Television Viewership Overview 2013

Medialogic Pakistan - TAM Coverage Top 9 Cities

Total Number of Households 05.7 | millions

Total Number of Individuals 37.9 | millions

Total TV Households 04.9 | millions

Total Individuals in TV households 32.6 | millions

Total Households with Cable 04.0 | millions

Total Individuals in Cable homes 28.2 | millions

BASIC FACTS

Pak Urban

Khi

Lhr

Rwp/Isl

Fbd

Gujw

Hyd

Suk

Mul

Pesh

80%

90%

80%

80%

80%

75%

90%

80%

75%

60%

20%

10%

20%

20%

20%

25%

10%

20%

25%

40%

City-wise Cable Penetration

Cable Antenna

10%

14%

21%25%

30%

SEC’s Representation

SEC A

SEC B

SEC C

SEC D

SEC E

0.0%

5.0%

10.0%

15.0%

20.0%

05-14 Yrs 15-29 Yrs 30-49 Yrs 50 Plus

10.7%14.4%

17.1%

8.6%

12.8%

17.6%14.4%

4.3%

Age/Gender Break Up

Male

Female

Panel Composition

Current TV Environment

News Entertainment Sports Kids MusicGEO News ARY DIGITAL Geo Super Cartoon Net Pak 8XM Samaa Hum PTV Sports Nicklodeon ARY MUSIKExpNews GEO Ent TenSports Movie MTV PakAaj TV Alite Food HBO OxygeneDunya TV Aplus ARY ZAUQ Filmax PlayARY NEWS ARUJ TV Masala Filmazia Vibe

BusinessPL Atv Zaiqa StarliteTV *Jalwa (Replaced Kook)

Channel 5 Axn Regional SilverScren

City42 Exp Ent ApnaChannel FilmWorldCNBC Jaag Hum Sitarey ApnaNews Warner BrosDawn News IndusVision AVT Khyber EducationalDhoom KoheNoor Kashish Health TVDin News PTVHome KTN ValueTVIndus News TV one Mehran Sohni DhartiMetroOne Urdu1 Punjab TV News1 *Geo Kahani (Replaced Aag) Sabz BaatPTVNews Sindh TVRoyal News VASHSUN Religious WasebtvWaqtNews ARY Qtv AwazTV *PTV World Madni PTV Nat*Captal News SindhNews*Abb Takk KhyberNews*Geo Tez* Channels launched in 2013

Four (4) news channels launched in 2013 .

One channel (Jalwa) added in the music genre by replacing a regional channel ( Kook).

Geo Kahani added in the Ent genre by replacing Aag ( music channel)….

Media Trends & TV Insights 2013

oGenre-wise Market Share 2012 vs. 2013

oAverage Daily Viewing Time 2012 vs. 2013

oHourly Viewership 2012 vs. 2013

oMonthly Viewership Minutes

oMarket Share% By Genre Across SECs

oOverall Top 15 Channel (Based on Ratings & Reach)

oTop 10 Ent Channels (Based on Ratings & Reach)

oTop 10 News Channel (Based on Ratings & Reach)

oTop 10 Local Ent Channels Relative Share ( 2012 vs. 2013)

oTop 10 News Channels Relative Share ( 2012 vs. 2013)

oOverall Top 10 Programs

oTop 10 Talk Shows

Total Individual

2:37:00

Male 2:24:00

Female 2:50:00

Average Viewing Time Per Day | 2012 vs. 2013

Female 3:03:00

Total Individual 2:48:00

Male 2:33:00

2012

2013

Viewing Time Per Day has increased in 2013 Females’ viewing increased 13 minutes as compared to 2012.

