tv clutter analysis 2009 - a joint research study by mediabank pakistan & pas

A joint research study by

PAS and mediabankMarch 2010

For query on DATA, please contact Mr. Haider Ali, Media Bank at: haider@mediabank.net.pkIf you have any other questions, please contact PAS at: secretariat@pas.org.pk

DATA SOURCE: MEDIA BANK

DATA DEFINITIONS– Commercial airtime: All commercial airtime excluding channels own promos – Spot advertising: Purchased ads e.g. 30”, 15”, etc.– Sponsorship: Commercial sponsorship– Channel’s own Promotion: Programming promos, songs, channel ID, etc.– Advertising: All commercial formats including station promos, sponsorships, etc.

About the TV Clutter Report

ASSUMPTIONSTotal broadcast minutes has been derived from the assumption that all channels broadcast 24 hours a day every day

This document focuses on the various aspects of commercial airtime on TV for the period Jan-Dec 2009. The report includes various form of analysis on clutter in terms of average minutes of advertising and number of spots. It shows a comparative study of channels own promotion vs. commercial airtime and advertising as a % of total broadcasting time. It also gives minutes of advertising on various channels against the legal limit as defined by PEMRA. In addition, here, are also sharing some facts established by international studies conducted by reputed research houses.

SLIDEAverage minutes of advt. in an hour across 24-hrs 5 – 16News, Entertainment & Others

Advertising vs. Pemra legal limit 17

Avg. minutes of advt. in an hour across time bands 18 - 37New, Entertainment, Music & Others

Frequency and clutter 38 - 39

Avg. spots in an hour across time bands 40 - 59New, Entertainment, Music & Others

Channel Promos vs Commercial airtime 60 – 63Prime time only - across genres

CAT and Channel Promos as a % of Total Advt. 64 - 68Top rated channels across time slots

Commercial Airtime 69 - 71Type & Prime and Non-Prime time monthly split

Advertising vs Content 72 - 73Prime and Non-Prime across channels

Advertising as a % of Total Broadcast Time 74Prime-Non Prime time across top rated channels

CON

TEN

T

MILLWARD BROWN: Effect of ClutterAD CLUTTER explains nearly three quarters of variation in ad impact

400 to 500 ads per week results in 8% decline in average ad impact. People in Pakistan are exposed to 627 to 1,097 ads per week.

Analogy with Spain that has seen similar developments, in the last 5 years clutter has resulted in 30% decline in avg. level of ad impact.

Due to clutter:

- Optimal level of media exposure will be different in cluttered media

- More GRP’s required for the same ad impact. In Japan twice GRP’s are required to reach the same effect as required in UK.

NEWS Channels(Slide 6-8)

YEARLY AVERAGE NUMBER OF MINUTES IN AN HOUR ACROSS 24 HOURS

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

5

10

15

20

25

30

35

40

45

50

6

2 1 1 2 3

2 3 3 4 6 7 6 8 8 8 8 9 8 10

12

14 14 13

3

2

1 1

1

1

1

1 1

2

2

2 3

3

4 4 4

5

4

8

9

11

7 9

3

2

2 1

2

2

3

3 2

3

4

4 4

4

3 3

3

4

4

6

7

7

7 5

2

2

2 2

1

2 4 2 3

2

5 4 3

3

4 4

5

7

8

6

4

6

6

4

4

3

2

2

2

2

2 2

3

4

4 3 4 4

4 4

4

5 7

7

9

10

9

7

AAJ NEWS ARY NEWS BUSINESS PLUS DAWN NEWS DIN NEWS

Aver

age

Airti

me

(Min

s) P

er D

ayAverage Minutes of Advertising per Hour (24hrs time)Genre: News / Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

