TV viewers preference during morning slot.

1. An Overview of Morning Shows
(Viewership & Monitoring)
Specifications:
TA: Female Audience (C&S Indv.)
Duration: Jan’10 – Mar’11
Category: Local Entertainment
Channels Included in Local Entertainment
Category:

2. Viewership Overview

3. Key Point
Slide 04 – Viewership Across Time Bands
“Comparing all time bands, viewership of morning slot has significant share.
Morning slot stayed on third or forth placement during all quarters.
Comparatively this slot gained highest share (20%) during 2nd quarter among
other time bands.”

4. Viewership Across Time Bands
Qtr 1 - 10 Qtr 2 - 10 Qtr 3 - 10
6% 4% 6% 7% 6% 6%
15%
15%
20%
26% 27%
29%
15%
18%
16%
31% 25% 28%
Qtr 4 - 10 Qtr 1 - 11
4% 6% 4% 6% 06:00 - 09:00
16% 14% 09:00 - 12:00
28% 30% 12:00 - 17:00
17:00 - 21:00
16%
17%
21:00 - 00:00
00:00 - 06:00
29% 29%

5. Key Point
Slide 06 – SEC Minutes Consumption Across Time Bands
“Highest viewership of morning slot (09:00 – 12:00) came from SECE (19%)
followed by SECA (16%) and SECD (15%).”

6. SEC Minutes Consumption Across Time Bands
(Usage in Minutes)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SEC A 3% 4% 16% 21% 33% 24%
SEC B 9% 8% 13% 15% 29% 26%
SEC C 8% 5% 12% 15% 32% 28%
SEC D 3% 4% 15% 19% 33% 26%
SEC E 8% 4% 19% 12% 32% 25%
00:00 - 06:00 06:00 - 09:00 09:00 - 12:00 12:00 - 17:00 17:00 - 21:00 21:00 - 00:00

7. Key Point
Slide 08 – Channels Quarter Wise Viewership
“Viewership of GEO Ent, ARY Digital, Hum, TV One and A-Plus increased during
last quarter of 2010, whereas all channels viewership went down or stayed same
with the start of first quarter of 2011 except TV One.”

8. Channels Quarter Wise Viewership
(Average Rating%)
0.45
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0.00
Qtr 1 - 10 Qtr 2 - 10 Qtr 3 - 10 Qtr 4 - 10 Qtr 1 - 11
ARY DIGITAL* Atv* GEO Ent* Hum* IndusVision* PTVhome* TV one* Aplus*

9. Key Point
Slide 10 – Viewership of Channels’ Morning Slot in 2011
“On an average, Geo Ent gained highest viewership followed by ARY Digital and
TV One. Same trend occurred in monthly break up”

10. Viewership of Channels’ Morning Slot in 2011
(Average Rating%)
Jan - Mar' 11 Jan' 11
0.45 0.40
0.40 0.35
0.35 0.30
0.30 0.25
0.25
0.20
0.20
0.15 0.15
0.10 0.10
0.05 0.05
0.00 0.00
Feb' 11 Mar' 11
0.60 0.40
0.50 0.35
0.30
0.40 0.25
0.30 0.20
0.20 0.15
0.10
0.10 0.05
0.00 0.00

11. Key Point
Slide 12 – Morning Slot vs. Late Night Slot
“On an average viewership was highest in last quarter of 2010 (Q4) on both
morning and night slot, whereas there was a dip in first quarter of 2011 by11%
and 6% accordingly. However, universe audience (Net Reach 000) increased in
in Qtr 1 2011 in late night slot by 3%.”

12. Morning Slot vs. Late Night Slot
(Avg Rating and Net Reach 000)
Morning Slot (09:00 - 12:00) Night Slot (23:00 - 01:00)
1.60 2500.0 1.80 1050.0
1.40 1.60
2000.0 1.40 1000.0
1.20
1.20
Net Reach (000)
Net Reach (000)
1.00
1500.0 950.0
Rating %
Rating %
1.00
0.80
0.80
1000.0 900.0
0.60
0.60
0.40
500.0 0.40 850.0
0.20 0.20
0.00 0.0 0.00 800.0
NR T R% NR T R%

13. Key Point
Slide 14 – Weekdays vs. Weekend
“Other than 3rd quarter of 2010, average viewership of weekdays was higher
than weekend. Switching of hosts occurred on main stream channels during
October & December 2010”

14. Weekdays vs. Weekend
(Average Rating%)
1.80
1.60 1.65
1.40 1.44
1.20
1.21
1.18
1.13
1.00 1.06
1.02
0.95 0.97
0.80 0.86
0.60
0.40
0.20
0.00
Qtr 1 - 10 Qtr 2 - 10 Qtr 3 - 10 Qtr 4 - 10 Qtr 1 - 11
Weekdays Weekend