7

Time Band Utilization | Ratings% Jan To Dec 2013

0.0

5.0

10.0

15.0

20.0

25.0

30.0

00:0

001

:00

02:0

003

:00

04:0

005

:00

06:0

007

:00

08:0

009

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10:0

011

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12:0

013

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14:0

015

:00

16:0

017

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18:0

019

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20:0

021

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22:0

023

:00

Ratin

gs %

Total Ind

2012 2013

0.0

5.0

10.0

15.0

20.0

25.0

30.0

00:0

001

:00

02:0

003

:00

04:0

005

:00

06:0

007

:00

08:0

009

:00

10:0

011

:00

12:0

013

:00

14:0

015

:00

16:0

017

:00

18:0

019

:00

20:0

021

:00

22:0

023

:00

Ratin

gs %

C&S Ind

2012 2013

Total Ind

Time Band 2012 2013 Ch%

08:00 - 11:00 8.7 10.1 16%

11:00 - 17:00 11.8 12.5 6%

17:00 - 19:00 14.1 14.4 2%

19:00 - 21:00 23.2 23.4 1%

21:00 - 23:00 22.5 23.7 5%

23:00 - 00:00 17.4 18.3 5%

00:00 - 00:00 10.9 11.7 7%

C&S Ind

Time Band 2012 2013 Ch%

08:00 - 11:00 9.2 10.6 15%

11:00 - 17:00 12.9 13.4 4%

17:00 - 19:00 15.5 15.4 -1%

19:00 - 21:00 23.9 23.9 0%

21:00 - 23:00 24.1 25.4 5%

23:00 - 00:00 19.6 20.3 3%

00:00 - 00:00 11.8 12.5 6%

Viewership during the Morning slot has been increased by 16% on total and 15 % on C&S

Genre-wise Market Share% Total Ind| 2012 vs. 2013

32.8 34.432.2 32.2

29.6 28.332.7 31.7 31.5 31.0 29.2 29.3

15.9

17.5

16.1

18.4

17.7

18.315.4 16.2 16.6 16.7 15.2 15.4

20.1

16.4

17.3

17.1

21.2

14.8 12.7 14.8 14.6 12.9 13.7 11.96.0 5.1 6.6 5.6

4.2 6.4 6.3 4.7 4.3 4.0

7.2

6.95.0 5.0 5.34.5

5.0 6.8 6.9 6.1 5.2 5.8

5.55.7

0.05.0

10.015.020.025.030.035.040.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Mar

ket S

hare

%

Top 5 Genre’s Market Share% Trend | 2013

Local Ent Inhouse(cable) News Sports Kids

26%

17%12%

14%

6%

5%

4%

1%2%

13%

2012Local Ent

Inhouse(cable)

Foreign Ent

News

Sports

Kids

Movies

Regional

Music

Others

31%

17%5%

16%

6%

6%3%

1% 2%13%

2013

Comparing 2012 Local Ent’ MS increased 5% and on the other had Foreign Ent’ MS decreased 7% in 2013.

25%

19%

6%17%

5%

6%4%

1%2% 15%

2013

Genre-wise Market Share% C&S Ind| 2012 vs. 2013

25.827.9

25.6 25.423.2 22.1

27.725.5 25.3 24.3

22.4 22.6

18.1

19.7

18.1

20.7

19.6 20.4 16.9 18.2 18.5 18.616.9 17.122.8

18.4

19.4

19.1

23.5

16.313.7

16.4 16.314.4

15.2 13.3

5.7 5.6

5.95.1

5.5

7.6 7.5 6.8 5.8

6.6 6.2 6.52.5 2.8

6.6

5.4

5.6

6.3 5.5 4.1 5.2

7.2 7.4 8.2

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Mar

ket S

hare

%

Top 5 Genre’s Market Share% Trend | 2013

Local Ent Inhouse(cable) News Kids Foreign Ent

19%

19%

13%16%

6%

6%

4%1%

2% 14%

2012Local EntInhouse(cable)Foreign EntNewsSportsKidsMoviesRegionalMusicOthers

Comparing 2012 Local Ent’ MS increased 6% and on the other hand Foreign Ent’ MS decreased 7% in 2013 and Sports disappeared from top 5 genre list. On C&S Ind

Monthly Minutes Consumption | 2012 vs. 2013

Average Minutes Consumption has been increased in 2013 particularly May onwards.

Viewers drops in the heavy load shedding months , the impact can be seen from Apr to Jul

