Television Viewership Overview 2013
Medialogic Pakistan - TAM Coverage Top 9 Cities
Total Number of Households 05.7 | millions
Total Number of Individuals 37.9 | millions
Total TV Households 04.9 | millions
Total Individuals in TV households 32.6 | millions
Total Households with Cable 04.0 | millions
Total Individuals in Cable homes 28.2 | millions
BASIC FACTS
Pak Urban
Khi
Lhr
Rwp/Isl
Fbd
Gujw
Hyd
Suk
Mul
Pesh
80%
90%
80%
80%
80%
75%
90%
80%
75%
60%
20%
10%
20%
20%
20%
25%
10%
20%
25%
40%
City-wise Cable Penetration
Cable Antenna
10%
14%
21%25%
30%
SEC’s Representation
SEC A
SEC B
SEC C
SEC D
SEC E
0.0%
5.0%
10.0%
15.0%
20.0%
05-14 Yrs 15-29 Yrs 30-49 Yrs 50 Plus
10.7%14.4%
17.1%
8.6%
12.8%
17.6%14.4%
4.3%
Age/Gender Break Up
Male
Female
Panel Composition
Current TV Environment
News Entertainment Sports Kids MusicGEO News ARY DIGITAL Geo Super Cartoon Net Pak 8XM Samaa Hum PTV Sports Nicklodeon ARY MUSIKExpNews GEO Ent TenSports Movie MTV PakAaj TV Alite Food HBO OxygeneDunya TV Aplus ARY ZAUQ Filmax PlayARY NEWS ARUJ TV Masala Filmazia Vibe
BusinessPL Atv Zaiqa StarliteTV *Jalwa (Replaced Kook)
Channel 5 Axn Regional SilverScren
City42 Exp Ent ApnaChannel FilmWorldCNBC Jaag Hum Sitarey ApnaNews Warner BrosDawn News IndusVision AVT Khyber EducationalDhoom KoheNoor Kashish Health TVDin News PTVHome KTN ValueTVIndus News TV one Mehran Sohni DhartiMetroOne Urdu1 Punjab TV News1 *Geo Kahani (Replaced Aag) Sabz BaatPTVNews Sindh TVRoyal News VASHSUN Religious WasebtvWaqtNews ARY Qtv AwazTV *PTV World Madni PTV Nat*Captal News SindhNews*Abb Takk KhyberNews*Geo Tez* Channels launched in 2013
Four (4) news channels launched in 2013 .
One channel (Jalwa) added in the music genre by replacing a regional channel ( Kook).
Geo Kahani added in the Ent genre by replacing Aag ( music channel)….
Media Trends & TV Insights 2013
oGenre-wise Market Share 2012 vs. 2013
oAverage Daily Viewing Time 2012 vs. 2013
oHourly Viewership 2012 vs. 2013
oMonthly Viewership Minutes
oMarket Share% By Genre Across SECs
oOverall Top 15 Channel (Based on Ratings & Reach)
oTop 10 Ent Channels (Based on Ratings & Reach)
oTop 10 News Channel (Based on Ratings & Reach)
oTop 10 Local Ent Channels Relative Share ( 2012 vs. 2013)
oTop 10 News Channels Relative Share ( 2012 vs. 2013)
oOverall Top 10 Programs
oTop 10 Talk Shows
Total Individual
2:37:00
Male 2:24:00
Female 2:50:00
Average Viewing Time Per Day | 2012 vs. 2013
Female 3:03:00
Total Individual 2:48:00
Male 2:33:00
2012
2013
Viewing Time Per Day has increased in 2013 Females’ viewing increased 13 minutes as compared to 2012.
