GALLUP PAKISTAN MEDIA CYBERLETTER 2014
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1 GALLUP PAKISTAN MEDIA CYBERLETTER 1
2 Dear Colleagues, It gives me pleasure to introduce to you the Gallup Pakistan TV Ratings Analysis. 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. Maham Saleem Gallup Islamabad Babar Aziz Gallup Karachi isb@gallup.com.pk Advisory Committee: Dr. Ijaz Shafi Gilani, Chairman & Chief Executive Jawaid Muhammad Salik, Executive Director, Media Research Division, Gallup Pakistan 2
3 CONTENTS Broadcasting Environment - Basic Facts Top 15 Channels during (Foreign & Local Channels) Top 15 Channels during (Local Channels) Average Time Spent per Viewer per Day Month-wise Genre-wise Viewership Review National Market Share (%) Urban Market Share (%) Rural Market Share (%) Metros Market Share (%) Large Cities Market Share (%) Small Cities & Towns Share (%) Local News Channel Share % Local Entertainment Channels Share % Local Music Channels Share % Local Regional Channels Share % Local Religious Channels Share % Local Movie Channels Share % Average Time Spent ( vs ) - National Viewers Average Time Spent ( vs ) - Cable & Satellite Viewers Daily Average Time Spent per Viewer Daily Average Time Spent per Tune-in Viewer (KHI - LHR - ISB) Hourly Ratings ( vs ) - All National Viewers Hourly Ratings ( vs ) - Cable & Satellite Viewers Terrestrial vs Cable & Satellite Channels Share % (National) Terrestrial vs Cable & Satellite Channels Share % (Metros) Terrestrial vs Cable & Satellite Channels Share % (Rural) Terrestrial vs Cable & Satellite Channels Share % (Urban) Terrestrial vs Cable & Satellite Channels Share % (Large Cities) Terrestrial vs Cable & Satellite Channels Share % (Small Cities & Towns) Men vs Women (Average Time Spend per Viewer) Daily Viewing Time per Individual ( vs ) Yearly Cumulative Reach ()
4 Broadcasting Environment - Basic Facts Total Household 26.5 Million Total Individuals 10 Million Total TV Household 21 Million Total Individuals 4 Million Total Cable Penetration 11.5 Million cable cable cable cable Total Individuals 6.2 Million News Entertainment Sports Children Music AAJ News A Plus Geo Super Cartoon Network XM ABB Tak ARY Digital PTV Sports Nickelodeon ARY Music AJK TV ATV Ten Sports Jalwa ARY News Express Entertainment K2 Business Plus Geo Kahani Food Oxygene Capital TV Geo Entertainment Masala Channel 5 Hum TV Zaiqa Movies City 42 Indus Vision Film World Dawn News Koh-e-Noor Filmax Health Dhoom Light Asia Filmazia HTV Din News PTV Global HBO Dunya TV PTV Home Silver Screen Express News PTV National Regional Starlite Geo Tez TV One Apna TV Geo News Urdu 1 AVT Khyber Indus News nvibe Awaz Educational Jaag (CNBC Pakistan) Dharti Virtual TV Khyber News KTN News Metro One News One PTV News PTV World (English) Royal News Kashish KTN Mehran PTV Bolan Punjab TV Raavi Rohi TV Samaa TV Religious Sabz Baat Sindh News ARY QTV Sindh TV Vsh News Haq TV Urooj Waqt TV Madni Waseb TV 4
5 Top 15 Channels during Top 15 Foreign & Local Channels (in terms of Avg. Ratings and Reach) Target: Audience: National CnS Viewer Timeslot: 06:00 AM - 11:59 PM Average Ratings % Average Reach % PTV Home Cartoon Network ARY Digital Geo News 1.02% KTN 0.7% Geo Entertatinment Hum TV 0.65% ARY News Urdu 1 0.4% PTV News Samaa TV 0.45% PTV Sports A Plus 0.45% ARY QTV ATV 0.30% Star Plus PTV Home 0.29% Cartoon Network Sony 0.2% ARY Digital Geo News 0.2% KTN Geo Entertatinment 0.26% Zee TV Hum TV 0.23% ARY News Urdu % PTV News 0.19% Samaa TV PTV Sports 0.17% Top 15 Channels during Top 15 Local Channels (in terms of Avg. Ratings and Reach) Target: Audience: National CnS Viewer Timeslot: 06:00 AM - 11:59 PM Average Ratings % % 0.65% 0.45% 0.45% 0.30% 0.29% 0.2% 0.26% 0.23% 0.19% 0.19% 0.17% 0.16% 0.14% 0.14% 5
