This document provides a summary of a joint research study conducted by PAS and Media Bank on TV advertising in Pakistan from January to December 2009. It includes analysis of advertising minutes, spot frequencies, and proportions of advertising vs. channel promotions across different TV genres and time periods. Key findings are that news channels had the lowest advertising levels while entertainment channels had the highest, and advertising minutes peaked during prime time slots between 7-11PM. The document also shares findings from international studies on the effects of high advertising clutter on reducing average ad impact.

1. A joint research study by
PAS and mediabank
March 2010

2. For query on DATA, please contact Mr. Haider Ali, Media Bank at:
haider@mediabank.net.pk
If you have any other questions, please contact PAS at:
secretariat@pas.org.pk
DATA SOURCE: MEDIA BANK
DATA DEFINITIONS
– Commercial airtime: All commercial airtime 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.
About the TV Clutter Report
ASSUMPTIONS
Total broadcast minutes has been derived from the assumption that all channels broadcast 24 hours
a day every day
This document focuses on the various aspects of commercial airtime on TV for the period Jan-Dec
2009. 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.

3. SLIDE
Average minutes of advt. in an hour across 24-hrs 5 – 16
News, Entertainment & Others
Advertising vs. Pemra legal limit 17
Avg. minutes of advt. in an hour across time bands 18 - 37
New, Entertainment, Music & Others
Frequency and clutter 38 - 39
Avg. spots in an hour across time bands 40 - 59
New, Entertainment, Music & Others
Channel Promos vs Commercial airtime 60 – 63
Prime time only - across genres
CAT and Channel Promos as a % of Total Advt. 64 - 68
Top rated channels across time slots
Commercial Airtime 69 - 71
Type & Prime and Non-Prime time monthly split
Advertising vs Content 72 - 73
Prime and Non-Prime across channels
Advertising as a % of Total Broadcast Time 74
Prime-Non Prime time across top rated channels
CONTENT

4. 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.

5. NEWS Channels
(Slide 6-8)
YEARLY AVERAGE NUMBER OF MINUTES
IN AN HOUR ACROSS 24 HOURS

6. 6
2
1
1
2
3
2
3
3
4
6
7
6
8
8
8
8
9
8
10
12
14
14
13
3
2
1
1
1
1
1
1
1
2
2
2
3
3
4
4
4
5
4
8
9
11
7
9
3
2
2
1
2
2
3
3
2
3
4
4
4
4
3
3
3
4
4
6
7
7
7
5
2
2
2
2
1
2
4
2
3
2
5
4
3
3
4
4
5
7
8
6
4
6
6
4
4
3
2
2
2
2
2
2
3
4
4
3
4
4
4
4
4
5
7
7
9
10
9
7
0
5
10
15
20
25
30
35
40
45
50
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
AAJ NEWS ARY NEWS BUSINESS PLUS DAWN NEWS DIN NEWS
Average Minutes of Advertising per Hour (24hrs time)
Genre: News / Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.
…continued

7. 9
5
1
1
2
1
1
1
2
3
3
6
6
8
9
9
8
7
9
9
11
10
11
13
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
1
1
8
6
4
2
2
3
2
4
7
10
10
10
11
12
13
13
14
14
12
11
11
10
14
12
13
13
5
7
8
7
6
14
13
15
14
15
15
15
12
15
15
15
14
12
15
12
15
14
2
1
0
1
1
2
0
1
1
3
5
2
2
3
2
2
2
3
8
9
9
9
8
5
0
5
10
15
20
25
30
35
40
45
50
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
DUNYA NEWS EXPRESS ENG EXPRESSNEWS GEO NEWS METRO ONE
Average Minutes of Advertising per Hour (24hrs time)
Genre: News / Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.
…continued