7
Time Band Utilization | Ratings% Jan To Dec 2013
0.0
5.0
10.0
15.0
20.0
25.0
30.0
00:0
001
:00
02:0
003
:00
04:0
005
:00
06:0
007
:00
08:0
009
:00
10:0
011
:00
12:0
013
:00
14:0
015
:00
16:0
017
:00
18:0
019
:00
20:0
021
:00
22:0
023
:00
Ratin
gs %
Total Ind
2012 2013
0.0
5.0
10.0
15.0
20.0
25.0
30.0
00:0
001
:00
02:0
003
:00
04:0
005
:00
06:0
007
:00
08:0
009
:00
10:0
011
:00
12:0
013
:00
14:0
015
:00
16:0
017
:00
18:0
019
:00
20:0
021
:00
22:0
023
:00
Ratin
gs %
C&S Ind
2012 2013
Total Ind
Time Band 2012 2013 Ch%
08:00 - 11:00 8.7 10.1 16%
11:00 - 17:00 11.8 12.5 6%
17:00 - 19:00 14.1 14.4 2%
19:00 - 21:00 23.2 23.4 1%
21:00 - 23:00 22.5 23.7 5%
23:00 - 00:00 17.4 18.3 5%
00:00 - 00:00 10.9 11.7 7%
C&S Ind
Time Band 2012 2013 Ch%
08:00 - 11:00 9.2 10.6 15%
11:00 - 17:00 12.9 13.4 4%
17:00 - 19:00 15.5 15.4 -1%
19:00 - 21:00 23.9 23.9 0%
21:00 - 23:00 24.1 25.4 5%
23:00 - 00:00 19.6 20.3 3%
00:00 - 00:00 11.8 12.5 6%
Viewership during the Morning slot has been increased by 16% on total and 15 % on C&S
Genre-wise Market Share% Total Ind| 2012 vs. 2013
32.8 34.432.2 32.2
29.6 28.332.7 31.7 31.5 31.0 29.2 29.3
15.9
17.5
16.1
18.4
17.7
18.315.4 16.2 16.6 16.7 15.2 15.4
20.1
16.4
17.3
17.1
21.2
14.8 12.7 14.8 14.6 12.9 13.7 11.96.0 5.1 6.6 5.6
4.2 6.4 6.3 4.7 4.3 4.0
7.2
6.95.0 5.0 5.34.5
5.0 6.8 6.9 6.1 5.2 5.8
5.55.7
0.05.0
10.015.020.025.030.035.040.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Mar
ket S
hare
%
Top 5 Genre’s Market Share% Trend | 2013
Local Ent Inhouse(cable) News Sports Kids
26%
17%12%
14%
6%
5%
4%
1%2%
13%
2012Local Ent
Inhouse(cable)
Foreign Ent
News
Sports
Kids
Movies
Regional
Music
Others
31%
17%5%
16%
6%
6%3%
1% 2%13%
2013
Comparing 2012 Local Ent’ MS increased 5% and on the other had Foreign Ent’ MS decreased 7% in 2013.
25%
19%
6%17%
5%
6%4%
1%2% 15%
2013
Genre-wise Market Share% C&S Ind| 2012 vs. 2013
25.827.9
25.6 25.423.2 22.1
27.725.5 25.3 24.3
22.4 22.6
18.1
19.7
18.1
20.7
19.6 20.4 16.9 18.2 18.5 18.616.9 17.122.8
18.4
19.4
19.1
23.5
16.313.7
16.4 16.314.4
15.2 13.3
5.7 5.6
5.95.1
5.5
7.6 7.5 6.8 5.8
6.6 6.2 6.52.5 2.8
6.6
5.4
5.6
6.3 5.5 4.1 5.2
7.2 7.4 8.2
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Mar
ket S
hare
%
Top 5 Genre’s Market Share% Trend | 2013
Local Ent Inhouse(cable) News Kids Foreign Ent
19%
19%
13%16%
6%
6%
4%1%
2% 14%
2012Local EntInhouse(cable)Foreign EntNewsSportsKidsMoviesRegionalMusicOthers
Comparing 2012 Local Ent’ MS increased 6% and on the other hand Foreign Ent’ MS decreased 7% in 2013 and Sports disappeared from top 5 genre list. On C&S Ind
Monthly Minutes Consumption | 2012 vs. 2013
Average Minutes Consumption has been increased in 2013 particularly May onwards.