0.0

100.0

200.0

300.0

400.0

500.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Min

utes

Households

2012 2013

0.0

50.0

100.0

150.0

200.0

250.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Min

utes

C&S Ind

2012 2013

0.0

50.0

100.0

150.0

200.0

250.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Min

utes

Total Ind

2012 2013

26.2

28.4

25.1

27.3

24.7

26.8

17.3

13.4

14.3

15.6

18.4

19.6

14.3

21.4

19.9

13.0

13.5

11.0

11.7

6.9

8.8

12.5

11.8

13.8

6.1

8.1

6.8

6.0

7.0

4.6

5.2

5.0

5.1

6.0

5.0

5.0

3.5

4.3

3.4

3.6

3.8

3.1

1.6

1.4

1.6

1.8

1.7

1.6

0.9

0.7

1.5

1.0

1.1

0.5

13.2

10.3

13.6

13.2

13.1

14.0

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall

SEC A

SEC B

SEC C

SEC D

SEC E

2012

Local Ent Inhouse(Cable) News Foreign Ent Sports Kids Movies Music Food Others

31.2

35.1

30.8

32.4

27.7

32.5

16.6

12.6

12.9

15.6

17.0

19.6

15.6

22.0

20.8

15.9

15.3

11.7

5.6

6.6

6.3

5.7

5.9

4.7

5.6

4.9

5.7

7.0

5.6

4.9

5.5

2.5

3.6

6.6

6.0

6.1

3.3

3.7

3.0

2.9

4.0

3.2

1.8

1.5

1.5

1.5

2.1

2.0

0.9

0.6

1.5

0.9

1.1

0.7

13.8

10.5

14.0

11.6

15.3

14.6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall

SEC A

SEC B

SEC C

SEC D

SEC E

2013

Local Ent Inhouse(Cable) News Sports Kids Foreign Ent Movies Music Food Others

Genre-wise Market Share By SECs | 2012 vs. 2013

*Others | Regional, Religious, Food , Edu Info etc.Local Ent Market Share increased on all SECs in 2013.

