TV Viewership Overview

Jan - Dec 2010

Region Pakistan Urban

TA Total / C&S Ind

Time Band 06:00 - 00:00

TV Viewership Overview
Jan - Dec 2010

Pakistan Panel Composition

Total Panel Size - 675 Households

City Wise Break Up

250 225

200 175

150
100
100
50
50 25 25 25 25 25

C&S/ Non C&S Break Up

0% 20% 40% 60% 80% 100%

80%
Total
SEC Break Up 20%
90%
Karachi
10%
80%
Lahore
10% 20%

SEC A 80%
Isb/ Rwp
20%
30%
14% 80%
SEC B Faisalabad
20%
80%
SEC C Sukhur
20%

21% 90%
Hyderabad
SEC D 10%

25% 75%
Gujranwala
SEC E 25%
75%
Multan
25%
60%
Peshawar
40%

C&S Home Non C&S Home

TV Viewership Overview
Jan - Dec 2010
Broadcasting Environment - Basic Facts

In Top 08 Urban Cities:

Total Household - 5.7million ---> 37.9 million individuals
Total TV Households - 4.9 million ---> 32.6 million individuals
Total Cable Penetration - 4 million ---> 28.2 million individuals
Total Number of Local Channels - 81

News Entertainment Sports Children Music

Geo News ARY Digital Geo Super Cartoon Net Oxygene

ARY News Hum TV Tensports Nickelodeon Aag
Samaa Geo Ent Play
Dunya TV Express Indus Vision ARY Music
News A Plus* GKA Boom
Waqt TV AKS * MTV Pakistan Oye
Dawn News TV One K2
News1 PTV Home
Metro One Business Alite *
Plus Express 24/7 Sohni Dharti*
Aaj TV Dharti
CNBC Vibe
PTV News Koh-e-Noor*
Din News AXN
Channel 5 ATV
Royal News PTV National
KTN News
APNA News
Vash News
Sindh News Khyber
News
City 42
Indus News

Regional Religious Food Movies Fashion Informational

Rohi TV Madni Zaiqa* HBO Style 360 Value TV
KTN ARY QTV Masala Filmax Filmazia Health TV*
Punjab TV Haq TV ARY Zauq Starlite
APNA Silver Screen
Raavi Film World*
Mehran
Sindh TV
PTV Bolan
Waseb TV
AVT Khyber
Kook
Kashish
Awaz

* - Channels launched in 2010

TV Viewership Overview
Jan - Dec 2010

Usage in Minutes - Household

Total - Time Slot: 06:00 - 00:00
380.0

360.0

364.0
358.0
356.8
354.7

354.7
352.2

340.0
341.6

334.6
332.6

332.4

331.7
320.0

330.5
329.6
324.6

324.6

323.4
320.5

320.2
320.0
316.1

313.5
300.0

309.0
305.0

304.8

304.1
299.0

297.1
292.8

280.0

290.8
289.6

286.9

277.0
271.0
260.0

266.6

263.7
260.2
240.0

220.0

200.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2008 2009 2010

C&S - Time Slot: 06:00 - 00:00

450.0

400.0

411.2
405.2

401.1

389.5
386.6

384.3
384.0
382.9

368.4
367.3

366.9
350.0

364.1
362.6
362.6
360.7

359.6

357.1

356.4

355.0
350.2

348.3
346.0

345.3

343.6
341.2

339.7
334.7
332.3

329.0
327.3
325.3

315.3

300.0
311.5
310.4
308.8

298.5

250.0

200.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2008 2009 2010

Comparing both years, viewership kept on fluctuating due to multiple reasons. i.e Mar - April was low viewed
months due to Loadshedding. There was a dip in overall minutes consumption during the month of September
due to the ban on international channels.
Different tournaments caused in viewership increase, i.e. Bouncer Series in Jan - Feb, T20 World Cup in May, Asia
Cup- Fifa World Cup- MCC T 20 during Jun - Jul and Cool & Cool Cup during Nov - Dec.
TV Viewership Overview
Jan - Dec 2010
Usage in Minutes - Household
Karachi - Time Slots: 06:00 - 00:00
400.0

350.0

300.0

250.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Total C&S

Lahore - Time Slots: 06:00 - 00:00

450.0
400.0
350.0
300.0
250.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Total C&S

Islamabad/ Rawalpindi - Time Slots: 06:00 - 00:00

450.0
400.0
350.0
300.0
250.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Total C&S

Non Metros - Time Slots : 06:00 - 00:00

450.0
400.0
350.0
300.0
250.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Total C&S