…continued

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

5

10

15

20

25

30

35

40

45

50

9

5

1 1 2 1 1 1 2 3 3

6 6 8 9 9 8 7

9 9

11 10 11 13

1

1

1 1 1 1 1 1 1

1 1

1 1

1

1 1

1

1

1 2

2

2

1

1

8

6

4

2

2 3

2

4

7

10 10

10

11

12

13 13

14

14

12 11

11

10

14 12

13

13

5

7

8 7

6

14

13

15 14

15

15

15

12

15

15

15 14

12

15

12

15 142

1

0 1

1 2

0

1

1

3 5

2

2

3

2

2

2

3

8

9

9

9

8

5

DUNYA NEWS EXPRESS ENG EXPRESSNEWS GEO NEWS METRO ONE

Aver

age

Airti

me

(Min

s) P

er D

ayAverage Minutes of Advertising per Hour (24hrs time)Genre: News / Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

…continued

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

5

10

15

20

25

30

35

40

3

1 1 0 1 1 0 1 1 2 2 1 2 3

5 4 4 5 6

9

15

16

13 12

0

0 0 0 1 1

0 0 1

0 1 1

1

0

1 1 1 1

2

2

2

2

2

1

5

2

1 0

1 1

1 1 1

3 2 3

3

5

5 6 6 5

8

11

11

15

13

13

0

0

0 0

0 0

0 0

0

0

1 0

0

0

1

1 1 1

2

3

5

5

3

2

NEWS ONE PTV News SAMAA WAQT

Aver

age

Airti

me

(Min

s) P

er D

ayAverage Minutes of Advertising per Hour (24hrs time)Genre: News / Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

ENTERTAINMENT Channels(Slide 10-12)

YEARLY AVERAGE NUMBER OF MINUTES IN AN HOUR ACROSS 24 HOURS

Average Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

20

40

60

80

100

120

140

2 1 1 1 1 1 0 1 2 6

15

6 5 5 6 7 5 7

15

24

36

26

20 18

6 4 2 1 2 2 1 1 3

9

11

8 8 12

17 19

14 7

6

10

16

15

14

11

3

2

2 1 1 2

0 1

3

9

14

11 15 8

8

14

10

9

9

17

24

14

7

6

1

0

0 0 0 1

0 0

1

1

3

2

2

1

1

3

2

2

4

9

15

9

9

3

32

1 1 1 21 1

1

3

4

22

3

5

6

7

6

13

24

29

23

14

8

Apna TV ARY DIGITAL ATV AVTKhyber KTN

Aver

age

Airti

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(Min

s) P

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ay

…continued

Average Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

10

20

30

40

50

60

70

9

6 7 5 5 5 3 3 3

11 9

6

12 13

16 18 17

12

7

12 15 13 11 12

3

1 0

0 0 0

0 0 0

0

0

0

1 1

1

1 1

0

1

2

2 3

5

54

4 1

0 0 1

0 1 1

3 4

3

5 4

4

5 8

7

6

10

20

15

10

16

2

2

1

1 1 1

1 1 1

8 9

5

10

5

5

6

7

7

12

15

15

14

11

8

2

1

0

0 1 2

0

2 2

5

6

8

3

2

5

6

4

1 4

9

12

4

6

5

GEO HBO HUM TV INDUS VISION PTV Home

Aver

age

Airti

me

(Min

s) P

er D

ay

…continued

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

10

20

30

40

50

60

70

80

90

4 2 1 1 2 2 2 2 2

6 7 4 6 4 4 5 5 6

12

17

22 22

14

82

1 1 0 1 0 0 1 1

2

3

3 2

3 4 4 6 5

9

17

21

15

10

6

2

1 0 0 1 1 0 1 0

8 7

6

8

9 10 11

14 9

13

19

25

25

26

17

0

0 0 0

1 0 0 0 0

4 4

1

2 2

3

3

3

3

7

14

18

13

8

3

PUNJAB TV SindhTV TV ONE WASEB

Aver

age

Airti

me

(Min

s) P

er D

ayAverage Minutes of Advertising per Hour (24hrs time)Genre: Entertainment/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

OTHER Channels(Slide 14-16)

