Media Cyberletter - Gallup Pakistan
Media Cyberletter - Gallup Pakistan
Media Cyberletter - Gallup Pakistan
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<strong>Gallup</strong> <strong>Pakistan</strong><br />
<strong>Media</strong> <strong>Cyberletter</strong><br />
January - December 2012
Dear Colleagues,<br />
It gives me pleasure to introduce to you the <strong>Gallup</strong><br />
<strong>Pakistan</strong> TV Ratings Analysis 2012.<br />
Keeping its tradition of more than 20 years, <strong>Gallup</strong><br />
has compiled all relevant information that a media<br />
professional needs to understand the overall media<br />
landscape in the country in one document based on<br />
<strong>Gallup</strong> TV Ratings Service Data.<br />
The <strong>Gallup</strong> TV Ratings Service is the only National<br />
TV Ratings Service in <strong>Pakistan</strong> with more than 5500<br />
men and women spread across all 4 provinces and<br />
covering urban and rural areas. As compared to<br />
alternative TAM Solutions, <strong>Gallup</strong> <strong>Pakistan</strong>’s service is<br />
statistically more accurate and has far smaller sampling<br />
errors and design effects.<br />
The <strong>Cyberletter</strong>s of <strong>Gallup</strong>, with their new dynamic look,<br />
are part of the re-engineering and overhaul exercise at<br />
<strong>Media</strong> Research Department in specific and <strong>Gallup</strong><br />
brand name overall.<br />
Do you have any views or feedback on the content of<br />
the <strong>Cyberletter</strong>? Drop us a line or a call.<br />
Amal Naeem Qureshi<br />
<strong>Gallup</strong> Islamabad<br />
Babar Aziz<br />
<strong>Gallup</strong> Karachi<br />
Email: isb@gallup.com.pk<br />
Advisory Committee:<br />
Dr. Ijaz Shafi Gilani, Chairman & Chief Executive<br />
Jawaid Muhammad Salik, Executive Director,<br />
<strong>Media</strong> Research Division, <strong>Gallup</strong> <strong>Pakistan</strong><br />
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1. Broadcasting Environment - Basic Facts<br />
2. Top 15 Channels during 2012 (Foreign & Local Channels)<br />
3. Top 15 Channels during 2012 (Local Channels)<br />
4. Top Ranker<br />
5. Month-wise Genre-wise Viewership Review<br />
6. National Market Share (%)<br />
7. Urban Market Share (%)<br />
8. Rural Market Share (%)<br />
9. Metros Market Share (%)<br />
10. Large Cities Market Share (%)<br />
11. Small Cities & Towns Share (%)<br />
12. Local News Channel Share %<br />
13. Local Entertainment Channels Share %<br />
14. Local Music Channels Share %<br />
15. Local Sports Channels Share %<br />
16. Regional Channels Share %<br />
17. Local Religious Channels Share %<br />
18. Local Movie Channels Share %<br />
19. Average Time Spent (2011 vs 2012) - National Viewers<br />
20. Daily Average Time Spent per Viewer<br />
21. Daily Average Time Spent per Viewer (KHI - LHR - ISB)<br />
Contents<br />
22. Average Time Spent (2011 vs 2012) - National Non CnS Viewers<br />
23. Hourly Ratings (2011 vs 2012) - National CnS Viewers<br />
24. Hourly Ratings (2011 vs 2012) - All National Viewers<br />
25. Timeslot-wise share: Viewership vs CAT<br />
26. Top 15 Brands of 2012 (<strong>Media</strong>: TV)<br />
27. Top 15 Advertisers of 2012 (<strong>Media</strong>: TV)<br />
