - 11 - 2008-9 vs. 2009-10 (Advertisers /Brands)
Channels Report 12 - 22 - Top 25 - Top Genre - Time Band Split - Regional Channels - Prime Time vs. Late Prime Time (Genre wise)
TV Penetration In Urban Pakistan− 13% of Households have Simple Antenna− 71 % have Cable Connections− Only 1% have Dish Antenna and 0.3% have access to Broadband TV
The Most Watched Time Band9pm to 12am is the most watched time band with 59% people usually watching TV during this time. This is followed by 6pm to 9pm at 55%.
Source: CMi Data on Urban Pakistan is based on a sample size of 10,000 Facts & Figures
Average Time Spent Watching TV80% of the urban population watch TV everyday
TV Behaviour – Genre Preference− In general, 57% of the people like watching Dramas and News followed by
Religious programmes at 46%− Children in ages 12 to 17, after Kids Channel, prefer watching Movie and Sports
Channel.− SEC A, B and C generally like watching Documentary, Talk shows and
Entertainment Channels. However, SEC D and E have a preference towards Dramas and Movies
Source: CMi Data on Urban Pakistan is based on a sample size of 10,000 Facts & Figures
ADVERTISERS’ REPORT Top 15 Advertising Categories
Top 15 Sub-Categories
Top 15 Advertisers
Trend Analysis 2008-9 vs 2009-10: ADVERTISERS
Trend Analysis 2008-9 vs 2009-10: BRANDS
Cellu
lar
Com
mun
icati
on
Beve
rage
s
Det
erge
nts
Pers
onal
Pro
duct
s
Cons
truc
tion
Culli
nary
Conf
ectio
nary
Gov
ernm
ent
of P
akis
tan
Food
Hom
e A
pplia
nces
& E
lect
roni
cs
Fina
ncia
l Ser
vice
s
Med
icin
e
Hom
ecar
e Pr
oduc
ts
Baby
Car
es
Com
mun
icati
on
Oth
ers
23%
15%
11%9%
6%6%
5%3% 3% 2% 2% 2% 1% 1% 1%
9%
TOP 15 CATEGORIES% Minutes of Total Advertising
2009-2010
GSM
Cold
Dri
nks
Was
hing
Pow
ders
Hou
sing
& A
ppt
Proj
ects
Sham
poo
Tea
Anti
Bac
teri
al S
oap
Juic
es
Bisc
uits
Milk
Ice
Crea
m
Spic
es
Beau
ty C
ream
Publ
ic N
otice
s
Beau
ty &
Ski
ncar
e Ba
rs
21%
5% 5% 5% 4%3% 3% 2% 2% 2% 2% 2% 2% 2% 1%
TOP 15 SUB-CATEGORIES% Minutes of Total Advertising
2009-2010
Unilever P
akistan
P&G
Cm Pak (Zong)
Telenor Pakist
anUfo
ne
Coca Cola
Mobilin
k
Nestle
Reckitt
Benckise
r
Pepsi Cola
Engro Fo
ods
Lakso
n Gro
up
Warid
Telecom
Government O
f Pakist
an
National Foods
0%
2%
4%
6%
8%
10%
12%
14%13%
7% 6%5%
4%
3% 3% 3% 3% 3% 2%2% 2%
1% 1%
TOP 15 ADVERTISERS% Minutes of Total Advertising
2009-2010
Uni
leve
r Pa
kist
an
P&G
Pak
ista
n
CM P
ak (Z
ong)
Tele
nor
Paki
stan
Ufo
ne
Coca
Col
a
Mob
ilink
Peps
iCo
Nes
tle
Reck
itt B
enck
isr
Engr
o Fo
ods
Laks
on G
roup
War
id T
elec
om
Gov
ernm
ent
Of P
akis
tan
Conti
nent
al B
iscu
it
Hila
l Con
fecti
onar
y
Nati
onal
Foo
ds
Tapa
l Tea
Mad
ina
Suga
r &
Che
mic
al
Engl
ish
Bisc
uits
14%
9%
6%
4%5% 5% 5%
3%
2% 2% 2% 2% 1% 1% 1% 1%1% 1%
1%1%
13%
7% 6%5%
4%3% 3%
3%3% 3% 2%
2% 2% 1%1% 1%
1%1% 0%
1%
Jul 2008 - Jun 2009 Jul 2009 - Jun 2010
TREND ANALYSIS2008-9 vs. 2009-10
Top 20 ADVERTISERS
Total volume increase (minutes) in advertising in 2009-10 was approx. 28%
TREND ANALYSIS2008-9 vs. 2009-10
Top 20 BRANDS
Zong
Ufo
ne
Tele
nor
Jazz
Safe
guar
d
War
id T
elec
om
Surf
Exc
el
Hea
d &
Sho
ulde
r
Coca
Col
a
Peps
i
Pant
ene
Sham
poo
Dju
ice
Life
buoy
New
Rin
Was
hing
P...
Gov
ernm
ent
Of P
aki..
.
