TV Industry Report January – December 2012
Jan 27, 2015
TV Industry ReportJanuary – December
2012
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 advertising in terms of minutes along with comparison with 2011. 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 theranking on the basis of ad spend.
For query on DATA, please contact Mr. Chander Kant from Media Bank at:[email protected]
If you have any other questions, please contact PAS at:[email protected]
About the Report
TV Penetration In Pakistan 24% of households own simple antenna. 39% have cable connections. Only 5% households have dish antenna and 0.2% have access to Broadband TV.
The Most Watched Time Band 6-9pm is the most preferred time band (65%) for watching TV. 10pm to 12am is the second favorite recreational slot for population (43%).
Facts & FiguresSource: CMi Wave 2012. Data is based on a sample size of 15,232
TV Daily Reach 45% of the population watch TV everyday. In top 10 cities, 68% watch TV everyday as compared to 57% daily viewership in the
rest of urban cities. In rural areas 36% watch TV daily.
TV Behavior – Genre Preference News and Drama at 61% and 60% respectively, are the top liked genre followed by
Religious programs at 35%. Youth (aged 12 to 17) choose watching Drama, Music and Movie Channels. All SECs preferred entertainment Channels followed by News Channels.
Facts & FiguresSource: CMi Wave 2012. Data is based on a sample size of 15,232
TV Behavior More segment of SEC A watch TV than SEC B-E1. 35-55+ years target audience claim to watch ads during commercial break in
comparison with other age brackets. 85% population own color TVs in top 10 cities vs. 79% in rest of urban cities. There is
52% TV ownership in rural areas. For yesterday, 34% watched TV for 1-2 hours. Daily TV Viewership:
− 75% over Pakistan.− 82% in top 10 cities− 78% in rest of urban cities− 72% in rural areas
Facts & FiguresSource: CMi Wave 2012. Data is based on a sample size of 15,232
TRENDS2012 vs 2011
2012 vs. 2011Total Minutes of Advertising
TREND ANALYSIS
2012
2011
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
2,788,825
2,322,046
Series1
2012 saw an increase of + 20% from last year in terms of volume.
QUARTER WISE PERFORMANCE% of Total Minutes of Advertising
2012 vs. 2011TREND ANALYSIS
Q1 Q2 Q3 Q40%
5%
10%
15%
20%
25%
30%
23%
27% 27%
23%21%
28% 28%
23%
20122011
ADVERTISERS’ REPORT
TOP 10 CATEGORIES% Minutes of Total Advertising
Cellu
lar C
omm
u...
Beve
rage
s
Det
erge
nts
Pers
onal
Pro
duct
s
Cons
truc
tion
Conf
ectio
nary
Culli
nary
Hom
e A
pplia
nce.
..
Fina
ncia
l Ser
vice
s
Food
Oth
er
15% 15%
11%9%
6% 5% 5% 5%
3%2%
23%
19%
15%
11% 11%
6%5% 5%
3% 2% 3%
19%2012 2011
TOP 15 PLAYERS% Minutes of Total Advertising
UN
ILEV
ER
P&G
Reck
itt
Coca
Col
a
Cool
Indu
st...
Peps
i Col
a
Ufo
ne
Tele
nor
Nes
tle
Mob
ilink
Laks
on
Hila
l
Cm P
ak L
td
WA
RID
ENG
RO
10.6%
7.8%
4.0%3.7% 3.7% 3.2% 3.1%
2.6% 2.5% 2.3%
1.7% 1.7% 1.6% 1.5% 1.3%
11.4%
7.7%
3.0% 3.7%
0.4%
2.6%
4.9%
3.1% 3.1% 3.3%
2.2% 2.0%2.6%
1.1%
1.6%
2012 2011
Amongst top 15% advertisers, Ufone and Mobilink fell from their ranks of being 3rd and 5th to 7th and 10th respectively. Cool Industries (Waves) with a significant change rose up as being the 5th top player in the total
TV advertising (in minutes) in 2012.
TOP 15 BRANDS% Minutes of Total Advertising
Wav
es (R
ef...
Ufo
ne
New
Ari
el
Safe
guar
d
Dett
ol S
oap
Hea
d &
Sho
...
Tele
nor T
a...
Coca
Col
a
Mob
ilink
(J...
Zong
Peps
i
War
id T
el...
Spri
te
Surf
Exc
el
Pant
ene
S...
3.7%
2.8%
1.9% 1.9% 1.8% 1.8%1.5% 1.4% 1.4% 1.3%
1.2%1.0% 0.9%
0.9%
0.7%
0.4%
4.4%
1.3%1.0% 0.9%
1.3%
1.7%
1.1%
2.4%
1.8%
1.4%1.1%
0.9% 1.0%1.1%
2012 2011
Waves again emerged as top advertised brand in 2012 in the total TV advertising (in minutes).
In 2011 Top four slots were taken by Telecoms and in 2012 only Ufone sustained. Mobilink, Zong and Telenor, fell from their ranks of being 2nd 3rd and 4th to 9th 10th and 7th respectively.
CHANNELS’REPORT
Top 15 Channels of 2012Across All Genre - % Share of Advt. Minutes
CITY
42
GEO
...
DA
WN
...