8. 3
1
1
0
1
1
0
1
1
2
2
1
2
3
5
4
4
5
6
9
15
16
13
12
0
0
0
0
1
1
0
0
1
0
1
1
1
0
1
1
1
1
2
2
2
2
2
1
5
2
1
0
1
1
1
1
1
3
2
3
3
5
5
6
6
5
8
11
11
15
13
13
0
0
0
0
0
0
0
0
0
0
1
0
0
0
1
1
1
1
2
3
5
5
3
2
0
5
10
15
20
25
30
35
40
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
NEWS ONE PTV News SAMAA WAQT
Average Minutes of Advertising per Hour (24hrs time)
Genre: News / Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

9. ENTERTAINMENT Channels
(Slide 10-12)
YEARLY AVERAGE NUMBER OF MINUTES
IN AN HOUR ACROSS 24 HOURS

10. Average Minutes of Advertising per Hour (24hrs time)
Genre: Entertainment/ Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.2
1
1
1
1
1
0
1
2
6
15
6
5
5
6
7
5
7
15
24
36
26
20
18
6
4
2
1
2
2
1
1
3
9
11
8
8
12
17
19
14
7
6
10
16
15
14
11
3
2
2
1
1
2
0
1
3
9
14
11
15
8
8
14
10
9
9
17
24
14
7
6
1
0
0
0
0
1
0
0
1
1
3
2
2
1
1
3
2
2
4
9
15
9
9
3
3
2
1 1 1
2
1 1
1
3
4
2
2
3
5
6
7
6
13
24
29
23
14
8
0
20
40
60
80
100
120
140
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
Apna TV ARY DIGITAL ATV AVTKhyber KTN
…continued

11. Average Minutes of Advertising per Hour (24hrs time)
Genre: Entertainment/ Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.9
6
7
5
5
5
3
3
3
11
9
6
12
13
16
18
17
12
7
12
15
13
11
12
3
1
0
0
0
0
0
0
0
0
0
0
1
1
1
1
1
0
1
2
2
3
5
5
4
4
1
0
0
1
0
1
1
3
4
3
5
4
4
5
8
7
6
10
20
15
10
16
2
2
1
1
1
1
1
1
1
8
9
5
10
5
5
6
7
7
12
15
15
14
11
8
2
1
0
0
1
2
0
2
2
5
6
8
3
2
5
6
4
1
4
9
12
4
6
5
0
10
20
30
40
50
60
70
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
GEO HBO HUM TV INDUS VISION PTV Home
…continued

12. 4
2
1
1
2
2
2
2
2
6
7
4
6
4
4
5
5
6
12
17
22
22
14
8
2
1
1
0
1
0
0
1
1
2
3
3
2
3
4
4
6
5
9
17
21
15
10
6
2
1
0
0
1
1
0
1
0
8
7
6
8
9
10
11
14
9
13
19
25
25
26
17
0
0
0
0
1
0
0
0
0
4
4
1
2
2
3
3
3
3
7
14
18
13
8
3
0
10
20
30
40
50
60
70
80
90
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
PUNJAB TV SindhTV TV ONE WASEB
Average Minutes of Advertising per Hour (24hrs time)
Genre: Entertainment/ Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.

13. OTHER Channels
(Slide 14-16)
YEARLY AVERAGE NUMBER OF MINUTES
IN AN HOUR ACROSS 24 HOURS

14. Average Minutes of Advertising per Hour (24hrs time)
Genre: OTHERS/ Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.1
1
1
1
2
2
1
1
1
1
1
1
1
1
1
1
2
3
3
3
3
2
2
1
0
0
0
0
0
0
0
1
1
2
3
4
5
6
5
5
5
6
8
7
6
5
1
0
2
1
0
0
0
0
0
0
0
0
0
0
0
0
2
2
2
1
4
7
9
6
8
7
9
8
8
7
7
6
6
6
6
6
6
6
8
7
7
7
8
8
7
8
10
9
8
8
3
1
0
0
0
0
0
0
0
0
0
0
1
1
1
1
1
0
1
2
2
3
5
5
0
5
10
15
20
25
30
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
ARY QTV Cartoon Network FILMAZIA GEO SUPER HBO
…continued