YEARLY AVERAGE NUMBER OF MINUTES IN AN HOUR ACROSS 24 HOURS

Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

5

10

15

20

25

30

1 1 1 1 2 2

1 1 1 1 1 1 1 1 1 1 2 3 3 3 3

2 2 1

0 0 0 0

0 0

0

1 1

2

3 4

5 6

5 5

5

6

8 7

6

5

1

0

2

1 0 0

0 0

0

0 0

0

0

0

0

0

2

2

2

1

4

7

9

6

8

7

9

8 8

7 7 6

6

6 6

6

6

6

8

7 7

7

8

8

7

8

10

9

8

8

3

1 0

0 0 0

0 0 0

0

0

0

1 1 1

1

1

0

1

2

2

3

5

5

ARY QTV Cartoon Network FILMAZIA GEO SUPER HBO

Aver

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(Min

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…continued

Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

5

10

15

20

25

30

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 3 3

4

31 0 0 0 0 1 0 0 1 1 0 1 0 0 0 1 1 1

2

4

5 5 4

2

1

0 0 0

1 2

0

2 2

5 5

7

3 2

4

5

3

1

3

9

11

3

5

4

2

1

0 0

0

0

0

0 0

0 0

0

0 0

6

7

4

1

5

6

7

5

10

8

MTV PAKISTAN ROHI SATELLITE_PTV SILVER SCREEN

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(Min

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…continued

Average Minutes of Advertising per Hour (24hrs time)Genre: OTHERS/ Period: Jan-Dec 2009Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

00:0

0 - 0

0:59

01:0

0 - 0

1:59

02:0

0 - 0

2:59

03:0

0 - 0

3:59

04:0

0 - 0

4:59

05:0

0 - 0

5:59

06:0

0 - 0

6:59

07:0

0 - 0

7:59

08:0

0 - 0

8:59

09:0

0 - 0

9:59

10:0

0 - 1

0:59

11:0

0 - 1

1:59

12:0

0 - 1

2:59

13:0

0 - 1

3:59

14:0

0 - 1

4:59

15:0

0 - 1

5:59

16:0

0 - 1

6:59

17:0

0 - 1

7:59

18:0

0 - 1

8:59

19:0

0 - 1

9:59

20:0

0 - 2

0:59

21:0

0 - 2

1:59

22:0

0 - 2

2:59

23:0

0 - 2

3:59

0

3

5

8

10

13

15

3

1

1 1 1 1 1 1 1 1 1 2 2 3 3 3

4 4 4 3

4

5

7

5

1

1

0 0 0 0 0 0 1 1

1

0

1

1 1

1

2 2 2

2

4

3

5

4

0

1

0 0 0 1 0

1 1

1

2

2

3

4

5

5

6

7 7

7

4 4

2

1

Tensports THE MUSIK Wik Kid Plus

Aver

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(Min

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Apna

TV

TV O

NE

KTN

PUN

JAB

TV

Sind

hTV

ATV

HU

M T

V

ARY

DIG

ITAL

IND

US

VISI

ON

NEW

S O

NE

WAS

EB

GEO

NEW

S

SAM

AA

AAJ N

EWS

DH

OO

M

GEO

EXPR

ESSN

EWS

AVTK

hybe

r

DU

NYA

NEW

S

MET

RO O

NE

0

5

10

15

20

25

30

26

2422

19

16 1514 14 14 13 13 13 12 12 12 11 11

10 109

12

Average advertisement per Hour in Minutes vs. PEMRA Legal LimitAd Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Channel IDs.Period: Jan-Dec 2009

PEM

RA L

EGAL

LI

MIT

PRIME TIME ONLY: 19:00 - 22:59

Top NEWS Channels

AVERAGE NUMBER OF MINUTES IN ONE HOUR - ACROSS TIME SLOTS

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T -

2

4

6

8

10

12

4

0 1

3 3 3

0

7

11

1

2

1 0

2

0

Morning Time (06:00 - 11:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T -

2

4

6

8

10

12

14

8

1

4

7

5

8

0

13 13

2

5 5

1

6

1

Evening Time (17:00 - 18:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T -