0.68 0.59 0.54 0.49 0.46 0.45 0.38 0.27 0.26 0.23 0.21 0.21 0.20 0.20 0.19

20

3430

24

35

16

2620 18 20

8

21

8

24

12

0510152025303540

0.000.100.200.300.400.500.600.700.80

Net

Rea

ch%

Ratin

gs%

Total IndRatings% NR %

0.71 0.65 0.59 0.560.45

0.33 0.28 0.25 0.25 0.24 0.24 0.23 0.23 0.22 0.20

4036

29

42

32

24 24

10

26

10

29

14 12

2933

051015202530354045

0.000.100.200.300.400.500.600.700.80

Net

Rea

ch%

Ratin

gs%

C&S Ind

Ratings% NR %

Overall Top 15 Channels 2013| Total VS. C&S

0.68 0.59 0.54 0.49 0.45 0.380.21 0.21 0.19 0.19

20

3430

24

16

26

8

21

12 10

0510152025303540

0.00.10.20.30.40.50.60.70.8

Net

Rea

ch%

Ratin

gs%

Total Ind

Ratings% NR %

Top 10 Entertainment Channels 2013 | Total VS. C&S

0.71 0.65 0.590.45

0.25 0.25 0.23 0.23 0.17 0.14

4036

2932

10

26

14 129

22

051015202530354045

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Net

Rea

ch%

Ratin

gs%

C&S Ind

Ratings% NR %

0.46

0.20 0.18 0.17 0.15 0.11 0.10 0.09 0.06 0.06

35

24 2428

24 2218 18

10 12

0510152025303540

0.00.10.10.20.20.30.30.40.40.50.5

GEO News* Samaa* Dunya TV* ExpNews* ARY NEWS*

Dawn News*

Aaj TV* CNBC Jaag* News1* Abb Takk*

Net

Rea

ch%

Ratin

gs%

Total Ind

Ratings% NR %

Top 10 News Channels 2013 | Total VS. C&S

0.56

0.24 0.22 0.20 0.18 0.13 0.12 0.10 0.08 0.07

42

29 2933

2926

21 21

12 14

051015202530354045

0.0

0.1

0.2

0.3

0.4

0.5

0.6

GEO News* Samaa* Dunya TV* ExpNews* ARY NEWS* Dawn News*

Aaj TV* CNBC Jaag* News1* Abb Takk*

Net

Rea

ch%

Ratin

gs%

C&S Ind

Ratings% NR %

25%

18%14%

12%

9%

11%

4% 3%

1%

3%

2012

PTVhomeARY DIGITALGEO EntAtvUrdu1HumExpressEntAplusGeo KahaniTV one

18%

16%

15%12%

13%

10%

6%3% 5% 2%

2013

Top 10 Local Ent Channels’ Relative Share% | 2012 vs. 2013 | Total Ind

28%

20%14%

17%

6%5%

1%4% 3%

2%

year 2012

ARY DIGITALGEO EntUrdu1HumExpressEntAplusGeo KahaniTV onePTVhomeHum Sitaray

Top 10 Local Ent Channels Relative Share% | 2012 vs. 2013 | C&S Ind

22%

20%

18%

14%

8%

5%7% 3%

2% 1%

year 2013

27%

13%

13%11%

9%

8%

7%5% 4% 3%

2012

GEO NewsSamaaDunya TVExpNewsARY NEWSDawn NewsAaj TVCNBC JaagNews1PTVNews

30%

13%11%

11%

10%

7%

6%5%

4% 3%

2013

Top 10 News Channels Relative Share% | 2012 vs. 2013 | Total Ind

27%

14%14%

11%

9%

9%

7%5% 4%

0%

year 2012

GEO News

Samaa

Dunya TV

ExpNews

ARY NEWS

Dawn News

Aaj TV

CNBC Jaag

News1

Abb Takk

29%

13%11%

11%

10%

7%

6%

5%4% 4%

year 2013

Top 10 News Channels Relative Share% | 2012 vs. 2013 | C&S Ind

Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%

1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 12.8 3488.2 40.92 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 10.1 2732.4 33.13 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 8.5 2297.9 30.64 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 7.5 2032.5 22.25 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 6.7 1819.1 18.86 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 6.7 1809.2 21.17 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 6.6 1741.7 25.58 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 6.4 1743.1 17.89 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 6.0 1625.4 23.3

10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 6.0 1616.4 21.2

*Amir Liaqat’s “ Lohe Qurani “ in the holy month (Ramadan) is the top show for 2013 which captured 36.9 and 40.9% MS on Total Ind and C&S Ind respectively *Out of top 10 programs 3 are Turkish and Two Indian the ratio between foreign and local content is 50 | 50

Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%

1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 10.7 3488.2 36.92 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 8.4 2732.4 31.13 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 7.0 2297.9 28.04 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 6.2 2032.5 18.75 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 5.6 1819.1 15.66 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 5.5 1809.2 18.67 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 5.3 1743.1 15.08 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 5.3 1741.7 23.09 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 5.0 1625.4 19.2

10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 5.0 1616.4 18.5

Overall Top 10 Programs | Jan to Dec 2013

Total Ind

C&S Ind

Top 10 Talk Shows C&S Ind | Jan to Dec 2013

Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%

1 17.01.2013 Thu 20:06 20:59 38' GEO News* Capital Talk 4.5 1229.3 14.5

2 17.01.2013 Thu 22:46 23:59 1h 3' GEO News* Aaj Kamran Khan Kay Saath 4.5 1215.1 20.2

3 12.05.2013 Sun 22:04 22:33 17' GEO News* Meray Mutabiq 3.8 1025.7 12.4

4 15.01.2013 Tue 23:05 23:56 37' GEO News* Aapas Ki Baat Najam Sethi Kay Saath 3.1 843.1 14.2

5 22.02.2013 Fri 23:03 23:54 37' GEO News* Khabar Naak 2.7 742.4 11.6

6 13.01.2013 Sun 22:06 22:57 37' GEO News* Awaam Ki Adaalat 2.6 697.1 9.8

7 17.01.2013 Thu 19:01 19:32 22' ARY NEWS* Off The Record 2.3 637 8.5

8 15.01.2013 Tue 22:03 23:21 52' ARY NEWS* Khara Sach 2.3 621.8 9.4

9 03.03.2013 Sun 23:02 23:59 38' Dunya TV* Hasb-e-Haal 2.3 619 9.3

10 12.01.2013 Sat 22:03 22:58 38' GEO News* Jirga 1.9 500.5 7.1

INDUSTRY AIRTIME ANALYSIS 2013

oIndustry Airtime Minutes By Genre

oTop 10 Product Categories

oTop 10 Advertisers

oTop 10 Brands

oTop 10 Ent Channels (In Terms of Airtime Minutes)

oTop 10 News Channel (In Terms of Airtime Minutes)

3183

2575

1297

438255 217 159 131 102 50

0

500

1000

1500

2000

2500

3000

3500

0

200

400

600

800

1000

1200

1400

Spot

s (Fr

e)Th

ousa

nds

Airt

ime

Min

utes

Thou

sand

s

Airtime (Mins) Spot's Freq

Industry Airtime Minutes By Genre | Jan to Dec 2013

39%

31%

15%

4%

3% 3% 2% 1%

1%

1%

Genre-wise Share% In Airtime

NewsEntertainmentRegionalMusicMovieSportsKidsHealthFoodIslamic

Though Ent genre is leading in viewership but still News genre getting more share in Commercial Airtime.

