Media Cyberletter - Gallup Pakistan

Gallup Pakistan
Media Cyberletter
January - December 2012

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
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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)
Contents
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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1. Broadcasting Environment - Basic Facts
TV Landscape - National
Total Household
26.5
Million
Total TV Household
21
Million
Total Cable Penetration
11.5
Million
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
Gallup Pakistan Media Cyberletter
cable cable cable cable
Total Number of Local Channels: 91
Total Individuals
180
Million
Total Individuals
124
Million
Total Individuals
68.2
Million

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2. Top 15 Channels during 2012
Top 15 Foreign & Local Channels (in terms of Average Ratings & Reach)
Average Ratings %
3. Top 15 Channels during 2012
Top 15 Local Channels (in terms of Average Ratings & Reach)
Average Ratings %
3
2.5
2.0
1.5
1.0
0.5
0
3
2.5
2.0
1.5
1.0
0.5
0
1.88%
Star Plus
11.58%
0.75%
PTV Home
23.16%
11.58%
0.75%
PTV Home
Geo News
11.38%
0.64%
Gallup Pakistan Media Cyberletter
11.38%
0.64%
Geo News
7.14%
0.54%
Cartoon Network
0.60%
Sony
6.80%
0.38%
Geo Entertainment
10.78%
7.14%
0.54%
CN
4.77%
0.31%
KTN
6.80%
0.38%
Geo Entertainment
5.03%
0.28%
PTV News
4.77%
0.31%
KTN
4.36%
0.26%
ARY Digital
5.03%
0.28%
PTV News
4.40%
0.22%
ATV
4.36%
0.26%
ARY Digital
3.13%
0.18%
Hum TV
4.40%
0.22%
ATV
2.97%
0.17%
Ten Sports
3.13%
0.18%
Hum TV
3.66%
0.16%
Madni
Average Ratings %
2.97%
0.17%
Ten Sports
0.14%
Sindh TV
3.66%
0.16%
Madni
Average Ratings %
2.42%
2.30%
0.12%
PTV National
2.42%
0.14%
Sindh TV
2.33%
0.12%
ARY QTV
2.75%
0.13%
Zee Tv
2.11%
0.11%
ARY News
TA: National CnS Viewers
Time Slot: 06:00 - 00:00
Average Reach %
20%
15%
10%
5%
0%
-5%
15%
10%
5%
0%
-5%
Average Reach
TA: National CnS Viewers
Time Slot: 06:00 - 00:00
Average Reach %
Average Reach

4. Top Ranker
Top 15 Best Performing programs of 2012
Rank Channel Date Week Day
Start
Time
Program
Duration
(min)
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
Methodology
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)
5. Month-wise Genre-wise Viewership Review
TA: National, CnS Viewers | Function: Average Time Spent per Viewer
Average Time spent (in minutes)
5
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 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
Gallup Pakistan Media Cyberletter
TA: Adults (Male/Female, Age 18+)
Rating
(%)
Rating
(000)
Share
(%)
TA: National CnS Viewers
Foreign Entertainment
Local Entertainment
News
Sports
CnS Viewers
Time Slot: 24 H

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6. National Market Share (%)
TA: All Viewers
Period: Jan - Dec 2012
8. Rural Market Share (%)
TA: All Viewers
Period: Jan - Dec 2012
3%
3%
10. Large Cities Market Share (%)
TA: All Viewers
Period: Jan - Dec 2012
2%
2%
2%
3%
13%
2%
3%
3%
3%
1%
10%
1%
2%
2%
14%
20%
National Market
Share %
Rural Market
Share %
Large Cities Market
Share %
16%
9%
7%
12%
Gallup Pakistan Media Cyberletter
26%
24%
53%
62%
Types of Channels
Local Entertainment
Foreign Entertainment
News
Regional
Children
Sports
Religious
Movies
Music
Cooking
Education
Others
Types of Channels
Local Entertainment
News
Foreign Entertainment
Regional
Children
Religious
Sports
Movies
Music
Cooking
Education
Others
Types of Channels
Local Entertainment
Foreign Entertainment
News
Regional
Sports
Religious
Children
Movies
Music
Cooking
Education
Others
7. Urban Market Share (%)
TA: All Viewers
Period: Jan - Dec 2012
4%
9. Metros Market Share (%)
TA: All Viewers
Period: Jan - Dec 2012
2%
3%
11. Small Cities & Towns Share (%)
TA: All Viewers
3%
6%
1%
2%
2%
3%
14%
5%
1%
1%
2%
3%
11%
18%
1%
13%
Urban Market
Share %
14%
Period: Jan - Dec 2012
Metros Market
Share %
10%
Small Cities & Towns
Market Share %
17%
21%
24%
32%
38%
47%
Types of Channels
Foreign Entertainment
News
Local Entertainment
Movies
Religious
Children
Regional
Music
Sports
Cooking
Education
Others
Types of Channels
Local Entertainment
Foreign Entertainment
News
Children
Sports
Religious
Cooking
Movies
Music
Regional
Education
Others
Types of Channels
Local Entertainment
Foreign Entertainment
News
Regional
Children
Religious
Sports
Movies
Music
Cooking
Education
Others