15. Key Point
Slide 16 – Special Week Celebration
“During Special week celebration, comparing with prior week all channels
viewership jumped up.”
Following are the dates of special week celebrated by channels:
Geo Ent – Geo Meray Susral (31st Jan – 04 Feb 2011)
ARY Digital – Wedding Week (26 Apr – 02 May 2010)
HUM – Wedding Week (03 – 07 May 2010)
TV One – Wedding Week (19 – 24 Apr 2010)

16. Special Week Celebration
(Average Rating%)
Geo Meray Susral – GEO ENT Wedding Week – ARY DIG
1.00 1.20
0.90
0.80 0.89 1.00 1.05
0.70 0.80
0.60
0.50 0.60
0.48 0.51
0.40
0.30 0.40
0.20 0.35
0.20
0.10 0.20
0.00 0.00
Pre During Post Pre During Post
Wedding Week - Hum Wedding Week - TV 1
0.30 0.80
0.70
0.25 0.70
0.25 0.60
0.20 0.23
0.50
0.15 0.40
0.30
0.10 0.33
0.11
0.20
0.05
0.10
0.11
0.00 0.00
Pre During Post Pre During Post

17. Key Point
Slide 18 – Impact of Anchors Switching on Channels Viewership
“Hosts on Geo Ent, ARY Digital, TV One and Hum were changed during
Oct – Dec 2010 and that effected channels’ viewership.”
Following are the monthly viewership share %:
Comparing with previous month
ARY DIGITAL GEO Ent Hum TV one
Jan-10
Qtr 1 - 2010 Feb-10 38% -14% 10% 22%
Mar-10 -21% -20% 36% -36%
Apr-10 31% 5% -20% 129%
Qtr 2 - 2010 May-10 -9% 10% 50% -19%
Jun-10 -23% -13% -33% -38%
Jul-10 -25% -10% -33% -31%
Qtr 3 - 2010 Aug-10 11% -22% 25% -9%
Sep-10 75% 121% 80% 60%
Oct-10 69% 35% 6% 13% Host Change
Qtr 4 - 2010 Nov-10 -37% 2% 11% 11%
Dec-10 -19% -12% -10% 0% Host Change
Jan-11 3% -3% -16% 30%
Qtr 1 - 2011 Feb-11 -6% 30% -13% 4%
Mar-11 -14% -21% -14% -30%

18. Impact of Anchors Switching on Channels Viewership
(Average Rating%)
0.70
Shaista Wahidi left ARY
in Oct and Nida Yasir
Joined in Feb’11.
0.60
Nadia Khan left GEO in
Oct and Shaista Wahidi
0.50 Joined in Nov’ 10.
0.40
0.30
0.20
0.10
Sahir Lodhi left TV One in
Sana left HUM in Dec and
Oct and Faisal Qureshi
Noor Joined in Jan’ 11.
Joined in Nov’ 10.
0.00
ARY DIGITAL* GEO Ent* Hum* TV one*

19. Key Point
Slide 20 – Audience Consecutive Viewership
“Following slide is based on viewership of program viewed on consecutive basis
i.e. Number of audience viewed 20% morning slot consecutively.
Top 03 Channels viewed on consecutive basis:
% Program Viewed Consecutively
20% Morning Slot 40% Morning Slot 60%Morning Slot 80% Morning Slot
1 GeoE TV 1 TV 1 GeoE
2 ARYD GeoE GeoE TV 1
3 TV 1 ARYD ARYD Hum

20. Audience Consecutive Viewership
(Net Reach 000)
Viewed 20% Show Consecutively Viewed 40% Show Consecutively
Net Reach (000) Net Reach (000)
60.0 16.0
50.0 14.0
12.0
40.0
10.0
30.0 8.0
20.0 6.0
4.0
10.0
2.0
0.0 0.0
Viewed 60% Show Consecutively Viewed 80% Show Consecutively
Net Reach (000) Net Reach (000)
4.5 1.4
4.0 1.2
3.5
3.0 1.0
2.5 0.8
2.0 0.6
1.5 0.4
1.0
0.5 0.2
0.0 0.0

21. Monitoring Overview
Following 07 Channels are included in
Local Entertainment Category:
* Monitoring Report is based on Commercial Air Time Only (CAT)

22. Key Findings
-During 03 Months (Jan – Mar 2011), Food category (16.8%) were highest in
terms of air time on Morning Shows followed by Telecom (16.6%) & Dairy
(14%).
- TV One lead (CAT) in Morning shows among other channels followed by ATV
and HUM.
- Unilever appeared on all channels continuously 03 months except Geo Ent.
- Among Top 10 advertisers, Unilever stayed highest followed by Nestle and
P&G, same trend occurred during all months.

