Media Cyberletter

Transcription

Media Cyberletter

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: [email protected]
Advisory Committee:
Dr. Ijaz Shafi Gilani, Chairman & Chief Executive
Jawaid Muhammad Salik, Executive Director,
Media Research Division, Gallup Pakistan
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Contents
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)
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
1. Broadcasting Environment - Basic Facts
TV Landscape - National
Total Household
Total Individuals
26.5
180
Total TV Household
Total Individuals
21
124
Million
Million
Million
Million
Total Cable Penetration
Total Individuals
11.5
cable
Million
cable
cable
68.2
cable
Million
Total Number of Local Channels: 91
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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 News
ARY Digital
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
ARY Musik
GKA Boom
2. Top 15 Channels during 2012
TA: National CnS Viewers
Top 15 Foreign & Local Channels (in terms of Average Ratings & Reach)
Average Ratings %
23.16%
3
Time Slot: 06:00 - 00:00
Average Reach %
15%
10.78%
11.58%
1.5
10%
6.80%
5.03%
4.40%
2.97%
0.13%
2.75%
0.14%
0.16%
0.17%
5%
2.42%
3.66%
3.13%
0.18%
0.22%
0.26%
4.36%
0.28%
0.31%
4.77%
0.38%
0.5
0.54%
7.14%
0.60%
0.75%
1.0
0
Average Reach
11.38%
0.64%
2.0
20%
1.88%
Average Ratings %
2.5
0%
Zee Tv
Sindh TV
Madni
Ten Sports
Hum TV
ATV
ARY Digital
PTV News
KTN
Geo Entertainment
CN
Sony
Geo News
PTV Home
Star Plus
-5%
3. Top 15 Channels during 2012
Top 15 Local Channels (in terms of Average Ratings & Reach)
Time Slot: 06:00 - 00:00
Average Ratings %
3
11.58%
15%
11.38%
4.40%
3.66%
2.11%
0.12%
0.12%
0.14%
0.16%
5%
2.33%
2.30%
0.17%
0.18%
0.22%
0.26%
2.42%
-5%
ARY News
ARY QTV
PTV National
Sindh TV
Madni
Ten Sports
Hum TV
ATV
ARY Digital
PTV News
KTN
Geo Entertainment
Cartoon Network
Geo News
PTV Home
0
4
0%
0.11%
2.97%
4.36%
3.13%
0.31%
0.38%
0.5
5.03%
4.77%
0.54%
0.64%
7.14%
0.28%
1.5
1.0
10%
6.80%
Average Reach
2.0
0.75%
Average Ratings %
2.5
Average Reach %
4. Top Ranker
TA: Adults (Male/Female, Age 18+)
Top 15 Best Performing programs of 2012
Rank
Channel
Date
Week Day
1
PTV Home
06.26.2012
Tuesday
2
PTV News
06.26.2012
2
PTV Home
4
Start
Time
CnS Viewers
Program
Duration
(min)
Rating
(%)
Rating
(000)
Share
(%)
19:24
Sure
Tuesday
09:10
Subh-e-Nau
0:49
7.0
2,921
54.1
05.20.2012
Sunday
06:00
Al Quran-e-Hakim
0:56
6.9
2,960
49.7
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
0:26
10.1
4,188
26.8
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
Time Slot: 24 H
100
Foreign Entertainment
Average Time spent (in minutes)
90
Local Entertainment
80
News
Sports
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
5
6. National Market Share (%)
7. Urban Market Share (%)
TA: All Viewers
TA: All Viewers
Period: Jan - Dec 2012
Types of Channels
Types of Channels
Local Entertainment
1%
2%
2%
9%
News
Regional
3%
3%
53%
National Market
Share %
13%
Children
Sports
Religious
Local Entertainment
1%
2%
2%
Movies
3%
38%
Urban Market
Share %
4%
Movies
Music
News
13%
Music
Sports
14%
Cooking
Education
