Download - ICC World Cup 2011
An Overview of Television Viewership & Monitoring
During
ICC World Cup 2011
Viewership Overview
Key Point
Slide 04 “Overall minutes consumption during world cup days were higher than pre World Cup days, specially with the start of quarter final, which increased by
09% on both targets.”
Minutes Consumption During World Cup (24hrs)
167.5163.1
169.8 169.0 167.5165.2
180.8
185.9
150.0
155.0
160.0
165.0
170.0
175.0
180.0
185.0
190.0
Total Ind.
180.4
174.3178.4 177.7 177.0
174.1
189.6194.1
160.0
165.0
170.0
175.0
180.0
185.0
190.0
195.0
200.0
C&S Ind.
WC started from 19th Feb 09% Increaseduring Qtr
final
09% Increaseduring Qtr
final
03% Increaseduring semi final& final
02% Increaseduring semi final& final
WC started from 19th Feb
Slide 06 “Market Share of Sports category increased with more than 100% on both target audiences whereas Local Entertainment increased by 07% and 03% on Total and
C&S Ind accordingly. Local Ent increased due to matches aired on PTV Home”
Key Point
Market Share (24hrs) - Pre & During World Cup Days
Pre WC 07 Jan – 18 Feb, 43 daysDur WC 19 Feb – 02 April, 43 days
21.0
15.7
15.4
13.7
13.6
10.1
3.7
3.1
1.8
1.2
0.7
19.7
18.9
16.2
13.8
15.5
4.7
4.0
2.7
2.2
1.3
0.9
0.0 5.0 10.0 15.0 20.0 25.0
Local Ent
Foreign Ent
Inhouse
Others
News
Sports
Children
Movies
Music
Regional
Cooking
Total Ind
Dur
Pre
17.4
17.2
15.2
14.8
12.1
11.4
4.2
3.5
2.1
1.3
0.8
18.0
20.8
15.2
16.7
11.7
5.3
4.4
3.0
2.5
1.5
1.0
0.0 5.0 10.0 15.0 20.0 25.0
Inhouse
Foreign Ent
Others
News
Local Ent
Sports
Children
Movies
Music
Regional
Cooking
C&S Ind
Dur
Pre
Slide 08/09“In terms of Average Rating% (24hrs), viewership of Sports category jumped up
with more than 100% (approx 140%) whereas News went down by 7 – 8 % on both targets. Local Entertainment increased by 14% and 08% on Total
and C&S Ind accordingly.
Key Point
Viewership Across Time Band | TA : Total Ind.
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Pre World Cup
Local Ent
News
Sports
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
During World Cup
Local Ent
News
Sports
Viewership Across Time Band | TA : C&S Ind.
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
Pre World Cup
Local Ent
News
Sports
0.0
1.0
2.0
3.0
4.0
5.0
6.0
During World Cup
Local Ent
News
Sports
Slide 11“In terms of Average Rating% (24 hrs) during world cup days , Geo Super went up
with more than 200% and PTV Home increased by 57% on target Total Ind.”
Key Point
Geo Super and PTV Home Viewership
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
00
:00
01
:00
02
:00
03
:00
04
:00
05
:00
06
:00
07
:00
08
:00
09
:00
10
:00
11
:00
12
:00
13
:00
14
:00
15
:00
16
:00
17
:00
18
:00
19
:00
20
:00
21
:00
22
:00
23
:00
Viewership Across Time Band (Pre/Dur WC) Total Ind
GEOS Pre WC
PTVH Pre WC
GEOS Dur WC
PTVH Dur WC
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
00
:00
01
:00
02
:00
03
:00
04
:00
05
:00
06
:00
07
:00
08
:00
09
:00
10
:00
11
:00
12
:00
13
:00
14
:00
15
:00
16
:00
17
:00
18
:00
19
:00
20
:00
21
:00
22
:00
23
:00
Viewership Across Time Band (Pre/Dur WC) C&S Ind
GEOS Pre WC
PTVH Pre WC
GEOS Dur WC
PTVH Dur WC
0.3
0.7
1.01.1
0.0
0.2
0.4
0.6
0.8
1.0
1.2
GeoS PTVH
Average R% - Total Ind. (24hrs)
Pre
During
0.4
0.1
1.1
0.4
0.0
0.2
0.4
0.6
0.8
1.0
1.2
GeoS PTVH
Average R% - C&S Ind.(24hrs)
Pre
During
Pre WC 07 Jan – 18 Feb, 43 daysDur WC 19 Feb – 02 April, 43 days
Slide 13“Comparing all days, viewership went high specially during days when Pakistan
played matches. Highest viewership were during semi final, and it peaked that day by 24% at 21:00 on Geo Super C&S Ind.”