15. Average Minutes of Advertising per Hour (24hrs time)
Genre: OTHERS/ Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
3
3
4
3
1
0
0
0
0
1
0
0
1
1
0
1
0
0
0
1
1
1
2
4
5
5
4
2
1
0
0
0
1
2
0
2
2
5
5
7
3
2
4
5
3
1
3
9
11
3
5
4
2
1
0
0
0
0
0
0
0
0
0
0
0
0
6
7
4
1
5
6
7
5
10
8
0
5
10
15
20
25
30
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
MTV PAKISTAN ROHI SATELLITE_PTV SILVER SCREEN
…continued

16. Average Minutes of Advertising per Hour (24hrs time)
Genre: OTHERS/ Period: Jan-Dec 2009
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Spot & Channel IDs.3
1
1
1
1
1
1
1
1
1
1
2
2
3
3
3
4
4
4
3
4
5
7
5
1
1
0
0
0
0
0
0
1
1
1
0
1
1
1
1
2
2
2
2
4
3
5
4
0
1
0
0
0
1
0
1
1
1
2
2
3
4
5
5
6
7
7
7
4
4
2
1
0
3
5
8
10
13
15
00:00-00:59
01:00-01:59
02:00-02:59
03:00-03:59
04:00-04:59
05:00-05:59
06:00-06:59
07:00-07:59
08:00-08:59
09:00-09:59
10:00-10:59
11:00-11:59
12:00-12:59
13:00-13:59
14:00-14:59
15:00-15:59
16:00-16:59
17:00-17:59
18:00-18:59
19:00-19:59
20:00-20:59
21:00-21:59
22:00-22:59
23:00-23:59
AverageAirtime(Mins)PerDay
Tensports THE MUSIK Wik Kid Plus

17. 26
24
22
19
16 15
14 14 14 13 13 13 12 12 12 11 11
10 10
9
12
0
5
10
15
20
25
30
ApnaTV
TVONE
KTN
PUNJABTV
SindhTV
ATV
HUMTV
ARYDIGITAL
INDUSVISION
NEWSONE
WASEB
GEONEWS
SAMAA
AAJNEWS
DHOOM
GEO
EXPRESSNEWS
AVTKhyber
DUNYANEWS
METROONE
Average advertisement per Hour in Minutes vs. PEMRA Legal Limit
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Clock tail, Channel IDs.
Period: Jan-Dec 2009
PEMRALEGAL
LIMIT
PRIME TIME ONLY: 19:00 - 22:59

18. Top NEWS Channels
AVERAGE NUMBER OF MINUTES
IN ONE HOUR - ACROSS TIME SLOTS

19. 4
0
1
3 3
3
0
7
11
1
2
1
0
2
0
-
2
4
6
8
10
12
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Morning Time (06:00 - 11:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

20. 8
1
4
7
5
8
0
13
13
2
5 5
1
6
1
-
2
4
6
8
10
12
14
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Evening Time (17:00 - 18:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

21. 12
1
9
6
8
10
1
11
12
5
9
13
2
12
4
-
2
4
6
8
10
12
14
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Prime Time (19:00 - 22:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

22. 2
0
1
1
2
3
0
4
6
1 1 1
0
1
0
-
1
2
3
4
5
6
7
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Late Night (00:00 - 05:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

23. Top ENTERTAINMENT Channels
AVERAGE NUMBER OF MINUTES
IN ONE HOUR - ACROSS TIME SLOTS

24. 5
5
6
1
4
2
4
2
4
4
0
3
1
4
1
-
1
2
3
4
5
6
7
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Morning Time (06:00 - 11:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

25. 11
7
8
3
8
6
9 9
3
9
2 2
7
11
5
0
2
4
6
8
10
12
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Evening Time (17:00 - 18:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

26. 26
14
15
10 11
14 13
22
8
19
4
7
15
23
13
0
5
10
15
20
25
30
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Prime Time (19:00 - 22:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

27. 1
2
2
0
4
1
1
1
1
2
0
1 1
1
0
0
1
1
2
2
3
3
4
4
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Late Night (00:00 - 05:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

