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TV Industry Report July'09 to June'10

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TV Industry Report July'09 to June'10

  1. 1. TV Industry Report July 2009 – June 2010
  2. 2. 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: haider@mediabank.net.pk If you have any other questions, please contact PAS at: secretariat@pas.org.pk About the Report
  3. 3. CONTENTPakistan 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)
  4. 4. 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 Band 9pm 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
  5. 5. Average Time Spent Watching TV 80% 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
  6. 6. 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
  7. 7. 23% 15% 11% 9% 6% 6% 5% 3% 3% 2% 2% 2% 1% 1% 1% 9% CellularCommunication Beverages Detergents PersonalProducts Construction Cullinary Confectionary GovernmentofPakistan Food HomeAppliances&Electronics FinancialServices Medicine HomecareProducts BabyCares Communication Others TOP 15 CATEGORIES % Minutes of Total Advertising 2009-2010
  8. 8. 21% 5% 5% 5% 4% 3% 3% 2% 2% 2% 2% 2% 2% 2% 1% GSM ColdDrinks WashingPowders Housing&ApptProjects Shampoo Tea AntiBacterialSoap Juices Biscuits Milk IceCream Spices BeautyCream PublicNotices Beauty&SkincareBars TOP 15 SUB-CATEGORIES % Minutes of Total Advertising 2009-2010
  9. 9. 13% 7% 6% 5% 4% 3% 3% 3% 3% 3% 2% 2% 2% 1% 1% 0% 2% 4% 6% 8% 10% 12% 14% TOP 15 ADVERTISERS % Minutes of Total Advertising 2009-2010
  10. 10. 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% UnileverPakistan P&GPakistan CMPak(Zong) TelenorPakistan Ufone CocaCola Mobilink PepsiCo Nestle ReckittBenckisr EngroFoods LaksonGroup WaridTelecom GovernmentOfPakistan ContinentalBiscuit HilalConfectionary NationalFoods TapalTea MadinaSugar&Chemical EnglishBiscuits Jul 2008 - Jun 2009 Jul 2009 - Jun 2010 TREND ANALYSIS 2008-9 vs. 2009-10 Top 20 ADVERTISERS Total volume increase (minutes) in advertising in 2009-10 was approx. 28%
  11. 11. TREND ANALYSIS 2008-9 vs. 2009-10 Top 20 BRANDS 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% Zong Ufone Telenor Jazz Safeguard WaridTelecom SurfExcel Head&Shoulder CocaCola Pepsi PanteneShampoo Djuice Lifebuoy NewRinWashing Powder GovernmentOf Pakistan Dew NewArielEnzymex Mobilink Olpers KisanVegetableGhee Jul 2008 - Jun 2009 Jul 2009 - Jun 2010
  12. 12. 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
  13. 13. 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% 0% 1% 2% 3% 4% 5% 6% GEONEWS CITY42 ATV TVONE ApnaTV GEO ARYDIGITAL EXPRESSNEW S DUNYANEWS AAJNEWS KTN PUNJABTV HUMTV SindhTV SAMAA GKABOOM INDUSVISION ARYNEWS NEWSONE GEOSUPER METROONE WASEB PTVHome DAWNNEWS DHOOM 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
  14. 14. 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 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% 0% 1% 2% 3% 4% 5% 6% ApnaTV TVONE KTN SindhTV PUNJABTV ATV CITY42 HUMTV ARYDIGITAL DUNYANEWS AAJNEWS NEWSONE GEO SAMAA WASEB GEONEWS EXPRESSNEWS AVTKhyber METROONE ARYNEWS KOOK DHOOM INDUSVISION GKABOOM SILVERSCREEN
  15. 15. Genre Split % Share of Advt. Minutes ENTERTAINMENT 41% NEWS 37% MUSIC 8% MOVIES 4% BUSINESS / REAL EASTATE 3% SPORTS 3% FOOD 2% KIDS 2%
  16. 16. 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 37% 38% 12% 6% 2% 3% 1% 0% 0% 46% 33% 8% 4% 3% 2% 2% 1% 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% ENTERTAINMENT NEWS MUSIC MOVIES BUSINESS SPORTS FOOD KIDS RELIGIOUS Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
  17. 17. 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%
  18. 18. Channel Share Genre Wise % Share of Advt. Minutes GEO NEWS 17% CITY42 15% EXPRESSN EWS 13% DUNYA NEWS 12% AAJ NEWS 10% SAMAA 9% ARY NEWS 7% NEWS ONE 6% METRO ONE 6% ATV 13% TV ONE 12% Apna TV 12% GEO 12% ARY DIGITAL 12% KTN 9% PUNJAB TV 8% HUM TV 8% SindhTV 8% INDUS VISION 6% G KABOOM 26% PLAY 16% THE MUSIK 13% OXYGENE 12% VIBE 11% AAG 10% KASHISH 8% MTV PAKISTAN 4% ARY ZOUQ 59% MASALA 41% ENTERTAINMENTFOOD NEWSMUSIC DAWN NEWS 5%
  19. 19. Regional Channels  In 2009-10 Regional Channels saw a total of 388,626 minutes of advertising % Share of Advt. Minutes 20% 15% 14% 13% 8% 7% 6% 4% 4% 3% 0% 5% 10% 15% 20% 25% ApnaTV KTN PUNJABTV SindhTV WASEB AVTKhyber KOOK KtnNews ROHI KASHISH
  20. 20. CHANNEL SHARE Entertainment % Share of Advt. Minutes in PRIME and LATE PRIME TIME 12% 13% 4% 5% 6% 6% 13% 9% 10% 5% 16% 12% 10% 10% 7% 7% 7% 6% 6% 5% 4% 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Apna TV1 KTN SindhTV PUNJAB TV ATV Hum ARY-D GEO I-Vision Others Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
  21. 21. CHANNEL SHARE News % Share of Advt. Minutes in PRIME and LATE PRIME TIME 8% 12% 9% 8% 10% 10% 9% 5% 8% 3% 19% 9% 8% 8% 8% 8% 7% 7% 7% 7% 4% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% CITY42 DUNYA-N AAJ-N NEWS-1 SAMAA GEO-N EXPRESS-N Metro-1 ARY-N Dawn-N Others Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
  22. 22. CHANNEL SHARE Music % Share of Advt. Minutes in PRIME and LATE PRIME TIME 24% 15% 13% 12% 12% 24% 23% 15% 14% 12% 9% 27% 0% 10% 20% 30% 40% 50% 60% G KABOOM PLAY OXYGENE THE MUSIK VIBE OTHERS Late Prime Time (23:00 - 23:59) Prime Time (19:00 - 22:59)
  23. 23. THE END For query on DATA, please contact Mr. Haider Ali, Media Bank at: haider@mediabank.net.pk Cell: 0300-8247002 For other queries, please contact PAS at: secretariat@pas.org.pk

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