Television Viewership Overview

28
Television Viewership Overview 2013

description

The Presentation has some crucial information about the Television Viewership in Pakistan during the year 2013.

Transcript of Television Viewership Overview

Page 1: Television Viewership Overview

Television Viewership Overview 2013

Page 2: Television Viewership Overview

Medialogic Pakistan - TAM Coverage Top 9 Cities

Total Number of Households 05.7 | millions

Total Number of Individuals 37.9 | millions

Total TV Households 04.9 | millions

Total Individuals in TV households 32.6 | millions

Total Households with Cable 04.0 | millions

Total Individuals in Cable homes 28.2 | millions

BASIC FACTS

Page 3: Television Viewership Overview

Pak UrbanKhiLhr

Rwp/IslFbd

GujwHydSukMul

Pesh

80%

90%

80%

80%

80%

75%

90%

80%

75%

60%

20%

10%

20%

20%

20%

25%

10%

20%

25%

40%

City-wise Cable Penetration

Cable Antenna

10%

14%

21% 25%

30%

SEC’s Representation

SEC A

SEC B

SEC C

SEC D

SEC E

0.0%

5.0%

10.0%

15.0%

20.0%

05-14 Yrs 15-29 Yrs 30-49 Yrs 50 Plus

10.7% 14.4%

17.1%

8.6%

12.8%

17.6% 14.4%

4.3%

Age/Gender Break Up

Male

Female

Panel Composition

Page 4: Television Viewership Overview

Current TV Environment

News Entertainment Sports Kids Music GEO News ARY DIGITAL Geo Super Cartoon Net Pak 8XM Samaa Hum PTV Sports Nicklodeon ARY MUSIK ExpNews GEO Ent TenSports Movie MTV Pak Aaj TV Alite Food HBO Oxygene Dunya TV Aplus ARY ZAUQ Filmax Play ARY NEWS ARUJ TV Masala Filmazia Vibe

BusinessPL Atv Zaiqa StarliteTV *Jalwa (Replaced Kook)

Channel 5 Axn Regional SilverScren

City42 Exp Ent ApnaChannel FilmWorld CNBC Jaag Hum Sitarey ApnaNews Warner Bros Dawn News IndusVision AVT Khyber Educational Dhoom KoheNoor Kashish Health TV Din News PTVHome KTN ValueTV Indus News TV one Mehran Sohni Dharti MetroOne Urdu1 Punjab TV News1 *Geo Kahani (Replaced Aag) Sabz Baat PTVNews Sindh TV

Royal News VASH SUN Religious Wasebtv WaqtNews ARY Qtv AwazTV *PTV World Madni PTV Nat *Captal News SindhNews *Abb Takk KhyberNews *Geo Tez * Channels launched in 2013

Four (4) news channels launched in 2013 . One channel (Jalwa) added in the music genre by replacing a regional channel ( Kook). Geo Kahani added in the Ent genre by replacing Aag ( music channel)….

Page 5: Television Viewership Overview

Media Trends & TV Insights 2013

oGenre-wise Market Share 2012 vs. 2013

oAverage Daily Viewing Time 2012 vs. 2013

oHourly Viewership 2012 vs. 2013

oMonthly Viewership Minutes

oMarket Share% By Genre Across SECs

oOverall Top 15 Channel (Based on Ratings & Reach)

oTop 10 Ent Channels (Based on Ratings & Reach)

oTop 10 News Channel (Based on Ratings & Reach)

oTop 10 Local Ent Channels Relative Share ( 2012 vs. 2013)

oTop 10 News Channels Relative Share ( 2012 vs. 2013)

oOverall Top 10 Programs

oTop 10 Talk Shows

Page 6: Television Viewership Overview

Total Individual

2:37:00

Male 2:24:00

Female 2:50:00

Average Viewing Time Per Day | 2012 vs. 2013

Female 3:03:00

Total Individual 2:48:00

Male 2:33:00

2012

2013

Viewing Time Per Day has increased in 2013. Females viewership increased by 13 minutes per day as compared to 2012.