2

4

6

8

10

12

14

12

1

9

6

8

10

1

11 12

5

9

13

2

12

4

Prime Time (19:00 - 22:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T -

1

2

3

4

5

6

7

2

0

1 1

2

3

0

4

6

1 1 1 0

1

0

Late Night (00:00 - 05:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

Top ENTERTAINMENT Channels

AVERAGE NUMBER OF MINUTES IN ONE HOUR - ACROSS TIME SLOTS

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

-

1

2

3

4

5

6

7

5 5

6

1

4

2

4

2

4 4

0

3

1

4

1

Morning Time (06:00 - 11:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

0

2

4

6

8

10

12

11

7

8

3

8

6

9 9

3

9

2 2

7

11

5

Evening Time (17:00 - 18:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

0

5

10

15

20

25

30

26

1415

10 11

14 13

22

8

19

4

7

15

23

13

Prime Time (19:00 - 22:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

0

1

2

3

4

1

2

2

0

4

1

1

11

2

0

1 11

0

Late Night (00:00 - 05:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

Top MUSIC Channels

AVERAGE NUMBER OF MINUTES IN ONE HOUR - ACROSS TIME SLOTS

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

OYE

PLAY

THE

MU

SIK

VIBE

0.0

0.5

1.0

1.5

2.0

2.5

0.7

2.1

0.4

0.2

0.5

0.0

0.5 0.3

1.1

Morning Time (06:00 - 11:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

OYE

PLAY

THE

MU

SIK

VIBE

0

1

2

3

4

3

4

3

1

3

0

2 22

Evening Time (17:00 - 18:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

OYE

PLAY

THE

MU

SIK

VIBE

0

1

2

3

4

5

6

7

8

9

6

8

4

3

6

0

5

34

Prime Time (19:00 - 22:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

PLAY

THE

MU

SIK

VIBE

0

1

11

0

1

0 0

0

0

1

Late Night (00:00 - 05:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

OTHER Channels

AVERAGE NUMBER OF MINUTES IN ONE HOUR - ACROSS TIME SLOTS

ARY

QTV

ARY

ZOU

Q

Cart

oon

Net

wor

k

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s -

1

2

3

1

1 1

0

2

0

1

1 1

Morning Time (06:00 - 11:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

ARY

QTV

ARY

ZOU

Q

Cart

oon

Net

wor

k

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s0

1

2

3

4

5

6

7

8

2

4

6

2

4

0

5

4

7

Evening Time (17:00 - 18:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

ARY

QTV

ARY

ZOU

Q

Cart

oon

Net

wor

k

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s0

1

2

3

4

5

6

7

8

2

5 5

7

6

3

55

4

Prime Time (19:00 - 22:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

ARY

QTV

ARY

ZOU

Q

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s0

1

2

3

4

5

1

0 0

4

10

1

0

Late Night (00:00 - 05:59)

Avg. mins / day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

FREQUENCY AND CLUTTER

We lose 30% audiences during long ad breaks

1 2 3 4 5 6 7 8 9 10 11 12 130

0.2

0.4

0.6

0.8

1

1.21.1

1.023

0.950000000000001

0.880000000000001

0.8200000000000010.770000000000001

0.7100000000000010.670000000000003

0.6100000000000010.57

0.710000000000001

0.860000000000001

0.940000000000001

We lose 30% audience during long mid breaks

No of ads in a break

Viewership trend of advertisements in a single commercial break

Top NEWS Channels

AVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOUR

ACROSS TIME SLOTS

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T -

5

10

15

20

25

30

12

1 2

9

5 7

0

18

28

3

7

3

0

4

1

Morning Time (06:00 - 11:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T0

5

10

15

20

25

30

35

40

27

1

11

19

10

20

1

3533

7

1714

3

19

4

Evening Time (17:00 - 18:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T0

5

10

15

20

25

30

35

40

35

3

21

1517

25

2

29 29

13

25

37

4

32

10

Prime Time (19:00 - 22:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T0

2

4

6

8

10

12

14

16

8

0

34 3

7

0

9

14

43

3

1

4

0

Late Night (00:00 - 05:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: NEWSPeriod: Jan-Dec 2009

