This document focuses on the various aspects of commercial airtime on TV for the period Jan 2012-August 2013. The report includes various form of analysis on clutter in terms of average minutes of advertising and number of spots. It shows a comparative study of channels own promotion vs. commercial airtime and advertising as a % of total broadcasting time. It also gives minutes of advertising on various channels against the legal limit as defined by PEMRA. In addition, here, are also sharing some facts established by international studies conducted by reputed research houses.

1. A joint research study by
PAS and mediabank
January 2012 – August 2013

2. About the TV Clutter Report
This document focuses on the various aspects of commercial airtime on TV for the period Jan 2012August 2013. The report includes various form of analysis on clutter in terms of average minutes of
advertising and number of spots. It shows a comparative study of channels own promotion vs.
commercial airtime and advertising as a % of total broadcasting time. It also gives minutes of
advertising on various channels against the legal limit as defined by PEMRA. In addition, here, are also
sharing some facts established by international studies conducted by reputed research houses.
DATA SOURCE: MEDIA BANK
DATA DEFINITIONS
– Commercial airtime: Prime time Vs non prime time, excluding channels own promos
– Spot advertising: Purchased ads e.g. 30”, 15”, etc.
– Sponsorship: Commercial sponsorship
– Channel’s own Promotion: Programming promos, songs, channel ID, etc.
– Advertising: All commercial formats including station promos, sponsorships, etc.
ASSUMPTIONS
Total broadcast minutes has been derived from the assumption that all channels broadcast 24 hours
a day every day
For query on DATA, please contact Mr. Chander Kant Media Bank at:
chander.k@mediabank.net.pk
If you have any other questions, please contact PAS at:
secretariat@pas.org.pk

3. MILLWARD BROWN: Effect of Clutter
AD CLUTTER explains nearly three quarters of variation in ad impact
400 to 500 ads per week results in 8% decline in average ad impact. People in
Pakistan are exposed to 627 to 1,097 ads per week.
Analogy with Spain that has seen similar developments, in the last 5 years
clutter has resulted in 30% decline in avg. level of ad impact.
Due to clutter:
- Optimal level of media exposure will be different in cluttered media
- More GRP’s required for the same ad impact. In Japan twice GRP’s are
required to reach the same effect as required in UK.

4. MAIN STREAM CHANNELS AVERAGE AIRTIME VS PEMRA LIMIT (Top 20)
Period: Jan 12 – Aug13
Ad Type: Based on Spot / TVCs.
Time Slot: Prime Time: 19:00 – 22:59
25
23
22
19
17
16
15
15
15
15
15
15
15
14
14
14
13
13
13
WAQT
17
SAMAA
19
NEWS ONE
19
20
10
5
GEO
GEO NEWS
KohiNoor
ATV
SindhTV
DUNYA NEWS
A-PLUS
METRO ONE
HUM TV
ARY NEWS
ARY DIGITAL
AAJ NEWS
KTN
TV ONE
DAWN NEWS
Apna TV
CITY42
0

5. AVERAGE NUMBER OF AIRTIME IN AN ONE HOUR
ACROSS TIME SLOTS
Prime Time VS Non Prime Time
Ref. Code: S-3 Airtime

6. Channels Prime Time vs Non Prime Time
Genre: NEWS
Period: Jan 12 - Aug 13
AVG Prime Time
AVG Non Prime Time
25
23.0
19.3
20
17.1
16.2
15.2
15.1
15
14.1
13.2
13.1
12.9
13.1
12.5
12.1
11.8
10.7
10.2
10.1
10
7.8
8.2
7.2
10.1
7.0
6.0
5.8
5
3.7
4.1
3.5
3.0
2.8
3.0
0
CITY42
DAWN
NEWS
AAJ NEWS ARY NEWS METRO
ONE
DUNYA GEO NEWS NEWS ONE SAMAA
NEWS
WAQT
EXPRESS
CNBC
NEWS PAKISTAN
Awaz
DHOOM DIN NEWS