28. Terrestrial vs Cable & Satellite Channels Share % (National)<br />
29. Terrestrial vs Cable & Satellite Channels Share % (Urban)<br />
30. Terrestrial vs Cable & Satellite Channels Share % (Rural)<br />
31. Terrestrial vs Cable & Satellite Channels Share % (Metros)<br />
32. Terrestrial vs Cable & Satellite Channels Share % (Large Cities)<br />
33. Terrestrial vs Cable & Satellite Channels Share % (Small Cities & Towns)<br />
34. Men vs Women (Average Time Spend per Viewer)<br />
35. Average Time Spent per Viewer per Day
3<br />
1. Broadcasting Environment - Basic Facts<br />
TV Landscape - National<br />
Total Household<br />
26.5<br />
Million<br />
Total TV Household<br />
21<br />
Million<br />
Total Cable Penetration<br />
11.5<br />
Million<br />
News Entertainment Sports Children Music<br />
AAJ News A Lite Geo Super Cartoon Network 8XM<br />
AJK TV A Plus PTV Sports Nickelodeon AAG<br />
APNA News AKS Ten Sports ARY Musik<br />
ARY News ARY Digital GKA Boom<br />
Channel 5 ATN Food K2<br />
City 42 AXN ARY Zauq Oxygene<br />
CNBC Dharti Masala Movies Oye<br />
DAWN News Express Entertainment Zaiqa HBO Play TV<br />
Dhoom Geo Entertainment Regional Film World<br />
Din News Hero TV Apna Filmax<br />
Dunya TV Hum 2 AVT Khyber Filmazia<br />
Express News Hum TV Awaz Silver Screen<br />
Geo News Indus Vision Kashish Starlite<br />
Indus News Koh-e-Noor Kook<br />
Khyber News Light Asia KTN<br />
KTN News PTV Home Mehran Educational<br />
Metro One PTV National PTV Bolan Value TV<br />
News One TV One Punjab TV Health TV<br />
PTV News Urdu 1 Raavi Virtual 1<br />
Royal News Vibe Rohi TV<br />
Samaa Religious Sabz Baat<br />
Sindh News Madni Sindh TV<br />
Vash News ARY QTV Urooj Agricultural<br />
Waqt TV Haq TV Waseb TV Sohni Dharti<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
cable cable cable cable<br />
Total Number of Local Channels: 91<br />
Total Individuals<br />
180<br />
Million<br />
Total Individuals<br />
124<br />
Million<br />
Total Individuals<br />
68.2<br />
Million
4<br />
2. Top 15 Channels during 2012<br />
Top 15 Foreign & Local Channels (in terms of Average Ratings & Reach)<br />
Average Ratings %<br />
3. Top 15 Channels during 2012<br />
Top 15 Local Channels (in terms of Average Ratings & Reach)<br />
Average Ratings %<br />
3<br />
2.5<br />
2.0<br />
1.5<br />
1.0<br />
0.5<br />
0<br />
3<br />
2.5<br />
2.0<br />
1.5<br />
1.0<br />
0.5<br />
0<br />
1.88%<br />
Star Plus<br />
11.58%<br />
0.75%<br />
PTV Home<br />
23.16%<br />
11.58%<br />
0.75%<br />
PTV Home<br />
Geo News<br />
11.38%<br />
0.64%<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
11.38%<br />
0.64%<br />
Geo News<br />
7.14%<br />
0.54%<br />
Cartoon Network<br />
0.60%<br />
Sony<br />
6.80%<br />
0.38%<br />
Geo Entertainment<br />
10.78%<br />
7.14%<br />
0.54%<br />
CN<br />
4.77%<br />
0.31%<br />
KTN<br />
6.80%<br />
0.38%<br />
Geo Entertainment<br />
5.03%<br />
0.28%<br />
PTV News<br />
4.77%<br />
0.31%<br />
KTN<br />
4.36%<br />
0.26%<br />
ARY Digital<br />
5.03%<br />
0.28%<br />
PTV News<br />
4.40%<br />
0.22%<br />
ATV<br />
4.36%<br />
0.26%<br />
ARY Digital<br />
3.13%<br />
0.18%<br />
Hum TV<br />
4.40%<br />
0.22%<br />
ATV<br />
2.97%<br />
0.17%<br />
Ten Sports<br />
3.13%<br />
0.18%<br />
Hum TV<br />
3.66%<br />
0.16%<br />
Madni<br />
Average Ratings %<br />
2.97%<br />
