media monitors - commercial air time analysis for year 2016
TRANSCRIPT
YEAR 2016(WITH LAST 05 YEARS COMPARISON)
COMMERCIAL AIR TIME ANALYSIS
Basic Assumptions
Based on TVCs only Airtime based on minutes
1) The analysis is based on Eighty Nine (89) Satellite Channels as per Slide 3.
2) The Air time is based on “Pure Commercials” only i.e. TVC’s & Break Bumpers, otherBrandings e.g. Logos, scrolls etc are not included
3) For Frequency of Spots the unique copy size is considered as a single “SPOT”
4) The Data used is for the calendar dates from January 1st 2016 to December 31st 2016
5) 1st , 2nd , 2nd Last & Last positions are considered as Premium Spots.
6) The Data has a margin of error of ± 3%
7) Figures are rounded off to the nearest digit.
8) The “SPEND” is calculated on assumed rates by Media Monitors based on Tariff Cards
9) Five Percent (5%) increase has been assumed for Year on Year “SPEND” calculation
Genre Wise Channel List - 2016
Based on TVCs only
Total Genre 09
Total Channels 89
Channels Airtime (Mins) Share – Year 2016
Based on TVCs only
Total Channels 89
Overall Airtime (Mins) 4,874,081
CHANNEL NAME Spot Freq Freq Share % CHANNEL NAME Spot Freq Freq Share % CHANNEL NAME Spot Freq Freq Share %
NEWS ONE 516,490 4% METRO ONE 184,472 1% CITY 41 47,435 <1%
JALWA 487,538 4% WASEB 183,850 1% WAQT 47,069 <1%
TV ONE 434,123 3% SEE TV 181,367 1% HUM SITARAY 44,525 <1%
8XM 423,983 3% PUNJAB TV 171,939 1% PASHTO 1 44,304 <1%
APNA CHANNEL 394,698 3% FILMAZIA 167,978 1% CHANNEL 5 42,891 <1%
EXPRESS NEWS 368,162 3% ARY ZINDAGI 164,725 1% ROZE NEWS 42,816 <1%
HUM TV 366,170 3% MASALA 157,168 1% 7 NEWS 41,739 <1%
ABB TAKK NEWS 362,185 3% TEN SPORTS 153,158 1% K21 41,676 <1%
EXPRESS ENT 348,222 3% AAJ ENTERTAINMENT 153,131 1% DHARTI TV 39,070 <1%
KOHENOOR 345,183 2% CARTOON NETWORK 149,979 1% AFGHAN 38,853 <1%
DAWN NEWS 344,303 2% FILM WORLD 143,164 1% K2 37,319 <1%
ARY DIGITAL 338,165 2% SINDH TV 139,609 1% AVTKHYBER NEWS 34,839 <1%
CITY 42 323,985 2% 92NEWS 136,182 1% TIMES 33,707 <1%
NICKELODEON 310,002 2% PTV HOME 134,543 1% ARY QTV 28,208 <1%
DUNYA NEWS 309,278 2% SATELLITE PTV 134,270 1% KASHISH 27,929 <1%
ARY NEWS 304,077 2% KTN 119,395 1% PTV NATIONAL 26,938 <1%
SAMAA 302,415 2% AVT KHYBER 118,936 1% SILVER SCREEN 23,921 <1%
ATV 294,171 2% PTV SPORTS 107,255 1% ARUJ 21,832 <1%
AAJ NEWS 291,968 2% MEHRAN TV 106,940 1% GEO TEEZ 18,988 <1%
A PLUS 284,967 2% VSH 97,154 1% BUSINESS PLUS 17,705 <1%
GEO NEWS 279,734 2% SUCH TV 92,778 1% PTV NEWS 17,701 <1%
CAPITAL TV 276,737 2% FILMAX 89,317 1% ZAIQA 10,016 <1%
GEO ENTERTAINMENT 264,194 2% AWAZ 81,829 1% WB 9,980 <1%
GEO KAHANI 260,909 2% HBO 76,206 1% PTV BOLAN 7,553 <1%
URDU 1 260,115 2% HTV 59,288 <1% VIBE 5,364 <1%
JAAG 228,201 2% DIN NEWS 58,225 <1% INDUS VISION 4,408 <1%
PLAY ENTERTAINMENT 218,682 2% KTN NEWS 58,194 <1% INDUS GOLD 1,903 <1%
NEO 216,158 2% SINDH TV NEWS 53,543 <1% PTV WORLD 1,556 <1%
CHANNEL 24 206,927 1% RAAVI 49,167 <1% STAR LITE 1,091 <1%
GEO SUPER 196,067 1% THE MUSIK 48,848 <1%
Channels Spots Frequency Share – Year 2016
Based on TVCs only
Total Channels 89
Overall Spot’s Freq 13,891,755
Genre Wise Airtime (Mins) Share % - 2016
Based on TVCs only Airtime based on minutes
39%
33%
12% 6%3%
3%2%
1%
1%
Genre Airtime Mins Share %
News
Entertainment
Regional
Music
Kids
Sports
Movie
Food
Islamic
Genre Wise Channels Airtime & Spot’s Freq Share % (Part – 1)
Based on TVCs only Airtime based on minutes
8% 8% 7% 7%6% 6% 6% 6% 5% 5% 5% 5% 4% 4% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 0.5% 0.1%
10%
6%7% 7%
6%
7%6% 5% 6% 5%
6%
4% 4%4%
3%4%
1%2%
1% 1% 1% 1% 1% 1% 0.4% 0.3% 0.3%0.03%
News Genre
Airtime % Spots Freq %
9%8% 8% 7% 7% 7% 6% 6% 6% 6% 6%
4% 4% 3% 3% 3% 3%2% 1% 1% 0.71% 0.11% 0.06%
10%
8% 8%7%
8%
6%6%
8%
6% 6%5%
4% 4%3% 3% 3%
4%
1%1% 1% 0.1% 0.10% 0.04%
0%
2%
4%
6%
8%
10%
12%Ent Genre
Airtime % Spots Freq %
Genre Wise Channels Airtime & Spot’s Freq Share % (Part – 2)
Based on TVCs only Airtime based on minutes
18%
9% 8% 7% 7% 7% 7%4% 4% 4% 4% 4% 3% 2% 2% 2% 2% 2% 1% 1.3% 0.6%
21%
10%8%
6% 6%5%
9%
3%
6%4%
3% 3% 2% 2% 2% 2% 1% 2% 2% 1.2% 0.4%
0%
5%
10%
15%
20%
25%Regional Genre
Airtime % Spots Freq %
88%
12%
94%
6%
0%
20%
40%
60%
80%
100%
MASALA ZAIQA
Food Genre
Airtime % Spots Freq %
Genre Wise Channels Airtime & Spot’s Freq Share % (Part – 3)
Based on TVCs only Airtime based on minutes
53%
42%
6%
51%
44%
5%
0%
10%
20%
30%
40%
50%
60%
JALWA 8XM THE MUSIK
Music Genre
Airtime % Spots Freq %
44%
29%
15%8%
4%0.2%
42%
26%
22%
7%
3% 0.3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
FILM WORLD FILMAX HBO SILVER SCREEN WB STAR LITE
Movie Genre
Airtime % Spots Freq %
Genre Wise Channels Airtime & Spot’s Freq Share % (Part – 4)
Based on TVCs only Airtime based on minutes
50%
29%22%
43%
34%
23%
0%
10%
20%
30%
40%
50%
60%
GEO SUPER TEN SPORTS PTV SPORTS
Sports Genre
Airtime % Spots Freq %
67%
33%
100%
67%
33%
100%
0%
20%
40%
60%
80%
100%
120%
NICKELODEON CARTOON NETWORK ARY QTV
Kids Islamic
Other Genre
Airtime % Spots Freq %
Genre Wise Brand Count – Year 2016
Based on TVCs only Airtime based on minutes
Total Brands 1,787
1,367
906837
347 307 297181
12156
76%
51%
47%
19%17% 17%
10%7%
3%
0
200
400
600
800
1000
1200
1400
1600
News Entertainment Regional Music Sports Movie Food Kids Islamic
Brand Count Share %
Genre Wise Channels Brand Count (Part - 1)
Airtime based on minutes
73
9
73
4
71
5
70
5
62
24
70
43
6
38
5
37
5
35
6
35
1
29
1
26
7
26
3
24
1
15
5
14
0
99
82
80
68
57
55
51
51
28
26
9
AR
Y N
EWS
DU
NYA
NEW
S
SAM
AA
GEO
NEW
S
EXP
RES
S N
EWS
Cit
y 4
2
DA
WN
NEW
S
AA
J N
EWS
AB
B T
AK
K N
EWS
92
Ne
ws
NEW
S O
NE
Cap
ital
TV
MET
RO
ON
E
Ch
ann
el 2
4
Ne
o
JAA
G
WA
QT
SUC
H T
V
CH
AN
NEL
5
PTV
NEW
S
BU
SIN
ESS
PLU
S
K2
1
Cit
y 4
1
Ro
ze N
ews
DIN
NEW
S
7 N
ew
s
GEO
TEE
Z
PTV
Wo
rld
News Genre Brand Count
59
1
56