ENTERTAINMENT Channels

AVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOUR

ACROSS TIME SLOTS

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

-

2

4

6

8

10

12

14

16

18

15 15 16

3

11

6

11

6

11 11

1

10

3

13

5

Morning Time (06:00 - 11:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

0

5

10

15

20

25

30

3532

17

21

9

22 21

26

31

9

22

46

17

32

14

Evening Time (17:00 - 18:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

0

10

20

30

40

50

60

70

8073

3538

28 31

39 37

65

21

47

1217

37

64

35

Prime Time (19:00 - 22:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

0

2

4

6

8

10

12

5

6

4

1

11

5

2

6

4

6

1

22 2

1

Late Night (00:00 - 05:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: ENTERTAINMENTPeriod: Jan-Dec 2009

MUSIC Channels

AVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOUR

ACROSS TIME SLOTS

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

OYE

PLAY

THE

MU

SIK

VIBE

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

1.3

8.4

1.3

0.5

1.9

0.0

1.4

0.6

2.4

Morning Time (06:00 - 11:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

OYE

PLAY

THE

MU

SIK

VIBE

0

2

4

6

8

10

12

14

16

7

14

8

2

8

0

6 54

Evening Time (17:00 - 18:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

OYE

PLAY

THE

MU

SIK

VIBE

0

5

10

15

20

25

30

18

26

14

7

17

0

13

10

7

Prime Time (19:00 - 22:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

AAG

G K

ABO

OM

KASH

ISH

MTV

PAK

ISTA

N

OXY

GEN

E

PLAY

THE

MU

SIK

VIBE

0

1

2 2

1

1

0

1

1

1

1

Late Night (00:00 - 05:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: MUSICPeriod: Jan-Dec 2009

OTHER Channels

AVERAGE NUMBER OF SPOTS/TVC’sIN ONE-HOUR

ACROSS TIME SLOTS

ARY

QTV

ARY

ZOU

Q

Cart

oon

Net

wor

k

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s -

1

2

3

4

5

6

7

8

9

1

6

4

0

8

0

6

3 3

Morning Time (06:00 - 11:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

ARY

QTV

ARY

ZOU

Q

Cart

oon

Net

wor

k

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s0

2

4

6

8

10

12

14

16

18

20

5

14

18

6

15

1

17

10

18

Evening Time (17:00 - 18:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

ARY

QTV

ARY

ZOU

Q

Cart

oon

Net

wor

k

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s0

5

10

15

20

25

7

16

12

2019

9

1513

9

Prime Time (19:00 - 22:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

ARY

QTV

ARY

ZOU

Q

FILM

AZIA

GEO

SU

PER

HBO

MAS

ALA

Tens

port

s

Wik

Kid

Plu

s0

2

4

6

8

10

12

14

16

2 3

1

14

23 3

0

Late Night (00:00 - 05:59)

Avg. nos. of spot ads/ day / hr

Ad Type: Spot/TVC’s (without media category)Genre: OTHERSPeriod: Jan-Dec 2009

Channel Promos VS Commercial Airtime

AVERAGE MINUTES OF AIRTIME IN AN HOURPRIME TIME ONLY - ACROSS GENRES

Ref. Code: S-3 Airtime

Channels own promotion vs Commercial AirtimeGenre: NEWSPeriod: Jan-Dec 2009

AAJ N

EWS

APN

A N

EWS

ARY

NEW

S

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

NEW

S

Ktn

New

s

MET

RO O

NE

NEW

S O

NE

PTV

New

s

SAM

AA

WAQ

T

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.00.

1 0.6

0.2 0.4

0.4

0.2 1.