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12. Local News Channel Share %
TA: All National Viewers
Period: Jan - Dec 2012, based on average ratings
3.3%
Local News Channel
Share %
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
14. Local Music Channels Share %
TA: All Viewers, Region: National
Period: Jan - Dec 2012, based on average ratings
7.1%
16. Regional Channels Share %
TA: All Viewers, Region: National
Period: Jan - Dec 2012, based on average ratings
9.6%
1.1%
1.3%
2.5%
2.6%
4.2%
12.9%
4.4%
5.2%
3.3%
0.2%
4.9%
24.8%
Local Music Channels
Share %
Regional Channels
Share %
21.4%
2.5%
4.3% 2.4%
16.2%
2.8%
3.0%
3.3%
5.0%
Gallup Pakistan Media Cyberletter
56.2%
46.9%
ARY Musik
8XM
Oxygene
AAG TV
Channel G
K2
PLAY TV
Oye
KTN
Sindh TV
Kashish TV
Mehran TV
13. Local Entertainment Share %
TA: All CnS Viewers, Region: National
Period: Jan - Dec 2012, based on average ratings
Local Entertainment
Channels Share %
PTV Home
Geo Entertainment
ARY Digital
ATV
Hum TV
PTV National
Indus Vision
A Plus
TV One
AXN
Express Entertainment
Others
15. Local Sports Channels Share %
TA: All Viewers, Region: National
Period: Jan - Dec 2012, based on average ratings
17. Local Religious Channels Share %
TA: All Viewers, Region: National
Period: Jan - Dec 2012, based on average ratings
47.0% Apna Channel
50.8%
WASEB
AWAZ
AVT Khyber
Punjab TV
Others
8.7%
10.6%
31.5%
37.9%
6.0%
12.4%
1.8%
13.1%
Local Sports Channels
Share %
11.3%
0.9%
18.1%
Local Religious
Channels Share %
35.5%
55.4%
Ten Sports
PTV Sports
Geo Super
Madni Channel
ARY QTV
HAQ TV

19. Average Time Spent (2011 vs 2012)
TA: All National Viewers
(in minutes) (in minutes)
8
18. Local Movie Channels Share %
TA: All Viewers, Region: National
Period: Jan - Dec 2012, based on average ratings
18.4%
155
150
145
140
135
130
TA: National CnS Viewers
145
140
135
130
125
120
Local Movie Channels
Share %
35.2%
143.8
129.0
1.4%
3.3%
136.6
Jan
130.0
Jan
148.2
138.9
139.9
Feb
133.5
Feb
Gallup Pakistan Media Cyberletter
153.0
137.9
40.7%
140.4
Mar
133.6
Mar
139.6
125.4
Apr
Apr
Film World
HBO
Filmazia
Silver Screen
Star Lite
Filmax
137.3
128.6
139.4
May
127.5
143.9
130.9
May
144.8
Jun
130.1
145.0
134.0
Jun
144.7
138.2
Jul
Jul
140.5
132.2
142.2
Aug
137.2
Aug
137.3
123.9
144.2
Sep
139.2
138.3
127.5
Sep
144.3
139.2
Oct
Oct
136.6
122.4
2011
145.1
Nov
2011
139.9
139.9
124.6
Nov
2012
142.7
Dec
2012
141.0
144.7
132.6
Dec

9
Gallup Pakistan Media Cyberletter

20. Daily Average Time Spent per Viewer
Geographical Segment-wise | Target Audience: All Viewers
(in minutes)
21. Daily Average Time Spent per Viewer (KHI - LHR - ISB)
Target Audience: All Viewers
(in minutes)
160
155
150
145
140
135
130
125
120
115
145
140
135
130
125
120
115
110
105
100
Jan.
12
Jan.
12
Feb.
12
F e b .
12
Mar.
12
Mar.
12
Apr.
12
Apr.
12
May.
12
M a y .
12
22. Average Time Spent (2011 vs 2012)
Target Audience: National Non CnS Viewers
(in minutes)
10
170
165
160
155
150
145
140
156.9
144.4
156.3
146.4
166.9
148.1
152.4
147.3
150.1
159.0
Jun.
12
Jun.
12
158.2
158.0
Jul.
12
Jul.
12
Aug.
12
Aug.
12
Sep.
12
Sep.
12
Oct.
12
Oct.
12
Nov.
12
N o v .
12
Dec.
12
Dec.
12
Urban
Metros
Large Cities
Small Cities & Towns
Rural
Karachi
Lahore
Islamabad
2011 2012
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Gallup Pakistan Media Cyberletter
151.2
151.1
147.4
155.4
149.2
153.7
149.7
155.2
151.0
159.5
144.6
159.5

