Gallup Pakistan Media Cyberletter. January - December 2012

Gallup Pakistan

January - December 2012

Media Cyberletter

Contents

1. Broadcasting Environment - Basic Facts

2. Top 15 Channels during 2012 (Foreign & Local Channels)

3. Top 15 Channels during 2012 (Local Channels)

4. Top Ranker

5. Month-wise Genre-wise Viewership Review

6. National Market Share (%)

7. Urban Market Share (%)

8. Rural Market Share (%)

9. Metros Market Share (%)

10. Large Cities Market Share (%)

11. Small Cities & Towns Share (%)

12. Local News Channel Share %

13. Local Entertainment Channels Share %

14. Local Music Channels Share %

15. Local Sports Channels Share %

16. Regional Channels Share %

17. Local Religious Channels Share %

18. Local Movie Channels Share %

19. Average Time Spent (2011 vs 2012) - National Viewers

20. Daily Average Time Spent per Viewer

21. Daily Average Time Spent per Viewer (KHI - LHR - ISB)

22. Average Time Spent (2011 vs 2012) - National Non CnS Viewers

23. Hourly Ratings (2011 vs 2012) - National CnS Viewers

24. Hourly Ratings (2011 vs 2012) - All National Viewers

25. Timeslot-wise share: Viewership vs CAT

26. Top 15 Brands of 2012 (Media: TV)

27. Top 15 Advertisers of 2012 (Media: TV)

28. Terrestrial vs Cable & Satellite Channels Share % (National)

29. Terrestrial vs Cable & Satellite Channels Share % (Urban)

30. Terrestrial vs Cable & Satellite Channels Share % (Rural)

31. Terrestrial vs Cable & Satellite Channels Share % (Metros)

32. Terrestrial vs Cable & Satellite Channels Share % (Large Cities)

33. Terrestrial vs Cable & Satellite Channels Share % (Small Cities & Towns)

34. Men vs Women (Average Time Spend per Viewer)

35. Average Time Spent per Viewer per Day

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Dear Colleagues,

It gives me pleasure to introduce to you the Gallup

Pakistan TV Ratings Analysis 2012.

Keeping its tradition of more than 20 years, Gallup

has compiled all relevant information that a media

professional needs to understand the overall media

landscape in the country in one document based on

Gallup TV Ratings Service Data.

The Gallup TV Ratings Service is the only National

TV Ratings Service in Pakistan with more than

5500

men and women

spread across all

4 provinces

and

covering

urban and rural areas

. As compared to

alternative TAM Solutions, Gallup Pakistan’s service is

statistically more accurate and has far smaller sampling

errors and design effects.

The Cyberletters of Gallup, with their new dynamic look,

are part of the re-engineering and overhaul exercise at

Media Research Department in specific and Gallup

brand name overall.

Do you have any views or feedback on the content of

the Cyberletter? Drop us a line or a call.

Amal Naeem Qureshi

Gallup Islamabad

Babar Aziz

Gallup Karachi

Email: isb@gallup.com.pk

Advisory Committee:

Dr. Ijaz Shafi Gilani

, Chairman & Chief Executive

Jawaid Muhammad Salik

, Executive Director,

Media Research Division, Gallup Pakistan

News

Entertainment

Sports

Children

Music

AAJ News

A Lite

Geo Super

Cartoon Network

8XM

AJK TV

A Plus

PTV Sports

Nickelodeon

AAG

APNA News

AKS

Ten Sports

ARY Musik

ARY News

ARY Digital

GKA Boom

Channel 5

ATN

Food

K2

City 42

AXN

ARY Zauq

Oxygene

CNBC

Dharti

Masala

Movies

Oye

DAWN News

Express Entertainment

Zaiqa

HBO

Play TV

Dhoom

Geo Entertainment

Regional

Film World

Din News

Hero TV

Apna

Filmax

Dunya TV

Hum 2

AVT Khyber

Filmazia

Express News

Hum TV

Awaz

Silver Screen

Geo News

Indus Vision

Kashish

Starlite

Indus News

Koh-e-Noor

Kook

Khyber News

Light Asia

KTN

KTN News

PTV Home

Mehran

Educational

Metro One

PTV National

PTV Bolan

Value TV

News One

TV One

Punjab TV

Health TV

PTV News

Urdu 1

Raavi

Virtual 1

Royal News

Vibe

Rohi TV

Samaa

Religious

Sabz Baat

Sindh News

Madni

Sindh TV

Vash News

ARY QTV

Urooj

Agricultural

Waqt TV

Haq TV

Waseb TV

Sohni Dharti

Total Household

Total TV Household

Total Cable Penetration

Total Individuals

Total Individuals

Total Individuals

Million

Million

Million

Million

Million

Million

1. Broadcasting Environment - Basic Facts

TV Landscape - National

26.5

21

11.5

180

124

68.2

Total Number of Local Channels: 91

2. Top 15 Channels during 2012

3. Top 15 Channels during 2012

Top 15 Foreign & Local Channels (in terms of Average Ratings & Reach)

Top 15 Local Channels (in terms of Average Ratings & Reach)

Av

er

age R

atings %

Av

er

age R

atings %

Av

er

age R

each

Av

er

age R

each

3

2.5

2.0

1.5

1.0

0.5

0

3

2.5

2.0

1.5

1.0

0.5

0

20%

15%

10%

5%

0%

-5%

15%

10%

5%

0%

-5%

Star Plus

PTV Home

Geo Ne

ws

Son

y

CN

Geo Enter

tainment

KTN

PTV Ne

ws

AR

Y Digital

AT

V

Hum TV

Ten Spor

ts

Madni

Sindh TV

Zee

Tv

PTV Home

Geo Ne

ws

Car

toon Netw

ork

Geo Enter

tainment

KTN

PTV Ne

ws

AR

Y Digital

AT

V

Hum TV

Ten Spor

ts

Madni

Sindh TV

PTV National

AR

Y Q

TV

AR

Y Ne

ws

23.16% 11.58% 11.38% 10.78% 7.14% 6.80% 4.77% 5.03% 4.36% 4.40% 3.13% 2.97% 3.66% 2.42% 2.75% 1.88% 0.75% 0.64% 0.54% 0.38% 0.31% 0.28% _{0.26% 0.22%} 0.18% _{0.17% 0.16% 0.14% 0.12% 0.12% 0.11%} 0.75% 0.64% _0.60% 0.54% 0.38% _0.31% 0.28% 0.26% 0.22% _0.18% 0.17% 0.16% 0.14% 0.13% Average Ratings % Average Ratings % Average Reach % Average Reach % TA: National CnS Viewers

Time Slot: 06:00 - 00:00

TA: National CnS Viewers Time Slot: 06:00 - 00:00 11.58% 11.38% 7.14% 6.80% 4.77% 5.03% 4.36% 4.40% 3.13% 2.97% 3.66% 2.42% 2.30% 2.33% 2.11%

4. Top Ranker

Top 15 Best Performing programs of 2012

Rank Channel

Date

Week Day

Start

_Time

Program

Duration

_(min)

Rating

_(%)

Rating

₍₀₀₀₎

Share

_(%)

1

PTV Home 06.26.2012 Tuesday

19:24 Sure

0:26

10.1

4,188

26.8

2

PTV News 06.26.2012 Tuesday

09:10 Subh-e-Nau

0:49

7.0

2,921

54.1

2

PTV Home 05.20.2012 Sunday

06:00 Al Quran-e-Hakim

0:56

6.9

2,960

49.7

4

Geo News 06.03.2012 Sunday

20:58 Geo News

1:01

6.7

2,738

28.0

5

PTV Home 02.13.2012 Monday

19:56 Taray Bina

0:55

6.4

2,531

16.9

6

ATV

06.27.2012 Wednesday

22:24 Saqraat

0:31

6.2

2,588

34.4

7

PTV Home 05.12.2012 Saturday

07:57 Dil ko Manana Aaya Nahee

0:59

6.2

2,659

51.3

8

PTV News 09.24.2012 Monday

06:00 Khabrain (6 Bajay)

0:32

6.1

2,615

52.8

9

PTV Home 05.11.2012 Friday

08:00 Filmi Ooops

0:33

6.1

2,605

53.0

10

PTV Home 05.06.2012 Sunday

07:59 Kainat

0:58

6.1

2,597

48.6

11

PTV Home 06.26.2012 Tuesday

18:44 Family Front

0:38

5.9

2,459

25.8

12

PTV Home 05.11.2012 Friday

08:34 Yeh Kiya Film Hai

0:27

5.9

2,527

53.3

13

PTV Home 02.14.2012 Tuesday

20:06 Main

0:51

5.9

2,342

15.3

14

PTV Home 04.29.2012 Sunday

16:05 Khalida ki Walda

0:49

5.9

2,311

32.8

15

Geo News 04.21.2012 Saturday

19:59 Lekin!