1

0.5

2.5

0.0 0.3

0.1

0.1

0.1 0.3

12.6

1.4

8.8

5.8

8.4

10.3

0.9

11.4

13.0

5.3

8.7

13.6

2.0

12.5

3.9

Prime Time (19:00 - 22:59)

Channel Own Promotion (Avg Per Day) Commercial Airtime (Avg Per Day)

Aver

gae

Airti

me

Per H

our (

Min

s)

Channels own promotion vs Commercial airtimeGenre: ENTERTAINMENTPeriod: Jan-Dec 2009

Apna

TV

ARY

DIG

ITAL

ATV

AVTK

hybe

r

GEO

HU

M T

V

IND

US

VISI

ON

KTN

PTV

Hom

e

PUN

JAB

TV

ROH

I

SATE

LLIT

E_PT

V

Sind

hTV

TV O

NE

WAS

EB

0.0

5.0

10.0

15.0

20.0

25.0

30.00.

2

0.3

0.3

0.2

7.3

0.4 0.9

0.3 0.6

0.2 0.4 0.6

0.5

0.2

0.2

26.6

14.0 16

.0

10.6 12

.2 13.8

13.6

22.7

7.7

19.1

4.6

7.0

16.2

23.9

13.3

Prime Time (19:00 - 22:59)

Channel Own Promotion Commercial Airtime (Min)

Aver

gae

Airti

me

Per H

our (

Min

s)

Channels own promotion vs Commercial airtimeGenre: OTHERSPeriod: Jan-Dec 2009

AAG

ARY

QTV

ARY

ZOU

Q

Cart

oon

Net

wor

k

GEO

SU

PER

MAS

ALA

MTV

PAK

ISTA

N

PLAY

Tens

port

s

THE

MU

SIK

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.08.

0

0.5

0.4 0.

7

9.1

0.6

0.6

0.4

0.3 0.

6

8.0

2.8

5.0

4.7

9.0

4.7

2.7

4.9 5.

2

3.5

Prime Time (19:00 - 22:59)

Channel Own Promotion Commercial Airtime (Min)

Aver

gae

Airti

me

Per H

our (

Min

s)

Channel Promos VS Commercial AirtimeCAT AND PROMOS AS A % OF TOTAL ADVERTISING

TOP CHANNELS ACROSS TIME SLOTS

Ref. Code: S-23

AAJ N

EWS

Apna

TV

ARY

DIG

ITAL

ATV

BUSI

NES

S PL

US

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

GEO

NEW

S

GEO

SU

PER

HU

M T

V

IND

US

VISI

ON

KTN

PTV

New

s

PTV

Hom

e

SAM

AA

TV O

NE

0%

20%

40%

60%

80%

100%

120%10

% 14%

10%

6%

16%

16%

13% 22

%

97%

14%

71%

25%

76%

38%

17% 22

% 27%

8%

17%

14%

90%

86% 90

% 94%

84%

84% 87

%

78%

3%

86%

29%

75%

24%

62%

83%

78%

73%

92%

83% 86

%

Channel Own Promotion Commercial Airtime (Min)

Airti

me

Shar

e %

Morning Time : 06:00 – 11:59

Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 2009

Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 2009

AAJ N

EWS

Apna

TV

ARY

DIG

ITAL

ATV

BUSI

NES

S PL

US

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

GEO

NEW

S

GEO

SU

PER

HU

M T

V

IND

US

VISI

ON

KTN

PTV

New

s

PTV

Hom

e

SAM

AA

TV O

NE

0%

20%

40%

60%

80%

100%

120%2%

7% 4% 5%

10%

3%

7%

3%

76%

4%

48%

13%

60%

12%

6% 6%

11% 17

%

4% 3%

98%

93%

96%

95%

90% 97

%

93% 97

%

24%

96%

52%

87%

40%

88% 94

%

94%

89%

83%

96%

97%

Channel Own Promotion Commercial Airtime (Min)