0
38
1
33
9
33
1
32
6
32
0
26
5
26
3
24
3
24
0
22
6
22
1
19
2
13
5
12
4
11
2
10
2
64
11
4 3 2
HU
M T
V
AR
Y D
IGIT
AL
GEO
EN
T
UR
DU
1
Exp
ress
En
t
TV O
NE
A P
lus
PTV
HO
ME
SATE
LLIT
E P
TV
ATV
GEO
KA
HA
NI
FILM
AZI
A
See
TV
AR
Y ZI
ND
AG
I
PLA
Y EN
T
AA
J EN
T
HU
M S
ITA
RA
Y
Ko
hen
oo
r
HTV
TIM
ES
IND
US
VIS
ION
VIB
E
IND
US
GO
LD
ENT Genre Brand Count
34
2
30
5
24
1
23
3
21
4
16
7
16
1
15
0
12
1
11
1
10
6
10
5
96
93
85
72
71
70
66
49
17
AV
T K
hyb
er
KTN
SIN
DH
TV
AP
NA
CH
AN
NEL
WA
SEB
KTN
NEW
S
PTV
NA
TIO
NA
L
AV
TKh
ybe
r N
ews
SIN
DH
TV
NEW
S
Aw
az
Pu
nja
b T
V K2
Meh
ran
TV
Aru
j
VSH
KA
SHIS
H
PTV
Bo
lan
PA
SHTO
1
Dh
arti
TV
Raa
vi
Afg
han
Regional Genre Brand Count
170
22M
AS
AL
A
ZA
IQA
Food Genre Brand Count
Genre Wise Channels Brand Count (Part – 2)
Airtime based on minutes
176
144 137
19 15 3
Film
Wo
rld
HB
O
Film
ax
SIL
VE
R S
CR
EE
N
WB
Sta
r L
ite
Movie Genre Brand Count
287
232
25
8X
M
JAL
WA
TH
E M
US
IK
Music Genre Brand Count
165
155
141
TE
N S
PO
RT
S
PT
V S
po
rts
GE
O S
UP
ER
Sports Genre Brand Count
107
88
56
CARTOON NETWORK NICKELODEON ARY QTV
Kids Islamic
Other Genre Count
Time Band Wise Brand Count
Based on TVCs only Airtime based on minutes
Total Brands 1,787
1594
1440
1432
1366
1259
1200
89%
81%
80%
76%
70%
67%
Prime Time
19:00 ~ 22:59
After Noon
12:00 ~ 16:59
Evening Time
17:00 ~ 18:59
Morning Time
06:00 ~ 11:59
Late Prime
Time
23:00 ~ 23:59
Late Night
00:00 ~ 05:59
Brand Count Brand Count %
Prime Time19:00 ~ 22:59
89%
After Noon12:00 ~ 16:59
81%
Evening Time17:00 ~ 18:59
80%
Morning Time06:00 ~ 11:59
76% Late Prime Time23:00 ~ 23:59
70%
Late Night00:00 ~ 05:59
67%
Time Band Wise Brand Count Share %
Time Band Wise Airtime Share % - Year 2016
Based on TVCs only Airtime based on minutes
Late Night 00:00 ~ 05:59
Morning Time 06:00 ~ 11:59
After Noon 12:00 ~ 16:59
Evening Time 17:00 ~ 18:59
Prime Time 19:00 ~ 22:59
Late Prime Time 23:00 ~ 23:59
5.Prime Time 19:00 ~ 22:59
27%
3.After Noon 12:00 ~ 16:59
27%
2.Morning Time 06:00 ~ 11:59
17%
4.Evening Time 17:00 ~ 18:59
12%
1.Late Night 00:00 ~ 05:5911%
6.Late Prime Time 23:00 ~ 23:59
6%
Genre Wise Time Band Airtime (Mins) Concentration (part – 1)
Airtime based on minutes
493,969 493,148
362,736
249,542 209,671
109,957
26% 26%
19%
13%11%
6%
After Noon Prime Time MorningTime
Late Night Evening Time Late PrimeTime
Airtime Airtime %
26%
26%19%
13%
11%
6%
News Genre
After Noon
Prime Time
Morning Time
Late Night
Evening Time
29%
24%19%
11%
11%
5%
Entertainment Genre
After Noon
Prime Time
Morning Time
Evening Time
Late Night
Late Prime Time
458,551 389,056
299,162
182,283 182,174
86,936
29%
24%
19%
11% 11%
5%
After Noon Prime Time MorningTime
EveningTime
Late Night Late PrimeTime
Airtime Airtime %
Genre Wise Time Band Airtime Concentration (part – 2)
Airtime based on minutes
40%
23%
13%
11%
8%
5%
Regional Genre
Prime Time
After Noon
Evening Time
Morning Time
Late Night
Late Prime Time
246,913
138,013
78,419 64,572 48,890 33,002
40%
23%
13%11%
8%5%
Prime Time After Noon Evening Time MorningTime
Late Night Late PrimeTime
Airtime Airtime %
26%
20%
19%
16%
16%
3%Food Genre
After Noon
Prime Time
Morning Time
Late Night
Evening Time
Late Prime Time
7,849
5,905 5,648 4,725 4,763
902
26%
20% 19%
16% 16%
3%
After Noon Prime Time Morning Time Late Night Evening Time Late PrimeTime
Airtime Airtime %
Genre Wise Time Band Airtime Concentration (part – 3)
Airtime based on minutes
25%
24%
20%
13%
12%
6%
Sports Genre
After Noon
Prime Time
Morning Time
Late Night
Evening Time
Late Prime Time
33,976 32,178 27,368
17,213 16,512
8,084
25%24%
20%
13% 12%
6%
After Noon Prime Time MorningTime
Late Night Evening Time Late PrimeTime
Airtime Airtime %
28%
25%19%
11%
11%
6%
Music Genre
After Noon
Prime Time
Morning Time
Evening Time
Late Night
Late Prime Time
83,974 74,398
56,141
32,631 31,537 18,033
28%
25%
19%
11% 11%
6%
After Noon Prime Time MorningTime
Evening Time Late Night Late PrimeTime
Airtime Airtime %
Genre Wise Time Band Airtime Concentration (part – 4)
Airtime based on minutes
39%
24%
13%
13%
11%
1%Movie Genre
Prime Time
After Noon
Late Night
Evening Time
Late Prime Time
Morning Time
46,581
28,912
15,364
15,088
13,741
880
39%
24%
13%
13%
11%
1%
Prime Time
After Noon
Late Night
Evening Time
Late Prime Time
Morning Time
Airtime Airtime %
28%
21%17%
17%
11%
6%
Islamic Genre
Late Night
Prime Time
After Noon
Morning Time
Evening Time
Late PrimeTime
3,599
2,717
2,201
2,157
1,451
708
28%
21%
17%
17%
11%
6%
Late Night
Prime Time
After Noon
Morning Time
Evening Time
Late PrimeTime
Airtime Airtime %
35%
31%
16%
14%
4% 0%
Kids Genre
After Noon
Prime Time
Morning Time
Evening Time
Late Prime Time
Late Night
53,116
46,382
24,879
21,405
5,441
627
35%
31%
16%
14%
4%
0%
After Noon
Prime Time
MorningTime
EveningTime
Late PrimeTime
Late Night
Airtime Airtime %
An Overview On 2016 Quarterly Airtime (Mins) Breakup
Based on TVCs only Airtime based on minutes
1st quarter1,157,962
24% 2nd quarter1,259,934
26%
3rd quarter1,260,295
26%
4th quarter1,195,890
24%
Quarter Wise Airtime Breakup
1st quarter
2nd quarter
3rd quarter
4th quarter
An Overview On 2016 Monthly Airtime Breakup
Based on TVCs only Airtime based on minutes
38
6,1
83
38
3,8
06
38
7,9
72
41
4,9
39
46
9,7
38
37
5,2
57
38
2,1
76
43
4,5
85
44
3,5
35
39
9,6
80
41
3,2
96
38
2,9
14
8% 8% 8%
9%
10%
8% 8%
9% 9%
8%8%
8%
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
January February March April May June July August September October November December
1st quarter 2nd quarter 3rd quarter 4th quarter
Airtime (Mins) Airtime %
An Overview On Top 10 Channels Group Breakup
Based on TVCs only Airtime based on minutes
529,845
397,149
385,264
346,347
283,213
258,350
217,487
177,107
167,399
158,099
11%
8%
8%
7%
6%
5%
4%
4%
3%
3%
APNA
ARY
GEO
AIR WAVES
EXPRESS GROUP
CITY NEWS NETWORK
SPORTS STAR INT.