28. Top MUSIC Channels
AVERAGE NUMBER OF MINUTES
IN ONE HOUR - ACROSS TIME SLOTS

29. 0.7
2.1
0.4
0.2
0.5
0.0
0.5
0.3
1.1
0.0
0.5
1.0
1.5
2.0
2.5
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
OYE
PLAY
THEMUSIK
VIBE
Morning Time (06:00 - 11:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

30. 3
4
3
1
3
0
2
2
2
0
1
1
2
2
3
3
4
4
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
OYE
PLAY
THEMUSIK
VIBE
Evening Time (17:00 - 18:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

31. 6
8
4
3
6
0
5
3
4
0
1
2
3
4
5
6
7
8
9
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
OYE
PLAY
THEMUSIK
VIBE
Prime Time (19:00 - 22:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

32. 1
0
1
0 0
0
0
1
0
0
0
0
0
1
1
1
1
1
1
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
PLAY
THEMUSIK
VIBE
Late Night (00:00 - 05:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

33. OTHER Channels
AVERAGE NUMBER OF MINUTES
IN ONE HOUR - ACROSS TIME SLOTS

34. 1
1
1
0
2
0
1
1
1
-
1
1
2
2
3
ARYQTV
ARYZOUQ
CartoonNetwork
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Morning Time (06:00 - 11:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

35. 2
4
6
2
4
0
5
4
7
0
1
2
3
4
5
6
7
8
ARYQTV
ARYZOUQ
CartoonNetwork
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Evening Time (17:00 - 18:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

36. 2
5 5
7
6
3
5
5
4
0
1
2
3
4
5
6
7
8
ARYQTV
ARYZOUQ
CartoonNetwork
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Prime Time (19:00 - 22:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

37. 1
0 0
4
1
0
1
0
0
1
1
2
2
3
3
4
4
5
ARYQTV
ARYZOUQ
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Late Night (00:00 - 05:59)
Avg. mins / day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

38. FREQUENCY AND CLUTTER

39. We lose 30% audiences during long ad breaks
1.1
1.023
0.95
0.88
0.82
0.77
0.71
0.67
0.61
0.57
0.71
0.86
0.94
0
0.2
0.4
0.6
0.8
1
1.2
1 2 3 4 5 6 7 8 9 10 11 12 13
We lose 30% audience during long mid breaks
No of ads in a break
Viewership trend of advertisements in a single commercial break

40. Top NEWS Channels
AVERAGE NUMBER OF SPOTS/TVC’s
IN ONE-HOUR
ACROSS TIME SLOTS

41. 12
1
2
9
5
7
0
18
28
3
7
3
0
4
1
-
5
10
15
20
25
30
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Morning Time (06:00 - 11:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

42. 27
1
11
19
10
20
1
35
33
7
17
14
3
19
4
0
5
10
15
20
25
30
35
40
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Evening Time (17:00 - 18:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

43. 35
3
21
15
17
25
2
29 29
13
25
37
4
32
10
0
5
10
15
20
25
30
35
40
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Prime Time (19:00 - 22:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

44. 8
0
3
4 3
7
0
9
14
4
3
3
1
4
0
0
2
4
6
8
10
12
14
16
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
Late Night (00:00 - 05:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: NEWS
Period: Jan-Dec 2009

45. ENTERTAINMENT Channels
AVERAGE NUMBER OF SPOTS/TVC’s
IN ONE-HOUR
ACROSS TIME SLOTS

46. 15 15
16
3
11
6
11
6
11
11
1
10
3
13
5
-
2
4
6
8
10
12
14
16
18
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Morning Time (06:00 - 11:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

47. 32
17
21
9
22
21
26
31
9
22
4
6
17
32
14
0
5
10
15
20
25
30
35
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Evening Time (17:00 - 18:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

48. 73
35
38
28
31
39 37
65
21
47
12
17
37
64
35
0
10
20
30
40
50
60
70
80
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Prime Time (19:00 - 22:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