Comparing all regions, viewership in Lahore C&S was highest. On an average ,C&S HH in Lahore tuned in for 6.4
hours followed by Non Metros with an avg. of 6.3 hours whereas HHs in Karachi and Isb/Rwp tuned in with an avg. of
5.6 and 6.1 hours accordingly.
 TV Viewership Overview
Jan - Dec 2010
Rating% - Individual
Time Slots: 06:00 - 00:00
Total
26.0
24.0
22.0
20.0
18.0
16.0
14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0

2009 2010

C&S
27.0
25.0
23.0
21.0
19.0
17.0
15.0
13.0
11.0
9.0
7.0
5.0
3.0
1.0
-1.0

2009 2010

- Comparing both years, on an average viewership of 2010 were higher than 2009. This year viewership increased with a
minor ratio, change on Total and C&S were 3% and 5% accordingly.
- Peak trend were remained as usual , i.e. Pre-Prime Time, Prime Time whereas there was a dip in Post Prime Time in 2010.
- Change in viewership share across Time Bands (Yr2010):

Total C&S
Morning Slot 09:00 - 11:00 +11% +12%
Highest
Prime Time Viewership
20:00 -Slots
22:00 +02% +04% (in 2009, increase in Prime Time were 17% on both targets)
Post Prime Time 22:00 - 00:00 -3% -1% (in 2009, increase in Late Night Slot were 28% and 17% on Total and C&S)
TV Viewership Overview Market Share - Time Slot 06:00 - 00:00
Jan - Dec 2010 TA: C&S

Jan - Dec 2009 Jan - Dec 2010 Inh

Inhouse Loc
Local Ent
12% 16% Foreign Ent Mo
14% 18%
1% Movies New
1%
8% News Mu
8% 6%
Music Coo
4% 9%
2% 5% Cooking Spo
2% 1%
3% Sports Chi
Children Reg
15%
26% 14% Regional Oth
25%
6% 4% Others

Karachi - 2010 Lahore - 2010 Inhouse

Local Ent
Inh
13% 17% 14% Foreign Ent
18% Loc
1% Movies
6% 2% News
8%
Mo
5% 7% Music
11% New
1%
2% 5% Cooking Mu
1% Sports
4% Coo
16% 24% Children Spo
24% 12%
3% Regional Chi
6%
Others Reg
Oth

Isb/ Rwp - 2010 Non Metros - 2010 Inhouse

Local Ent
12% 15% Foreign Ent
17% 20%
1% Movies
5% 2%
News
9% 6%
5%
9% Music
1% 5%
4% Cooking
1%
2%
Sports
14% 12% Children
28% Regional
4% 3% 25%
Others

- On an average, Foreign Entertainment remained highest in terms of market share with 25% followed by Inhouse and News
categories with 18% and 14% accordingly. Whereas among Local players, News remained highest with given share followed
by Local Entertainment and Children category.

- News and Local Entertainment gained highest share from Karachi whereas highest viewership of Foreign Ent and Inhouse
was gained from Isb/ Rwp and Non Metros accordingly.
 TV Viewership Overview
Jan - Dec 2010
Market Share
TA: C&S | Time Slots: 06:00 - 00:00

Quarter 1
2009 2010 Inhouse
Local Ent
13% 17% 14% 15% Foreign Ent
1% 1% Movies
8% 7% News
8%
8% 3% Music
2%
2% 1% Cooking
2% 3%
Sports
13% Children
18% 22%
31% Regional
7% 5% Others

Quarter 2
2009 2010 Inhouse
Local Ent
14% 15% 13% 14% Foreign Ent
1% 1% Movies
8% 7% 8% News
7%
4% Music
5% 1% Cooking
2% 2%
2% Sports
12% Children
25%
14% 35% Regional
3%
7% Others

Quarter 3

2009 2010 Inhouse

Local Ent
12% 15% 16% 18% Foreign Ent
1% Movies
9% 1% News
8%
7% Music
4% 9%
2% 6% Cooking
2% Sports
1%
2%
Children
14% 27%
16%
20% Regional
6% 4% Others

Quarter 4
2009 2010 Inhouse
Local Ent
11% 16%
17% Foreign Ent
1% 23%
Movies
7% 2%
5% News
4% 8%
2% Music
5%
2% Cooking
1%
4% 13% Sports
14% Children
29% 16% Regional
5% 3% 12%
Others

Comparing 2009 & 2010, viewership of Inhouse remained low during first 02 qtrs of 2010 but due to ban on foreign
channels audience shifted to inhouse and local Ent channels. Reason for this shift to Inhouse channels could be the airing of
recorded programs of banned channels.
 TV Highest Market
Viewership Share
Overview
Jan - Dec 2010