7. Channels Prime Time vs Non Prime Time
Genre: Entertainment
Period: Jan 12 - Aug 13
AVG Prime Time
AVG Non Prime Time
25
21.9
19.2
20
18.9
16.6
15.4
15.1
15
14.7
15.0
14.4
13.8
12.6
10
9.2
10.0
10.1
9.6
9.9
9.4
8.8
8.1
5.5
5
6.3
5.8
6.1
4.8
3.0
3.5
3.9
3.2
3.0
2.0
0
Apna TV
TV ONE
KTN
ARY DIGITAL
HUM TV
A-PLUS
SindhTV
ATV
KohiNoor
GEO
AVT Khyber
PUNJAB TV
Express
Entertainment
PTV Home
Urdu-1

8. Channels Prime Time vs Non Prime Time
Genre: Music
Period: Jan 12 - Aug 13
AVG Prime Time
AVG Non Prime Time
12
10.1
10
9.4
8.7
8
6
4.6
4
3.6
3.4
3.1
2.1
2.2
2
1.2
1.1
1.1
1.2
0.5
0.2
0.1
0
8xm
OXYGENE
KASHISH
THE MUSIK
PLAY
AAG
JALWA
MTV PAKISTAN
0.1 0.0
G KABOOM

9. Channels Prime Time vs Non Prime Time
Genre: Other
Period: Jan 12 - Aug 13
AVG Prime Time
AVG Non Prime Time
12
10
9.6
8
6.6
5.9
6
5.6
5.6
5.7
5.5
4.2
4.2
4
3.9
3.7
3.5
3.3
3.2
2.8
2.7
3.0
2.6
2.2
2
2.9
2.2
1.8
1.5
2.0
1.4
1.3
1.4
1.0
1.9
0.8
0
HEALTH TV FILMAZIA SILVER S
ARY QTV
HBO
Tensports
GEO
SUPER
PTV Sports STARLITE ARY ZOUQ Film World Cartoon N
NICK
Masala
Zaiqa

10. AVERAGE NUMBER OF SPOTS IN AN ONE HOUR
ACROSS TIME SLOTS
Prime Time VS Non Prime Time
Ref. Code: S-3 Airtime

11. Channels Prime Time vs Non Prime Time
Genre: News
Period: Jan 12 - Aug 13
AVG Prime Time
AVG Non Prime Time
60
50.8
48.8
50
45.0
43.9
42.4
40
35.4
35.1
35.0
34.5
32.3
32.9
33.6
34.0
33.2
31.5
30
25.0
24.4
18.2
20
24.2
24.7
23.4
19.9
13.3
12.9
10
19.1
18.7
11.7
11.7
7.2
8.1
0
CITY42
DAWN
NEWS
METRO ONE AAJ NEWS ARY NEWS
CNBC
PAKISTAN
DUNYA
NEWS
SAMAA
GEO NEWS NEWS ONE
Awaz
WAQT
EXPRESS
NEWS
DHOOM
CHANNEL 5

12. Channels Prime Time vs Non Prime Time
Genre: ENTERTAINMENT
Period: Jan 12 - Aug 13
AVG Prime Time
AVG Non Prime Time
70
61.1
60
57.5
55.6
49.3
50
46.7
44.1
38.8
40
38.6
38.3
35.0
33.2
30.9
30.5
30
27.6
25.7
25.2
23.2
22.0
19.8
20
16.0
15.9
15.0
14.9
11.9
9.4
10
9.1
6.0
16.2
10.2
6.8
0
KTN
Apna TV
TV ONE
ARY
DIGITAL
HUM TV KohiNoor
A-PLUS
GEO
SindhTV
ATV
AVT
PUNJAB TV Express E PTV Home
Khyber
Urdu-1

13. Channels Prime Time vs Non Prime Time
Genre: ENTERTAINMENT
Period: Jan 12 - Aug 13
AVG Prime Time
AVG Non Prime Time
35
31.6
28.7
30
25
21.9
20
15
12.4
12.1
10
6.8
7.6
5
7.4
3.4
4.4
2.5
4.0
1.8
1.5
0.4 0.3
0.3 0.1
MTV PAKISTAN
G KABOOM
0
8xm
KASHISH
OXYGENE
THE MUSIK
PLAY
JALWA
AAG