JAAG BROADCASTING
PTV
BUSINESS RECORDER
APNA11%
ARY8%
GEO8%
AIR WAVES7%
EXPRESS GROUP6%
CITY NEWS NETWORK
5%
SPORTS STAR INT.4%
JAAG BROADCASTING
4%
PTV3%
BUSINESS RECORDER
3%
Top 10 Channels Group Airtime %
Group Wise Top 10 Brands Airtime Share (Part – 1)
Airtime based on minutes
21,009 20,731 17,027 15,955 15,188
13,185 11,372 11,068 10,394 9,054
4% 4%
3%3% 3%
2%2% 2% 2%
2%
DettolSoap
Coca Cola HarpicPower
Plus
Surf Excel VeetCream
ArielWashingPowder
CertifiedFabulousClothing
CadburysDairy Milk
Tang Safeguard
APNA Group
Airtime Airtime %
16,524 15,417
10,071 9,807 9,187 8,534 8,437 7,674 7,104 5,966
4%4%
3% 2%2%
2% 2%2% 2%
2%
Walls(Paddle
Pop)
KarachiKings
DettolSoap
KnorrNoodles
Safeguard Coca Cola Surf Excel LifebuoyHandWash
SahulatBazaar
Head &Shoulder
ARY Group
Airtime Airtime %
14,710
11,626 11,306 8,620 8,049 7,058 6,731 6,218 6,125 5,900
4%
3% 3%
2%2%
2% 2% 2% 2% 2%
Dettol Soap Surf Excel M.K.R.F HarpicPower Plus
Coca Cola Clear MenAnti
DandruffShampoo
Lifebuoy VeetCream
LahoreQalandars
Q Mobile
Geo Group
Airtime Airtime %
16,410
8,712 8,509 8,196 6,055 5,975 5,317 5,225 5,146 5,011
6%
3% 3% 3%
2% 2%2% 2% 2% 2%
DettolSoap
VeetCream
HarpicPower
Plus
Surf Excel Pepsi DoveDamageTherapy
DettolSurfaceCleaner
Dew Seven Up LifebuoyShampoo
EXPRESS Group
Airtime Airtime %
Group Wise Top 10 Brands Airtime Share (Part – 2)
Airtime based on minutes
17,941
7,297 6,575 4,606 3,784 3,338 3,159 3,151 3,102 2,943
11%
4% 4%3%
2% 2% 2% 2% 2% 2%
Min
istr
y O
f In
form
atio
n&
Bro
adca
stin
g Pe
psi
Tele
no
r In
tern
et 3
G
Ufo
ne
Tele
no
r C
orp
ora
te
Wiz
arat
-e-M
azh
abi
Om
oo
r
Hea
d &
Sh
ou
lder
Qu
etta
Gla
dia
tors
Dew
Safe
guar
d
PTV Group
Airtime Airtime %
35,114 30,991
13,434 11,811 8,465 7,675 7,139 6,121 4,607 3,799
14%
12%
5%5%
3% 3% 3% 2%2% 1%
Lake City(BellaVista
Phase 1)
So Kamal Lake CityHoldings
ModelSteel
BrightoPaints
GourmetCateringCompany
Coca Cola Pepsi Btw ByThe Way
PunjabGroup ofColleges
City Network
Airtime Airtime %
7,426 6,484
5,265 4,146
3,375 3,310 3,172 3,120 2,609 2,198
4%
4%
3%
2%2% 2% 2% 2%
1%1%
Jaag Broadcasting
Airtime Airtime %
16,744 13,694
11,096 9,673 8,840 8,121 8,107
6,032 5,736 5,282
5%
4%
3%3%
3%2% 2%
2% 2% 2%
Coca Cola Surf Excel Pepsi Head &Shoulder
Safeguard Sprite ArielWashingPowder
Lifebuoy Dew Lux Soap
AIRWAVES
Airtime Airtime %
Group Wise Top 10 Brands Airtime Share (Part – 3)
Airtime based on minutes
10,045 9,174
7,794 5,817 5,567 5,542 5,282 5,215 5,020 4,655
5%4%
4%
3% 3% 3% 2% 2% 2% 2%
Surf Excel Pepsi Ariel WashingPowder
Lifebuoy Lux Soap Safeguard Seven Up Ufone LifebuoyShampoo
Dew
Sports Satar Int.
Airtime Airtime %
9,086
6,613 6,137 5,808 5,671 5,439 3,894 3,558 3,439 3,320
6%
4%4% 4% 4% 3%
2% 2% 2% 2%
Coca Cola Surf Excel Ariel WashingPowder
Pepsi Head & Shoulder Safeguard PanteneShampoo
Dove DamageTherapy
Sprite Pampers
Business Recorder
Airtime Airtime %
ADVERTISERS’ REVIEW
An Overview on Yearly Advertisers Share %
Based on TVCs only Airtime based on minutes
Industry Overall Airtime 4,874,081
Top 10 Advertisers 2,458,134
Others 2,415,947
UNILEVER35%
P&G14%
RECKITT11%
PEPSI10%
NESTLE8%
COCA COLA8% TELENOR
5% CPL3%
KRAFT FOODS3%
CBL3%
2,415,947
2,458,134
49.6%
50.4%
Others Top 10 Advertisers
Airtime (Mins) % Share
Industry Top 25 Advertisers Airtime & Spot’s Frequency Share %
Based on TVCs only Airtime based on minutes
ADVERTISERS
Advertisers Airtime (Mins) Airtime % Spot's Frequency Spot Freq %
UNILEVER PAKISTAN LTD 848,512 17% 2,343,005 17%
PROCTER & GAMBLE PAKISTAN LTD 340,720 7% 878,212 6%
RECKITT BENCKISER PAKISTAN LTD. 278,937 6% 782,924 6%
PEPSI COLA INTERNATIONAL (PVT.) LTD. 254,512 5% 777,520 6%
NESTLE PAKISTAN LIMITED 204,880 4% 750,375 5%
The Coca-Cola Export Corporation 190,820 4% 585,408 4%
TELENOR PAKISTAN LTD 115,566 2% 255,505 2%
COLGATE PALMOLIVE LTD. 76,978 2% 193,984 1%
KRAFT FOODS PAKISTAN LTD. 73,813 2% 247,664 2%
CONTINENTAL BISCUIT LTD. 73,397 2% 342,162 2%
ENGRO FOODS (PVT.) LTD. 70,150 1% 219,359 2%
PAKISTAN MOBILE COMMUNICATIONS 65,281 1% 163,268 1%
PAKISTAN TELECOMMUNICATION LTD 61,924 1% 114,925 1%
THE LAKE CITY HOLDINGS (PVT.) LTD. 61,210 1% 50,057 0.4%
NEW ALLIED ELECTRONICS INDUSTRIES (PVT.) LTD. 60,046 1% 160,790 1%
PAK TELECOM MOBILE LTD 48,278 1% 94,239 1%
GLAXO SMITH KLINE PAKISTAN 47,057 1% 162,803 1%
ISMAIL INDUSTRIES (PVT.) LTD. 42,257 1% 168,625 1%
TREND INTERNATIONAL 39,508 1% 111,899 1%
KAMAL LIMITED 36,917 1% 55,923 0.4%
MINISTRY OF INFORMATION & BROADCASTING 35,042 1% 31,587 0.2%
CMPAK 30,922 1% 81,723 1%
TAPAL TEA (PVT) LTD. 29,644 1% 98,092 1%
BAHRIA TOWN (PVT.) LTD. 28,573 1% 27,018 0.2%
SAMSUNG GULF ELECTRONICS FZE 28,321 1% 98,899 1%
Based on TVCs only Airtime based on minutes
Industry Top 25 Brands Airtime & Spot’s Frequency Share %
Brands
Brands Airtime (Mins) Airtime % Spot's Frequency Spot Freq %
Coca Cola 125,838 3% 355,041 3%
Surf Excel 122,967 3% 398,112 3%
Pepsi 92,340 2% 291,090 2%
Dettol Soap 91,318 2% 216,890 2%
Ariel Washing Powder 77,461 2% 161,591 1%
Head & Shoulder 67,213 1% 169,968 1%