Beverages remained the top category during 2013followed by Cellular communications

Top 10 Categories Based on Airtime | Jan to Dec 2013

23%

22%15%

12%

7%

6%6%

3% 3%3%

Relative Share% In Airtime

BeveragesCellular CommunicationPersonal CareDetergents & SoapsConstructionCullinaryConfectioneryWelfare & Public ServicesPoliticalHealthcare & Medical Services

16451474

986873

245

512 454

86 100 173

020040060080010001200140016001800

0

100

200

300

400

500

600

Spot

s (Fr

e)

Thou

sand

s

Airt

ime

Min

utes

Thou

sand

s

Airtime (Mins) Spot's Freq

Top 10 Advertisers Based on Airtime | Jan to Dec 2013

27%

19%14%

7%

6%

6%

6%5%

5% 5%

Relative Share% In Airtime

Unilver Pak P&G Pepsi

Telenor Coke Qmobile

Ufone Reckitt Nestle

Mobilink

1044

662541

260 207299

133198 181 156

0

200

400

600

800

1000

1200

050

100150200250300350400

Unilver Pak

P&G Pepsi Telenor Coke Qmobile Ufone Reckitt Nestle Mobilink

Spot

s (Fr

e)

Thou

sand

s

Airt

ime

Min

utes

Thou

sand

s

Airtime (Mins) Spot's Freq

Unilever leading the top-10 advertisers charts followed P&G .

Interesting ly Q-Mobile aired more minutes than Ufone and Mobilink

Top 10 Brands Based on Airtime | Jan to Dec 2013

14%

13%

11%

10%10%9%

9%

8%

8%8%

Relative Share% In AirtimePepsi

Talkshawk

Ufone

Mobilink Corporate

Ariel Washing Powder

Dew

Zong

Head & Shoulder

Coca Cola

Safeguard

237

195

111132

153 154127

109 106 114

0

50

100

150

200

250

0102030405060708090

Pepsi Talkshawk Ufone Mobilink Corporate

Ariel Washing Powder

Dew Zong Head & Shoulder

Coca Cola Safeguard

Spot

s (Fr

e)

Thou

sand

s

Airt

ime

Min

utes

Thou

sand

s

Airtime (Mins) Spot's Freq

Pepsi is leading top 10 brands with 2,37,000 spots followed by Telenor Talk Shawk

While Coke is @ number 9 with 106,000 spots during 2013 which is less than half of Pepsi’s frequency.

Top 10 Ent Channels Based on Airtime | Jan to Dec 2013

12%

11%

11%

11%9%

9%

9%

7%

7%7% 7%

Relative Share% In Airtime

HUM TV Geo Ent

ARY DIGITAL ATV

Kohenoor URDU 1

A Plus PTV HOME

Express Ent TV ONE

Others

342

271 280231

205 203 193157

181 200155

050100150200250300350400

0

20

40

60

80

100

120

HUM TV Geo Ent ARY DIGITAL

ATV Kohenoor URDU 1 A Plus PTV HOME

Express Ent

TV ONE Others

Spot

s (Fr

e)

Thou

sand

s

Airt

ime

Min

utes

Thou

sand

s

Airtime (Mins) Spot's Freq

HUM TV is on top among Ent Channels followed by Geo Ent

Top 10 News Channels Based on Airtime | Jan to Dec 2013

14%

13%

12%11%11%

10%

9%

8%

6%6%

Relative Share% In Airtime City 42

GEO NEWS

ARY NEWS

DAWN NEWS

DUNYA NEWS

SAMAA

AAJ NEWS

EXPRESS NEWS

NEWS ONE

CNBC (Jaag)

244

310286

316

240 235 229

177 164184

0

50

100

150

200

250

300

350

0

20

40

60

80

100

120

140

City 42 GEO NEWS

ARY NEWS DAWN NEWS

DUNYA NEWS

SAMAA AAJ NEWS EXPRESS NEWS

NEWS ONE

CNBC (Jaag)

Spot

s (Fr

e)

Thou

sand

s

Airt

ime

Min

utes

Thou

sand

s

Airtime (Mins) Spot's Freq

Among News Channels City-42 is top of chart followed by Geo News ,

On average both channels Airing over 3oo commercial airtime minutes per day

Thank You ……..