6 Average Time Spent per Viewer Year: Day-wise Comparison Target Audience: All viewers Region: National Monday Tuesday Wednesday Thursday Friday Saturday 155 Sunday Jan Feb Mar Apri May Jun Jul Aug Sep Oct Nov Dec Month-wise Genre-wise Viewership Review TA: National, CnS Viewers Function: Average Time Spent per Tune-in Viewer Local Entertainment Foreign Entertainment 100 Local News Sports Average Time Spent Jan Feb Mar Apri May Jun Jul Aug Sep Oct Nov Dec 6 Foreign Entertainment includes Colours, Fashion TV, Sab TV, Set Max, Sony, Star Gold, Star Plus, Star Movies, Star World, Zee TV Local Entertainment includes A+, ALite, ARY Digital, ARY Zindagi, ATV, Express Entertainment, Geo Kahani, Geo Entertainment, HUM TV, Indus Vision, Koh-e-Noor, Light Asia, PTV Global, PTV Home, PTV National, TV One, Urdu 1 Local News include AAJ News, Aab Tak, AJK TV, ARY News, Business+, Capital TV, Channel 5, City 42, Dawn News, Dhoom, Din News, Dunya TV, Express News, Geo Tez, Geo News, Jaag, Khyber News, KTN News, Metro One, News One, PTV News, PTV World, Royal News, Samaa TV, Sindh News, VSH News, Waqt TV
7 Genre-wise Market Share National Urban Rural Foreign Entertainment Foreign Entertainment Foreign Entertainment Local Entertainment Local Entertainment 45.9 Local Entertainment 5.01 Local News Local News Local News Sports Sports 3.0 Sports Regional Regional Regional Children 3.41 Children Children 3.94 Movies 0.9 Movies Movies 0.54 Music Music Music 0.6 Cooking 0.25 Cooking Cooking 0.19 Education 0.01 Education Education Religious 1.57 Religious Religious Others Others Others Genre-wise Market Share Metros Large Cities Small Cities & Towns Foreign Entertainment Foreign Entertainment Foreign Entertainment.429 Local Entertainment Local Entertainment Local Entertainment Local News Local News 1.33 Local News Sports 3.51 Sports 3.15 Sports 2.36 Regional Regional Regional Children 2.76 Children Children Movies 0.73 Movies 1.1 Movies Music 0.66 Music 0.15 Music Cooking Cooking Cooking Education Education Education Religious Religious Religious 1.55 Others 11.1 Others Others.604 7
8 Local Channels Share (%) Timeslot: 24 Hours Period: January - December, news PTV News 14.6 GEO News.4 ARY News 6.46 Samaa TV 3.64 Express News AAJ News Metro One regional 1.11 KTN News KTN 0.97 Dunya News Sindh TV 0.9 Din News.50 Kashish TV 0.67 Dawn News 6.43 Mehran TV 0.59 GEO Tez 4.64 Waseb 0.52 Sindh News 2.6 Awaz 0.30 Business Plus 2.6 PTV Bolan 0.30 Dhoom TV 1.79 Apna Channel 0.22 Capital TV 1.79 AVT Khyber 0.22 Channel Dharti TV 0.22 Waqt TV 1.79 Rohi TV 0.15 City Arooj 0.15 News One 0.36 Punjab TV 0.15 Royal News 0.36 Sabzbaat religious music entertainment ARY QTV ARY Musik PTV Home Madni Channel xm 7.11 ATV Haq TV 1.52 Jalwa 4.32 ARY Digital 3.70 K2 2.1 GEO Entertainment 3.70 Oxygene 2.70 Hum TV 2.25 Urdu A Plus 0.9 GEO Kahani movies Express Entertainment TV One Film World 0.52 PTV National 2.57 Filmazia 0.37 Indus Vision 2.57 HBO 0.26 PTV Global 3.90 Filmax 0.02 Kohenoor 3.90 Silver Screen 0.02 Light Asia 1.30 Starlite 0.02 Vibe TV
9 Average Time Spent Region: National, All National Viewers, Timeslot: 24 H JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Average Time Spent Region: Cable & Satellite Viewers, All National Viewers, Timeslot: 24 H JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 9
10 Daily Average Time spent per viewer Geographical Segment wise Target Audience: All Viewers Large Cities Rural Metros Urban 155 Small Cities & Towns Jan Feb Mar Apri May Jun Jul Aug Sep Oct Nov Dec Daily Average Time spent per Tune-in Viewer (Karachi - Lahore - Islamabad) Target Audience: National Viewers karachi lahore islamabad Jan Feb May Apr May Jun Jul Aug Sep Oct Nov Dec 10
