tv analysis monthly report june-august 2014
DESCRIPTION
A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of Jun-Aug 2014. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.TRANSCRIPT
TV Analysis Monthly Report June to August 14
June July August
342,567 328,492
250,141 274,687 271,820 265,665
2014 2013
Trend AnalysisComparison Jun-Mar 14 V Jun- Mar 13
Total Minutes of Advertising
The months of June and July enjoyed the highest share of advertising minutes because of Ramadhan campaigns. There is a drop of nearly 27%. witnessed from June to August in advertising minutes. Comparing the figures of
2013, there was merely a drop of 3% in advertising minutes from June to August.
TOP 10 CATEGORIES% Share of Advt. Minutes
Cellu
lar C
omm
unic
a...
Beve
rage
s
Det
erge
nts
Pers
onal
Pro
duct
s
Culli
nary
Cons
truc
tion
Hea
lthca
re &
Med
ical
...
Food
Info
rmati
on T
echn
o...
Gov
ernm
ent o
f Pak
i...
Oth
ers
21%
17%
14%
11%
8%
4% 3% 3% 3% 2%
15%
Highest share of advertising minutes in combined three months (June-August, 2014) is enjoyed by cellular communication sector followed by beverages and detergents
accumulating to a total of 52% share.
TOP 10 ADVERTISERS% Share of Advt. Minutes
Unilever P & G Qmobile Pepsi Cola The Coca Cola
Telenor Reckitt Ufone Mobilink Engro Foods
16%
8%
6%
4% 4%3% 3%
3%2% 2%
Unilever retains the position of top advertiser on TV enjoying a share of 16% with its competitor P&G following in the second position with half of its share (8%).
Interestingly Pepsi and Coke stands at fourth and fifth position with 4% share.
TOP 15 BRANDS% Share of Advt. Minutes
SafeguardUfone
Telenor Talksh
awk
Coca Cola
New Ariel B
lue
Dettol Soap
Q Mobile
Noir i
5Pepsi
Seven UpSprit
e
Mobilin
k
Surf Exce
l
Head & Shoulder
USAID
Zong 4G
3%
2%2% 2% 2% 2% 2% 2%
2% 2% 1% 1%1% 1% 1%
Among the top 15 brands that advertised heavily during June – August 2014, safeguard enjoys top position with a share of 3%. Overall, the top 15 brands
accumulate to a total of 27% share of advertising minutes on TV.
Top 15 ChannelsAcross All Genre - % Share of Advt. Minutes
TV ONE
Abb Takk
A-PLUS
EXPRESS NEW
S
ARY DIGITAL
NEWS O
NE
HUM TV
ATV
Apna TV8xm
DUNYA NEW
S
CITY42
ARY NEW
S
Express
Ent,
DAWN N
EWS
4% 4% 4%4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3%
3%
The top three channels that had the highest advertising during June-August include TV-One, Abb Takk and A-plus accumulating to a total of 12% share.
Top 15 Prime Time Channels – Across All GenrePrime Time (19:00 - 22:59)
% Share of Advt. Minutes
TV ONE
NEWS O
NE
Abb Takk
Apna TV8xm
CITY42KTN
A-PLUS
Express
Ent,
Capital T
V
AVT Khyber
HUM TV
ARY DIG
ITALJA
AGATV
4%
4% 4% 4%4%
3% 3% 3%3% 3% 3% 3% 3% 3% 3%
Genre Split in June to August-14% Share of Advt. Minutes
Ent45%
NEWS41%
MUSIC7%
MOVIES3%
KIDS2%
RELIGIOUS1%
SPORTS1% FOOD
1%
HEALTH0%
Entertainment and News remain the most popular genres during June-August 2014 enjoying a total share of 86% advertising minutes.
Time Band Split June to August 14% Share of Advt. Minutes
Late Night (00:00 - 05:59)10%
Morning Time (06:00 - 11:59)18%
After Noon (12:00 - 16:59)27%
Evening Time (17:00 - 18:59)10%
Prime Time (19:00 - 22:59)29%
Late Prime Time (23:00 - 23:59)
6%
The most popular time slot that pulled heavy advertising remains the prime time slot of 7pm to 11pm with a share of 29%.
THE END
For query on DATA, please contact:MEDIA BANK
For other queries, please contact PAS at:[email protected]
Mr. Chander [email protected]
0343-2330696