MEDIATRACK AFHGANISTAN WING

Afghanistan Electronic (TV & Radio) media scene

Afghan Media insight Brief History: Since 2002, press restrictions were gradually relaxed and private media diversified. Freedom of expression and the press is promoted in 2004. Since then More than 30 Afghanistan based Television channels both Terrestrial and Satellite and around 100 Radio FM stations started operation in the country. Foreign radio stations, such as Voice of America and BBC World Service, also broadcast into the country. Rating wise TOLO TV is at the top than 1TV, than Ariana TV and than other Channels. RTA is a state owned TV Channel with low advertisement clutter and low viewership. In Radio, Arman FM, Ariana FM, Nawa Radio, Salam Watandar, Youth FM and BBC are most popular stations. Channels & Language: In TV Channels few are very prominent and have a viewership and being watched in maximum area of Afghanistan. But most of the Stations are regional and available only on antenna. Same as FM radios, Mostly FM are regional and covering the few thousand population. Maximum TV Channels are Kabul based. Major Channels language is DARI but few are in Pashto. Programs in other languages also transmitting like in Persian, English, Urdu and Uzbik. Pakistani and Indian Programs are also very favorite in Afghanis. Many Pakistan based Advertisers and same Pakistani Ads are running in Afghanistan with dubbing.

Major Cable penetration is in Kabul. Other than Cable Heart, Kandhar, Mazar e Sharif and Jalalabad.

Analysis October:We prepare the analysis based on 15 TV & Radio Stations. These Channels cover more the 90% of total media Spend. Most of the Afghan Channels are non commercials and running without any advertisement. Government owned TV Channels are terrestrial. • In the October 2013 around 120 Players were active on electronic media with

158 Brands. • Total consumed time in minutes is 15146. • Total spend in the Month on TV and Radio is US$ 2913036.

Afghanistan TV & Radio Channels being monitored by meidatrack Afghanistan wing

We are serving Afghan media market from above mentioned Afghan TV and Radio. Historical data also available since 2009 to evaluate the market. We are serving the industry with Media Audit, Monitoring and category analysis.