0:49

5.5

2,190

16.7

Top ranker based on best episode (Multiple occurrences of the same program are excluded) Period: January 1st - December 31st, 2012

Minimum Duration: 20 minutes Target: Adults (Age 18+) CnS Viewers

Ranking based on number of viewers (1st criteria) and average market share (2nd criteria)

Foreign Entertainment includes Star Plus, Sony, Colour, Set Max, Star Gold, Star World, Zee TV, Zee Smile

Local Entertainment includes A+, ARY Digital, ATV, AXN, Dharti TV, Express Ent., Geo Ent., Hum, Indus Vision, PTV Home, TV One, Vibe News includes Aaj, ARY News, Express News, Geo News, PTV News, Indus News, Khyber News, KTN News, Samaa, Sindh News, Waqt News Sports includes Geo Super, PTV Sports, Ten Sports, ESPN, Star Sports, Super Sports

Methodology

5. Month-wise Genre-wise Viewership Review

TA: National, CnS Viewers | Function: Average Time Spent per Viewer

Av

er

age

Time spent (in minutes)

100

90

80

70

60

50

40

Jan. 12 Feb. 12 Mar. 12 Apr. 12 May. 12 Jun. 12 Jul. 12 Aug. 12 Sep. 12 Oct. 12 Nov. 12 Dec. 12

Foreign Entertainment Local Entertainment News

Sports

TA: National CnS Viewers Time Slot: 24 H TA: Adults (Male/Female, Age 18+) CnS Viewers

6. National Market Share (%)

8. Rural Market Share (%)

10. Large Cities Market Share (%)

7. Urban Market Share (%)

9. Metros Market Share (%)

11. Small Cities & Towns Share (%)

TA: All Viewers

TA: All Viewers

TA: All Viewers

TA: All Viewers

TA: All Viewers

TA: All Viewers

Local Entertainment Foreign Entertainment News Regional Children Sports Religious Movies Music Cooking Education Others Types of Channels Types of Channels Types of Channels Types of Channels Types of Channels Types of Channels Local Entertainment News Foreign Entertainment Regional Children Religious Sports Movies Music Cooking Education Others Local Entertainment Foreign Entertainment News Regional Sports Religious Children Movies Music Cooking Education Others Local Entertainment Foreign Entertainment News Regional Children Religious Sports Movies Music Cooking Education Others Local Entertainment Foreign Entertainment News Children Sports Religious Cooking Movies Music Regional Education Others Foreign Entertainment News Local Entertainment Movies Religious Children Regional Music Sports Cooking Education Others

National Market

Share %

Rural Market

Share %

Large Cities Market

Share %

Small Cities & Towns

Market Share %

Metros Market

Share %

Urban Market

Share %

Period: Jan - Dec 2012

Period: Jan - Dec 2012

Period: Jan - Dec 2012

Period: Jan - Dec 2012

Period: Jan - Dec 2012

62% 26% 47% 17% 11% 6% 3% 3%2% 1% 10% 24% 16% 3% 3% 2% 2% 2% 20% 32% 24% 18% 5% 3% 2% 14% 1%1% 12% 10% 3% 3% 2% 1% 7% 53% 38% 21% 14% 4% 3% 2%2% 1% 13% 14% 13% 3% 3% 2%2% 1% 9%

PTV News Geo News ARY News Express News AAJ News Samaa TV Indus News Dunya News Sindh News Dawn News WAQT News CNBC Pakistan APNA News Others PTV Home Geo Entertainment ARY Digital ATV Hum TV PTV National Indus Vision A Plus TV One AXN Express Entertainment Others