Market Share - Genre Wise

TA: C&S
Time Slots-06:00 - 00:00

Jan Feb Mar Inhouse

Local Ent
12% 13% 13% Foreign Ent Inh
15% 16% 15%
1% 1% Movies Loc
1%
7% 7% News
7% 8%
9% 8%
4% 3% Music Mo
2% 1% 3%
3% 3% 1% Cooking
4% New
Sports
13% 14% 12% Children
Mu
30% 29% 32% Regional Coo
4% 5% 5% Others Spo
Chi
Apr May Jun Inhouse Reg
Local Ent Oth
13% 14% 12% 13% 13% 13% Foreign Ent
1% 1% Movies
1%
7% 8% 8% 6%
8% 9% News
3% 6% 4% Music
1% 1%
2% 1% 2% Cooking
2%
Sports
13% 11% 12% Children
33% 36% 37%
3% 3% 3% Regional
Others
Inh
Jul Aug Sep Inhouse
Local Ent
Loc

13% 14% 14% 15% Foreign Ent Mo

21% 26%
1% Movies New
1%
7% 6% News
7% 8% Mu
2% Music
6% 5%
Cooking
Coo
6%
1% 1% Spo
2% 2% Sports
7% 13%
12% Children Chi
34% 26% 1%
17% 2% Regional Reg
1%
4% 3%
4% 18% Others Oth

Oct Nov Dec Inhouse

Local Ent
17% 15% 15% Foreign Ent
23% 20%
27% Movies
2% 1%
2%
5% 5% News
5% Music
6% 4%
1% 11% Cooking
6%
1% 3%
1% 12% Sports
4%
4%
15% Children
16%
16% Regional
17% 13% 21%
3%3% 3% 3% Others

- Sports Category remained highlighted during complete year due to different tournaments on Geo Super and Ten Sports.

- A major change in viewership occured due to ban on Foreign Entertainment Channels during August 2010, specially on Local Ent
and Inhouse.
TV Viewership Overview
Jan - Dec 2010

Intra Channel Share - Genre Wise

TA: C&S
Time Slots-06:00 - 00:00

Local Ent
Jan - Dec 2010 Inhouse Jan - Dec 2010
Local Ent ARY DIGITAL*
14% Foreign Ent 10%
18% Atv*
21%
Movies
1% 9%
GEO Ent*
6% News
9% Music Hum*
5% 5%
11%
1% Cooking PTVhome*
3%
Sports TV one*
14% Children 14%
25% Others
Regional 30%
4%
Others

Local News Local Music

Jan - Dec 2010 Aaj TV*
Jan - Dec 2010
ARY NEWS* Aag*
11% 7% 8% 8%
CNBC* ARY MUSIK*
7% 7%
8% 2% Dawn News* 13%
GKaBoom*
3%
Dunya TV*
4% MTV Pak*
10% ExpNews*
Play*
GEO News*
18%
News1* Oxygene*
15% 40%
Samaa* Others
33% 6%
Others

Top 03 Channel lead the Category:

Local Entertainment ................................ Geo Ent, ARY Digital & Hum

Local News ............................................. Geo News, Express News & Dunya
Local Music ............................................. GKaBoom, Play & Oxygene
 TV Viewership Overview
Jan - Dec 2010
Local News Channels
TA: C&S | Intra-Channel Share
Time Slots-06:00 - 00:00

Jan Feb Mar Aaj TV*

Aaj
ARY NEWS*
7% 11% 8% 11% 7%
12% CNBC*
9% 9% 8% CNB
6% 6% Dawn News*
6% 1% 1%
1%
1%
1% 4% 1% 4% Dunya TV*
4%
9% 10% ExpNews*
10% Dun
GEO News*
Exp
News1*
15% 15%
13%
Samaa*
36% 37% 37% Others New
Sam
Oth
Apr May Jun Aaj TV*
ARY NEWS*
8% 10% 7% 11% 8%
11% CNBC*
8% 6%
7% Dawn News*
6% 7% 8% 2%
2%
2%
2% 3%
Dunya TV*
Aaj
4% 5% 2%
5%
9% 9% ExpNews*
10%
GEO News* CNB
News1*
15% 15%
15% Samaa* Dun
36% 34% 33% Others
Exp

Jul Aug Sep Aaj TV* New

ARY NEWS* Sam
10% 8% 11% 7% 10% 7%
CNBC* Oth
7% 7% 7%
2% 2% Dawn News*
10% 2% 10% 11%
3% 3% Dunya TV*
4%
4% 3% ExpNews*
4% 10%
10% 12%
GEO News*
News1*
14%
15% 15% Samaa*
30% 30%
32% Others

