1. TV Industry Report
July 2009 – June 2010

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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