Local News Channel

Share %

Local Entertainment

Channels Share %

12. Local News Channel Share %

14. Local Music Channels Share %

16. Regional Channels Share %

13. Local Entertainment Share %

15. Local Sports Channels Share %

17. Local Religious Channels Share %

TA: All National Viewers

TA: All Viewers, Region: National

TA: All Viewers, Region: National

TA: All CnS Viewers, Region: National

TA: All Viewers, Region: National

TA: All Viewers, Region: National

Period: Jan - Dec 2012, based on average ratings

Period: Jan - Dec 2012, based on average ratings

Period: Jan - Dec 2012, based on average ratings

Period: Jan - Dec 2012, based on average ratings

Period: Jan - Dec 2012, based on average ratings

Period: Jan - Dec 2012, based on average ratings

Madni Channel ARY QTV HAQ TV KTN Sindh TV Kashish TV Mehran TV Apna Channel WASEB AWAZ AVT Khyber Punjab TV Others

Regional Channels

Share %

Channels Share %

Local Religious

ARY Musik 8XM Oxygene AAG TV Channel G K2 PLAY TV Oye

Local Music Channels

Share %

Ten Sports PTV Sports Geo Super

Local Sports Channels

Share %

56.2% 46.9% 47.0% 50.8% 37.9% 11.3% 21.4% 9.6% 4.4% 3.3% 3.3%3.0% 2.8% 5.0% 55.4% 31.5% 13.1% 16.2% 12.9% 7.1% 5.2% 4.9% 4.3% 2.4% 35.5% 18.1% 12.4% 10.6% 8.7% 6.0% 1.8% 0.9% 24.8% 4.2% 3.3% 2.6% 2.5%1.3% 1.1% 2.5% 0.2%

19. Average Time Spent (2011 vs 2012)

TA: All National Viewers

TA: National CnS Viewers

145

140

135

130

125

120

Jan

Jan

Feb

Feb

(in minutes)

(in minutes)

Mar

Mar

Apr

Apr

May

May

Jun

Jun

Jul

Jul

Aug

Aug

Sep

Sep

Oct

Oct

Nov

Nov

Dec

Dec

155

150

145

140

135

130

2011

2011

2012

2012

Film World HBO Filmazia Silver Screen Star Lite Filmax

Local Movie Channels

Share %

18. Local Movie Channels Share %

TA: All Viewers, Region: National

Period: Jan - Dec 2012, based on average ratings

143.8 129.0 136.6 130.0 148.2 138.9 139.9 133.5 153.0 137.9 140.4 133.6 139.6 125.4 137.3 128.6 139.4 127.5 143.9 130.9 144.8 130.1 145.0 134.0 144.7 138.2 140.5 132.2 142.2 137.2 137.3 123.9 144.2 139.2 138.3 127.5 144.3 139.2 136.6 122.4 145.1 139.9 139.9 124.6 142.7 141.0 144.7 132.6 40.7% 35.2% 18.4% 3.3%1.4%

20. Daily Average Time Spent per Viewer

21. Daily Average Time Spent per Viewer (KHI - LHR - ISB)

Geographical Segment-wise | Target Audience: All Viewers

Target Audience: All Viewers

(in minutes)

145

140

135

130

125

120

115

110

105

100

J a n . 12 F e b . 12 M a r . 12 A p r . 12 M a y . 12 J u n . 12 J u l . 12 A u g . 12 S e p . 12 O c t . 12 N o v . 12

(in minutes)

160

155

150

145

140

135

130

125

120

115

Jan.

12 Feb. 12 Mar. 12 Apr. 12 May. 12 Jun. 12 Jul. 12 Aug. 12 Sep. 12 Oct. 12 Nov. 12 Dec. 12

D e c . 12 170 165 160 155 150 145 140

22. Average Time Spent (2011 vs 2012)

Target Audience: National Non CnS Viewers

2011

2012

(in minutes)

Urban Karachi Metros Lahore Large Cities Islamabad Small Cities & Towns

Rural

23. Hourly Ratings (2011 vs 2012)

TA: National CnS Viewers

Year 2011

Year 2012

Av

er

age R

atings %

Av

er

age R

atings %

Time Slots

Time Slots

40 35 30 25 20 15 10 5 0

TA: All National Viewers

24. Hourly Ratings (2011 vs 2012)

Year 2011

Year 2012

25. Timeslot-wise share: Viewership vs CAT

Target Audience: National CnS Viewers

8%

2%

14%

27%

8%

6%

17%

13%

12%

6%

10%

11%

19%

31%

14%

1%

TV Ratings

(Share %)