Oct Nov Dec Aaj TV*

ARY NEWS*
11% 7% 7% 10% 9%
12% CNBC*
6% 6% 5%
2% Dawn News*
3% 11% 3%
10% 4%
11% 4% 3% Dunya TV*
4% 9%
9% 4% 9% ExpNews*
4%
GEO News*
News1*
15% 15% 16% Samaa*
32% 29% 30% Others

- Highest market share of News category was 18% in the month of September.
- Geo News remained highest with Express News and Dunya TV following it.
- Dawn News and Samaa picked viewership during 2010, viewership of Dawn started increasing during April'10 whereas Samaa
from Jun'10 onward.
 TV Viewership Overview
Jan - Dec 2010 Local Entertainment Channels
TA-C&S | Intra-Channel Share
Time Slots-06:00 - 00:00

Jan Feb Mar ARY DIGITAL*

4% 7% 7% Atv*
9% 21% 21%
9% 22% 10%
GEO Ent* Atv
9%
10% 9% Hum* GEO
5% 4% 5%
Hum
11% PTVhome*
13% 14%
PTV
TV one*
TV
34% Others Oth
41% 36%

Apr May Jun ARY DIGITAL*

6% 6%
7% Atv*
10% 20%
21% 11% 21%
11% GEO Ent*
Atv
6% Hum*
10% 6% 15% 6% 15% GEO
PTVhome* Hum
13% TV one* PTV
14% 14%
29% Others TV
32% 29%
Oth

Jul Aug Sep ARY DIGITAL*

12% 14% 15% Atv*

18% 20% 21%
GEO Ent*
10% 8% 7%
7% 4% Hum*
7%
12% 9% PTVhome*
13%
TV one*
13% 27% 12% 27% 16% 28% Others

Oct Nov Dec ARY DIGITAL*

13% 14% 13% Atv*

23% 25% 24%
GEO Ent*
7% 9% 9%
Hum*
9% 4% 4%
3% 9% PTVhome*
12%
TV one*
18% 26% 21% 17% 24% Others
16%

- On C&S audience, average market share of Local Ent during 2010 was 9%. Geo lead the category with ARY and Hum following it.

- Share% of Local Ent increased from Sep 2010 onward due to Ban to Foreign Ent channels.
TV Viewership Overview
Jan - Dec 2010 Local Music Channels
TA-C&S | Intra-Channel Share
Time Slots-06:00 - 00:00

Jan Feb Mar

Aag*
12% 10% 13% 9% 13% 7%
4% ARY MUSIK*
4%
3% 7%
4% 5% GKaBoom*

14% 12% MTV Pak*

15% Play*
5% 6% Oxygene*
6% 50%
52% Others
49%

Apr May Jun

9% 8% 8% 6% Aag*
9% 10%
5% 4% ARY MUSIK*
8% 11% 15% 7%
GKaBoom*
8% MTV Pak*
16%
4% 15% Play*
Oxygene*
5% 4%
49% 43% Others
56%

Jul Aug Sep

5% 12% 8% 6% Aag*
11% 9%
6%
ARY MUSIK*
22% 8% 7%
16% GKaBoom*
23%
MTV Pak*
Play*
36%
12% 18% Oxygene*
32%
38% 15% Others
3%
4% 9%

Oct Nov Dec

6% 3% 5% 4% 4% 3% 8% Aag*
8%
18% 13% ARY MUSIK*
16%
16%
GKaBoom*
21% MTV Pak*
34%
Play*
31% 20% Oxygene*
29%
32% 13% Others
7% 9%

- Play TV, Oxygene and MTV picked share during the year whereas there was considerable dip in GKaBoom
viewership.
 TV Viewership Overview
Jan - Dec 2010
TV Usage Insight - Genre Wise
In term of Minutes Consumed
Time Slots-06:00 - 00:00 | C&S
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Inh
Loc