0.17%<br />
Ten Sports<br />
0.14%<br />
Sindh TV<br />
3.66%<br />
0.16%<br />
Madni<br />
Average Ratings %<br />
2.42%<br />
2.30%<br />
0.12%<br />
PTV National<br />
2.42%<br />
0.14%<br />
Sindh TV<br />
2.33%<br />
0.12%<br />
ARY QTV<br />
2.75%<br />
0.13%<br />
Zee Tv<br />
2.11%<br />
0.11%<br />
ARY News<br />
TA: National CnS Viewers<br />
Time Slot: 06:00 - 00:00<br />
Average Reach %<br />
20%<br />
15%<br />
10%<br />
5%<br />
0%<br />
-5%<br />
15%<br />
10%<br />
5%<br />
0%<br />
-5%<br />
Average Reach<br />
TA: National CnS Viewers<br />
Time Slot: 06:00 - 00:00<br />
Average Reach %<br />
Average Reach
4. Top Ranker<br />
Top 15 Best Performing programs of 2012<br />
Rank Channel Date Week Day<br />
Start<br />
Time<br />
Program<br />
Duration<br />
(min)<br />
1 PTV Home 06.26.2012 Tuesday 19:24 Sure 0:26 10.1 4,188 26.8<br />
2 PTV News 06.26.2012 Tuesday 09:10 Subh-e-Nau 0:49 7.0 2,921 54.1<br />
2 PTV Home 05.20.2012 Sunday 06:00 Al Quran-e-Hakim 0:56 6.9 2,960 49.7<br />
4 Geo News 06.03.2012 Sunday 20:58 Geo News 1:01 6.7 2,738 28.0<br />
5 PTV Home 02.13.2012 Monday 19:56 Taray Bina 0:55 6.4 2,531 16.9<br />
6 ATV 06.27.2012 Wednesday 22:24 Saqraat 0:31 6.2 2,588 34.4<br />
7 PTV Home 05.12.2012 Saturday 07:57 Dil ko Manana Aaya Nahee 0:59 6.2 2,659 51.3<br />
8 PTV News 09.24.2012 Monday 06:00 Khabrain (6 Bajay) 0:32 6.1 2,615 52.8<br />
9 PTV Home 05.11.2012 Friday 08:00 Filmi Ooops 0:33 6.1 2,605 53.0<br />
10 PTV Home 05.06.2012 Sunday 07:59 Kainat 0:58 6.1 2,597 48.6<br />
11 PTV Home 06.26.2012 Tuesday 18:44 Family Front 0:38 5.9 2,459 25.8<br />
12 PTV Home 05.11.2012 Friday 08:34 Yeh Kiya Film Hai 0:27 5.9 2,527 53.3<br />
13 PTV Home 02.14.2012 Tuesday 20:06 Main 0:51 5.9 2,342 15.3<br />
14 PTV Home 04.29.2012 Sunday 16:05 Khalida ki Walda 0:49 5.9 2,311 32.8<br />
15 Geo News 04.21.2012 Saturday 19:59 Lekin! 0:49 5.5 2,190 16.7<br />
Methodology<br />
Top ranker based on best episode (Multiple occurrences of the same program are excluded)<br />
Period: January 1st - December 31st, 2012<br />
Minimum Duration: 20 minutes<br />
Target: Adults (Age 18+) CnS Viewers<br />
Ranking based on number of viewers (1st criteria) and average market share (2nd criteria)<br />
5. Month-wise Genre-wise Viewership Review<br />
TA: National, CnS Viewers | Function: Average Time Spent per Viewer<br />
Average Time spent (in minutes)<br />
5<br />
100<br />
90<br />
80<br />
70<br />
60<br />
50<br />
40<br />
Jan. 12 Feb. 12 Mar. 12 Apr. 12 May. 12 Jun. 12 Jul. 12 Aug. 12 Sep. 12 Oct. 12 Nov. 12 Dec. 12<br />
Foreign Entertainment includes Star Plus, Sony, Colour, Set Max, Star Gold, Star World, Zee TV, Zee Smile<br />
Local Entertainment includes A+, ARY Digital, ATV, AXN, Dharti TV, Express Ent., Geo Ent., Hum, Indus Vision, PTV Home, TV One, Vibe<br />
News includes Aaj, ARY News, Express News, Geo News, PTV News, Indus News, Khyber News, KTN News, Samaa, Sindh News, Waqt News<br />
Sports includes Geo Super, PTV Sports, Ten Sports, ESPN, Star Sports, Super Sports<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
TA: Adults (Male/Female, Age 18+)<br />
Rating<br />
(%)<br />
Rating<br />
(000)<br />
Share<br />
(%)<br />
TA: National CnS Viewers<br />
Foreign Entertainment<br />
Local Entertainment<br />
News<br />
Sports<br />
CnS Viewers<br />
Time Slot: 24 H