Page 7: Television Viewership Overview

7

Time Band Utilization | Ratings% Jan To Dec 2013

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2012 2013

Total Ind

Time Band 2012 2013 Ch%

08:00 - 11:00 8.7 10.1 16%

11:00 - 17:00 11.8 12.5 6%

17:00 - 19:00 14.1 14.4 2%

19:00 - 21:00 23.2 23.4 1%

21:00 - 23:00 22.5 23.7 5%

23:00 - 00:00 17.4 18.3 5%

00:00 - 00:00 10.9 11.7 7%

C&S Ind

Time Band 2012 2013 Ch%

08:00 - 11:00 9.2 10.6 15%

11:00 - 17:00 12.9 13.4 4%

17:00 - 19:00 15.5 15.4 -1%

19:00 - 21:00 23.9 23.9 0%

21:00 - 23:00 24.1 25.4 5%

23:00 - 00:00 19.6 20.3 3%

00:00 - 00:00 11.8 12.5 6%

Viewership during the Morning slot has been increased by 16% on total and 15 % on C&S

Page 8: Television Viewership Overview

Genre-wise Market Share% Total Ind| 2012 vs. 2013

32.8 34.4 32.2 32.2

29.6 28.3 32.7 31.7 31.5 31.0 29.2 29.3

15.9

17.5

16.1

18.4

17.7

18.3 15.4 16.2 16.6 16.7 15.2 15.4

20.1

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17.3

17.1

21.2

14.8 12.7 14.8 14.6 12.9 13.7 11.9 6.0 5.1 6.6 5.6

4.2 6.4 6.3 4.7 4.3 4.0

7.2

6.9 5.0 5.0 5.3 4.5

5.0 6.8 6.9 6.1 5.2 5.8

5.5 5.7

0.05.0

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

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ket S

hare

%

Top 5 Genre’s Market Share% Trend | 2013

Local Ent Inhouse(cable) News Sports Kids

26%

17% 12%

14%

6%

5%

4%

1% 2%

13%

2012 Local Ent

Inhouse(cable)

Foreign Ent

News

Sports

Kids

Movies

Regional

Music

Others

31%

17% 5%

16%

6%

6% 3%

1% 2% 13%

2013

Comparing 2012, Local Entertainment remained highest in terms of Market Share with 31% followed by InHouse and News category with17 % and 16 % accordingly. Whereas Foreign Entertainment decreased by 7 % on Total Individual target audience.

Page 9: Television Viewership Overview

25%

19%

6% 17%

5%

6% 4%

1% 2% 15%

2013

Genre-wise Market Share% C&S Ind| 2012 vs. 2013

25.8 27.9

25.6 25.4 23.2 22.1

27.7 25.5 25.3 24.3

22.4 22.6

18.1

19.7

18.1

20.7

19.6 20.4 16.9 18.2 18.5 18.6 16.9 17.1 22.8

18.4

19.4

19.1

23.5

16.3 13.7

16.4 16.3 14.4

15.2 13.3

5.7 5.6

5.9 5.1

5.5

7.6 7.5 6.8 5.8

6.6 6.2 6.5 2.5 2.8

6.6

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6.3 5.5 4.1 5.2

7.2 7.4 8.2

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Top 5 Genre’s Market Share% Trend | 2013

Local Ent Inhouse(cable) News Kids Foreign Ent

19%

19%

13% 16%

6%

6%

4% 1%

2% 14%

2012 Local EntInhouse(cable)Foreign EntNewsSportsKidsMoviesRegionalMusicOthers

Comparing 2012 & 2013 , On an average viewership of Local Entertainment went up by 6%. One reason could be the dip in Foreign Entertainment channels. Whereas share of InHouse remained same.

Page 10: Television Viewership Overview

Monthly Minutes Consumption | 2012 vs. 2013

Average Minutes Consumption has been increased in 2013 particularly May onwards.

With the increase in load shedding, a clear impact on minutes consumption is visible from April onwards, But due to election fever, Viewership picked up in May’13 as compared to the previous month.

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2012 2013

Page 11: Television Viewership Overview

26.2

28.4

25.1

27.3

24.7

26.8

17.3

13.4

14.3

15.6

18.4

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Overall

SEC A

SEC B

SEC C

SEC D

SEC E

2012

Local Ent Inhouse(Cable) News Foreign Ent Sports Kids Movies Music Food Others

31.2

35.1

30.8

32.4

27.7

32.5

16.6

12.6

12.9

15.6

17.0

19.6

15.6

22.0

20.8

15.9

15.3

11.7

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SEC A

SEC B

SEC C

SEC D

SEC E

2013

Local Ent Inhouse(Cable) News Sports Kids Foreign Ent Movies Music Food Others

Genre-wise Market Share By SECs | 2012 vs. 2013

*Others | Regional, Religious, Food , Edu Info etc. Local Ent Market Share increased on all SECs in 2013.