Safeguard 65,405 1% 163,479 1%
Dew 64,096 1% 210,050 2%
PTCL 61,913 1% 114,904 1%
Seven Up 56,298 1% 129,455 1%
Harpic Power Plus 55,231 1% 209,206 2%
Sprite 49,586 1% 172,222 1%
Dove Damage Therapy 48,868 1% 139,129 1%
Veet Cream 48,762 1% 158,939 1%
Lifebuoy 46,628 1% 116,387 1%
Ufone 44,833 1% 88,756 1%
Lux Soap 43,310 1% 76,451 1%
Pantene Shampoo 42,803 1% 114,564 1%
Lifebuoy Shampoo 41,429 1% 103,822 1%
Sunsilk Shampoo 41,313 1% 110,582 1%
Lake City (Bella Vista Phase 1) 39,242 1% 36,809 0.3%
Telenor Corporate 37,820 1% 83,123 1%
Cadburys Dairy Milk 36,262 1% 121,141 1%
So Kamal 35,624 1% 52,412 0.4%
Dettol Surface Cleaner 33,557 1% 74,600 1%
Genre Wise Top 25 Categories in 2016
Based on TVCs only Airtime based on minutes
18%
14%
12%
8%
6%
6%
5%
5%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Beverages
Personal Products
Detergents & Soaps
Cellular Communication
Construction
Confectionery
Cullinary
Food
Homecare Products
Financial Services
Government
Home Appliances & Electronics
Automobiles & Transport
Education
Fabrics
Communication
Oral Care
Healthcare & Medical Services
Welfare & Public Services
Chemical Industries
Medicine
Baby Cares
Information Technology
Sports
Baby Food
Top 25 Categories
16%
9%
9%
9%
10%
5%
4%
3%
2%
4%
3%
3%
2%
3%
3%
2%
1%
1%
2%
2%
1%
1%
1%
0.3%
0.3%
21%
21%
18%
7%
0.2%
5%
4%
5%
3%
2%
1%
1%
0.2%
0.2%
0.4%
0.3%
2%
2%
1%
0.4%
1%
1%
1%
1%
1%
21%
9%
8%
5%
12%
7%
5%
1%
2%
3%
4%
2%
4%0.2%
1%
4%
1%
2%
2%
0.4%
0.3%
0.3%
0.3%
1%
24%
17%
13%
9%
0.03%
9%
1%
3%
7%
1%
0.0%
1%
1%
0.1%
3%
0.2%
1%
0.1%
0.2%
0.0%
1%
1%
1%
2%
0.3%
10%
15%
13%
7%
2%
8%
8%
15%
6%
1%
1%
2%
1%
0.1%
0.2%
0.4%
1%
0.3%
1%
0.5%
1%
1%
1%
2%
0.4%
News Entertainment Regional Music Others
Genre Wise Top 25 Brands Airtime Share (Part – 1)
Based on TVCs only Airtime based on minutes
56,378
39,242 37,160 35,405 35,22530,358
25,063 24,001 22,822 21,968 21,509 20,846 20,174 19,785 18,263 17,953 16,172 15,736 15,102 14,664 14,434 14,105 13,851 13,512 13,144
3%
2% 2% 2% 2%2%
1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Co
ca C
ola
Lak
e C
ity
(Be
lla V
ista
Ph
ase
1)
Pep
si
So
Kam
al
Su
rf E
xcel
PT
CL
Un
iver
sity
Of
So
uth
Asi
a(U
SA
)
De
w
Sp
rite
Lak
e C
ity
Ho
ldin
gs
Do
ve D
amag
e T
her
apy
De
tto
l So
ap
Hea
d &
Sh
ou
lde
r
Se
ven
Up
Ufo
ne
Ari
el W
ash
ing
Po
wd
er
Q M
ob
ile
Lif
eb
uo
y
Bah
ria
To
wn
(Kar
ach
i)
Zo
ng
Lu
x S
oap
Saf
egu
ard
Har
pic
Po
wer
Plu
s
Su
nsi
lk S
ham
po
o
Bri
gh
to P
ain
ts
News Genre (total Channels = 28)
Airtime (Mins) % Share
58,570
45,130 40,525 37,148 33,387 32,597 30,673 27,559 27,504 26,872 24,488 23,314 21,962 20,817 18,783 18,258 17,662 16,906 16,438 15,725 15,561 15,359 14,288 14,001 13,925
4%
3%3%
2%2% 2% 2%
2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Su
rf E
xcel
Co
ca C
ola
Ari
el W
ash
ing
Po
wd
er
Pep
si
Saf
egu
ard
Hea
d &
Sh
ou
lde
r
De
tto
l So
ap
De
w
Se
ven
Up
Lif
eb
uo
y
Pan
ten
e S
ham
po
o
Lu
x S
oap
Do
ve D
amag
e T
her
apy
Su
nsi
lk S
ham
po
o
Sp
rite
Vee
t C
ream
Lif
eb
uo
y S
ham
po
o
Pam
per
s
Su
nsi
lk S
tun
nin
g B
lack
shin
e
Zia
ud
din
Ho
spit
al
Har
pic
Po
wer
Plu
s
Ufo
ne
Ne
stle
Cer
ela
c
Wal
ls (C
orn
ett
o)
Nis
a E
xtra
Glo
win
g
ENT Genre (total Channels = 23)
Airtime (Mins) % Share
Genre Wise Top 25 Brands Airtime Share (Part – 2)
Based on TVCs only Airtime based on minutes
24,814
19,083
13,271 12,0979,205 8,198 8,142 7,822 7,667 7,466 7,379 7,336 7,233 6,860 6,859 6,573 6,107 5,846 5,716 5,638 5,573 5,423 5,324 5,235 5,209
4%
3%
2% 2%2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
PT
CL
Pla
tin
um
Se
a V
iew
Gaw
adar
Su
rf E
xcel
Po
lly J
uic
e
De
tto
l So
ap
Tap
al M
ezb
an
Vit
al T
ea
Tar
ang
Milk
Waq
ar B
uild
ers
&D
eve
lop
ers
Bro
oke
Bo
nd
Su
pre
me
Ne
stle
Cer
ela
c
Ufo
ne
Ne
stle
Eve
ry D
ay S
ach
et
Fai
r &
Lo
vely
Du
e H
air
Re
mo
vin
g C
ream
Sh
ell
Rim
ula
Lif
eb
uo
y S
ham
po
o
Milk
pak
Cre
am
US
AID
Go
vern
men
t o
f S
ind
h(S
ind
h)
Om
un
g D
ob
ala
Har
pic
Po
wer
Plu
s
Ne
scaf
e
Do
lph
in T
ow
er
& S
ho
pp
ing
Mal
l
Su
nlig
ht
Po
wd
er
Regional Genre (total Channels = 21)
Airtime (Mins) % Share
2,163
1,247 1,196925 914 882 873 853 833 819 765 738 603 543 491 461 442 422 403 383 382 381 373 365 364
7%
4% 4%
3% 3% 3% 3% 3% 3% 3% 3% 2%2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Mo
ulv
i Ban
asp
ati O
il &
Gh
ee
Pes
haw
ar Z
alm
i
So
ya S
up
rem
e A
ll
Su
rf E
xcel
Ne
stle
Cer
ela
c
Sh
ama
(Oil
& G
he
e)
MC
B
Ko
lso
n
Ne
stle
Milk
pak
Mal
ta A
ll
Osn
Vit
al T
ea
Ufo
ne
Co
rn F
lake
s
Kas
hm
ir (
All)
Han
s D
airy
Ne
stle
Eve
ry D
ayS
ach
et
Hab
ib C
oo
kin
g O
il
Can
oliv
e C
oo
kin
g O
il
Big
Bir
d
Nid
o 1
+
Sh
an M
asal
a
Cad
bu
rys
Dai
ry M
ilk
Ne
stle
Nid
o B
un
yad
Ne
stle
Pu
re L
ife
Wat
er
Food Genre (total Channels = 02)
Airtime (Mins) % Share
Genre Wise Top 25 Brands Airtime Share (Part – 3)
Based on TVCs only Airtime based on minutes
3,449
1,414969 907 839 605 487 365 316 281 218 210 210 207 143 133 125 119 117 115 100 96 86 84 77
27%
11%