6<br />
6. National Market Share (%)<br />
TA: All Viewers<br />
Period: Jan - Dec 2012<br />
8. Rural Market Share (%)<br />
TA: All Viewers<br />
Period: Jan - Dec 2012<br />
3%<br />
3%<br />
10. Large Cities Market Share (%)<br />
TA: All Viewers<br />
Period: Jan - Dec 2012<br />
2%<br />
2%<br />
2%<br />
3%<br />
13%<br />
2%<br />
3%<br />
3%<br />
3%<br />
1%<br />
10%<br />
1%<br />
2%<br />
2%<br />
14%<br />
20%<br />
National Market<br />
Share %<br />
Rural Market<br />
Share %<br />
Large Cities Market<br />
Share %<br />
16%<br />
9%<br />
7%<br />
12%<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
26%<br />
24%<br />
53%<br />
62%<br />
Types of Channels<br />
Local Entertainment<br />
Foreign Entertainment<br />
News<br />
Regional<br />
Children<br />
Sports<br />
Religious<br />
Movies<br />
Music<br />
Cooking<br />
Education<br />
Others<br />
Types of Channels<br />
Local Entertainment<br />
News<br />
Foreign Entertainment<br />
Regional<br />
Children<br />
Religious<br />
Sports<br />
Movies<br />
Music<br />
Cooking<br />
Education<br />
Others<br />
Types of Channels<br />
Local Entertainment<br />
Foreign Entertainment<br />
News<br />
Regional<br />
Sports<br />
Religious<br />
Children<br />
Movies<br />
Music<br />
Cooking<br />
Education<br />
Others<br />
7. Urban Market Share (%)<br />
TA: All Viewers<br />
Period: Jan - Dec 2012<br />
4%<br />
9. Metros Market Share (%)<br />
TA: All Viewers<br />
Period: Jan - Dec 2012<br />
2%<br />
3%<br />
11. Small Cities & Towns Share (%)<br />
TA: All Viewers<br />
3%<br />
6%<br />
1%<br />
2%<br />
2%<br />
3%<br />
14%<br />
5%<br />
1%<br />
1%<br />
2%<br />
3%<br />
11%<br />
18%<br />
1%<br />
13%<br />
Urban Market<br />
Share %<br />
14%<br />
Period: Jan - Dec 2012<br />
Metros Market<br />
Share %<br />
10%<br />
Small Cities & Towns<br />
Market Share %<br />
17%<br />
21%<br />
24%<br />
32%<br />
38%<br />
47%<br />
Types of Channels<br />
Foreign Entertainment<br />
News<br />
Local Entertainment<br />
Movies<br />
Religious<br />
Children<br />
Regional<br />
Music<br />
Sports<br />
Cooking<br />
Education<br />
Others<br />
Types of Channels<br />
Local Entertainment<br />
Foreign Entertainment<br />
News<br />
Children<br />
Sports<br />
Religious<br />
Cooking<br />
Movies<br />
Music<br />
Regional<br />
Education<br />
Others<br />
Types of Channels<br />
Local Entertainment<br />
Foreign Entertainment<br />
News<br />
Regional<br />
Children<br />
Religious<br />
Sports<br />
Movies<br />
Music<br />
Cooking<br />
Education<br />
Others
7<br />
12. Local News Channel Share %<br />
TA: All National Viewers<br />
Period: Jan - Dec 2012, based on average ratings<br />
3.3%<br />
Local News Channel<br />
Share %<br />
PTV News<br />
Geo News<br />
ARY News<br />
Express News<br />
AAJ News<br />
Samaa TV<br />
Indus News<br />
Dunya News<br />
Sindh News<br />
Dawn News<br />
WAQT News<br />
CNBC <strong>Pakistan</strong><br />
APNA News<br />
Others<br />
14. Local Music Channels Share %<br />
TA: All Viewers, Region: National<br />
Period: Jan - Dec 2012, based on average ratings<br />
7.1%<br />
16. Regional Channels Share %<br />
TA: All Viewers, Region: National<br />
Period: Jan - Dec 2012, based on average ratings<br />
9.6%<br />
1.1%<br />
1.3%<br />
2.5%<br />
2.6%<br />
4.2%<br />