TOP 20 BRANDS active in October 2013 on Afghan TV and FM

ETISALAT

ROSHAN CORPORATION

GOVT OF AFGHANISTAN

FAISAL BUSINESS CENTER

MINISTRY OF HEALTH

MTN TELE COM

AZIZI BANK

ELECTION COMESSION

ONYX CONSTRUCTION

AFGHAN WIRELESS

BAKHTAR BANK

SCC BUILDER

KABUL BANK

KAM AIR

KAISHA HOSPITAL

ARIA CITY HOSPITAL

SPRITE 3G

KABUL DUBAI RESTAURANT

AFGHAN TELECOM

ISTANBUL RESTAURANT

9.0

6.3

4.5

4.1

3.6

3.5

3.1

2.5

2.5

2.2

2.1

1.9

1.8

1.7

1.7

1.7

1.7

1.6

1.5

1.5

GOVT OF AFGHANISTAN

ETISALAT

ROSHAN CORPORATION

FAISAL BUSINESS CENTER

AFGHAN TELECOM

MTN TELECOM

AZIZI BANK

ONYX CONSTURCTION

COCA COLA

BAKHTAR BANK

SCC BUILDER

KABUL BANK

KAM AIR

KAISHA HOSPITAL

ARIA CITY HOSPITAL

KABUL DUBAI RESTAURANT

ISTANBUL CONSTRUCTION

FINE MINERAL WATER

MAIWAND BANK

AL BASHIR COOKING OIL

11.7

9.0

6.3

5.0

4.1

3.6

3.1

2.6

2.2

2.1

1.9

1.8

1.7

1.7

1.7

1.7

1.5

1.5

1.5

1.3

TOP 20 PLAYERS active in October 2013 on Afghan TV and FM

TOP 20 CATEGORIES active in October 2013 on Afghan TV and FM

MOBILE PHONE OPERATORSSHOPS/SUPER MARKETS

GOVERNMENTBANKS

CONSTRUCTION COMPANIESHOSPITALS/HEALTH CLINICS

JUICES / ENERGATICHOTELS/RESTAURANTS

AIRLINESCARBONATED SOFT DRINKS

COOKING OIL & GHEESAUCES/MAYONIES/PICKLES

DETERGENT POWDERSMINERAL WATER/FILTERS

EXHIBITIONS/FESTIVALSDIAPERS

CORPORATE IMAGEPHONE SETSLUBRICANTSSHAMPOOS

0.05.0

10.015.0

20.025.0

TOP Cluttered Channels

AREZU

TV

ARIAN

A

TOLO

TV

1 TV

SHAM

SHAD

TAMAD

ON

TOLO

NEW

S

SABA TV

LEMAR

TV

AYNA TV

ARM

AN FM

NAW

A FM

ARYAN

A FM

NO

OR

PASHTO

ON

18.518.3

13.710.99.6

6.94.4 4.3 3.2 3.0 2.1 1.8 1.7 1.0 0.4

TV94%

RADIO6%

Arezu TV is most clutter but rating wise TOLO TV is at the top than Ariana and 1 TV. Radio has 6% clutter share in term of consumed time.

Day parts analysis

Prime Time32%

Morning22%

After Noon19%

Everning14%

Lat Night7%

Late Prime Time5%

KEYPrime Time 1900-2200Morning 0700-1200After Noon 1200-1700Everning 1700-1900Lat Night 0000-0700Late Prime Time 2200-0000

Hourly based analysis

0000-0100

0100-0200

0200-0300

0300-0400

0400-0500

0500-0600

0600-0700

0700-0800

0800-0900

0900-1000

1000-1100

1100-1200

1200-1300

1300-1400

1400-1500

1500-1600

1600-1700

1700-1800

1800-1900

1900-2000

2000-2100

2100-2200

2200-2300

2300-0000

0

20000

40000

60000

80000

100000

120000

Afghani start their morning from 7 AM. 6PM to 10 PM most cluttered and most viewed time slots.

Category AnalysisOctober 2013

Share of Time of TELECOM CategoryOctober 2013

ETISALAT41%

ROSHAN CORPORATION29%

AFGHAN TELECOM16%

MTN TELECOM14%

Etisalat and Roshan telecom are major players in Afghan market and have maximum market share. The both have maximum Advertising budget as well. Mobile phone operators have almost 22% share of total advertising.

AFGHAN UNITED BANK1%

AFGHANISTAN COMMERCIAL BANK9%

AFGHANISTAN IN-TERNATIONAL BANK

8%

AZIZI BANK25%

BAKHTAR BANK19%

GHAZANFAR BANK9%

KABUL BANK17%

MAIWAND BANK12%

Share of Time of FINANCIAL InstitutionsOctober 2013

Financial institution also have a major advertising share in Afghanistan media market around 10% of total advertising.

NET LIQUID DETERGENT50%

SURF EXCEL36%

KHUSHBO

WASH-ING

POW-DER10%

TOKEN WASHING POWDER4%

ULTRA CLEANER WASHING POWDER

0%

LEMAR TV42%

TOLO TV37%

ARMAN FM21%

Share of Time of DETERGENT CategoryOctober 2013

Analysis are based on consumed time. Time including all type of advertising like Promo, Break bumpers, Opening, Closing along with pure commercials. Unilever remain active on three channels (2 TV and 1 Radio).

Surf Excel remain active on these three channels with mostly value added activity (Promo), almost 60% of total consumed time consist on value added.

NET LIQUID DETERGENT

SURF EXCEL KHUSHBO WASH-ING POWDER

TOKEN WASHING POWDER

ULTRA CLEANER WASHING POWDER

5965

1630 1400520 35

715

3190

0

00

CAT VALUE ADDED

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