23. Industry Airtime Share - Morning Shows
January to March, 2011 - TVC
Jan - Mar 2011 Jan.11 Feb.11 Mar.11
0.0% 5.0% 10.0% 15.0% 20.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Food 16.8% Food
Telecom 16.6% Telecom
Dairies 14.0% Dairies
Soaps 8.2% Soaps
Detergents 7.8% Detergents
Personal Products 7.0% Personal Products
Tea 7.0% Tea
Haircare 6.4% Haircare
Others 3.3% Others
Homecare 2.7% Homecare
Medicine 2.1% Medicine
Banks 2.0% Banks
Appliances 1.7% Appliances
Baby Care 1.4% Baby Care
Beverages 1.3% Beverages
Confectionary 1.1% Confectionary
Phone Sets 0.6% Phone Sets

24. Channel Airtime Share - Morning Shows
January to March, 2011 - TVC
Channels Share%
(CAT) Month-wise Breakup
30%
January
25%
INDUS V February
3%
PTV HOME 20%
9% March
TV ONE
GEO E 28% 15%
11%
10%
ARY D
12% 5%
0%
ATV
HUM TV TV ONE ATV HUM TV ARY D GEO E PTV HOME INDUS V
23%
14%

25. Top 5 Categories Airtime Share Split - Morning Shows
January to March, 2011 - TVC
100%
18%
Findings: 90%
29%
22%
27%
31%
ATV (highest) and TV 80% 5%
ONE took more than
11%
50% Airtime of given 70% 4% 16%
6%
TOP 5 categories. 7%
60% 28%
23% 17% 2%
Share from TOP 5: 50% 3%
1%
ATV 27% 40% 13%
TV ONE 26% 13% 44% 11%
ARY Digital 16% 30%
Hum TV 14% 48% 10%
PTV Home 9% 17%
20%
Geo Ent 7% 33% 12%
Indus Vision 1% 10%
14% 15%
10%
0% 2%
Food Telecom Dairies Soaps Detergents
ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE

26. Total Number of Advertisers Appeared on Channels - Morning Shows
January - March 2011, Distinct Count
40
35
30 34 33
25 29 29
27 26
20
15
10 12
5
0
GEO E HUM TV ARY D ATV PTV HOME TV ONE INDUS V
Month Wise Appearance of Advertisers on Channels
25
January February March
20
20 20 19 20 19 19
15 18 18 18 18
16 16 16
14 13
10 12 13
10
5 8
5 4
0
GEO E HUM TV ARY D ATV PTV HOME TV ONE INDUS V

27. Consistent Advertisers on Channels - Morning Shows
January - March 2011
Three Month Two Month One Month
20
18 19
16
14 16 16
12 14
13 13 13
10 12
8 9
8 8
6 7 7
6 6 6 6
4 5
2 3 1
0 2
GEO E HUM TV ARY D ATV PTV HOME TV ONE INDUS V
•UNILEVER
•NESTLE •UNILEVER
•UNILEVER •UNILEVER •UNILEVER
•TELENOR •NESTLE
•TAPAL •NESTLE •NESTLE •TAPAL
Consistent •P&G •TELENOR •UNILEVER
•MASTER •HASHMI •TELENOR •TELENOR
Advertisers •Ufone •P&G •TAPAL
•HASHMI • COLGATE •COLGATE • COLGATE
•ZONG •ENGRO
• K&NS •ENGRO •HOM
•KASHMIR •RECKITT
•QARSHI •ATRIUM
•SKINCARE
* Consistency is based on advertisers who appeared during all 03 months in Morning Shows.

28. Top 10 Advertisers with Channel Mix - Morning Shows
January to March, 2011 - TVC
ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE
18% UNILEVER 8% 26% 2% 14% 7% 14% 29%
17% NESTLE 28% 12% 15% 6% 39%
11% P&G 1% 28% 9% 1%2%
1% 59%
7% TELENOR 20% 29% 9% 12% 10% 20%
6% UFONE 15% 56% 13% 15%
4% RECKITT 2% 98%
3% COLGATE 13% 7% 23% 19% 28% 9%
3% KASHMIR 21% 45% 25% 9%
2% TAPAL 1%
5% 36% 21% 18% 20%
2% ENGRO 42% 13% 3% 24% 18%