Education
21%
Others
Others
8. Rural Market Share (%)
9. Metros Market Share (%)
TA: All Viewers
TA: All Viewers
Types of Channels
Types of Channels
Local Entertainment
7%
Local Entertainment
News
62%
3%
Rural Market
Share %
3%
Children
Religious
2%
Sports
3%
Movies
Music
10%
News
1%
1%
Regional
2%
14%
1%
32%
Religious
Metros Market
Share %
Cooking
Movies
5%
Music
Regional
24%
18%
Education
Children
Sports
Cooking
12%
Children
Regional
Cooking
14%
Religious
Education
Others
Others
10. Large Cities Market Share (%)
11. Small Cities & Towns Share (%)
TA: All Viewers
TA: All Viewers
Types of Channels
Types of Channels
Local Entertainment
Local Entertainment
20%
26%
Sports
Religious
Large Cities Market
Share %
2%
2%
2%
Children
Music
24%
16%
6
Cooking
Education
Others
News
Regional
2%
3%
3%
Small Cities & Towns
Market Share %
6%
Movies
3%
3%
1%
News
Regional
10%
47%
Children
Religious
Sports
Movies
Music
11%
Cooking
17%
Education
Others
12. Local News Channel Share %
13. Local Entertainment Share %
TA: All National Viewers
TA: All CnS Viewers, Region: National
Period: Jan - Dec 2012, based on average ratings
PTV News
0.2%
Geo News
2.5%
ARY News
Geo Entertainment
1.8%
ARY Digital
ATV
AAJ News
Samaa TV
2.6%
Local News Channel
Share %
3.3%
6.0%
Express News
1.1%
1.3%
2.5%
PTV Home
0.9%
56.2%
8.7%
Indus News
Dunya News
Sindh News
4.2%
35.5%
10.6%
PTV National
Local Entertainment
Channels Share %
Indus Vision
A Plus
TV One
Dawn News
WAQT News
12.4%
CNBC Pakistan
24.8%
Hum TV
AXN
Express Entertainment
18.1%
Others
APNA News
Others
14. Local Music Channels Share %
15. Local Sports Channels Share %
TA: All Viewers, Region: National
4.9%
4.3%
2.4%
13.1%
ARY Musik
5.2%
8XM
Oxygene
7.1%
Local Music Channels
Share %
46.9%
AAG TV
Channel G
K2
12.9%
31.5%
Local Sports Channels
Share %
55.4%
Ten Sports
PTV Sports
Geo Super
PLAY TV
Oye
16.2%
16. Regional Channels Share %
17. Local Religious Channels Share %
2.8%
3.0%
3.3%
5.0%
Sindh TV
3.3%
Kashish TV
4.4%
9.6%
Regional Channels
Share %
Mehran TV
47.0%
WASEB
AVT Khyber
21.4%
Local Religious
Channels Share %
Apna Channel
AWAZ
7
11.3%
KTN
Punjab TV
Others
37.9%
Madni Channel
50.8%
ARY QTV
HAQ TV
18. Local Movie Channels Share %
1.4%
3.3%
18.4%
Film World
Local Movie Channels
Share %
HBO
40.7%
Filmazia
Silver Screen
Star Lite
Filmax
35.2%
19. Average Time Spent (2011 vs 2012)
155
2011
2012
(in minutes)
150
145
140
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
144.7
142.7
139.9
145.1
136.6
144.3
138.3
144.2
137.3
142.2
140.5
144.7
145.0
144.8
143.9
139.4
137.3
139.6
140.4
153.0
139.9
148.2
136.6
130
143.8
135
Dec
2011
145
2012
(in minutes)
140
135
130
8
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
132.6
141.0
124.6
139.9
122.4
139.2
127.5
139.2
123.9
137.2
132.2
138.2
134.0
130.1
130.9
127.5
128.6
125.4
133.6
137.9
133.5
138.9
130.0
120
129.0
125
Dec
9
20. Daily Average Time Spent per Viewer
Geographical Segment-wise | Target Audience: All Viewers
160
Urban
155
Metros
150
Large Cities
(in minutes)
145
140
Small Cities & Towns
135
Rural
130
125
120
115
Jan.
12
Feb.
12
Mar.
12
Apr.
12
May.
12
Jun.
12
Jul.
12
Aug.
12
Sep.
12
Oct.
12
Nov.
12
Dec.