3.1%

2.2%

1.1%
SEC A 13.1% 17.7% 18.7% 26.9% 4.8% 7.2% 5.3%
Mo
New

3.4%

2.9%

2.3%
SEC B 16.5% 11.9% 22.4% 20.5% 6.2% 6.6% 7.3% Mu
Spo
Coo

3.6%

1.6%
2.7%
SEC C 20.1% 11.1% 27.6% 14.5% 5.1% 7.2% 6.5% Chi
Oth

4.4%

3.0%

1.2%
SEC D 21.2% 8.9% 30.8% 13.7% 5.3% 7.1% 4.2%

5.1%

3.1%

0.7%
SEC E 22.5% 9.2% 29.9% 12.6% 5.3% 7.2% 4.5%

Inhouse Local Ent Foreign ent Movies News Music Sports Cooking Children Others

TV Usage Insight - Time Band Wise

In Terms of Minutes Consumed
Time Slots-24Hrs | C&S

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1%
4%

SEC A 8% 11% 14% 13% 21% 26%

2%
4%

SEC B 10% 11% 14% 14% 21% 24%

1%

5%

SEC C 8% 12% 14% 14% 21% 25%

1%
4%

SEC D 8% 12% 14% 15% 21% 25%

1%
5%

SEC E 7% 12% 14% 14% 22% 25%

00:00 03:00 06:00 09:00 12:00 15:00 18:00 21:00

Average Top 03 viewed genres across all SECs Average Top 03 viewed slots across all SECs:
- Foreign Ent - 21:00 - 00:00
- Inhouse - 18:00 - 21:00
- News - 15:00 - 18:00
TV Viewership Overview
Jan - Dec 2010

Top 15 Channels
TA: C&S | Avg Rating%
Time Slots-06:00 - 00:00

Top 15 Foreign and Local Channels (in terms of Avg Rating & Reach)
2.00 45.0
1.99
1.80 40.0
1.60 35.0
1.40
30.0
1.20
25.0
1.00
20.0
0.80
15.0
0.60
0.62 0.58
0.40 10.0
0.45 0.42 0.38
0.20 0.29 0.28 0.28
5.0
0.26 0.24 0.22 0.19 0.18 0.16
0.00 0.0

R% NR %

Top 15 Local Channels (in terms of Average Rating & Reach)

0.70 40.0

0.60 35.0
0.62
30.0
0.50
25.0
0.40
0.42
0.38 20.0
0.30
0.29 15.0
0.28
0.26
0.20 0.24
10.0
0.19 0.18
0.16
0.10 0.14 0.14 0.13 5.0
0.12
0.09
0.00 0.0

R% NR%
TV Viewership Overview
Jan - Dec 2010
Viewership Review of Public Holidays
TA: C&S | Minutes Consumed
Time Slots-06:00 - 00:00
17.5
% increase in comparing previous day
17.0
16.5
23% 4%
16.0
15.5
15.0 4% 8%
14.5
14.0
15% -6% 6%
13.5 7%
13.0
Kashmir Pakistan Independence Day Eid Fitr Iqbal Day Eid Adha Yaum-e Ashura Quaid Day
Day - 5 Feb Resolution Day - 14 Aug - 12 Sep - 9 Nov - 17 Nov - 17 Dec - 25 Dec
- 23 Mar

Monthly Viewership Review

TA: C&S | Minutes Consumed
Time Slots-06:00 - 00:00
Bouncer Series T20 World Cup FIFA World Cup Ban on
60.0 Foreign
PK vs AUS Cool & Cool Cup
55.0 Channels
PK vs SA
50.0
45.0
40.0 Asia MCC
35.0 Cup T20
30.0
25.0
20.0
Ramzan
15.0
10.0
5.0
0.0
Jan'10 Feb'10 Mar'10 Apr'10 May'10 Jun'10 Jul'10 Aug'10 Sep'10 Oct'10 Nov'10 Dec'10

Local Ent Foreign Ent News Sports

Top 10 highly viewed days during 2010 - (06:00 - 00:00)

12.40 12.29
Blast on Baba Farid
news for overall 42
people killed in Khi

12 People killed in

12.20
Saug for killing in

12.06
MQM announced

Gunj Mazar and

Shairshah and

12.00 11.87 11.87

Khi

11.80 11.70

11.60 11.43 11.42

Imran Farooq Body
Arrived to Pakistan

Pak vs Eng - 3rd ODI

Pak vs Eng - 2nd ODI

Natwest Series 2010

11.40
Natwest Series 2010
Pak vs SA - 4th ODI

Pak vs SA - 3rd ODI

11.11
Cool & Cool Cup

11.20 11.09
Cool & Cool Cup

11.07
Pak vs SA - 2nd ODI

Cool & Cool Cup

Cool & Cool Cup

11.00
T20 Cup

Muharram

10.80
10th

10.60
10.40
6-Nov 17-Sep 5-Nov 2-Nov 12-Sep 31-Oct 26-Oct 20-Oct 25-Oct 17-Dec

Top days are being taken on the basis of highest Rating days and reason is given on the basis of top programs during same day i.e. on 20 Oct
News on GeoN gained 3.4 % rating which was highest among all competitors and reason is mentioned accordingly.