Viewers drops in the heavy load shedding months , the impact can be seen from Apr to Jul
0.0
100.0
200.0
300.0
400.0
500.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Min
utes
Households
2012 2013
0.0
50.0
100.0
150.0
200.0
250.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Min
utes
C&S Ind
2012 2013
0.0
50.0
100.0
150.0
200.0
250.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Min
utes
Total Ind
2012 2013
26.2
28.4
25.1
27.3
24.7
26.8
17.3
13.4
14.3
15.6
18.4
19.6
14.3
21.4
19.9
13.0
13.5
11.0
11.7
6.9
8.8
12.5
11.8
13.8
6.1
8.1
6.8
6.0
7.0
4.6
5.2
5.0
5.1
6.0
5.0
5.0
3.5
4.3
3.4
3.6
3.8
3.1
1.6
1.4
1.6
1.8
1.7
1.6
0.9
0.7
1.5
1.0
1.1
0.5
13.2
10.3
13.6
13.2
13.1
14.0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Overall
SEC A
SEC B
SEC C
SEC D
SEC E
2012
Local Ent Inhouse(Cable) News Foreign Ent Sports Kids Movies Music Food Others
31.2
35.1
30.8
32.4
27.7
32.5
16.6
12.6
12.9
15.6
17.0
19.6
15.6
22.0
20.8
15.9
15.3
11.7
5.6
6.6
6.3
5.7
5.9
4.7
5.6
4.9
5.7
7.0
5.6
4.9
5.5
2.5
3.6
6.6
6.0
6.1
3.3
3.7
3.0
2.9
4.0
3.2
1.8
1.5
1.5
1.5
2.1
2.0
0.9
0.6
1.5
0.9
1.1
0.7
13.8
10.5
14.0
11.6
15.3
14.6
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Overall
SEC A
SEC B
SEC C
SEC D
SEC E
2013
Local Ent Inhouse(Cable) News Sports Kids Foreign Ent Movies Music Food Others
Genre-wise Market Share By SECs | 2012 vs. 2013
*Others | Regional, Religious, Food , Edu Info etc.Local Ent Market Share increased on all SECs in 2013.
0.68 0.59 0.54 0.49 0.46 0.45 0.38 0.27 0.26 0.23 0.21 0.21 0.20 0.20 0.19
20
3430
24
35
16
2620 18 20
8
21
8
24
12
0510152025303540
0.000.100.200.300.400.500.600.700.80
Net
Rea
ch%
Ratin
gs%
Total IndRatings% NR %
0.71 0.65 0.59 0.560.45
0.33 0.28 0.25 0.25 0.24 0.24 0.23 0.23 0.22 0.20
4036
29
42
32
24 24
10
26
10
29
14 12
2933
051015202530354045
0.000.100.200.300.400.500.600.700.80
Net
Rea
ch%
Ratin
gs%
C&S Ind
Ratings% NR %
Overall Top 15 Channels 2013| Total VS. C&S
0.68 0.59 0.54 0.49 0.45 0.380.21 0.21 0.19 0.19
20
3430
24
16
26
8
21
12 10
0510152025303540
0.00.10.20.30.40.50.60.70.8
Net
Rea
ch%
Ratin
gs%
Total Ind
Ratings% NR %
Top 10 Entertainment Channels 2013 | Total VS. C&S
0.71 0.65 0.590.45
0.25 0.25 0.23 0.23 0.17 0.14
4036
2932
10
26
14 129
22
051015202530354045
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Net
Rea
ch%
Ratin
gs%
C&S Ind
Ratings% NR %
0.46
0.20 0.18 0.17 0.15 0.11 0.10 0.09 0.06 0.06
35
24 2428
24 2218 18
10 12
0510152025303540
0.00.10.10.20.20.30.30.40.40.50.5
GEO News* Samaa* Dunya TV* ExpNews* ARY NEWS*
Dawn News*
Aaj TV* CNBC Jaag* News1* Abb Takk*
Net
Rea
ch%
Ratin
gs%
Total Ind
Ratings% NR %
Top 10 News Channels 2013 | Total VS. C&S
0.56
0.24 0.22 0.20 0.18 0.13 0.12 0.10 0.08 0.07
42
29 2933
2926
21 21
12 14
051015202530354045
0.0
0.1
0.2
0.3
0.4
0.5
0.6
GEO News* Samaa* Dunya TV* ExpNews* ARY NEWS* Dawn News*
Aaj TV* CNBC Jaag* News1* Abb Takk*
Net
Rea
ch%
Ratin
gs%
C&S Ind
Ratings% NR %
25%
18%14%
12%
9%
11%
4% 3%
1%
3%
2012
PTVhomeARY DIGITALGEO EntAtvUrdu1HumExpressEntAplusGeo KahaniTV one
18%
16%
15%12%
13%
10%
6%3% 5% 2%
2013
Top 10 Local Ent Channels’ Relative Share% | 2012 vs. 2013 | Total Ind
28%
20%14%
17%
6%5%
1%4% 3%
2%
year 2012
ARY DIGITALGEO EntUrdu1HumExpressEntAplusGeo KahaniTV onePTVhomeHum Sitaray
Top 10 Local Ent Channels Relative Share% | 2012 vs. 2013 | C&S Ind
22%
20%
18%
14%
8%
5%7% 3%
2% 1%
year 2013
27%
13%
13%11%
9%
8%
7%5% 4% 3%
2012
GEO NewsSamaaDunya TVExpNewsARY NEWSDawn NewsAaj TVCNBC JaagNews1PTVNews
30%
13%11%
11%
10%
7%
6%5%
4% 3%
2013
Top 10 News Channels Relative Share% | 2012 vs. 2013 | Total Ind
27%
14%14%
11%
9%
9%
7%5% 4%