49. 5
6
4
1
11
5
2
6
4
6
1
2
2 2
1
0
2
4
6
8
10
12
ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
Late Night (00:00 - 05:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: ENTERTAINMENT
Period: Jan-Dec 2009

50. MUSIC Channels
AVERAGE NUMBER OF SPOTS/TVC’s
IN ONE-HOUR
ACROSS TIME SLOTS

51. 1.3
8.4
1.3
0.5
1.9
0.0
1.4
0.6
2.4
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
OYE
PLAY
THEMUSIK
VIBE
Morning Time (06:00 - 11:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

52. 7
14
8
2
8
0
6 5
4
0
2
4
6
8
10
12
14
16
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
OYE
PLAY
THEMUSIK
VIBE
Evening Time (17:00 - 18:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

53. 18
26
14
7
17
0
13
10
7
0
5
10
15
20
25
30
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
OYE
PLAY
THEMUSIK
VIBE
Prime Time (19:00 - 22:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

54. 2
1
1
0
1
1
1
1
0
0
0
1
1
1
1
1
2
2
2
AAG
GKABOOM
KASHISH
MTVPAKISTAN
OXYGENE
PLAY
THEMUSIK
VIBE
Late Night (00:00 - 05:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: MUSIC
Period: Jan-Dec 2009

55. OTHER Channels
AVERAGE NUMBER OF SPOTS/TVC’s
IN ONE-HOUR
ACROSS TIME SLOTS

56. 1
6
4
0
8
0
6
3
3
-
1
2
3
4
5
6
7
8
9
ARYQTV
ARYZOUQ
CartoonNetwork
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Morning Time (06:00 - 11:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

57. 5
14
18
6
15
1
17
10
18
0
2
4
6
8
10
12
14
16
18
20
ARYQTV
ARYZOUQ
CartoonNetwork
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Evening Time (17:00 - 18:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

58. 7
16
12
20
19
9
15
13
9
0
5
10
15
20
25
ARYQTV
ARYZOUQ
CartoonNetwork
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Prime Time (19:00 - 22:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

59. 2 3
1
14
2
3
3
0
0
2
4
6
8
10
12
14
16
ARYQTV
ARYZOUQ
FILMAZIA
GEOSUPER
HBO
MASALA
Tensports
WikKidPlus
Late Night (00:00 - 05:59)
Avg. nos. of spot ads/ day / hr
Ad Type: Spot/TVC’s (without media category)
Genre: OTHERS
Period: Jan-Dec 2009

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

61. Channels own promotion vs Commercial Airtime
Genre: NEWS
Period: Jan-Dec 2009
0.1
0.6
0.2
0.4
0.4
0.2
1.1
0.5
2.5
0.0
0.3
0.1
0.1
0.1
0.3
12.6
1.4
8.8
5.8
8.4
10.3
0.9
11.4
13.0
5.3
8.7
13.6
2.0
12.5
3.9
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
AAJNEWS
APNANEWS
ARYNEWS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEONEWS
KtnNews
METROONE
NEWSONE
PTVNews
SAMAA
WAQT
AvergaeAirtimePerHour(Mins)
Prime Time (19:00 - 22:59)
Channel Own Promotion (Avg Per Day) Commercial Airtime (Avg Per Day)

62. Channels own promotion vs Commercial airtime
Genre: ENTERTAINMENT
Period: Jan-Dec 2009
0.2
0.3
0.3
0.2
7.3
0.4
0.9
0.3
0.6
0.2
0.4
0.6
0.5
0.2
0.2
26.6
14.0
16.0
10.6
12.2
13.8
13.6
22.7
7.7
19.1
4.6
7.0
16.2
23.9
13.3
0.0
5.0
10.0
15.0
20.0
25.0
30.0 ApnaTV
ARYDIGITAL
ATV
AVTKhyber
GEO
HUMTV
INDUSVISION
KTN
PTVHome
PUNJABTV
ROHI
SATELLITE_PTV
SindhTV
TVONE
WASEB
AvergaeAirtimePerHour(Mins)
Prime Time (19:00 - 22:59)
Channel Own Promotion Commercial Airtime (Min)