Page 12: Television Viewership Overview

0.68 0.59 0.54 0.49 0.46 0.45 0.38 0.27 0.26 0.23 0.21 0.21 0.20 0.20 0.19

20

34 30

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0.000.100.200.300.400.500.600.700.80

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Total Ind Ratings% NR %

0.71 0.65 0.59 0.56 0.45

0.33 0.28 0.25 0.25 0.24 0.24 0.23 0.23 0.22 0.20

40 36

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C&S Ind

Ratings% NR %

Overall Top 15 Channels 2013| Total VS. C&S

Page 13: Television Viewership Overview

0.68 0.59 0.54 0.49 0.45 0.38 0.21 0.21 0.19 0.19

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Ratings% NR %

Top 10 Entertainment Channels 2013 | Total VS. C&S

0.71 0.65 0.59 0.45

0.25 0.25 0.23 0.23 0.17 0.14

40 36

29 32

10

26

14 12 9

22

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Page 14: Television Viewership Overview

0.46

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35

24 24 28

24 22 18 18

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GEO News* Samaa* Dunya TV* ExpNews* ARYNEWS*

DawnNews*

Aaj TV* CNBC Jaag* News1* Abb Takk*

Net

Rea

ch%

Ratin

gs%

Total Ind

Ratings% NR %

Top 10 News Channels 2013 | Total VS. C&S

0.56

0.24 0.22 0.20 0.18 0.13 0.12 0.10 0.08 0.07

42

29 29 33

29 26

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12 14

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Page 15: Television Viewership Overview

25%

18%

14%

12%

9%

11%

4% 3%

1%

3%

2012

PTVhomeARY DIGITALGEO EntAtvUrdu1HumExpressEntAplusGeo KahaniTV one

18%

16%

15% 12%

13%

10%

6%

3%

5%

2% 2013

Top 10 Local Ent Channels’ Relative Share% | 2012 vs. 2013 | Total Ind

Page 16: Television Viewership Overview

28%

20% 14%

17%

6% 5%

1%

4% 3%

2%

year 2012

ARY DIGITALGEO EntUrdu1HumExpressEntAplusGeo KahaniTV onePTVhomeHum Sitaray

Top 10 Local Ent Channels Relative Share% | 2012 vs. 2013 | C&S Ind

22%

20%

18%

14%

8%

5% 7% 3%

2% 1%

year 2013

Page 17: Television Viewership Overview

27%

13%

13% 11%

9%

8%

7% 5% 4% 3%

2012

GEO NewsSamaaDunya TVExpNewsARY NEWSDawn NewsAaj TVCNBC JaagNews1PTVNews

30%

13% 11%

11%

10%

7%

6% 5% 4% 3%

2013

Top 10 News Channels Relative Share% | 2012 vs. 2013 | Total Ind

Page 18: Television Viewership Overview

27%

14%

14%

11%

9%

9%

7% 5% 4%

0%

year 2012

GEO News

Samaa

Dunya TV

ExpNews

ARY NEWS

Dawn News

Aaj TV

CNBC Jaag

News1

Abb Takk

29%

13% 11%

11%

10%

7%

6% 5% 4% 4%

year 2013

Top 10 News Channels Relative Share% | 2012 vs. 2013 | C&S Ind

Page 19: Television Viewership Overview

Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%

1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 12.8 3488.2 40.9 2 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 10.1 2732.4 33.1 3 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 8.5 2297.9 30.6 4 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 7.5 2032.5 22.2 5 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 6.7 1819.1 18.8 6 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 6.7 1809.2 21.1 7 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 6.6 1741.7 25.5 8 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 6.4 1743.1 17.8 9 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 6.0 1625.4 23.3

10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 6.0 1616.4 21.2

*Amir Liaqat’s “ Lohe Qurani “ in the holy month (Ramadan) is the top show for 2013 which captured 36.9 and 40.9% MS on Total Ind and C&S Ind respectively *Out of top 10 programs 3 are Turkish and Two Indian the ratio between foreign and local content is 50 | 50

Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%

1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 10.7 3488.2 36.9 2 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 8.4 2732.4 31.1 3 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 7.0 2297.9 28.0 4 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 6.2 2032.5 18.7 5 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 5.6 1819.1 15.6 6 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 5.5 1809.2 18.6 7 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 5.3 1743.1 15.0 8 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 5.3 1741.7 23.0 9 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 5.0 1625.4 19.2

10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 5.0 1616.4 18.5

Overall Top 10 Programs | Jan to Dec 2013

Total Ind

C&S Ind

Page 20: Television Viewership Overview

Top 10 Talk Shows C&S Ind | Jan to Dec 2013

Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%

1 17.01.2013 Thu 20:06 20:59 38' GEO News* Capital Talk 4.5 1229.3 14.5

2 17.01.2013 Thu 22:46 23:59 1h 3' GEO News* Aaj Kamran Khan Kay Saath 4.5 1215.1 20.2

3 12.05.2013 Sun 22:04 22:33 17' GEO News* Meray Mutabiq 3.8 1025.7 12.4

4 15.01.2013 Tue 23:05 23:56 37' GEO News* Aapas Ki Baat Najam Sethi Kay Saath 3.1 843.1 14.2