Dew
New
Ari
el E
nzym
ex
Mob
ilink
Olp
ers
Kisa
n Ve
geta
ble
Ghe
e
6%
5%
3%3%
2%1%
2% 2% 2%
1%
2%
1% 1%
1%
1% 1%1% 1%
1%
1%
6%
4%4%
2%
2% 2%
1% 1% 1%1%
1%
1% 1%
1%1%
1%1%
0%
1%
0%
Jul 2008 - Jun 2009
Jul 2009 - Jun 2010
CHANNELS REPORT Top 25 Channels
Top 25 Channels in Prime Time Genre Split
Genre Split in Prime and Late Prime time Time Band Split
Channel Share Genre Wise Top Regional Channels
Genre Wise Share in Prime and Late Prime Time
GEO
NEW
S
CITY
42 ATV
TV O
NE
Apna
TV
GEO
ARY
DIGI
TAL
EXPR
ESSN
EWS
DUNY
A NE
WS
AAJ N
EWS
KTN
PUNJ
AB T
V
HUM
TV
Sind
hTV
SAM
AA
G KA
BOO
M
INDU
S VI
SIO
N
ARY
NEW
S
NEW
S O
NE
GEO
SUP
ER
MET
RO O
NE
WAS
EB
PTV
Hom
e
DAW
N NE
WS
DHO
OM
0%
1%
2%
3%
4%
5%
6%
5%
4%
4%
4% 4% 4% 4% 4%
4%
3% 3% 3% 3% 2% 2%
2% 2% 2% 2% 2% 2% 2% 2% 2% 2%
Top 25 Channels
Total advertising in 2009-10 was 1,999,434 minutes The Top 25 Channels received approximately 70% of this total share of advertising
% Share of Advt. Minutes
Top 25 Channels in Prime Time
Total advertising during Prime Time in 2009-10 was 767,730 minutes. The top 25 Channels received approximately 70% of the total share of Prime Time advertising
% Share of Advt. Minutes Ap
na T
V
TV O
NE
KTN
Sind
hTV
PUN
JAB
TV ATV
CITY
42
HU
M T
V
ARY
DIG
ITAL
DU
NYA
NEW
S
AAJ N
EWS
NEW
S O
NE
GEO
SAM
AA
WAS
EB
GEO
NEW
S
EXPR
ESSN
EWS
AVTK
hybe
r
MET
RO O
NE
ARY
NEW
S
KOO
K
DH
OO
M
IND
US
VISI
ON
G K
ABO
OM
SILV
ER S
CREE
N0%
1%
2%
3%
4%
5%
6%5%
5% 4%
3% 3% 3% 3%3% 3% 3% 3%
3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2%
Genre Split% Share of Advt. Minutes
ENTERTAINMENT41%
NEWS37%
MUSIC8%
MOVIES3%
BUSINESS / REAL EASTATE3%
SPORTS3%
FOOD2% KIDS
2%
Genre Split
News & Entertainment Channels on an average received approx. 75% of the entire ad-spend across all time bands
% Share of Advt. Minutes in PRIME and LATE PRIME TIME
ENTER-TAINMENT
NEWS MUSIC MOVIES BUSINESS SPORTS FOOD KIDS RELIGIOUS0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
37% 38%
12%6%
2% 3% 1% 0% 0%
46% 33%
8%
4%
3% 2% 2% 1% 0%
Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
Time Band Split% Share of Advt. Minutes Across Time Bands
After Noon(12:00 - 16:59)
22%
Evening Time(17:00 - 18:59)
11%
Late Night(00:00 - 05:59)
8%
Late Prime Time(23:00 - 23:59)
7%
Morning Time(06:00 - 11:59)
14%
Prime Time(19:00 - 22:59)
38%
Channel ShareGenre Wise
% Share of Advt. Minutes
GEO NEWS17%
CITY4215%
EX-PRESSNEWS13%
DUNYA NEWS12%
AAJ NEWS10%
SAMAA8%
ARY
NEWS7%
NEWS ON
E6%
METRO
ONE
6%
ATV13%
TV ONE12%
Apna TV12%
GEO12%
ARY DIGITAL12%
KTN9%
PUNJAB TV8%
HUM TV8%
SindhTV8%
INDUS VISION6%
G KA-BOO
M26%
PLAY16%
THE MUSIK13%OXY
GENE11%
VIBE11%
AAG10%
KASHISH8%
MTV PAKISTAN4%
ARY ZOUQ59%
MASALA
41%
ENTERTAIN
MEN
TFO
OD
NEW
SM
USI
CDAWNNEWS
5%
Regional Channels
In 2009-10 Regional Channels saw a total of 388,626 minutes of advertising
% Share of Advt. Minutes
Apna
TV
KTN
PUN
JAB
TV
Sind
hTV
WAS
EB
AVTK
hybe
r
KOO
K
Ktn
New
s
ROH
I
KASH
ISH0%
5%
10%
15%
20%
25%
20%
15% 14%13%
8%7% 6%
4% 4% 3%
CHANNEL SHAREEntertainment
% Share of Advt. Minutes in PRIME and LATE PRIME TIME
Apna TV1 KTN SindhTV PUNJAB TV
ATV Hum ARY-D GEO I-Vision Others0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
12% 13%
4% 5% 6% 6%
13%9% 10%
5%
16%
12% 10%
10% 7% 7% 7%
6%
6% 5%
4%
24%
Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
CHANNEL SHARENews
% Share of Advt. Minutes in PRIME and LATE PRIME TIME
CITY42 DUNYA-N AAJ-N NEWS-1 SAMAA GEO-N EXPRESS-N Metro-1 ARY-N Dawn-N Others0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
8%12% 9% 8% 10% 10% 9%
5%8%
3%
19%9%
8%8%
8%8% 7% 7%
7%
7%
4%
27%
Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
CHANNEL SHAREMusic
% Share of Advt. Minutes in PRIME and LATE PRIME TIME
G KABOOM PLAY OXYGENE THE MUSIK VIBE OTHERS0%
10%
20%
30%
40%
50%
60%
24%15% 13% 12% 12%
24%
23%
15% 14% 12%9%
27%
Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
THE END
For query on DATA, please contact Mr. Haider Ali, Media Bank at:[email protected]
Cell: 0300-8247002
For other queries, please contact PAS at:[email protected]