DU
NYA
...
GEO
ARY
DIG
...
HU
M T
V
AA
J NEW
S
Apn
a TV
ATV
ARY
...
EXPR
ES...
TV O
NE
SAM
AA
PTV
Hom
e
4.0% 4.0%
3.6%3.4% 3.2%
3.1% 3.1% 3.0%2.8% 2.8%
2.6% 2.4% 2.3% 2.2%2.0%
5.1%
4.2%
3.0%
3.7%
3.1%3.4% 3.4%
2.7%
3.4%3.0%
2.5%
3.4%
2.9%2.6%
2.2%
2012 2011
Total advertising in 2012 was 2,788,825 minutes. Dawn News and Express News showed a significant movement compared to last year. Total Tv advertising in minutes: Dawn News gained share and became one of the top channel , Express News ranked 12th compared to their previous ranking of 4th position.
Top 15 News Channels% Share of Advt. Minutes
CITY
42
GEO
NEW
S
DAW
N ..
.
DU
NYA
...
AAJ N
EWS
ARY
NEW
S
EXPR
ES...
SAM
AA
DH
OO
M
MET
RO...
CNBC
PA.
..
Dha
rti T
v
DIN
NEW
S
NEW
S O
NE
WAQ
T
9% 9%
8%8%
7%
6%6%
5%5% 4% 4%
3% 3%3% 3%
12%
10%
7%
8%
6%6%
8%
6%
2%
4%
2%
4%
3%3%
2%
2012 2011
Top 15 Entertainment Channels% Share of Advt. Minutes
GEO
ARY
DIG
...
HU
M T
V
Kohi
Noo
r
Apn
a TV
ATV
TV O
NE
A-P
LUS
PTV
Hom
e
KTN
Sind
hTV
AVT
Kh.
..
PUN
JAB
TV
WA
SEB
Ravi
9%8% 8%
8%8% 8%
6%
5% 5% 5%5%
4%
3%
3%2%
8%
9% 9%
1%
9%
8%8%
3%
6% 6%
5%
4%
5%
3%
5%
2012 2011
Top Music Channels% Share of Advt. Minutes
OXYGENE 8xm KASHISH VIBE THE MUSIK PLAY AAG G KABOOM MTV PAKISTAN
27%
17% 16%
14%
10%9%
7%
0% 0%
34%
0%
10%
6%
12%14%
5%
14%
4%
2012 2011
8xm was the new entrant in 2012 and secured 2nd position in the Music channel category.
Top 15 Other Channels% Share of Advt. Minutes
ARY
QTV
HEA
LTH
TV
Tens
port
s
PTV
Spor
ts
GEO
SU
PER
ARY
ZO
UQ
SILV
ER S
CREE
N
NIC
KLO
DIA
N
STA
RLIT
E
HBO
Mas
ala
FILM
AZI
A
Cart
oon
Net
...
Zaiq
a
Styl
e360
11.2%10.7%
8.5% 8.3%7.7%
6.4% 6.4%5.9%
5.0% 4.9% 4.8% 4.7%4.3% 4.0% 3.7%
9.7%9.1%
6.5%
0.0%
9.0% 9.1%
11.4%
9.4%
1.9%
5.9% 5.8%
7.0%
5.8%
2.3%2.8%
2012 2011
Top 15 Regional Channels% Share of Advt. Minutes
Apn
a TV
KTN
Sind
hTV
AVT
Khy
ber
Dha
rti T
v
Aw
az
PUN
JAB
TV
Meh
ran
TV
KASH
ISH
WA
SEB
Ktn
New
s
SIN
DH
TV N
EWS
Vsh
New
s
APN
A N
EWS
KOO
K
15%
10%10%
8%7%
7% 6%6% 6% 5% 5% 5%
2% 2% 2%
18%
12%
10%
7%9%
4%
9%
2%4%
7%
5%2%
2%3% 3%
2012 2011
Top 15 Prime Time Channels – Across All Genre% Share of Advt. Minutes
Apna TV CITY42 TV ONE DAWN NEWS
KTN AAJ NEWS
SindhTV METRO ONE
ARY DIG-ITAL
DUNYA NEWS
ARY NEWS
ATV GEO HUM TV PUNJAB TV
3.8%3.4%
3.2% 3.1% 3.0%2.8% 2.6% 2.6% 2.5% 2.4% 2.3% 2.3% 2.2% 2.1%
1.8%
Genre Split in 2012% Share of Advt. Minutes
NEWS, 44%
Ent, 37%
MUSIC, 7%
MOVIES, 4%
SPORTS, 3%
FOOD, 2%KIDS, 2% RELIGIOUS, 1%
HEALTH, 1%
FASHION, 0%
Time Band Split 2012% Share of Advt. Minutes
Prime Time (19:00 - 22:59)34%
After Noon (12:00 - 16:59)
25%Morning Time (06:00 - 11:59)
14%
Evening Time (17:00 - 18:59)
11%
Late Night (00:00 - 05:59)9%
Late Prime Time (23:00 - 23:59)7%
Time-bands have retained their rankings from last year.
THE END
For query on DATA, please contact:
For other queries, please contact PAS at:[email protected]
Mr. Chander [email protected]
0300-2690840