Commercial Air

Time (Share %)

26. Top 15 Brands of 2012

(Media: TV)

27. Top 15 Advertisers of 2012

(Media: TV)

28. Terrestrial vs Cable & Satellite Channels Share %

29. Terrestrial vs Cable & Satellite Channels Share %

In terms of Air Time

In terms of Air Time

Region: National, Target Audience: All Viewers

Region: Urban, Target Audience: All Viewers

2.0 1.8 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0 14 12 10 8 6 4 2 0 Tele Br and/T

ele Mall/Mega Mall

Ariel W

ashing

Po

wder _Ufone

Coca Cola Sur

f Ex

cel

Mountain De

w

Head & Shoulders Shampoo

Saf eguar d T otal 10 Pepsi AR Y Sahulat Baz ar Lipton Y ello w Label Tea Tang Juices Cadbur y Dair y Milk Lux Soap Harpic P ow er Bo wl Cleaner 1.8% 1.8% 1.7% 1.3% 1.1% 1.1% 1.0% 0.9% 0.8% 0.7% 0.6% 0.6% 0.6% 0.6% 0.6% Unile ver _P&G PT CL Pepsico Mobilink Reckit Benckiser Coca Cola Nestle P akistan Telenor P akistan Colgate P almoliv e

China Mobile _Warid T

elecom Engr o F oods Q Mobile Cadbur y P akistan 13.0% 6.9% 5.2% 4.3% 3.9% 3.6% 3.4% 3.1% 2.8% 2.4% 1.9% 1.8% 1.5% 1.1% 1.0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 84% 16% 16% 11% 19% 26% 30% 32% 35% 33% 30% 34% 40% 44% 84% 89% 81% 74% 70% 68% 65% 67% 70% 66% 60% 56%

All Terrestrial (Combined)

Region: National

Cable & Satellite (Combined)

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

77%

23% 26% 19% 33% 46% 51% 53% 61% 58% 56% 59% 62% 67% 74% 81% 67% 54% 49% 47% 39% 42% 44% 41% 38% 33%

30. Terrestrial vs Cable & Satellite Channels Share %

31. Terrestrial vs Cable & Satellite Channels Share %

32. Terrestrial vs Cable & Satellite Channels Share %

Region: Rural, Target Audience: All Viewers

Region: Metros, Target Audience: All Viewers

Region: Large Cities, Target Audience: All Viewers

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

72%

28% 32% 20% 35% 48% 58% 60% 71% 72% 71% 75% 75% 78% 68% 80% 65% 52% 42% 40% 29% 28% 29% 25% 25% 22%

Region: Metros

_{All Terrestrial (Combined)}

_{Cable & Satellite (Combined)}

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

All Terrestrial (Combined)

Region: Rural

Cable & Satellite (Combined)

95% 94% 97% 96% 92% 91% 88% 86% 86% 86% 80% 72% 69%

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

81%

19% 20% 18% 27% 44% 53% 54% 54% 51% 57% 67% 71% 78% 80% 82% 73% 56% 47% 46% 46% 49% 43% 33% 29% 22%

All Terrestrial (Combined)

33. Terrestrial vs Cable & Satellite Channels Share %

Region: Small Cities & Towns, Target Audience: All Viewers

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

81%

19% 23% 19% 33% 44% 45% 47% 57% 50% 44% 46% 50% 54% 77% 81% 67% 56% 55% 53% 43% 50% 56% 54% 50% 46%

Region: Small Cities & Towns

_{All Terrestrial (Combined)}

_{Cable & Satellite (Combined)}

34. Men vs Women (Average Time Spend per Viewer)

Year 2012 | Target Audience: All National Viewers

155 150 145 140 135 130

Men

Women

(in minutes)

Monday Tuesday Wednesday Thursday Friday Saturday Sunday Full Week

35. Average Time Spent per Viewer per Day

Region: National, Target Audience: All Viewers

155 150 145 140 135 130

(in minutes)

Monday Wednesday Tuesday Thursday Saturday Friday Sunday 132.98 141.31 134.91 142.42 133.74 141.08 132.69 140.05 133.81 144.39 _143.84 152 144.86 147.12 136.73 143.94

Media and Television Audience Measurement Cyberletter

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Gallup Pakistan Jointly with Gilani Research Foundation

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