14. Channels Prime Time vs Non Prime Time
Genre: ENTERTAINMENT
Period: Jan 12 - Aug 13
AVG Prime Time
30
AVG Non Prime Time
28.2
25
19.4
20
18.5
17.4
15.5
15
15.3
13.9
14.5
11.9
10.8
10.4
10
8.5
8.9
7.5
5
4.4
10.6
9.7
8.2
9.6
9.5
8.7
8.0
5.1
7.4
4.9
4.3
3.4
2.4
4.9
2.8
0
HEALTH TV FILMAZIA Tensports
HBO
SILVER S
GEO
SUPER
PTV Sports ARY QTV ARY ZOUQ
NICK
Masala
STARLITE Film World Cartoon N
Zaiqa

15. AVERAGE MINUTES OF AIRTIME IN AN HOUR PRIME TIME ONLY ACROSS GENRES
Channel Promos VS Commercial Airtime
Ref. Code: S-3 Airtime

16. Channels Promo vs Commercial Airtime
Genre: NEWS
Period: Jan 12 - Aug 13
Spot/TVC
Promo
25.0
23.0
19.3
20.0
17.1
16.2
15.2
15.1
15.0
14.1
13.2
13.1
13.1
12.5
12.1
10.7
9.6
10.0
8.2
5.2
5.4
5.0
1.7
0.5
1.0
2.0
2.2
2.0
4.7
2.9
2.4
1.6
SAMAA
WAQT
1.8
1.5
0.7
0.0
CITY42
DAWN
NEWS
AAJ NEWS ARY NEWS METRO ONE
DUNYA
NEWS
GEO NEWS NEWS ONE
EXPRESS
NEWS
CNBC
PAKISTAN
Awaz
BUSINESS
PLUS
Value TV

17. Channels Promo vs Commercial Airtime
Genre: ENTERTAINMENT
Period: Jan 12 - Aug 13
Spot/TVC
Promo
25
21.9
20
19.2
18.9
16.6
15.4
15.1
15.0
15
14.7
14.4
13.8
12.6
10.1
10
7.4
7.4
5
5.2
5.9
5.6
4.4
4.0
3.9
9.8
9.4
7.0
6.6
5.6
9.9
4.4
4.9
4.8
1.7
0
Apna TV
TV ONE
KTN
ARY DIGITAL HUM TV
A-PLUS
SindhTV
ATV
KohiNoor
GEO
AVT Khyber PUNJAB TV Express E
PTV Home
Ravi

18. TYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLIT
Commercial Airtime
Ref. Code: S-23

19. Channels own promotion vs Commercial airtime
Period: Jan-Dec 2012
AVG Prime Time
AVG Non Prime Time
30000
25000
23,824.1
21,260.3
20,800.7
20,607.8
20000
20,296.4
20,038.3
19,893.8
19,501.5
18,894.7
18,278.4
16,356.5
15,099.8
15000
9,312.4
10000
8,941.6
9,599.7
8,390.2
7,318.1
7,517.3
8,169.1
6,636.8
7,742.4
6,197.0
6,552.8
6,093.3
5000
0
May
March
July
April
February
October
June
January
August
December
September
November

20. Channels own promotion vs Commercial airtime
Period: Jan-Aug 2013
AVG Prime Time
AVG Non Prime Time
30000
25000
24,975.0
23,088.4
21,587.9
19,647.2
20000
18,246.4
17,747.4
17,141.2
16,511.0
15000
10,112.3
10,013.2
8,582.3
10000
9,804.9
9,941.7
9,733.8
7,105.4
7,007.3
5000
0
Apr
May
March
June
July
August
February
January

21. Advertising as a % Of Total Broadcast Time In Prime Time & Non Prime Time
Commercial Airtime
Ref. Code: S-23

22. Advertising As Prime Time vs Non Prime Time
Period: Period: Jan 12 - Aug 13
Non Prime Time
Prime Time
32%
68%

23. For query on DATA, please contact Mr. Chander Kant, Media Bank
at: Chander.k@mediabank.net.pk
For other questions, please contact PAS at:
secretariat@pas.org.pk
THE END