8% 7% 7%5% 4% 3% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Th
e E
hsa
as T
rust
Sah
ula
t B
azaa
r
Dan
y (Q
ura
n R
ead
Pe
n)
AR
Y Z
ou
q (F
oo
dP
rod
uct
s)
Faz
aia
Ho
usi
ng
Sch
eme
H.M
. Cab
le
Hab
ib C
oo
kin
g O
il
Sh
ahza
da
Bas
mat
i Ric
e
Has
hm
i Isp
agh
ol
Kh
awaj
a G
har
eeb
Naw
azW
alfa
re T
rust
Oliv
ia F
ace
Was
h
AR
Y J
ewe
llers
Hab
ib M
asal
a M
ix
Oliv
ia H
air
Co
lor
Par
k C
ity
Ro
oh
Afz
a
Au
dio
nic
Wh
ite
Pea
rl C
hap
ati A
tta
Kas
hm
ir (
All)
Flig
hts
Mas
ters
To
urs
&T
rave
ls
MIT
I
Sh
auka
t K
han
um
Ho
spit
al
Oliv
ia P
rick
ly H
eat
Po
wd
er
U P
aisa
Hab
ib K
etch
up
s
Islamic Genre (total Channels = 01)
Airtime (Mins) % Share
7,7967,092
4,4083,982 3,634 3,526 3,520
3,0492,485 2,346 2,151 2,138 2,013 1,760 1,686 1,672 1,640 1,616 1,599 1,303 1,293 1,281 1,241 1,213 1,140
6%6%
4%3% 3% 3% 3%
3%2%
2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Hea
d &
Sh
ou
lde
r
Ari
el W
ash
ing
Po
wd
er
Saf
egu
ard
Pan
ten
e S
ham
po
o
Lah
ore
Gar
de
n
Pam
per
s
Su
rf E
xcel
Pep
si
De
w
Zo
ng
Cad
bu
rys
Dai
ry M
ilk
Do
ve D
amag
e T
her
apy
Su
nsi
lk S
ham
po
o
Lu
x S
oap
Se
ven
Up
Wal
ls (C
orn
ett
o)
Gill
ett
e B
lue
II P
lus
Su
nsi
lk S
tun
nin
gB
lack
shin
e
Cle
ar M
en
An
ti D
and
ruff
Sh
amp
oo
Wal
ls (K
ing
Ku
lfa)
Tan
g
PE
MR
A
Lif
eb
uo
y S
ham
po
o
Du
e B
eau
ty C
ream
Lay
s C
hip
s
Movie Genre (total Channels = 06)
Airtime (Mins) % Share
Genre Wise Top 25 Brands Airtime Share (Part – 4)
Based on TVCs only Airtime based on minutes
20,037
10,41510,30910,147 8,530 6,695 6,488 6,392 5,996 5,574 4,990 4,787 4,723 4,474 4,378 4,189 3,888 3,766 3,295 3,099 2,976 2,733 2,705 2,656 2,652
7%
4% 3% 3%3%
2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Co
ca C
ola
Vee
t C
ream
Har
pic
Po
wer
Plu
s
De
tto
l So
ap
Ce
rtif
ied
Fab
ulo
us
Clo
thin
g
Ari
el W
ash
ing
Po
wd
er
Sp
rite
Kar
ach
i Kin
gs
Pep
si
Su
rf E
xcel
De
tto
l Su
rfac
e C
lean
er
Saf
egu
ard
Cad
bu
rys
Dai
ry M
ilk
Se
ven
Up
Hea
d &
Sh
ou
lde
r
Tan
g
De
w
Fai
r &
Lo
vely
Lu
x S
oap
Se
nso
dyn
e
Do
ve D
amag
e T
her
apy
Wal
ls (C
orn
ett
o)
Ne
scaf
e
Su
nsi
lk S
tun
nin
gB
lack
shin
e
Sah
ula
t B
azaa
r
Music Genre (total Channels = 03)
Airtime (Mins) % Share
23,333
13,28812,98510,808
7,192 7,088 5,811 4,792 4,665 3,753 3,154 2,798 2,769 2,663 1,921 1,823 1,749 1,714 1,684 1,538 1,530 1,524 1,505 1,501 1,476
15%
9% 9%7%
5% 5%4%
3% 3% 2% 2% 2% 2% 2% 1%1% 1% 1% 1%
1% 1% 1% 1% 1% 1%
Wal
ls (P
add
le P
op
)
Kn
orr
No
od
les
Lif
eb
uo
y H
and
Was
h
De
tto
l So
ap
Blu
e B
and
Mar
gar
ine
Saf
egu
ard
Su
rf E
xcel
Raf
han
Cu
star
d
Mag
gi N
oo
dle
s
Lif
eb
uo
y S
ham
po
o
Har
pic
Po
wer
Plu
s
De
tto
l Su
rfac
e C
lean
er
Kn
orr
Ket
chu
p
Om
ore
Ice
Cre
am
Mo
rtei
n (
Liq
uid
)
Mo
rtei
n In
sta
5
Sh
an S
ho
op
Ore
o
Milo
Pri
nce
Bis
cuit
s
K&
Ns
Ne
stle
Ko
ko K
run
ch
Kn
orr
So
up
Pam
per
s
Ko
lso
n S
lan
ty
Kids Genre (total Channels = 02)
Airtime (Mins) % Share
Genre Wise Top 25 Brands Airtime Share (Part – 5)
Based on TVCs only Airtime based on minutes
9,6087,859
6,933 6,176
4,110 3,915 3,708 2,986 2,824 2,533 2,510 2,383 2,177 2,100 2,062 1,905 1,752 1,733 1,687 1,600 1,585 1,436 1,401 1,376 1,326
7%
6%5%
5%
3% 3% 3%2% 2% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
0
2,000
4,000
6,000
8,000
10,000
12,000
De
tto
l So
ap
Cle
ar M
en
An
ti D
and
ruff
Sh
amp
oo
Har
pic
Po
wer
Plu
s
Pep
si
Lah
ore
Qal
and
ars
Vee
t C
ream
De
tto
l Su
rfac
e C
lean
er
Tel
en
or
Co
rpo
rate
Min
istr
y O
f In
form
atio
n &
Bro
adca
stin
g
Fai
r &
Lo
vely
Me
ns
Fac
e W
ash
Mo
bili
nk
Jazz
Dju
ice
Lip
ton
Gre
en
Tea
Co
ca C
ola
Qu
ett
a G
lad
iato
rs
Ufo
ne
OL
X
Se
rvis
Tyr
es
Lip
ton
Ye
llow
Lab
el
Lif
eb
uo
y
Mo
rtei
n (
Liq
uid
)
So
op
er
Mo
rtei
n In
sta
5
War
id C
orp
ora
te
De
w
Sports Genre (total Channels = 03)
Airtime (Mins)
Time Band Wise Brands Airtime Share % (Part – 1)
Based on TVCs only Airtime based on minutes
14,80811,54611,533
10,030 9,751 9,659 9,066 8,923 8,6167,271 7,113 6,241 6,204 6,044 5,794 5,719 5,556 5,364 5,312 5,301 5,149 4,906 4,864 4,734 4,708
3%
2% 2%2% 2% 2% 2% 2% 2%
1% 1%1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Su
rf E
xcel
PT
CL
Pep
si
So
Kam
al
Co
ca C
ola
Lak
e C
ity
(Be
lla V
ista
Ph
ase
1)
Ari
el W
ash
ing
Po
wd
er
De
tto
l So
ap
Hea
d &
Sh
ou
lde
r
Min
istr
y O
f In
form
atio
n&
Bro
adca
stin
g
Saf
egu
ard
Q M
ob
ile
Lif
eb
uo
y
Do
ve D
amag
e T
her
apy
Un
iver
sity
Of
So
uth
Asi
a(U
SA
)
Har
pic
Po
wer
Plu
s
Lu
x S
oap
Pan
ten
e S
ham
po
o
Su
nsi
lk S
ham
po
o
De
w
Vee
t C
ream
Nis
a E
xtra
Glo
win
g
Tel
en
or
Inte
rne
t 3G
Se
ven
Up
Kar
ach
i Kin
gs
Late Night 00:00~02:59
Airtime (Mins)
25,83822,137
17,98017,41515,57015,00313,17711,83311,53810,65410,37610,29910,210 9,748 9,482 8,843 8,757 8,694 8,472 7,917 7,553 7,369 7,330 7,294 7,092
3%
3%
2% 2%2% 2%
2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Su
rf E
xcel
Co
ca C
ola
De
tto
l So
ap
Ari
el W
ash
ing
Po
wd
er
Pep
si
Saf
egu
ard
Hea
d &
Sh
ou
lde
r
Lak
e C
ity
(Be
lla V
ista
Ph
ase
1)
Har
pic
Po
wer
Plu
s
Do
ve D
amag
e T
