TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan to Dec’12. 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 2012 vs. their share in 2011.

1. TV Industry Report
January – December
2012

2. 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 the
ranking on the basis of ad spend.
For query on DATA, please contact Mr. Chander Kant from Media Bank at:
chander.k@mediabank.net.pk
If you have any other questions, please contact PAS at:
secretariat@pas.org.pk
About the Report

3. 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 & Figures
Source: CMi Wave 2012. Data is based on a sample size of 15,232

4. 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 & Figures
Source: CMi Wave 2012. Data is based on a sample size of 15,232

5. 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 & Figures
Source: CMi Wave 2012. Data is based on a sample size of 15,232

6. TRENDS
2012 vs 2011

7. 2012 vs. 2011
Total Minutes of Advertising
TREND ANALYSIS
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
2012
2011
2,788,825
2,322,046
2012 2011
2012 saw an increase of + 20% from last year in terms of volume.

8. QUARTER WISE PERFORMANCE
% of Total Minutes of Advertising
2012 vs. 2011
TREND ANALYSIS
23%
27% 27%
23%
21%
28% 28%
23%
0%
5%
10%
15%
20%
25%
30%
Q1 Q2 Q3 Q4
2012
2011

9. ADVERTISERS’
REPORT

10. TOP 10 CATEGORIES
% Minutes of Total Advertising
15% 15%
11%
9%
6% 5% 5% 5%
3%
2%
23%
19%
15%
11% 11%
6%
5% 5%
3%
2% 3%
19%
Cellular
Communication
Beverages
Detergents
Personal
Products
Construction
Confectionary
Cullinary
Home
Appliances&
Electronics
Financial
Services
Food
Other
2012 2011

11. TOP 15 PLAYERS
% Minutes of Total Advertising
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%
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%
UNILEVER
P&G
Reckitt
CocaCola
Cool
Industries
PepsiCola
Ufone
Telenor
Nestle
Mobilink
Lakson
Hilal
CmPakLtd
WARID
ENGRO
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.

12. TOP 15 BRANDS
% Minutes of Total Advertising
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%
Waves(Ref
&Fre)
Ufone
NewAriel
Safeguard
DettolSoap
Head&
Shoulder
Telenor
Talkshawk
CocaCola
Mobilink
(Jazz)
Zong
Pepsi
Warid
Telecom
Sprite
SurfExcel
Pantene
Shampoo
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.

13. CHANNELS’
REPORT

14. Top 15 Channels of 2012
Across All Genre - % Share of Advt. Minutes
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%
CITY42
GEO
NEWS
DAWN
NEWS
DUNYA
NEWS
GEO
ARY
DIGITAL
HUMTV
AAJ
NEWS
ApnaTV
ATV
ARY
NEWS
EXPRESS
NEWS
TVONE
SAMAA
PTV
Home
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.

15. Top 15 News Channels
% Share of Advt. Minutes
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%
CITY42
GEO
NEWS
DAWN
NEWS
DUNYA
NEWS
AAJ
NEWS
ARY
NEWS
EXPRESS
NEWS
SAMAA
DHOOM
METRO
ONE
CNBC
PAKISTA
N
Dharti
Tv
DIN
NEWS
NEWS
ONE
WAQT
2012 2011

16. Top 15 Entertainment Channels
% Share of Advt. Minutes
9%
8% 8.4%
8.1%
7.7% 7.6%
6%
5.5% 5.4% 5.2%
4.8%
4%
3%
2.6%
2%
8%
9% 9.2%
1.5%
9.3%
8.3%
8%
2.7%
5.9% 6.0%
4.9%
4%
5%
3.4%
5%
GEO
ARY
DIGITAL
HUMTV
KohiNoor
ApnaTV
ATV
TVONE
A-PLUS
PTV
Home
KTN
SindhTV
AVT
Khyber
PUNJAB
TV
WASEB
Ravi
2012 2011

17. Top Music Channels
% Share of Advt. Minutes
27%
17%
16%
14%
10%
9%
7%
0% 0%
34%
0%
10%
6%
12%
14%
5%
14%
4%
OXYGENE 8xm KASHISH VIBE THE MUSIK PLAY AAG G KABOOM MTV PAKISTAN
2012 2011
8xm was the new entrant in 2012 and secured 2nd position in the Music channel category.

18. Top 15 Other Channels
% Share of Advt. Minutes
11%
10.7%
8.5% 8.3%
7.7%
6.4% 6%
5.9%
5% 4.9% 4.8% 5%
4% 4%
4%
10%
9.1%
6.5%
0.0%
9.0% 9.1%
11%
9.4%
2%
5.9% 5.8%
7%
6%
2%
3%
ARYQTV
HEALTHTV
Tensports
PTVSports
GEOSUPER
ARYZOUQ
SILVER
SCREEN
NICKLODIAN
STARLITE
HBO
Masala
FILMAZIA
Cartoon
Network
Zaiqa
Style360
2012 2011

19. Top 15 Regional Channels
% Share of Advt. Minutes
15%
10%
10%
8%
7%
7% 6%
5.7% 5.5% 5.2% 4.9% 4.8%
2% 1.9% 1.8%
18%
12%
10%
7%
9%
4%
9%
2.4%
4.1%
6.8%
4.7%
2.5%
2%
2.8% 2.9%
ApnaTV
KTN
SindhTV
AVTKhyber
DhartiTv
Awaz
PUNJABTV
MehranTV
KASHISH
WASEB
KtnNews
SINDHTV
NEWS
VshNews
APNANEWS
KOOK
2012 2011

20. Top 15 Prime Time Channels – Across All Genre
% Share of Advt. Minutes
4%
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%
Apna TV CITY42 TV ONE DAWN
NEWS
KTN AAJ
NEWS
SindhTV METRO
ONE
ARY
DIGITAL
DUNYA
NEWS
ARY
NEWS
ATV GEO HUM TV PUNJAB
TV

21. 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%

22. 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.

23. THE END
For query on DATA, please contact:
For other queries, please contact PAS at:
secretariat@pas.org.pk
Mr. Chander Kant
chander.k@mediabank.net.pk
0300-2690840