23. Hourly Ratings (2011 vs 2012)
TA: National CnS Viewers
Average Ratings %
Average Ratings %
11
24. Hourly Ratings (2011 vs 2012)
TA: All National Viewers
40
35
30
25
20
15
10
5
0
Time Slots
Time Slots
25. Timeslot-wise share: Viewership vs CAT
Target Audience: National CnS Viewers
TV Ratings
(Share %)
Commercial Air
Time (Share %)
8%
Gallup Pakistan Media Cyberletter
6% 10% 11% 19% 31% 14% 1%
2% 14% 27% 8% 6% 17% 13% 12%
Year 2011
Year 2012
Year 2011
Year 2012
06:00 - 07:59 08:00 - 11:59 12:00 - 16:59 17:00 - 18:29 18:30 - 19:29 19:30 - 21:59 22:00 - 23:59 00:00 - 05:59

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26. Top 15 Brands of 2012 (Media: TV) 27. Top 15 Advertisers of 2012 (Media: TV)
In terms of Air Time In terms of Air Time
2.0
1.8
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0
1.8%
Tele Brand/Tele Mall/Mega Mall
1.8%
Ariel Washing Powder
1.7%
Ufone
1.3%
Coca Cola
1.1%
Surf Excel
1.1%
Mountain Dew
28. Terrestrial vs Cable & Satellite Channels Share %
Region: National, Target Audience: All Viewers
29. Terrestrial vs Cable & Satellite Channels Share %
Region: Urban, Target Audience: All Viewers
1.0%
Head & Shoulders Shampoo
0.9%
Safeguard Total 10
0.8%
Pepsi
0.7%
ARY Sahulat Bazar
0.6%
Lipton Yellow Label Tea
0.6%
Tang Juices
0.6%
Cadbury Dairy Milk
0.6%
Lux Soap
0.6%
Harpic Power Bowl Cleaner
Region: National All Terrestrial (Combined)
Cable & Satellite (Combined)
84%
14
12
10
84% 89% 81% 74% 70% 68% 65% 67% 70% 66% 60% 56%
16% 16% 11% 19% 26% 30% 32% 35% 33% 30% 34% 40% 44%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Region: Urban All Terrestrial (Combined) Cable & Satellite (Combined)
77%
23% 26% 19% 33% 46% 51% 53% 61% 58% 56% 59% 62% 67%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Gallup Pakistan Media Cyberletter
74% 81% 67% 54% 49% 47% 39% 42% 44% 41% 38% 33%
8
6
4
2
0
13.0%
Unilever
6.9%
P&G
5.2%
PTCL
4.3%
Pepsico
3.9%
Mobilink
3.6%
Reckit Benckiser
3.4%
Coca Cola
3.1%
Nestle Pakistan
2.8%
Telenor Pakistan
2.4%
Colgate Palmolive
1.9%
China Mobile
1.8%
Warid Telecom
1.5%
Engro Foods
1.1%
Q Mobile
1.0%
Cadbury Pakistan

13
30. Terrestrial vs Cable & Satellite Channels Share %
Region: Rural, Target Audience: All Viewers
Region: Rural All Terrestrial (Combined)
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
31. Terrestrial vs Cable & Satellite Channels Share %
Region: Metros, Target Audience: All Viewers
Region: Metros All Terrestrial (Combined) Cable & Satellite (Combined)
72%
68% 80% 65% 52% 42% 40% 29% 28% 29% 25% 25% 22%
28% 32% 20% 35% 48% 58% 60% 71% 72% 71% 75% 75% 78%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
32. Terrestrial vs Cable & Satellite Channels Share %
Region: Large Cities, Target Audience: All Viewers
Region: Large Cities All Terrestrial (Combined)
Cable & Satellite (Combined)
81%
80% 82% 73% 56% 47% 46% 46% 49% 43% 33% 29% 22%
19% 20% 18% 27% 44% 53% 54% 54% 51% 57% 67% 71% 78%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Gallup Pakistan Media Cyberletter

33. Terrestrial vs Cable & Satellite Channels Share %
Region: Small Cities & Towns, Target Audience: All Viewers
Region: Small Cities & Towns All Terrestrial (Combined) Cable & Satellite (Combined)
81%
77% 81% 67% 56% 55% 53% 43% 50% 56% 54% 50% 46%
19% 23% 19% 33% 44% 45% 47% 57% 50% 44% 46% 50% 54%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
34. Men vs Women (Average Time Spend per Viewer)
Year 2012 | Target Audience: All National Viewers
(in minutes)
155
150
145
140
135
130
Monday
35. Average Time Spent per Viewer per Day
Region: National, Target Audience: All Viewers
(in minutes)
14
155
150
145
140
135
130
132.98
141.31
Tuesday Wednesday Thursday Friday Saturday Sunday Full Week
Men Women
Jan - 12 Feb - 12 Mar - 12 Apr - 12 May - 12 Jun - 12 Jul - 12 Aug - 12 Sep - 12 Oct - 12 Nov - 12 Dec - 12
Gallup Pakistan Media Cyberletter
134.91
142.42
133.74
141.08
132.69
140.05
133.81
144.39
143.84
152
144.86
147.12
Monday
Wednesday
Friday
136.73
Sunday
143.94
Tuesday
Thursday
Saturday

15
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Media and Television Audience Measurement Cyberletter
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