11 Hourly Ratings ( vs ) Target Audience: All National Viewers Function: Average Ratings % :00-06:59 07:00-07:59 0:00-0:59 09:00-09:59 10:00-10:59 11:00-11:59 :00 - :59 13:00-13:59 14:00-14:59 15:00-15:59 16:00-16:59 17:00-17:59 1:00-1:59 19:00-19:59 20:00-20:59 21:00-21:59 22:00-22:59 23:00-23:59 00:00-00:59 01:00-01:59 02:00-02:59 03:00-03:59 04:00-04:59 05:00-05: Hourly Ratings ( vs ) Target Audience: Cable & Satellite Viewers Function: Average Ratings % :00-06:59 07:00-07:59 0:00-0:59 09:00-09:59 10:00-10:59 11:00-11:59 :00 - :59 13:00-13:59 14:00-14:59 15:00-15:59 16:00-16:59 17:00-17:59 1:00-1:59 19:00-19:59 20:00-20:59 21:00-21:59 22:00-22:59 23:00-23:59 00:00-00:59 01:00-01:59 02:00-02:59 03:00-03:59 04:00-04:59 05:00-05:
12 Target Audience: All Viewers Terrestrial vs Cable & Satellite Channels Share % National Metros Rural Urban Large Cities Small Cities & Towns All Terrestrial (Combined) Cable & Satellite (Combined)
13 Men vs. Women (Average Time Spend per Viewer) Year Target Audience: All National Viewers 155 Men Women Monday Tuesday Wednesday Thursday Friday Saturday Sunday Week Daily Viewing Time per Individual - vs. Data Source: Gallup Pakistan Target Audience: All National Viewers 02:05:00 02:06:00 02:02:00 total male female 02:07:00 02:05:00 02:0:00 13
14 Yearly Cumulative Reach - Period: Jan 01 - Dec 31, Target: All Age 4+ National Viewers Channel Name Yearly Cumulative Reach % Monthly Average Cumulative Reach % Channel Name Yearly Cumulative Reach % Monthly Average Cumulative Reach % TOTAL A Plus AAJ News Al Jazeera English Apna Channel ARY Digital ARY Musik ARY News ARY Qtv ATV AVT Khyber AXN BBC World Business Plus Capital TV Cartoon Network Channel City CNN Dawn News DHARTI TV Din News Dunya News Express Entertainment Express News Fashion TV Filmazia GEO Entertainment GEO Kahani Kashish TV Khyber News KTN KTN News M TV Masala TV News One Nickelodeon Oxygene PLAY MAX PTV Home PTV National PTV News PTV Sports Punjab TV Rohi TV Samaa TV Silver Screen Sindh News Sindh TV Sony Star Plus Ten Sports TV One Urdu Vibe TV Waqt TV Waseb OTHER GEO News GEO Super GEO Tez Haq TV HBO Hum TV Indus Vision Jaag Jalwa
15 Media and Television Audience Measurement Cyberletter Produced by: Gallup Pakistan Jointly with Gilani Research Foundation LEGAL INFORMATION & DISCLAIMER Copyright The report and its content are protected by copyright. By accessing the report you agree that this is solely for personal use. Any distribution, use, photocopy of the report is barred. The buyer of the report must not reproduce, frame (by whatever means), link to or otherwise use any of the material on the site without first obtaining the written permission of Gallup Pakistan. Disclaimer Gallup Pakistan is not related to Gallup inc. Headquartered in Washington D.C. USA. We require that our surveys be credited fully as Gallup Pakistan (not Gallup or Gallup Poll). We disclaim any responsibility for surveys pertaining to pakistani public opinion except those carried out by Gallup Pakistan, the Pakistani affiliate of Gallup International association. For details on Gallup International association, see website: Please send all correspondence to Media Cyberletter Editorial Team, Join us to stay updated In no event shall Gallup Pakistan or its agents or officers be liable for any damages whatsoever (including, without limitation, damages for loss of profits, business interruption) arising out of the use of or inability to use the materials. As a user of this report, you acknowledge and agree that any reliance upon, or use of any information made available through this report shall be entirely at your own risk. Subject to any implied terms which cannot be excluded by law, Gallup Pakistan and its related entities (including any directors, officers, employees and agents) shall not be liable for any loss or damage, whether direct or indirect, and however caused, to any person arising from the use of (or reliance upon) information provided on and made available through this report. 15
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