63. Channels own promotion vs Commercial airtime
Genre: OTHERS
Period: Jan-Dec 2009
8.0
0.5
0.4
0.7
9.1
0.6
0.6
0.4
0.3
0.6
8.0
2.8
5.0
4.7
9.0
4.7
2.7
4.9
5.2
3.5
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0 AAG
ARYQTV
ARYZOUQ
CartoonNetwork
GEOSUPER
MASALA
MTVPAKISTAN
PLAY
Tensports
THEMUSIK
AvergaeAirtimePerHour(Mins)
Prime Time (19:00 - 22:59)
Channel Own Promotion Commercial Airtime (Min)

64. Channel Promos VS Commercial Airtime
CAT AND PROMOS AS A % OF TOTAL ADVERTISING
TOP CHANNELS ACROSS TIME SLOTS
Ref. Code: S-23

65. 10%
14%
10%
6%
16%
16%
13%
22%
97%
14%
71%
25%
76%
38%
17%
22%
27%
8%
17%
14%
90%
86%
90%
94%
84%
84%
87%
78%
3%
86%
29%
75%
24%
62%
83%
78%
73%
92%
83%
86%
0%
20%
40%
60%
80%
100%
120% AAJNEWS
ApnaTV
ARYDIGITAL
ATV
BUSINESSPLUS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEO
GEONEWS
GEOSUPER
HUMTV
INDUSVISION
KTN
PTVNews
PTVHome
SAMAA
TVONE
AirtimeShare%
Channel Own Promotion Commercial Airtime (Min)
Morning Time : 06:00 – 11:59
Channels own promotion vs Commercial airtime as a % of Total Advt.
TOP RATED CHANNELS ACROSS GENERES
Period: Jan-Dec 2009

66. Channels own promotion vs Commercial airtime as a % of Total Advt.
TOP RATED CHANNELS ACROSS GENERES
Period: Jan-Dec 2009
2%
7%
4%
5%
10%
3%
7%
3%
76%
4%
48%
13%
60%
12%
6%
6%
11%
17%
4%
3%
98%
93%
96%
95%
90%
97%
93%
97%
24%
96%
52%
87%
40%
88%
94%
94%
89%
83%
96%
97%
0%
20%
40%
60%
80%
100%
120% AAJNEWS
ApnaTV
ARYDIGITAL
ATV
BUSINESSPLUS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEO
GEONEWS
GEOSUPER
HUMTV
INDUSVISION
KTN
PTVNews
PTVHome
SAMAA
TVONE
AirtimeShare%
Channel Own Promotion Commercial Airtime (Min)
Evening Time: 17:00 – 18:59

67. 1%
1%
2%
2%
6%
7%
4%
2%
56%
4%
37%
16%
50%
3%
6%
1%
5%
7%
1%
1%
99%
99%
98%
98%
94%
93%
96%
98%
44%
96%
63%
84%
50%
97%
94%
99%
95%
93%
99%
99%
0%
20%
40%
60%
80%
100%
120% AAJNEWS
ApnaTV
ARYDIGITAL
ATV
BUSINESSPLUS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEO
GEONEWS
GEOSUPER
HUMTV
INDUSVISION
KTN
PTVNews
PTVHome
SAMAA
TVONE
AirtimeShare%
Channel Own Promotion Commercial Airtime (Min)
Prime Time: 19:00 – 22:59
Channels own promotion vs Commercial airtime as a % of Total Advt.
TOP RATED CHANNELS ACROSS GENERES
Period: Jan-Dec 2009