5 22.02.2013 Fri 23:03 23:54 37' GEO News* Khabar Naak 2.7 742.4 11.6

6 13.01.2013 Sun 22:06 22:57 37' GEO News* Awaam Ki Adaalat 2.6 697.1 9.8

7 17.01.2013 Thu 19:01 19:32 22' ARY NEWS* Off The Record 2.3 637 8.5

8 15.01.2013 Tue 22:03 23:21 52' ARY NEWS* Khara Sach 2.3 621.8 9.4

9 03.03.2013 Sun 23:02 23:59 38' Dunya TV* Hasb-e-Haal 2.3 619 9.3

10 12.01.2013 Sat 22:03 22:58 38' GEO News* Jirga 1.9 500.5 7.1

Page 21: Television Viewership Overview

INDUSTRY AIRTIME ANALYSIS 2013

oIndustry Airtime Minutes By Genre

oTop 10 Product Categories

oTop 10 Advertisers

oTop 10 Brands

oTop 10 Ent Channels (In Terms of Airtime Minutes)

oTop 10 News Channel (In Terms of Airtime Minutes)

Page 22: Television Viewership Overview

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Industry Airtime Minutes By Genre | Jan to Dec 2013

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31%

15%

4%

3% 3% 2%

1% 1% 1%

Genre-wise Share% In Airtime

NewsEntertainmentRegionalMusicMovieSportsKidsHealthFoodIslamic

Though Ent genre is leading in viewership but still News genre getting more share in Commercial Airtime.

Page 23: Television Viewership Overview

Beverages remained the top category during 2013 followed by Cellular communications

Top 10 Categories Based on Airtime | Jan to Dec 2013

23%

22%

15%

12%

7%

6% 6% 3% 3% 3%

Relative Share% In Airtime

BeveragesCellular CommunicationPersonal CareDetergents & SoapsConstructionCullinaryConfectioneryWelfare & Public ServicesPoliticalHealthcare & Medical Services

1645 1474

986 873

245

512 454

86 100 173

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Page 24: Television Viewership Overview

Top 10 Advertisers Based on Airtime | Jan to Dec 2013

27%

19% 14%

7%

6%

6%

6% 5%

5% 5%

Relative Share% In Airtime

Unilver Pak P&G Pepsi

Telenor Coke Qmobile

Ufone Reckitt Nestle

Mobilink

1044

662 541

260 207 299

133 198 181 156

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Unilever is leading in the top-10 advertisers chart followed by P&G . Interestingly Q-Mobile aired more minutes than Ufone and Mobilink

Page 25: Television Viewership Overview

Top 10 Brands Based on Airtime | Jan to Dec 2013

14%

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9%

8%

8% 8%

Relative Share% In Airtime Pepsi

Talkshawk

Ufone

Mobilink Corporate

Ariel Washing Powder

Dew

Zong

Head & Shoulder

Coca Cola

Safeguard

237

195

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Pepsi is leading in the top 10 brands with 2,37,000 spots followed by Telenor Talk Shawk While Coke is @ number 9 with 106,000 spots during 2013 which is less than half of Pepsi’s frequency.

Page 26: Television Viewership Overview

Top 10 Ent Channels Based on Airtime | Jan to Dec 2013

12%

11%

11%

11% 9%

9%

9%

7%

7% 7% 7%

Relative Share% In Airtime

HUM TV Geo Ent

ARY DIGITAL ATV

Kohenoor URDU 1

A Plus PTV HOME

Express Ent TV ONE

Others

342

271 280 231

205 203 193 157

181 200 155

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ATV Kohenoor URDU 1 A Plus PTVHOME

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HUM TV is on top among Ent Channels followed by Geo Ent

Page 27: Television Viewership Overview

Top 10 News Channels Based on Airtime | Jan to Dec 2013

14%

13%

12% 11% 11%

10%

9%

8%

6% 6%

Relative Share% In Airtime City 42

GEO NEWS

ARY NEWS

DAWN NEWS

DUNYA NEWS

SAMAA

AAJ NEWS

EXPRESS NEWS

NEWS ONE

CNBC (Jaag)

244

310 286

316

240 235 229

177 164 184

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City 42 GEONEWS

ARY NEWS DAWNNEWS

DUNYANEWS

SAMAA AAJ NEWS EXPRESSNEWS

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CNBC(Jaag)

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Airt

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Min

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Airtime (Mins) Spot's Freq

Among News Channels City-42 is top of chart followed by Geo News , On an average both channels Airing over 3oo commercial airtime minutes per day

Page 28: Television Viewership Overview

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