Airti

me

Shar

e %

Evening Time: 17:00 – 18:59

AAJ N

EWS

Apna

TV

ARY

DIG

ITAL

ATV

BUSI

NES

S PL

US

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

GEO

NEW

S

GEO

SU

PER

HU

M T

V

IND

US

VISI

ON

KTN

PTV

New

s

PTV

Hom

e

SAM

AA

TV O

NE

0%

20%

40%

60%

80%

100%

120%1% 1% 2% 2%

6% 7% 4% 2%

56%

4%

37%

16%

50%

3% 6%

1% 5% 7%

1% 1%

99%

99%

98%

98%

94%

93%

96%

98%

44%

96%

63%

84%

50%

97%

94% 99

%

95%

93% 99

%

99%

Channel Own Promotion Commercial Airtime (Min)

Airti

me

Shar

e %

Prime Time: 19:00 – 22:59

Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 2009

Channels own promotion vs Commercial airtime as a % of Total Advt.TOP RATED CHANNELS ACROSS GENERESPeriod: Jan-Dec 2009

AAJ N

EWS

Apna

TV

ARY

DIG

ITAL

ATV

BUSI

NES

S PL

US

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

GEO

NEW

S

GEO

SU

PER

HU

M T

V

IND

US

VISI

ON

KTN

PTV

New

s

PTV

Hom

e

SAM

AA

TV O

NE

0%

20%

40%

60%

80%

100%

120%20

%

40%

24%

24%

17%

29%

11%

21%

97%

23%

73%

49%

68%

39%

57%

27%

19%

7%

19% 23

%

80%

60%

76%

76%

83%

71%

89%

79%

3%

77%

27%

51%

32%

61%

43%

73% 81

%

93%

81%

77%

Channel Own Promotion Commercial Airtime (Min)

Airti

me

Shar

e %

Late Night (00:00 - 05:59)

COMMERCIAL AIRTIMETYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLIT

Ref. Code: S-23

About the Next Slide:

The next slide gives the Type of Commercial Airtime in Prime and Non-Prime Time across a period of 12 months.For calculations the following parameters were followed:

CHANNLES: The programming of following channels were used:Aaj, Apna, ARY Digital, ARY News, Atv, Dunya, Express, Geo Ent, Geo News, Hum, Indus Vision, Ktn, Ptv Home, Samaa, TV One.

DEFINITIONS:Spots/TVC’s: Purchased ads e.g. 30”, 15”, etc.Programme Trailors: Promo’sSponsorships: Branded sponsorshipsOthers: All other forms of advertising