her
apy
PT
CL
Vee
t C
ream
Lif
eb
uo
y
So
Kam
al
Sp
rite
De
w
Su
nsi
lk S
ham
po
o
Lu
x S
oap
Lif
eb
uo
y S
ham
po
o
Pan
ten
e S
ham
po
o
Ne
stle
Cer
ela
c
Min
istr
y O
f In
form
atio
n &
Bro
adca
stin
g
Se
ven
Up
Su
nsi
lk S
tun
nin
gB
lack
shin
e
De
tto
l Su
rfac
e C
lean
er
Morning Time 06:00 ~ 11:59
Airtime (Mins) % Share
Time Band Wise Brands Airtime Share % (Part – 2)
Based on TVCs only Airtime based on minutes
40,541 37,023
25,973 25,371 22,864 20,831 20,712 19,851 17,361 16,028 15,186 14,963 13,955 13,430 13,345 13,186 12,921 12,790 12,451 11,517 11,063 10,855 10,504 10,504 10,031
3%3%
2% 2%2% 2% 2% 2%
1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Co
ca C
ola
Su
rf E
xcel
Pep
si
De
tto
l So
ap
Ari
el W
ash
ing
Po
wd
er
Hea
d &
Sh
ou
lde
r
Saf
egu
ard
De
w
Se
ven
Up
PT
CL
Sp
rite
Har
pic
Po
wer
Plu
s
Do
ve D
amag
e T
her
apy
Lif
eb
uo
y
Pan
ten
e S
ham
po
o
Lif
eb
uo
y S
ham
po
o
Lu
x S
oap
Vee
t C
ream
Su
nsi
lk S
ham
po
o
Wal
ls (P
add
le P
op
)
Ufo
ne
Pam
per
s
Fai
r &
Lo
vely
Kn
orr
No
od
les
Wal
ls (C
orn
ett
o)
After Noon 12:00 ~ 16:59
Airtime (Mins) % Share
17,832 13,897
11,248 10,213 8,951 7,728 7,595 7,509 6,822 6,742 6,077 5,862 5,798 5,647 5,516 5,263 4,954 4,916 4,909 4,790 4,488 4,424 4,104 4,047 3,714
3%
2%
2%2%
2%1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Co
ca C
ola
Su
rf E
xcel
Pep
si
De
tto
l So
ap
Ari
el W
ash
ing
Po
wd
er
De
w
Hea
d &
Sh
ou
lde
r
Saf
egu
ard
Sp
rite
Se
ven
Up
Har
pic
Po
wer
Plu
s
PT
CL
Ufo
ne
Do
ve D
amag
e T
her
apy
Lif
eb
uo
y
Vee
t C
ream
Wal
ls (P
add
le P
op
)
Lu
x S
oap
Pan
ten
e S
ham
po
o
Lif
eb
uo
y S
ham
po
o
Su
nsi
lk S
ham
po
o
Kn
orr
No
od
les
Wal
ls (C
orn
ett
o)
Zo
ng
Su
nsi
lk S
tun
nin
g B
lack
shin
e
Evening Time 17:00 ~ 18:59
Airtime (Mins) % Share
Time Band Wise Brands Airtime Share % (Part – 3)
Based on TVCs only Airtime based on minutes
27,643 25,063 24,028 22,012 18,913 17,647 15,470 15,336 15,188 14,008 13,350 12,903 12,478 12,339 12,281 11,388 11,387 11,035 9,663 9,594 9,481 9,385 8,910 8,866 8,855
2%2% 2%
2%1% 1%
1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%1% 1% 1% 1% 1% 1% 1%
Co
ca C
ola
Su
rf E
xcel
De
tto
l So
ap
Pep
si
Ufo
ne
De
w
Ari
el W
ash
ing
Po
wd
er
Se
ven
Up
PT
CL
Har
pic
Po
wer
Plu
s
Hea
d &
Sh
ou
lde
r
Go
vern
men
t o
f S
ind
h (
Sin
dh
)
Tel
en
or
Co
rpo
rate
Saf
egu
ard
Vee
t C
ream
Sp
rite
Zo
ng
War
id C
orp
ora
te
Do
ve D
amag
e T
her
apy
Cad
bu
rys
Dai
ry M
ilk
Ne
stle
Cer
ela
c
Osa
ka B
atte
ry
Wal
ls (P
add
le P
op
)
De
tto
l Su
rfac
e C
lean
er
Lif
eb
uo
y
Prime Time 19:00 ~ 22:59
Airtime (Mins) % Share
7,934 6,337 6,004
4,803 4,794 4,727 3,694 3,645 2,979 2,977 2,926 2,913 2,906 2,833 2,729 2,609 2,532 2,494 2,414 2,320 2,120 2,094 2,090 2,066 1,937
3%
2% 2%
2% 2% 2%
1% 1%1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Co
ca C
ola
Su
rf E
xcel
Pep
si
De
tto
l So
ap
Se
ven
Up
De
w
Ari
el W
ash
ing
Po
wd
er
Hea
d &
Sh
ou
lde
r
Vee
t C
ream
Sp
rite
Har
pic
Po
wer
Plu
s
PT
CL
Do
ve D
amag
e T
her
apy
Lu
x S
oap
Saf
egu
ard
War
id C
orp
ora
te
Pan
ten
e S
ham
po
o
Osa
ka B
atte
ry
Lif
eb
uo
y
Lif
eb
uo
y S
ham
po
o
Su
nsi
lk S
ham
po
o
Zo
ng
Tel
en
or
Co
rpo
rate
Tel
en
or
Inte
rne
t 3G
Su
nsi
lk S
tun
nin
g B
lack
shin
e
Late Prime Time 23:00 ~ 23:59
Airtime (Mins) % Share
An Overview On Industry Major Categories
Based on TVCs only Airtime based on minutes
3,150,871
1,076,545
285,640
269,821
91,204
65%
22%
6%
6%
2%
FMCG
Others
TELECOM
Real Estate
FinancialServices
Airtime (Mins) % Share
FMCG
65%
Others
22%
TELECOM
6%
Real Estate
5%
Financial
Services
2%
Sector Wise Airtime Share %
Genre Wise Category Distribution (Part – 1)
Airtime based on minutes
1,279,087
960,969
335,182 229,564 147,00891,426 83,095 20,851 3,690
41%
30%
11%7% 5%
3% 3% 1% 0.1%
Entertainment News Regional Music Kids Movie Sports Food Islamic
FMCG
Airtime (Mins) % Share
113,81999,021
28,147 20,654 15,182 7,765 967 84
40%
35%
10%7%
5%3%
0.3% 0.03%
News Entertainment Regional Music Sports Movie Food Islamic
Telecom
Airtime (Mins) % Share
Genre Wise Category Distribution (Part – 2)
Airtime based on minutes
177,004
74,165
7,282 3,814 2,794 2,396 2,225141
66%
27%
3% 1% 1% 1%1%
0.1%
Real Estate
Airtime (Mins) % Share
55,716
15,415 13,3893,032 1,586
976 915 95 80
61%
17% 15%
3% 2% 1% 1%0.1% 0.1%
Financial Services
Airtime (Mins) % Share
611,514
197,358 158,92742,117 31,796 16,644 6,858 6,568 4,762
57%
18%15%
4% 3% 2% 1%1% 0.4%
News Entertainment Regional Music Sports Movie Food Islamic Kids
Others
Airtime (Mins) % Share
AGENCIES’ REVIEW
Top 10 Agencies By Spot Frequency Share - 2016
Based on TVCs only Airtime based on minutes
Group M47%
Brainchild21%
Manhattan Int.10%
Oktopus 3605% Blitz Advertising
4%
Orient Comm.4%
Adcom (Pvt.) Ltd.3%
Time & Space2%
Digital Creations2%
Interflow Comm.2%
Agency Share By Spots Frequency
Quarterly Breakup of Top 5 Agencies by spots frequency
Based on TVCs only Airtime based on minutes
Group M is the leading Agency in all quarters, followed by Brainchild communications.