0%
year 2012
GEO News
Samaa
Dunya TV
ExpNews
ARY NEWS
Dawn News
Aaj TV
CNBC Jaag
News1
Abb Takk
29%
13%11%
11%
10%
7%
6%
5%4% 4%
year 2013
Top 10 News Channels Relative Share% | 2012 vs. 2013 | C&S Ind
Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%
1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 12.8 3488.2 40.92 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 10.1 2732.4 33.13 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 8.5 2297.9 30.64 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 7.5 2032.5 22.25 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 6.7 1819.1 18.86 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 6.7 1809.2 21.17 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 6.6 1741.7 25.58 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 6.4 1743.1 17.89 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 6.0 1625.4 23.3
10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 6.0 1616.4 21.2
*Amir Liaqat’s “ Lohe Qurani “ in the holy month (Ramadan) is the top show for 2013 which captured 36.9 and 40.9% MS on Total Ind and C&S Ind respectively *Out of top 10 programs 3 are Turkish and Two Indian the ratio between foreign and local content is 50 | 50
Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%
1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 10.7 3488.2 36.92 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 8.4 2732.4 31.13 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 7.0 2297.9 28.04 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 6.2 2032.5 18.75 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 5.6 1819.1 15.66 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 5.5 1809.2 18.67 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 5.3 1743.1 15.08 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 5.3 1741.7 23.09 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 5.0 1625.4 19.2
10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 5.0 1616.4 18.5
Overall Top 10 Programs | Jan to Dec 2013
Total Ind
C&S Ind
Top 10 Talk Shows C&S Ind | Jan to Dec 2013
Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%
1 17.01.2013 Thu 20:06 20:59 38' GEO News* Capital Talk 4.5 1229.3 14.5
2 17.01.2013 Thu 22:46 23:59 1h 3' GEO News* Aaj Kamran Khan Kay Saath 4.5 1215.1 20.2
3 12.05.2013 Sun 22:04 22:33 17' GEO News* Meray Mutabiq 3.8 1025.7 12.4
4 15.01.2013 Tue 23:05 23:56 37' GEO News* Aapas Ki Baat Najam Sethi Kay Saath 3.1 843.1 14.2
5 22.02.2013 Fri 23:03 23:54 37' GEO News* Khabar Naak 2.7 742.4 11.6
6 13.01.2013 Sun 22:06 22:57 37' GEO News* Awaam Ki Adaalat 2.6 697.1 9.8
7 17.01.2013 Thu 19:01 19:32 22' ARY NEWS* Off The Record 2.3 637 8.5
8 15.01.2013 Tue 22:03 23:21 52' ARY NEWS* Khara Sach 2.3 621.8 9.4
9 03.03.2013 Sun 23:02 23:59 38' Dunya TV* Hasb-e-Haal 2.3 619 9.3
10 12.01.2013 Sat 22:03 22:58 38' GEO News* Jirga 1.9 500.5 7.1
INDUSTRY AIRTIME ANALYSIS 2013
oIndustry Airtime Minutes By Genre
oTop 10 Product Categories
oTop 10 Advertisers
oTop 10 Brands
oTop 10 Ent Channels (In Terms of Airtime Minutes)
oTop 10 News Channel (In Terms of Airtime Minutes)
3183
2575
1297
438255 217 159 131 102 50
0
500
1000
1500
2000
2500
3000
3500
0
200
400
600
800
1000
1200
1400
Spot
s (Fr
e)Th
ousa
nds
Airt
ime
Min
utes
Thou
sand
s
Airtime (Mins) Spot's Freq
Industry Airtime Minutes By Genre | Jan to Dec 2013
39%
31%
15%
4%
3% 3% 2% 1%
1%
1%
Genre-wise Share% In Airtime
NewsEntertainmentRegionalMusicMovieSportsKidsHealthFoodIslamic
Though Ent genre is leading in viewership but still News genre getting more share in Commercial Airtime.