29. Top 10 Advertisers with Channel Mix - Morning Shows
January 2011 - TVC
ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE
20% NESTLE 24% 14% 12% 9% 42%
17% UNILEVER 3% 35% 6% 4% 9% 44%
15% P&G 49% 1%4% 4% 42%
4% COLGATE 27% 9% 27% 22% 15%
4% UFONE 98% 2%
4% ZONG 67% 33%
3% TAPAL 13% 26% 3% 34% 24%
3% DAWLANCE 100%
2% VITAL TEA 20% 42% 39%
2% HASHMI 42% 24% 23% 11%

30. Top 10 Advertisers with Channel Mix - Morning Shows
February 2011 - TVC
ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE
19% UNILEVER 9% 19% 6% 15% 12% 7% 32%
19% NESTLE 29% 15% 11% 10% 36%
9% P&G 32% 8% 2% 59%
7% UFONE 17% 45% 1% 17% 20%
7% TELENOR 24% 31% 17% 5% 6% 17%
4% TAPAL 1% 43% 24% 8% 24%
4% RECKITT 100%
4% COLGATE 9% 35% 16% 28% 12%
3% ENGRO 30% 18% 26% 26%
2% VITAL TEAL 21% 78%

31. Top 10 Advertisers with Channel Mix - Morning Shows
March 2011 - TVC
ARY D ATV GEO E HUM TV INDUS V PTV HOME TV ONE
18% UNILEVER 10% 26% 19% 4% 24% 18%
13% NESTLE 29% 7% 24% 40%
10% P&G 2% 6% 17% 2% 73%
9% TELENOR 16% 27% 5% 19% 13% 21%
7% UFONE 19% 50% 15% 15%
6% RECKITT 4% 96%
5% KASHMIR 26% 32% 31% 11%
3% SKINCARE 71% 29%
3% COLGATE 4% 14% 32% 15% 35%
2% WARID 24% 26% 24% 5% 22%

32. Top 10 Advertisers on ARY Digital - Morning Shows
Jan - Mar 2011 - TVC
37%
Combined January to March 2011
11% 11% 8% 8%
Findings: 4% 4% 4% 2% 2%
Nestle is the lead NESTLE UNILEVER TELENOR ENGRO UFONE KASHMIR SHIELD COLGATE TELE BRAND WARID
Advertiser on ARY
Digital consistently. 52%
Most of the Airtime January 2011
15% 12%
i.e. 91% - 100% is 5% 5% 5% 3%
2% 1% 0%
consumed by Top 10
Advertisers. NESTLE ENGRO COLGATE VITAL TEA TELENOR UNILEVER KGNW TRUST ATRIUM CBL Unknown
Note:
'Unknown' in Jan is 40%
February 2011
Teaser Ad Airtime.
13% 13% 9% 7% 4% 3% 2% 2% 2%
NESTLE TELENOR UNILEVER UFONE ENGRO SHIELD Q MOBILE COLGATE TETLEY CADBURY
28%
March 2011
13%
11% 10% 9%
6% 5% 5% 4%
2%
NESTLE UNILEVER TELENOR UFONE KASHMIR ENGRO TELE BRAND SHIELD WARID L'OREAL

33. Top 10 Advertisers on ATV - Morning Shows
Jan - Mar 2011 - TVC
21%
Combined January to March 2011
16%
13%
9% 8%
7% 6% 5%
Findings: 2% 2%
Among Top 10, most
consistent 8 UNILEVER UFONE P&G NESTLE TELENOR SKINCARE ZONG KASHMIR TELE BRAND MPO
Advertisers has 85%
Airtime Share. January 2011
25%
21%
Most of the Airtime 13%
10% 9% 7%
i.e. 90% to 94% is 4% 2% 2% 2%
consumed by Top 10
Advertisers. P&G UNILEVER UFONE NESTLE ZONG KASHMIR MPO TELENOR Bank Of Punjab SKINCARE
Note: February 2011
MPO is Malaysian 19% 17%
Palm Oil 14% 14% 11%
7%
4% 3% 3% 2%
UNILEVER UFONE NESTLE P&G TELENOR SKINCARE MOBILINK TETLEY ENGRO ZONG
22% March 2011
17%
12% 11%
7% 7% 5% 4% 3% 3%
UNILEVER UFONE TELENOR SKINCARE KASHMIR ZONG TELE BRAND NESTLE WARID P&G