Manhattan Int. has taken third position in all quarters.
Orient Comm. replaces Blitz Advertising in third & fourth quarters of the year 2016
37%
19%
9%
4% 4%
39%
16%
9%6% 5%
41%
16%
9%
4% 3%
42%
20%
9%
4% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Gro
up
M
Bra
inch
ild
Man
hat
tan
Int.
Blit
z A
dve
rtis
ing
Okt
op
us
36
0
Gro
up
M
Bra
inch
ild
Man
hat
tan
Int.
Blit
z A
dve
rtis
ing
Okt
op
us
36
0
Gro
up
M
Bra
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ild
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hat
tan
Int.
Okt
op
us
36
0
Ori
ent
Co
mm
.
Gro
up
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inch
ild
Man
hat
tan
Int.
Ori
ent
Co
mm
.
Okt
op
us
36
0
1st quarter 2nd quarter 3rd quarter 4th quarter
Agency Wise Channels Count
Based on TVCs only Airtime based on minutes
82 80 78 76 76 76 75 74 74 7370 70
67 6662 61
57 55 55 5451
45 44 43 42 41 39 38 36 35 35 34 34 32 3229
24 24 23 22 22 22 21 2117 16 16 15 14
Gro
up
M
Bra
inch
ild
Ori
ent
Co
mm
.
Okt
op
us
36
0
Mid
as C
om
m.
Blit
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dve
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ing
The
Bra
nd
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tner
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ace
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rflo
w C
om
m.
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hat
tan
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Syn
ergy
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vert
isin
g
Ad
com
(P
vt.)
Ltd
.
Med
ia P
uls
e
Pak
Med
ia C
om
m.
Co
nn
ect
Mar
keti
ng
M &
C S
aatc
hi W
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d S
ervi
ces
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t
Inte
rlin
k A
dve
rtis
ing
T M
edia
(P
vt.)
Ltd
.
Mid
as (
Pvt
.) L
td.
Spid
er 3
60
Med
ia
Cre
ativ
e Ju
nct
ion
M C
om
mu
nic
atio
ns
Gre
en A
pp
le C
om
m.
Med
ia N
etw
ork
Dig
ital
Cre
atio
ns
Red
Co
mm
un
icat
ion
s
Pre
stig
e C
om
mu
nic
atio
ns
Man
hill
Ad
vert
isin
g
Man
hat
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Co
mm
un
icat
ion
s
Bo
nd
Ad
vert
isin
g
Spec
tru
m C
om
mu
nic
atio
ns
Ad
gro
up
(P
vt.)
Ltd
.
Ch
ann
el 7
Co
mm
un
icat
ion
s
Fou
rays
Ad
vert
isin
g
Rev
olu
tio
n M
edia
Des
ign
& A
dve
rtis
ing
Idea
s W
ork
sho
p (
Pvt
.) L
td.
JWT
Kim
co A
dve
rtis
ing
Fire
bo
lt6
3 (P
vt.)
Haw
k A
dve
rtis
ing
Mes
sage
Co
mm
un
icat
ion
s
Mar
keti
ng
& A
dve
rtis
ing
4 S
qu
are
Co
mm
un
icat
ion
s
Ever
new
Co
nce
pts
TNI C
om
mu
nic
atio
ns
Futu
re V
isio
n A
dve
rtis
ing
Med
ia A
xis
(Pvt
.) L
td.
Top 50 Agencies by Channel's Count
Agency Wise Advertisers Count
Based on TVCs only Airtime based on minutes
82 81
64
47
28 26 26 2522 22 22 20 19
1612 12 11 9 9 9 8 8 8 8 8 8 7 6 5 5 5 4 4 4 4 4 4 4 4 3 3 3 3 3 2 2 2 2 2 2
Okt
op
us
360
Tim
e &
Sp
ace
Gro
up
M
Bra
inch
ild
Ori
ent
Co
mm
.
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com
(P
vt.)
Ltd
.
Blit
z A
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The
Bra
nd
Par
tner
ship
Spid
er 3
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Med
ia
Pak
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ia C
om
m.
Inte
rflo
w C
om
m.
Syn
ergy
Ad
vert
isin
g
Man
hill
Ad
vert
isin
g
Cre
ativ
e Ju
nct
ion
Rev
olu
tio
n M
edia
Man
hat
tan
Int.
Gre
en A
pp
le C
om
m.
Star
cres
t
Co
nn
ect
Mar
keti
ng
Mid
as C
om
m.
Red
Co
mm
un
icat
ion
s
Dig
ital
Cre
atio
ns
Futu
re V
isio
n A
dve
rtis
ing
Man
hat
tan
Co
mm
un
icat
ion
s
M C
om
mu
nic
atio
ns
TNI C
om
mu
nic
atio
ns
Me
dia
Pu
lse
Mid
as (
Pvt
.) L
td.
4 Sq
uar
e C
om
mu
nic
atio
ns
Fire
bo
lt63
(P
vt.)
Inte
rlin
k A
dve
rtis
ing
Ever
new
Co
nce
pts
Spec
tru
m C
om
mu
nic
atio
ns
Kim
co A
dve
rtis
ing
Go
lden
Th
ou
ghts
Mar
keti
ng
& A
dve
rtis
ing
JWT
T M
edia
(P
vt.)
Ltd
.
Med
ia N
etw
ork
Per
spec
tive
Med
ia
Lin
kers
Co
mm
Fou
rays
Ad
vert
isin
g
Haw
k A
dve
rtis
ing
Ch
ann
el 7
Co
mm
un
icat
ion
s
Pre
stig
e C
om
mu
nic
atio
ns
Ad
gro
up
(P
vt.)
Ltd
.
Cro
ss C
hec
k C
om
m.
Max
sell
Co
mm
un
icat
ion
s
Pir
ana
Ad
vert
isin
g
Med
ia A
xis
(Pvt
.) L
td.
Top 50 Agencies by Advertiser's Count
Top 5 Agencies Premium Placements Share
Based on TVCs only Airtime based on minutes
1st ,2nd, 2nd Last & Last positions are taken as premium
27%
73%
Group MPremium Positions
23%
77%
BrainchildPremium Positions
23%
77%
Manhattan Int.Premium Positions
36%
64%
Oktopus 360Premium Positions
36%
64%
Blitz AdvertisingPremium Positions Others
Top 5 Agencies Placements (Part -1)
Based on TVCs only Airtime based on minutes
8% 8% 6% 5%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
First Second Second last last Other
Group M Placements
6% 7% 5% 4%
77%
0%
20%
40%
60%
80%
100%
First Second Second last last Other
Brainchild Comm. Placements
Top 5 Agencies Placements (Part -2)
Based on TVCs only Airtime based on minutes
7% 8% 5% 4%
77%
0%
20%
40%
60%
80%
100%
First Second Second last last Other
Manhattan Int. Placements
13% 11%6% 5%
64%
0%
10%
20%
30%
40%
50%
60%
70%
First Second Second last last Other
Oktopus 360 Placements
12% 12%6% 5%
64%
0%
10%
20%
30%
40%
50%
60%
70%
First Second Second last last Other
Blitz Advertising Placements
Last 05Years Comparison
Last 05 Years Airtime & Spot Freq Comparison
Airtime based on minutes
2,720,648
7,615,295
3,011,360
8,406,779
3,973,867
11,595,295
4,657,063
13,245,777
4,874,081
13,891,755
Airtime Frequency
Yearly Airtime (Mint) & Spot Freq
Year -2012 Year - 2013 Year - 2014 Year - 2015 Year - 2016
36%
27%
20%
4% 3% 3%1% 2% 1% 1%
39%
31%
15%
4% 3% 3% 2% 1% 1% 1%
36%
33%
15%
7%
4%2% 2%
1% 1% 0%
41%
31%
12%
7%
4%2% 3%
1% 1% 0%
39%
33%
13%
6%
2% 3% 3%1% 0.3% 0%
News Entertainment Regional Music Movie Sports Kids Food Islamic Health
Year Wise Genre Airtime Comparison
Year -2012 Year - 2013 Year - 2014 Year - 2015 Year - 2016
Yearly Comparison of Brand Count
Airtime based on minutes
20042069 2022
1779 1787
1000
1200
1400
1600
1800
2000
2200
Year -2012 Year - 2013 Year - 2014 Year - 2015 Year - 2016
Year Wise Brand's Count
1,3
86
1,0
29
97
0
29
0 36
3
32
7
28
9
10
3
15
1
13
2
1,3
77
1,0
03
1,0
15
33
6
32
7
27
7
21
3
10
9
11
5
10
5
1,3
83
1,0
51
1,0
25
44
3
39
2
29
0
17
3
11
9
89
-
1,3
24
86
5
92
2
40
3
39
3
26
2
14
9
11
4
67
-
1,3
67
83
7
90
6
34
7
29
7
30
7
18
1
12
1
56
-
News Regional Entertainment Music Movie Sports Food Kids Islamic Health
Year -2012Total Brand = 2004
Year - 2013Total Brand = 2069
Year - 2014Total Brand = 2022
Year - 2015Total Brand = 1779
Year - 2016Total Brand = 1787
Quarterly Airtime Comparison of the last 05 years
Airtime based on minutes
626,180 717,940 748,510 628,017
655,519 829,700 748,501 777,640
849,577 1,054,957 1,026,483 1,042,849
1,143,6311,266,418 1,090,447 1,156,567
1,157,962 1,259,934 1,260,295 1,195,890
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1st quarter 2nd quarter 3rd quarter 4th quarter
Year -2012 Year - 2013 Year - 2014 Year - 2015 Year - 2016
Top 10 Channel’s Group Comparison of the last 05 years
Airtime based on minutes
ARY20%
GEO IMN18%
PTV13%
APNA10%
AIR WAVES
9%HUM NET
9%
AAJ GROUP
8%
EXPRESS 7%
AVT Group4%
MEDIA TIMES
2%
2012 Top 10 Channel's Group Share %
GEO16%
ARY16%
SPORTS STAR INT.