12.9%<br />
4.4%<br />
5.2%<br />
3.3%<br />
0.2%<br />
4.9%<br />
24.8%<br />
Local Music Channels<br />
Share %<br />
Regional Channels<br />
Share %<br />
21.4%<br />
2.5%<br />
4.3% 2.4%<br />
16.2%<br />
2.8%<br />
3.0%<br />
3.3%<br />
5.0%<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
56.2%<br />
46.9%<br />
ARY Musik<br />
8XM<br />
Oxygene<br />
AAG TV<br />
Channel G<br />
K2<br />
PLAY TV<br />
Oye<br />
KTN<br />
Sindh TV<br />
Kashish TV<br />
Mehran TV<br />
13. Local Entertainment Share %<br />
TA: All CnS Viewers, Region: National<br />
Period: Jan - Dec 2012, based on average ratings<br />
Local Entertainment<br />
Channels Share %<br />
PTV Home<br />
Geo Entertainment<br />
ARY Digital<br />
ATV<br />
Hum TV<br />
PTV National<br />
Indus Vision<br />
A Plus<br />
TV One<br />
AXN<br />
Express Entertainment<br />
Others<br />
15. Local Sports Channels Share %<br />
TA: All Viewers, Region: National<br />
Period: Jan - Dec 2012, based on average ratings<br />
17. Local Religious Channels Share %<br />
TA: All Viewers, Region: National<br />
Period: Jan - Dec 2012, based on average ratings<br />
47.0% Apna Channel<br />
50.8%<br />
WASEB<br />
AWAZ<br />
AVT Khyber<br />
Punjab TV<br />
Others<br />
8.7%<br />
10.6%<br />
31.5%<br />
37.9%<br />
6.0%<br />
12.4%<br />
1.8%<br />
13.1%<br />
Local Sports Channels<br />
Share %<br />
11.3%<br />
0.9%<br />
18.1%<br />
Local Religious<br />
Channels Share %<br />
35.5%<br />
55.4%<br />
Ten Sports<br />
PTV Sports<br />
Geo Super<br />
Madni Channel<br />
ARY QTV<br />
HAQ TV
19. Average Time Spent (2011 vs 2012)<br />
TA: All National Viewers<br />
(in minutes) (in minutes)<br />
8<br />
18. Local Movie Channels Share %<br />
TA: All Viewers, Region: National<br />
Period: Jan - Dec 2012, based on average ratings<br />
18.4%<br />
155<br />
150<br />
145<br />
140<br />
135<br />
130<br />
TA: National CnS Viewers<br />
145<br />
140<br />
135<br />
130<br />
125<br />
120<br />
Local Movie Channels<br />
Share %<br />
35.2%<br />
143.8<br />
129.0<br />
1.4%<br />
3.3%<br />
136.6<br />
Jan<br />
130.0<br />
Jan<br />
148.2<br />
138.9<br />
139.9<br />
Feb<br />
133.5<br />
Feb<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
153.0<br />
137.9<br />
40.7%<br />
140.4<br />
Mar<br />
133.6<br />
Mar<br />
139.6<br />
125.4<br />
Apr<br />
Apr<br />
Film World<br />
HBO<br />
Filmazia<br />
Silver Screen<br />
Star Lite<br />
Filmax<br />
137.3<br />
128.6<br />
139.4<br />
May<br />
127.5<br />
143.9<br />
130.9<br />
May<br />
144.8<br />
Jun<br />
130.1<br />
145.0<br />
134.0<br />
Jun<br />
144.7<br />
138.2<br />
Jul<br />
Jul<br />
140.5<br />
132.2<br />
142.2<br />
Aug<br />
137.2<br />
Aug<br />
137.3<br />
123.9<br />
144.2<br />
Sep<br />
139.2<br />
138.3<br />
127.5<br />
Sep<br />
144.3<br />
139.2<br />
Oct<br />
Oct<br />
136.6<br />
122.4<br />
2011<br />
145.1<br />
Nov<br />
2011<br />
139.9<br />
139.9<br />
124.6<br />
Nov<br />
2012<br />
142.7<br />
Dec<br />
2012<br />
141.0<br />
144.7<br />
132.6<br />
Dec
9<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong>
20. Daily Average Time Spent per Viewer<br />
Geographical Segment-wise | Target Audience: All Viewers<br />
(in minutes)<br />
21. Daily Average Time Spent per Viewer (KHI - LHR - ISB)<br />
Target Audience: All Viewers<br />