Beverages remained the top category during 2013followed by Cellular communications
Top 10 Categories Based on Airtime | Jan to Dec 2013
23%
22%15%
12%
7%
6%6%
3% 3%3%
Relative Share% In Airtime
BeveragesCellular CommunicationPersonal CareDetergents & SoapsConstructionCullinaryConfectioneryWelfare & Public ServicesPoliticalHealthcare & Medical Services
16451474
986873
245
512 454
86 100 173
020040060080010001200140016001800
0
100
200
300
400
500
600
Spot
s (Fr
e)
Thou
sand
s
Airt
ime
Min
utes
Thou
sand
s
Airtime (Mins) Spot's Freq
Top 10 Advertisers Based on Airtime | Jan to Dec 2013
27%
19%14%
7%
6%
6%
6%5%
5% 5%
Relative Share% In Airtime
Unilver Pak P&G Pepsi
Telenor Coke Qmobile
Ufone Reckitt Nestle
Mobilink
1044
662541
260 207299
133198 181 156
0
200
400
600
800
1000
1200
050
100150200250300350400
Unilver Pak
P&G Pepsi Telenor Coke Qmobile Ufone Reckitt Nestle Mobilink
Spot
s (Fr
e)
Thou
sand
s
Airt
ime
Min
utes
Thou
sand
s
Airtime (Mins) Spot's Freq
Unilever leading the top-10 advertisers charts followed P&G .
Interesting ly Q-Mobile aired more minutes than Ufone and Mobilink
Top 10 Brands Based on Airtime | Jan to Dec 2013
14%
13%
11%
10%10%9%
9%
8%
8%8%
Relative Share% In AirtimePepsi
Talkshawk
Ufone
Mobilink Corporate
Ariel Washing Powder
Dew
Zong
Head & Shoulder
Coca Cola
Safeguard
237
195
111132
153 154127
109 106 114
0
50
100
150
200
250
0102030405060708090
Pepsi Talkshawk Ufone Mobilink Corporate
Ariel Washing Powder
Dew Zong Head & Shoulder
Coca Cola Safeguard
Spot
s (Fr
e)
Thou
sand
s
Airt
ime
Min
utes
Thou
sand
s
Airtime (Mins) Spot's Freq
Pepsi is leading top 10 brands with 2,37,000 spots followed by Telenor Talk Shawk
While Coke is @ number 9 with 106,000 spots during 2013 which is less than half of Pepsi’s frequency.
Top 10 Ent Channels Based on Airtime | Jan to Dec 2013
12%
11%
11%
11%9%
9%
9%
7%
7%7% 7%
Relative Share% In Airtime
HUM TV Geo Ent
ARY DIGITAL ATV
Kohenoor URDU 1
A Plus PTV HOME
Express Ent TV ONE
Others
342
271 280231
205 203 193157
181 200155
050100150200250300350400
0
20
40
60
80
100
120
HUM TV Geo Ent ARY DIGITAL
ATV Kohenoor URDU 1 A Plus PTV HOME
Express Ent
TV ONE Others
Spot
s (Fr
e)
Thou
sand
s
Airt
ime
Min
utes
Thou
sand
s
Airtime (Mins) Spot's Freq
HUM TV is on top among Ent Channels followed by Geo Ent
Top 10 News Channels Based on Airtime | Jan to Dec 2013
14%
13%
12%11%11%
10%
9%
8%
6%6%
Relative Share% In Airtime City 42
GEO NEWS
ARY NEWS
DAWN NEWS
DUNYA NEWS
SAMAA
AAJ NEWS
EXPRESS NEWS
NEWS ONE
CNBC (Jaag)
244
310286
316
240 235 229
177 164184
0
50
100
150
200
250
300
350
0
20
40
60
80
100
120
140
City 42 GEO NEWS
ARY NEWS DAWN NEWS
DUNYA NEWS
SAMAA AAJ NEWS EXPRESS NEWS
NEWS ONE
CNBC (Jaag)
Spot
s (Fr
e)
Thou
sand
s
Airt
ime
Min
utes
Thou
sand
s
Airtime (Mins) Spot's Freq
Among News Channels City-42 is top of chart followed by Geo News ,
On average both channels Airing over 3oo commercial airtime minutes per day
Thank You ……..