Jan NPT

Jan PT

Feb NPT

Feb PT

Mar NPT

Mar PT

Apr NPT

Apr PT

May NPT

May PT

Jun NPT

Jun PT

Jul NPT

Jul PT Aug NPT

Aug PT

Sep NPT

Sep PT

Oct NPT

Oct PT

Nov NPT

Nov PT

Dec NPT

Dec PT

Spot/TVC

0.694772181277738

0.915058356635959

0.780500315978941

0.935271155693547

0.799398418039267

0.94037351744335

0.847693527476225

0.94977320394718

0.862185604032598

0.948508221017131

0.836792480095791

0.947968983919386

0.831663504943945

0.939781559270914

0.83448870036742

0.95137979245424

0.877005353195409

0.954966941402873

0.660967701381313

0.836770262167418

0.978371370239121

0.992253050203768

0.381330958889773

0.734040636191818

Programme Trailer

0.231127896086973

0.062187987854043

1

0.176016789689459

0.045208381067694

1

0.147040680940638

0.037173706351020

9

0.117236540875859

0.032632712057615

7

0.104611358688665

0.036564986603078

5

0.123696368728539

0.036238188054624

2

0.125272269785961

0.046059620101448

8

0.122191600193525

0.032844444746087

7

0.080862555575313

7

0.024984205822156

1

0.177451846073741

0.059776313666563

0.002746454759770

32

4.22401313064652E-

05

0.444302233184177

0.153157648429775

Sponsorship

0.003293700883586

47

0.001823364057671

24

0.003305789821250

76

0.002298256198109

68

0.003248381239380

5

0.002783014801515

77

0.003211696575831

45

0.002882888601481

64

0.003582606819357

6

0.002855496676370

66

0.004184667047432

92

0.002810704900567

12

0.004949801957720

89

0.002225797113591

31

0.005673928862320

76

0.002923490406607

8

0.007946120786168

94

0.003476757084089

06

0.034625142793788

8

0.020050256580674

3

0.004416120137095

88

0.001559593419536

11

0.019398456628786

2

0.016384290101906

9

Others

0.07080622175

17

0.020930291452327

4

0.040177104510346

3

0.017222207040651

8

0.050312519780715

0.019669761404113

8

0.031858235072085

7

0.014711195393725

9

0.029620430459382

2

0.012071295703419

9

0.035326484128240

2

0.012982123125422

3

0.038114423312373

7

0.011933023514045

9

0.037645770576734

3

0.012852272393065

5

0.034185970443112

6

0.016572095690882

5

0.126955309751157

0.083403167585348

0.014466054864016

2

0.006145116245389

9

0.154968351297269

0.096417425276505

9

5%15%25%35%45%55%65%75%85%95%

Type of Commercial Airtime for Total TV, in Prime and Non-Prime TimeChannel Selected:

Monthly Average Split. Period: Jan-Dec 2009

ADVERTISING VS CONTENTPRIME and NON-PRIME TIME Across Channels

Ref. Code: S-23

AAJ N

EWS

Apna

TV

ARY

DIG

ITAL

ARY

NEW

S

ATV

BUSI

NES

S PL

US

DAW

N N

EWS

DIN

NEW

S

DU

NYA

NEW

S

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

GEO

NEW

S

GEO

SU

PER

HU

M T

V

IND

US

VISI

ON

KTN

MAS

ALA

MET

RO O

NE

NEW

S O

NE

PTV

New

s

PTV

Hom

e

SAM

AA

Sind

hTV

Tens

port

s

THE

MU

SIK

TV O

NE

WAQ

T

Wik

Kid

Plu

s0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11% 16% 15% 7% 14% 7% 7% 8% 11% 3% 16% 30% 25% 26% 11% 11% 13% 5% 6% 8% 2% 7% 9% 9% 5% 3% 16% 2% 6%

89% 84% 85% 93% 86% 93% 93% 92% 89% 97% 84% 70% 75% 74% 89% 89% 87% 95% 94% 92% 98% 93% 91% 91% 95% 97% 84% 98% 94%

Total Advertising Content

ADVERTISING vs CONTENTPer Day Average for Top Channels Across GenrePeriod: Jan-Dec 2009

AAJ N

EWS

Apna

TV

ARY

DIG

ITAL

ARY

NEW

S

ATV

BUSI

NES

S PL

US

DAW

N N

EWS

DIN

NEW

S

DUN

YA N

EWS

EXPR

ESS

ENG

EXPR

ESSN

EWS

GEO

GEO

NEW

S

GEO

SU

PER

HU

M T

V

INDU

S VI

SIO

N

KTN

MAS

ALA

MET

RO O

NE

NEW

S O

NE

PTV

New

s

PTV

Hom

e

SAM

AA

Sind

hTV

Tens

port

s

THE

MU

SIK

TV O

NE

WAQ

T

Wik

Kid

Plu

s0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

21%

44%

24%

15%

26%

12%

10% 15

% 17%

3%

20%

32%

25%

26%

24%

24%

38%

9%

15% 22

%

4%

14% 21

% 27%

9% 7%

40%

7% 8%

10%

10%

13%

5%

12%

6%

6%

6%

9%

3%

15%

30%

25% 26

%

8% 9%

8%

5%

4%

5%

1%

6%

7%

6%

4%

2%

11%

1%

5%

Prime Time Non-Prime Time

Advertising as a % of Total Broadcast Time in Prime & Non-Prime TimeAd Type: Spot/TVC, Promo Tail, Sponsorships, Telebrand, Infomercials, Branded Song, Clock tail, Spot & Channel IDs.Period: Jan-Dec 2009

For query on DATA, please contact Mr. Haider Ali, Media Bank at: haider@mediabank.net.pk

Cell: 0300-8247002

For other questions, please contact PAS at: secretariat@pas.org.pk

THE END