(in minutes)<br />
160<br />
155<br />
150<br />
145<br />
140<br />
135<br />
130<br />
125<br />
120<br />
115<br />
145<br />
140<br />
135<br />
130<br />
125<br />
120<br />
115<br />
110<br />
105<br />
100<br />
Jan.<br />
12<br />
Jan.<br />
12<br />
Feb.<br />
12<br />
F e b .<br />
12<br />
Mar.<br />
12<br />
Mar.<br />
12<br />
Apr.<br />
12<br />
Apr.<br />
12<br />
May.<br />
12<br />
M a y .<br />
12<br />
22. Average Time Spent (2011 vs 2012)<br />
Target Audience: National Non CnS Viewers<br />
(in minutes)<br />
10<br />
170<br />
165<br />
160<br />
155<br />
150<br />
145<br />
140<br />
156.9<br />
144.4<br />
156.3<br />
146.4<br />
166.9<br />
148.1<br />
152.4<br />
147.3<br />
150.1<br />
159.0<br />
Jun.<br />
12<br />
Jun.<br />
12<br />
158.2<br />
158.0<br />
Jul.<br />
12<br />
Jul.<br />
12<br />
Aug.<br />
12<br />
Aug.<br />
12<br />
Sep.<br />
12<br />
Sep.<br />
12<br />
Oct.<br />
12<br />
Oct.<br />
12<br />
Nov.<br />
12<br />
N o v .<br />
12<br />
Dec.<br />
12<br />
Dec.<br />
12<br />
Urban<br />
Metros<br />
Large Cities<br />
Small Cities & Towns<br />
Rural<br />
Karachi<br />
Lahore<br />
Islamabad<br />
2011 2012<br />
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
151.2<br />
151.1<br />
147.4<br />
155.4<br />
149.2<br />
153.7<br />
149.7<br />
155.2<br />
151.0<br />
159.5<br />
144.6<br />
159.5
23. Hourly Ratings (2011 vs 2012)<br />
TA: National CnS Viewers<br />
Average Ratings %<br />
Average Ratings %<br />
11<br />
24. Hourly Ratings (2011 vs 2012)<br />
TA: All National Viewers<br />
40<br />
35<br />
30<br />
25<br />
20<br />
15<br />
10<br />
5<br />
0<br />
Time Slots<br />
Time Slots<br />
25. Timeslot-wise share: Viewership vs CAT<br />
Target Audience: National CnS Viewers<br />
TV Ratings<br />
(Share %)<br />
Commercial Air<br />
Time (Share %)<br />
8%<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
6% 10% 11% 19% 31% 14% 1%<br />
2% 14% 27% 8% 6% 17% 13% 12%<br />
Year 2011<br />
Year 2012<br />
Year 2011<br />
Year 2012<br />
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
12<br />
26. Top 15 Brands of 2012 (<strong>Media</strong>: TV) 27. Top 15 Advertisers of 2012 (<strong>Media</strong>: TV)<br />
In terms of Air Time In terms of Air Time<br />
2.0<br />
1.8<br />
1.6<br />
1.4<br />
1.2<br />
1.0<br />
0.8<br />
0.6<br />
0.4<br />
0.2<br />
0<br />
1.8%<br />
Tele Brand/Tele Mall/Mega Mall<br />
1.8%<br />
Ariel Washing Powder<br />
1.7%<br />
Ufone<br />
1.3%<br />
Coca Cola<br />
1.1%<br />
Surf Excel<br />
1.1%<br />
Mountain Dew<br />
28. Terrestrial vs Cable & Satellite Channels Share %<br />
Region: National, Target Audience: All Viewers<br />
29. Terrestrial vs Cable & Satellite Channels Share %<br />
Region: Urban, Target Audience: All Viewers<br />
1.0%<br />
Head & Shoulders Shampoo<br />
0.9%<br />
Safeguard Total 10<br />
0.8%<br />
Pepsi<br />
0.7%<br />
ARY Sahulat Bazar<br />
0.6%<br />
Lipton Yellow Label Tea<br />
0.6%<br />
Tang Juices<br />
0.6%<br />
Cadbury Dairy Milk<br />
0.6%<br />
Lux Soap<br />
0.6%<br />
Harpic Power Bowl Cleaner<br />
Region: National All Terrestrial (Combined)<br />
Cable & Satellite (Combined)<br />
84%<br />
14<br />
12<br />
10<br />
84% 89% 81% 74% 70% 68% 65% 67% 70% 66% 60% 56%<br />
16% 16% 11% 19% 26% 30% 32% 35% 33% 30% 34% 40% 44%<br />