10%PTV10%
APNA10%
EXPRESS8%
AIR WAVES8%
HUM NET8%
JAAG BROADCAS
TING7%
City 427%
2013 Top 10 Channel's Group Share %
APNA18%
ARY16%
AIR WAVES10%
SPORTS STAR INT.
10%
EXPRESS10%
GEO8%
PTV8%
JAAG BROADCAST
ING8%
HUM NET7%
CITY NETWORK
5%
2014 Top 10 Channel's Group Share %
APNA11%
ARY11%
GEO8%AIR WAVES
8%
SPORTS STAR INT.5%
CITY NEWS NETWORK
5%
JAAG BROADCASTING
4%
EXPRESS GROUP4%
BUSINESS RECORDER
4%
PTV3%
2015 Top 10 Channel's Group Share
APNA11%
ARY8%
GEO8%
AIR WAVES7%
EXPRESS GROUP6%
CITY NEWS NETWORK
5%
SPORTS STAR INT.4%
JAAG BROADCASTING
4%
PTV3%
BUSINESS RECORDER
3%
2016 Top 10 Channel's Group Share
Top 10 Advertiser’s Comparison of the last 05 years
Airtime based on minutes
UNILEVER24%
P&G19%
COOL IND.9%
PEPSI COLA.9%
RECKITT8%
COCA COLA7%
UFONE7%
TELENOR6% NESTLE
6%MOBILINK
5%
Top 10 Advertisers 2012
UNILEVER27%
P&G19%
PEPSI COLA.14%
TELENOR7%
Q MOBILE
6%
COCA-COLA6%
UFONE6% RECKITT
5%
MOBILINK5%
NESTLE5%
Top 10 Advertisers 2013
UNILEVER32%
P&G14%
Q MOBILE11%
TELENOR9%
COCA COLA8%
PEPSI COLA
7%
RECKITT6% NESTLE
5%
UFONE4%
MOBILINK4%
Top 10 Advertisers 2014
UNILEVER30%
P&G13%
PEPSI11%
TELENOR9%
COCA COLA8%
RECKITT7%
NESTLE7%
Q MOBILE5%
ARY COMM.5%
ENGRO FOODS5%
Top 10 Advertisers 2015
UNILEVER35%
P&G14%
RECKITT11%
PEPSI10%
NESTLE8%
COCA COLA8% TELENOR
5%
CPL3% KRAFT
FOODS3%
CBL3%
Top 10 Advertisers 2016
Year Wise Airtime & Spend 2012 to 2016
Airtime based on minutes
Airtime % Change
Spend % Change
Sector Wise Spend & Share 2012 to 2016
Airtime based on minutes
Share
Spend (Billions)
46.14 58.73
84.69 95.49
117.47
18.85 26.19
34.23 36.65 32.36
13.37 13.99 17.75 17.13 12.61 3.39 3.89 5.72 7.52 5.13 2.76 1.78 2.12 3.00 4.03
-
20.00
40.00
60.00
80.00
100.00
120.00
140.00
Year -2012 Year - 2013 Year - 2014 Year - 2015 Year - 2016
Year Wise Spend In Billions
FMCG Others TELECOM Real Estate Financial Services
55% 56% 59% 60%
68%
22%25% 24% 23%
19%16% 13% 12% 11%
7%4% 4% 4% 5% 3%3% 2% 1% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Year -2012 Year - 2013 Year - 2014 Year - 2015 Year - 2016
Year Wise Spend Share In Billions
FMCG Others TELECOM Real Estate Financial Services
Airtime based on minutes
Top 10 Channels Group Spend 2012 to 2016
Spend (Billions)
7.47 7.23 6.65 6.32 6.28 6.22 5.89
4.35 3.70 3.22
-
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Year - 201210.16
8.68 8.48 7.34 7.32 7.09 6.96
6.23 6.20
4.07
-
2.00
4.00
6.00
8.00
10.00
12.00Year - 2013
20.70
12.99 11.93 10.39 9.78 9.25 8.86 8.73 7.92 6.68
-
5.00
10.00
15.00
20.00
25.00
Year - 201423.15
15.72 14.6911.91 11.38 10.91
8.89 7.47 6.62 6.26
0.00
5.00
10.00
15.00
20.00
25.00
Year - 2015
23.10
15.48 15.17 15.1511.07 11.05
8.917.06 5.66
2.42
0.00
5.00
10.00
15.00
20.00
25.00
APNA AIR WAVES BUSINESSRECORDER
GEO SPORTS STARINT.
EXPRESS GROUP ARY PTV JAAGBROADCASTING
CITY NEWSNETWORK
Year - 2016
Airtime based on minutes
Top 05 Agencies Spend 2012 to 2016Spend (Billions)
27.13
18.15
5.56 4.05 3.59
-
5.00
10.00
15.00
20.00
25.00
30.00
Group M Brainchild Interflow OrientComm.
ManhattanInt.
Year - 2012
38.29
21.16
6.12 5.56 3.81
-
10.00
20.00
30.00
40.00
50.00
Group M Brainchild Orient Comm. Interflow Synergy
Year - 2013
49.12
34.37
9.69 8.42 6.20
-
10.00
20.00
30.00
40.00
50.00
60.00
Group M Brainchild OrientComm.
Interflow ManhattanInt.
Year - 2014
57.68
38.57
12.778.01 4.45
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
Group M Brainchild Orient Comm. BlitzAdvertising
Oktopus 360
Year - 2015
69.48
33.32
16.91
6.21 5.01
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Group M Brainchild Manhattan Int. Blitz Advertising Oktopus 360
Year - 2016
Replacements in 2016
Airtime based on minutes
ADVERTISERS
Advertisers dropped from the list of Top 25 in 2016 Advertisers added in list of Top 25 in 2016
Q MOBILE COLGATE PALMOLIVE
ENGRO FOODS KRAFT FOODS
AGENCIES
Agencies dropped from the list of Top 10 in 2016 Agencies added in list of Top 10 in 2016
None None
CHANNEL GROUPS
Channel Group dropped from the list of Top 10 in 2016 Channel Group added in list of Top 10 in 2016
None None
ARY COMM. CONTINENTAL BISCUIT LTD
BRANDS
Brands dropped from the list of Top 25 in 2016 Brands added in list of Top 25 in 2016
Mobilink Corporate Cadburys Dairy Milk
Pampers Dettol Surface Cleaner
Q Mobile Dove Damage Therapy
Sahulat Bazaar Harpic Power Plus
Talkshawk Lifebuoy Shampoo
Tarang Milk So Kamal
Telenor Internet 3G Sunsilk Shampoo
Zong Veet Cream
