CONTENTS………………. o Panel composition o Channels LIST o PANEL CHANGES IN PAKISTAN o GfK vs. KMA RATINGS COMPARISON o Average Daily Viewing Time 2013,2014 & 2015 o Genre-wise Market Share 2014 vs. 2015 o Hourly Viewership TREND 2014 vs. 2015 o VIEWERSHIP MINUTES CONSUMPTION 2014 vs. 2015 o Overall Top 20 Channel (Based on Ratings & AvgReach) o Top 10 Ent Channels (Based on Ratings & AvgReach) o Top 10 News Channel (Based on Ratings & AvgReach) o Top 10 Local Ent Channels’ Relative Share ( 2014 vs. 2015) o Top 10 News Channels’ Relative Share ( 2014 vs. 2015) o Overall Top 10 Programs o Top 10 Talk Shows o INDUSTRY COMMERCIAL AIRTIME (CAT) Analysis 2014 VS. 2015 Panel Composition City-wise Cable Penetration Age Break Up 0% 50% 100% 38% 31% Karachi 98 2 40% Lahore 95 5 20% Islamabad 85 15 20% 11% Rawalpindi 94 6 5 Faisalabad 95 0% Multan 92 8 5-14 15-30 31-50 51+ Peshawar 81 19 Sialkot 97 3 Sheikhupura 93 7 98 2 Sukkur Gender Break Up SEC’s Breakup SEC A, Jehlum 96 4 52% 7% Kohat 84 16 51% 51% 51% 92 8 SEC E, SEC B, Pakpattan 50% 29% 15% Dadu 100 0 50% Hyderabad 99 1 49% 49% 49% SEC C, Gujranwala 89 11 SEC D, 48% 19% 30% Mardan 30 70 Males Females Quetta 89 11 Cable Antenna CHANNEL LIST BY GENRE News Entertainment Sports Kids Music Aaj News A Plus Geo Super Cartoon Network Pak 8XM Abb Tak ARY Digital PTV Sports Disney ARY Musik ARY News ARY Zindagi Ten Sports Nickelodeon Jalwa Business Plus ATV Food Pogo Vibe TV Capital TV DUNYA Entertainment Movies Channel 24 EXPRESS Entertainment Masala TV AXN Channel 5 Filmazia Zaiqa Film World City 42 GEO Entertainment Regional FILMAX Dawn News GEO Kahani Apna Channel HBO Din News TV HUM Sitaray Aruj TV Raavi TV Dunya News HUM TV AVT Khyber Silver Screen EXPRESS News Indus Vision AVT Khyber News Star Lite TV GEO News NEO TV Awaz Star Movies GEO Tez PLAY MAX Dharti TV WB Jaag TV PTV Global KASHISH Religious K21 PTV Home Kay 2 ARY QTV Kohenoor Times KTN Metro 1 News TV ONE KTN NEWS NEO TV URDU 1 MEHRAN TV News One *SEE TV PASHTO 1 92 NEWS HD PTV Bolan PTV News PTV National PTV World PUNJAB TV Royal News Sindh TV Roze News Sindh TV News Samaa VSH News Such TV Waseb Waqt News PANEL Changes 2015 2015 Saw a major shift in data source: . Gfk to Kantar Technology . Meters Changed from frequency matching to audio matching . Panel expansion from 9 cities to 20 cites . Panel size grew from 675 to 900 households . Totally new panel based on establishment survey 2014 . Both Panels ran in parallel to enable smooth data transition GfK vs. KMA RATINGS COMPARISON TARGET GROUP C&S IND (TOTAL DAY) GFK vs. KMA ( NOV-14) | 9 Cities GFK vs. KMA ( NOV-14) | 20 Cities 15.0 15.0 11.2 10.7 11.2 10.8 10.0 10.0 3.2 2.9 3.2 5.0 1.6 1.6 5.0 1.6 1.7 2.6 0.0 0.0 TTV News Ent TTV News Local Ent NOV-14 (Gfk) NOV-14(KMA) NOV-14(GfK) NOV-14 (KMA) GFK vs. KMA ( DEC-14) | 9 Cities GFK vs. KMA ( DEC-14) | 20 Cities 15.0 12.1 12.2 15.0 12.1 12.4 10.0 10.0 3.3 3.3 3.3 5.0 1.9 1.8 5.0 1.9 1.9 3.0 0.0 0.0 TTV News Ent TTV News Local Ent DEC-14(GfK) DEC-14(KMA) DEC-14(GfK) DEC-14(KMA) GFK -Q-4-14 vs. KMA Q-1-15) | 9 Cities GFK Q4-14 vs. KMA Q-1-15| 20 Cities 12.9 15.0 11.8 15.0 11.8 13.0 10.0 10.0 3.2 3.7 3.2 3.4 5.0 1.9 1.9 5.0 1.9 2.0 0.0 0.0 TTV News Ent TTV News Local Ent Q-4-14(GfK) Q-1-15(KMA) Q-4-14(GfK) Q-1-15(KMA) GfK vs. KMA RATINGS COMPARISON TARGET GROUP C&S IND (PRIME TIME 6 PM TO 11 PM) GFK vs. KMA ( NOV-14) | 9 Cities GFK vs. KMA ( NOV-14) | 20 Cities 30.0 30.0 21.8 22.2 21.8 22.4 20.0 20.0 7.6 7.7 7.6 7.1 10.0 3.2 3.2 10.0 3.2 3.3 0.0 