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012<br />
Region: Urban All Terrestrial (Combined) Cable & Satellite (Combined)<br />
77%<br />
23% 26% 19% 33% 46% 51% 53% 61% 58% 56% 59% 62% 67%<br />
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
74% 81% 67% 54% 49% 47% 39% 42% 44% 41% 38% 33%<br />
8<br />
6<br />
4<br />
2<br />
0<br />
13.0%<br />
Unilever<br />
6.9%<br />
P&G<br />
5.2%<br />
PTCL<br />
4.3%<br />
Pepsico<br />
3.9%<br />
Mobilink<br />
3.6%<br />
Reckit Benckiser<br />
3.4%<br />
Coca Cola<br />
3.1%<br />
Nestle <strong>Pakistan</strong><br />
2.8%<br />
Telenor <strong>Pakistan</strong><br />
2.4%<br />
Colgate Palmolive<br />
1.9%<br />
China Mobile<br />
1.8%<br />
Warid Telecom<br />
1.5%<br />
Engro Foods<br />
1.1%<br />
Q Mobile<br />
1.0%<br />
Cadbury <strong>Pakistan</strong>
13<br />
30. Terrestrial vs Cable & Satellite Channels Share %<br />
Region: Rural, Target Audience: All Viewers<br />
Region: Rural All Terrestrial (Combined)<br />
Cable & Satellite (Combined)<br />
95% 94% 97% 96% 92% 91% 88% 86% 86% 86% 80% 72% 69%<br />
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012<br />
31. Terrestrial vs Cable & Satellite Channels Share %<br />
Region: Metros, Target Audience: All Viewers<br />
Region: Metros All Terrestrial (Combined) Cable & Satellite (Combined)<br />
72%<br />
68% 80% 65% 52% 42% 40% 29% 28% 29% 25% 25% 22%<br />
28% 32% 20% 35% 48% 58% 60% 71% 72% 71% 75% 75% 78%<br />
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012<br />
32. Terrestrial vs Cable & Satellite Channels Share %<br />
Region: Large Cities, Target Audience: All Viewers<br />
Region: Large Cities All Terrestrial (Combined)<br />
Cable & Satellite (Combined)<br />
81%<br />
80% 82% 73% 56% 47% 46% 46% 49% 43% 33% 29% 22%<br />
19% 20% 18% 27% 44% 53% 54% 54% 51% 57% 67% 71% 78%<br />
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong>
33. Terrestrial vs Cable & Satellite Channels Share %<br />
Region: Small Cities & Towns, Target Audience: All Viewers<br />
Region: Small Cities & Towns All Terrestrial (Combined) Cable & Satellite (Combined)<br />
81%<br />
77% 81% 67% 56% 55% 53% 43% 50% 56% 54% 50% 46%<br />
19% 23% 19% 33% 44% 45% 47% 57% 50% 44% 46% 50% 54%<br />
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012<br />
34. Men vs Women (Average Time Spend per Viewer)<br />
Year 2012 | Target Audience: All National Viewers<br />
(in minutes)<br />
155<br />
150<br />
145<br />
140<br />
135<br />
130<br />
Monday<br />
35. Average Time Spent per Viewer per Day<br />
Region: National, Target Audience: All Viewers<br />
(in minutes)<br />
14<br />
155<br />
150<br />
145<br />
140<br />
135<br />
130<br />
132.98<br />
141.31<br />
Tuesday Wednesday Thursday Friday Saturday Sunday Full Week<br />
Men Women<br />
Jan - 12 Feb - 12 Mar - 12 Apr - 12 May - 12 Jun - 12 Jul - 12 Aug - 12 Sep - 12 Oct - 12 Nov - 12 Dec - 12<br />
<strong>Gallup</strong> <strong>Pakistan</strong> <strong>Media</strong> <strong>Cyberletter</strong><br />
134.91<br />
142.42<br />
133.74<br />
141.08<br />
132.69<br />
140.05<br />
133.81<br />
144.39<br />
143.84<br />
152<br />
144.86<br />
147.12<br />
Monday<br />
Wednesday<br />
Friday<br />
136.73<br />
Sunday<br />
143.94<br />
Tuesday<br />
Thursday<br />
Saturday
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