Key Point
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
19
-Feb
20
-Feb
21
-Feb
22
-Feb
23
-Feb
24
-Feb
25
-Feb
26
-Feb
27
-Feb
28
-Feb
1-M
ar
2-M
ar
3-M
ar
4-M
ar
5-M
ar
6-M
ar
7-M
ar
8-M
ar
9-M
ar
10
-Mar
11
-Mar
12
-Mar
13
-Mar
14
-Mar
15
-Mar
16
-Mar
17
-Mar
18
-Mar
19
-Mar
20
-Mar
23
-Mar
24
-Mar
25
-Mar
26
-Mar
29
-Mar
30
-Mar
2-A
pr
Day Wise Viewership - Total Ind
GEOsuper* PTVhome*
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
19
-Feb
20
-Feb
21
-Feb
22
-Feb
23
-Feb
24
-Feb
25
-Feb
26
-Feb
27
-Feb
28
-Feb
1-M
ar
2-M
ar
3-M
ar
4-M
ar
5-M
ar
6-M
ar
7-M
ar
8-M
ar
9-M
ar
10
-Mar
11
-Mar
12
-Mar
13
-Mar
14
-Mar
15
-Mar
16
-Mar
17
-Mar
18
-Mar
19
-Mar
20
-Mar
23
-Mar
24
-Mar
25
-Mar
26
-Mar
29
-Mar
30
-Mar
2-A
pr
Day Wise Viewership - C&S Ind
GEOsuper* PTVhome*
All Matches Average Viewership (24hrs)
PK
v K
EN
PK
v S
L
PK
v C
AN
PK
v N
Z
PK
v Z
IM
PK
v A
US
PK
v W
I
PK
v I
ND
PK
v K
EN
PK
v S
L
PK
v C
AN
PK
v N
Z
PK
v Z
IM
PK
v A
US
PK
v W
I
PK
v I
ND
Monitoring Overview
Monitoring is based on only 02 channels (Geo Super and PTV Home) and share%is taken on the basis of Air Time which includes TVC and On Screen Branding both.
- FMCG remained highest with 42% followed by Telecom 33%.
- Comparing with TVC, On Screen Branding has significant share of 32% speciallyduring live matches which is 41%.
- Unilever lead the top advertiser category (GEOS+PTVH) followed by EBM andPEPSI
- In top brand category, Ufone topped followed by HBL and UBL .
Key Findings
Sector Wise Break Up During World Cup MatchesOn Geo Super & PTV Home (in terms of Air Time)
FMCG43%
TELECOM34%
SERVICES15%
Others8%
On Screen Branding
FMCG41%
TELECOM33%
SERVICES19%
Others7%
TVC
FMCG42%
TELECOM33%
SERVICES17%
Others8%
SOA(TVC + On Screen Branding)
TVC59%
On Screen Branding
41%
Share of TVC v OSB During Matches
TVC85%
On Screen Branding
15%
Share of TVC v OSB During Highlights
OSB32%
TVC68%
Share of TVC v OSB During Matches and Highlights
Share of TVC And OSB(On Screen Branding) During World Cup Matches/ Highlights On Geo Super & PTV Home (in terms of Air Time)
On Screen Animation
78%
On Screen Logo22%
Share% of Types of OSBDuring Matches
On Screen Animation
62%
On Screen Logo15%
Pic & Pic / Bloomberg
23%
Share% of Types of OSBDuring Highlights
Share % of Types of OSB(On Screen Branding) Aired During World Cup Matches/ Highlights On Geo Super & PTV Home (in terms of Air Time)
On Screen Animation
75%
On Screen Logo21%
Pic & Pic / Bloomberg
4%
Share% of Types of OSB During Matches/ Highlights
Top 15 Advertisers During World Cup Matches(Geo Super + PTV Home, TVC + OSB)
0
400
800
1200
1600
2000
Top 15 Advertisers (In term of Mins)
0
400
800
1200
1600
2000
Top 15 Brands (In terms of Mins)
Top 15 Advertisers During World Cup MatchesOn Geo Super & PTV Home (TVC + OSB)
0
200
400
600
800
1000
1200
1400
Top 15 Advertisers on GEOS (In terms of Mins)
0
400
800
1200
1600
2000
Top 15 Advertisers on PTVH (In terms of Mins)
Top 15 Brands During World Cup MatchesOn Geo Super & PTV Home (TVC + OSB)
0
100
200
300
400
500
600
Top 15 Brands on GEOS (In terms of Mins)
0
400
800
1200
1600
2000
Top 15 Brands on PTVH (In terms of Mins)
Viewership Overview During Semi Final,30th March 2011
16.5
19.8
9.9
3.3
0.0
5.0
10.0
15.0
20.0
25.0
Total Ind. C&S Ind.
Time Band 14:00 - 22:30
GEOsuper*
PTVhome*
Average Viewership of Semi Final
“Average viewership went higher than any other match and touched 19.8% on Geo Super during match timings. Same day viewership peaked 24% on Geo Super C&S.”
19.9
0.0
5.0
10.0
15.0
20.0
25.0
Total Ind.
GEOsuper*
PTVhome*
23.9
0.0
5.0
10.0
15.0
20.0
25.0
30.0
C&S Ind.
GEOsuper*
PTVhome*
Viewership Across Time Band
Objective:
To measure the flow of audience during MBs before and after Wicket Fall i.e. Tarang placed ads on Geo Super in MBs immediately after wicket fall (during India played inning).
Specifications:- Match – Semi Final, 30TH March 2011 (Pakistan v India)- Channel – Geo Super- Movement Across – PTVH & Star Sports- Fact – Net Reach in Thousand
Audience Movement During Semi Final
MB Before Wicket Fall:Audience movement were noticed during these MBs (except MB before 1st
India wicket fall where number of viewers increased).
With the start of MB mostly audience moved to Star Sports or PTV Home.
Wicket Fall:During most of the wicket falls, audience stayed or joined from other stationsto Geo Super.
MB After Wicket Fall:Mostly viewers switched during MB aired immediately after wicket fall.
During inning played by India, movement between GEOS and Star Sports ishighly visible. Most of the time audience Moved from GEOS to Star Sports afterMB/Wicket Fall and reason could be the gap in Transmission (Geo Super wasfew seconds ahead from Star Sports) or Urdu/Hindi commentary.
Key Findings
Inning Played by India
Mid Break
Wicket Fall
Inning Played by Pakistan
Mid Break
Wicket Fall