34. Top 10 Advertisers on GEO ENT - Morning Shows
Jan - Mar 2011 - TVC
12%
Combined January to March 2011
9% 8%
7%
6% 6% 6%
4% 4%
Findings: 3%
In combined 3
months Top 10 DAWLANCE P&G TAPAL COLGATE MASTER TELENOR KASHMIR UNILEVER HASHMI MEZAN
occupy 65% Airtime.
Top 10 total 29% January 2011
occupancy of airtime
13%
during: 10% 10% 9% 8%
6% 4% 3% 3%
Jan 94%
Feb 86% DAWLANCE PTCL WALI OIL Defence Raya HASHMI TAPAL MAYFAIR BANK ALHABIB MSS ENGRO
Mar 94%
Note: February 2011
Advertiser 'MSS' is 13%
10% 10% 10%
Marie Stopes Society. 9% 8% 8% 7% 7% 5%
TAPAL TELENOR COLGATE UNILEVER MEZAN ORIENT GROUP HOM MASTER TETLEY P&G
March 2011
18%
15% 14%
9% 7% 7% 7% 7% 6% 5%
P&G KASHMIR DAWLANCE COLGATE MASTER L'OREAL CLOVER NIVEA SOFT COKE TELENOR

35. Top 10 Advertisers on HUM TV - Morning Shows
Jan - Mar 2011 - TVC
19% 18%
Combined January to March 2011
Findings: 6% 6% 5% 4% 4% 4% 3% 3%
Top 10 total occupancy
of airtime in Combined UNILEVER NESTLE UFONE TELENOR COLGATE ENGRO QARSHI MITCHELL'S SAMSUNG GSK
is 73%, whereas during
Jan 86% 19% January 2011
Feb 82% 17%
Mar 85% 9% 8% 8% 7% 6% 4% 4% 3%
2nd and Last 3
Advertisers of Jan Top NESTLE MITCHELL'S COLGATE VITAL TEA UNILEVER SAMSUNG QARSHI HASHMI UTS BANK AL
HABIB
10 did not appeared in
Feb and Mar. 22%
February 2011
15%
Note: 9% 8%
6% 5% 4% 4% 4% 4%
'UTS' is United Trading
Society
UNILEVER NESTLE UFONE GSK ENGRO SAMSUNG COLGATE Jofa Group K&NS VITAL TEA
23%
21% March 2011
12%
7%
5% 4% 4% 4% 3% 3%
UNILEVER NESTLE TELENOR UFONE ENGRO WARID QARSHI KASHMIR HOM COLGATE

36. Top 10 Advertisers on PTV Home - Morning Shows
Jan - Mar 2011 - TVC
27%
Combined January to March 2011
11% 10% 9% 9%
Findings: 7%
5% 4% 3% 3%
Top 10 total
occupancy of airtime
UNILEVER NESTLE COLGATE UBL VITAL TEA TELENOR TAPAL SKINCARE HOM MOD GIRL
in Combined - 90%
Jan 93% 19%
17% January 2011
Feb 99% 13%
11%
Mar 100% 10%
6% 6% 6%
3% 2%
In March, Top 5
Advertisers consumed NESTLE UNILEVER TAPAL VITAL TEA COLGATE MOD GIRL P&G HASHMI SUI NORTHERN TELENOR
more than 90%
airtime. 22% February 2011
21%
17%
12%
7% 5% 5% 4% 4% 2%
NESTLE VITAL TEA UNILEVER COLGATE SUI NORTHERN TELENOR HOM MOD GIRL TAPAL P&G
40%
March 2011
21%
11% 9% 9%
4% 3% 1% 1% 1%
UNILEVER UBL TELENOR COLGATE SKINCARE ABBOTT HOM TAPAL WARID USAID

37. Top 10 Advertisers on TV One - Morning Shows
Jan - Mar 2011 - TVC
23% 22% Combined January to March 2011
19%
14%
Findings: 5% 3% 2% 2% 2% 1%
Top 10 total
occupancy of airtime NESTLE P&G UNILEVER RECKITT TELENOR UFONE HABIB BANK TAPAL ENGRO ZONG
in:
Combined 93% 30%
Jan 98%
27%
22% January 2011
Feb 98%
6% 4%
Mar 95% 3% 2% 2% 2% 1%
NESTLE UNILEVER P&G RECKITT ZONG TAPAL COLGATE TELENOR Unknown Total Engine Oil
In all months, 74% -
84% airtime is
occupied by same top 24% 22% February 2011
four Advertisers with 18%
13%
variation in ranking.
5% 4% 3% 3% 3% 2%
NESTLE UNILEVER P&G RECKITT UFONE TELENOR ENGRO TAPAL CBL COLGATE
26%
20%
17% March 2011
11%
7% 6%
4% 2% 2% 1%
P&G RECKITT NESTLE UNILEVER TELENOR HABIB BANK UFONE COKE WARID HASHMI