12
21. Daily Average Time Spent per Viewer (KHI - LHR - ISB)
Target Audience: All Viewers
145
Karachi
140
Lahore
135
Islamabad
(in minutes)
130
125
120
115
110
105
100
J a n . F e b . M a r . A p r . M a y. J u n . J u l . A u g . S e p . O c t . N o v. D e c .
12
12
12
12
12
12
12
12
12
12
12
12
170
2011
2012
144.6
Target Audience: National Non CnS Viewers
151.0
22. Average Time Spent (2011 vs 2012)
165
(in minutes)
160
155
150
10
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
159.5
159.5
155.2
149.7
153.7
149.2
155.4
147.4
151.1
151.2
158.0
158.2
159.0
150.1
147.3
152.4
148.1
166.9
146.4
156.3
144.4
140
156.9
145
Dec
23. Hourly Ratings (2011 vs 2012)
Year 2011
Average Ratings %
Year 2012
Time Slots
24. Hourly Ratings (2011 vs 2012)
Year 2011
40
Average Ratings %
35
Year 2012
30
25
20
15
10
5
0
Time Slots
25. Timeslot-wise share: Viewership vs CAT
Target Audience: National CnS Viewers
TV Ratings
(Share %)
Commercial Air
Time (Share %)
8%
2%
6%
14%
06:00 - 07:59
11
10%
11%
27%
08:00 - 11:59
12:00 - 16:59
19%
31%
8%
17:00 - 18:29
6%
17%
18:30 - 19:29
14%
13%
19:30 - 21:59
1%
12%
22:00 - 23:59
00:00 - 05:59
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
14
1.8
12
1.6
10
1.4
1.2
8
1.0
1.8%
1.5%
1.1%
1.0%
Warid Telecom
Engro Foods
Q Mobile
Cadbury Pakistan
1.9%
2.4%
Colgate Palmolive
China Mobile
2.8%
Telenor Pakistan
0.6%
Harpic Power Bowl Cleaner
3.1%
0.6%
Lux Soap
Nestle Pakistan
0.6%
Cadbury Dairy Milk
3.4%
0.6%
Tang Juices
Coca Cola
0.6%
Lipton Yellow Label Tea
3.6%
0.7%
ARY Sahulat Bazar
Reckit Benckiser
0.8%
Pepsi
3.9%
0.9%
Safeguard Total 10
Mobilink
1.0%
Head & Shoulders Shampoo
4.3%
1.1%
Mountain Dew
Pepsico
1.1%
Surf Excel
5.2%
1.3%
Coca Cola
PTCL
1.7%
1.8%
Ariel Washing Powder
Ufone
1.8%
Tele Brand/Tele Mall/Mega Mall
0
6.9%
2
0
P&G
4
0.2
0.4
Unilever
0.6
13.0%
6
0.8
28. Terrestrial vs Cable & Satellite Channels Share %
Region: National, Target Audience: All Viewers
All Terrestrial (Combined)
Region: National
Cable & Satellite (Combined)
84%
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, Target Audience: All Viewers
Region: Urban
12
77%
74%
81%
67%
54%
49%
47%
39%
42%
44%
41%
38%
33%
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
Region: Rural, Target Audience: All Viewers
Region: Rural
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
Region: Metros, Target Audience: All Viewers
Region: Metros
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
Region: Large Cities, Target Audience: All Viewers
Region: Large Cities
13
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
Region: Small Cities & Towns, Target Audience: All Viewers
Region: Small Cities & Towns
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
Men
Monday
143.94
147.12
144.86
143.84
144.39
Tuesday
132.69
133.81
136.73
140.05
141.08
133.74
134.91
141.31
140
130
142.42
145
132.98
(in minutes)
150
135
Women
152
155
Wednesday
Thursday
Friday
Saturday
Sunday
Full Week
35. Average Time Spent per Viewer per Day
Monday
Tuesday
Region: National, Target Audience: All Viewers
Wednesday
Thursday
Friday
Saturday
155
Sunday
(in minutes)
150
145
140
135
130
14
Jan - 12
Feb - 12
Mar - 12
Apr - 12
May - 12
Jun - 12
Jul - 12
Aug - 12
Sep - 12
Oct - 12
Nov - 12
Dec - 12
Media and Television Audience Measurement Cyberletter
Produced by: Gallup Pakistan Jointly with Gilani Research Foundation
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Media Cyberletter

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