0.0 TTV News Ent TTV News Local Ent NOV-14 (Gfk) NOV-14(KMA) NOV-14(GfK) NOV-14 (KMA) GFK vs. KMA ( DEC-14) | 9 Cities GFK vs. KMA ( DEC-14) | 20 Cities 30.0 24.5 25.9 30.0 24.5 26.1 20.0 20.0 8.3 9.0 8.3 8.2 10.0 3.7 3.5 10.0 3.7 3.6 0.0 0.0 TTV News Ent TTV News Local Ent DEC-14(GfK) DEC-14(KMA) DEC-14(GfK) DEC-14(KMA) GFK -Q-4-14 vs. KMA Q-1-15) | 9 Cities GFK Q4-14 vs. KMA Q-1-15| 20 Cities 30.0 23.0 24.4 30.0 23.0 24.5 20.0 20.0 7.7 9.1 7.7 8.4 10.0 3.6 3.4 10.0 3.6 3.5 0.0 0.0 TTV News Ent TTV News Local Ent Q-4-14(GfK) Q-1-15(KMA) Q-4-14(GfK) Q-1-15(KMA) AVERAGE VIEWING PER DAY 2013, 2014 and 2015 2013 2014 2015 All HOUSEHOLDS 05:38:00 05:22:00 06:12:00 ALL INDIVIDUALS 02:48:00 02:43:00 03:04:00 ALL MALES 02:34:00 02:30:00 02:55:00 ALL FEMALES 03:03:00 02:57:00 03:14:00 ALL C&S IND 02:59:00 02:55:00 03:08:00 FEMALES (15-45 C&S) 03:24:00 03:16:00 03:27:00 Viewing Time Per Day has increased in 2015 All Males viewing increased 25 minutes as compared to 2014. Genre-wise Market Share% 2014 vs. 2015 TOTAL IND 50.0 44.5 43.4 2015 2014 40.0 30.0 23.3 18.7 20.0 12.2 8.5 7.6 8.2 MARKET SHAER% 5.7 5.8 10.0 4.5 4.3 3.7 3.1 2.4 1.7 0.0 Local Ent News Foreign Ent Kids Sports Movie Music Regional 60.0 50.0 46.3 47.4 47.9 47.5 46.0 43.2 45.8 44.2 43.1 40.0 42.1 41.5 39.7 30.0 23.8 24.6 25.2 24.0 24.8 24.0 20.0 22.3 22.8 21.7 20.3 23.3 22.4 16.8 17.2 16.3 17.2 16.7 10.0 10.7 10.8 12.0 MARKET SHARE% 9.4 8.58.2 8.0 9.2 7.59.1 9.5 9.7 8.8 7.4 8.3 7.07.5 7.6 4.26.5 6.0 5.7 3.76.4 6.1 3.7 6.5 4.1 3.9 5.6 4.1 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Local Ent News Foreign Ent Kids Sports Disclaimer: Market Share% is based 90+ Channels being monitored for ratings (In-House/Unmatched) is not included to calculate genre-wise market share. …. There is no significant change in Ent genre , Comparing 2014 News genre’ market share% increased 4% in 2015. Genre-wise Market Share% 2014 vs. 2015 C&S IND 50.0 44.5 43.4 2015 2014 40.0 30.0 23.3 18.7 20.0 12.2 8.5 7.6 8.2 10.0 5.7 4.5 4.3 3.7 5.8 MARKET SHARE% 3.1 2.4 1.7 0.0 Local Ent News Foreign Ent Kids Sports Movie Music Regional 50.0 43.5 43.0 44.3 42.5 45.0 44.6 40.0 40.1 40.8 39.7 38.7 37.7 35.6 30.0 26.6 26.2 25.0 23.6 26.1 24.0 24.4 25.2 23.7 25.3 20.0 22.7 21.4 18.0 18.4 17.5 18.5 18.0 10.8 11.5 12.8 MARKET SHARE% 10.0 10.0 9.8 9.8 10.1 10.3 9.4 8.9 7.0 8.86.48.7 8.5 6.8 8.1 6.6 7.9 8.17.2 8.2 4.2 6.1 3.8 6.3 3.9 4.3 4.2 5.6 4.4 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Local Ent News Foreign Ent Kids Sports Disclaimer: Market Share% is based 90+ Channels being monitored for ratings (In-House/Unmatched) is not included to calculate genre-wise market share. …. There is no significant change in Ent genre , Comparing 2014 News genre’ market share% increased 4% in 2015. TIME BAND UTILIZATION 2014 VS. 2015 40.0 Total Ind Total Ind 30.0 Time Band 2014 2015 Ch% 08:00 - 11:00 9.8 10.8 10% 20.0 11:00 - 17:00 11.8 13.8 17% RATINGS% 10.0 17:00 - 19:00 14.8 16.4 10% 0.0 19:00 - 21:00 22.9 26.2 14% 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 21:00 - 23:00 23.0 25.8 12% 2014 2015 23:00 - 00:00 17.3 16.5 -5% 40.0 C&S Ind C&S Ind 30.0 Time Band 2014 2015 Ch% 20.0 08:00 - 11:00 10.1 10.8 7% RATINGS% 11:00 - 17:00 12.8 14.1 10% 10.0 17:00 - 19:00 16.1 16.8 5% 0.0 19:00 - 21:00 23.3 25.9 11% 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 21:00 - 23:00 24.6 26.1 6% 2014 2015 23:00 - 00:00 19.2 17.3 -10% Comparing 2014 Prime Time viewership increased 14% on Total Ind and 11% on C&S Ind in 2015.