68. Channels own promotion vs Commercial airtime as a % of Total Advt.
TOP RATED CHANNELS ACROSS GENERES
Period: Jan-Dec 2009
20%
40%
24%
24%
17%
29%
11%
21%
97%
23%
73%
49%
68%
39%
57%
27%
19%
7%
19%
23%
80%
60%
76%
76%
83%
71%
89%
79%
3%
77%
27%
51%
32%
61%
43%
73%
81%
93%
81%
77%
0%
20%
40%
60%
80%
100%
120%
AAJNEWS
ApnaTV
ARYDIGITAL
ATV
BUSINESSPLUS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEO
GEONEWS
GEOSUPER
HUMTV
INDUSVISION
KTN
PTVNews
PTVHome
SAMAA
TVONE
AirtimeShare%
Channel Own Promotion Commercial Airtime (Min)
Late Night (00:00 - 05:59)

69. COMMERCIAL AIRTIME
TYPE & PRIME/NON-PRIME TIME MONTHLY AVG. SPLIT
Ref. Code: S-23

70. About the Next Slide:
The next slide gives the Type of Commercial Airtime in Prime and Non-
Prime Time across a period of 12 months.
For calculations the following parameters were followed:
CHANNLES: The programming of following channels were used:
Aaj, Apna, ARY Digital, ARY News, Atv, Dunya, Express, Geo Ent, Geo
News, Hum, Indus Vision, Ktn, Ptv Home, Samaa, TV One.
DEFINITIONS:
Spots/TVC’s: Purchased ads e.g. 30”, 15”, etc.
Programme Trailors: Promo’s
Sponsorships: Branded sponsorships
Others: All other forms of advertising

71. NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT NPT PT
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Others 7% 2% 4% 2% 5% 2% 3% 1% 3% 1% 4% 1% 4% 1% 4% 1% 3% 2% 13% 8% 1% 1% 15% 10%
Sponsorship 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 1% 0% 1% 0% 3% 2% 0% 0% 2% 2%
Programme Trailer 23% 6% 18% 5% 15% 4% 12% 3% 10% 4% 12% 4% 13% 5% 12% 3% 8% 2% 18% 6% 0% 0% 44% 15%
Spot/TVC 69% 92% 78% 94% 80% 94% 85% 95% 86% 95% 84% 95% 83% 94% 83% 95% 88% 95% 66% 84% 98% 99% 38% 73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Type of Commercial Airtime for Total TV, in Prime and Non-Prime Time
Channel Selected:
Monthly Average Split. Period: Jan-Dec 2009

72. ADVERTISING VS CONTENT
PRIME and NON-PRIME TIME Across Channels
Ref. Code: S-23

73. 11% 16% 15% 7% 14% 7% 7% 8% 11% 3% 16% 30% 25% 26% 11% 11% 13% 5% 6% 8% 2% 7% 9% 9% 5% 3% 16% 2% 6%
89% 84% 85% 93% 86% 93% 93% 92% 89% 97% 84% 70% 75% 74% 89% 89% 87% 95% 94% 92% 98% 93% 91% 91% 95% 97% 84% 98% 94%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AAJNEWS
ApnaTV
ARYDIGITAL
ARYNEWS
ATV
BUSINESSPLUS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEO
GEONEWS
GEOSUPER
HUMTV
INDUSVISION
KTN
MASALA
METROONE
NEWSONE
PTVNews
PTVHome
SAMAA
SindhTV
Tensports
THEMUSIK
TVONE
WAQT
WikKidPlus
Total Advertising Content
ADVERTISING vs CONTENT
Per Day Average for Top Channels Across Genre
Period: Jan-Dec 2009

74. 21%
44%
24%
15%
26%
12%
10%
15%
17%
3%
20%
32%
25%
26%
24%
24%
38%
9%
15%
22%
4%
14%
21%
27%
9%
7%
40%
7%
8%
10%
10%
13%
5%
12%
6%
6%
6%
9%
3%
15%
30%
25%
26%
8%
9%
8%
5%
4%
5%
1%
6%
7%
6%
4%
2%
11%
1%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
AAJNEWS
ApnaTV
ARYDIGITAL
ARYNEWS
ATV
BUSINESSPLUS
DAWNNEWS
DINNEWS
DUNYANEWS
EXPRESSENG
EXPRESSNEWS
GEO
GEONEWS
GEOSUPER
HUMTV
INDUSVISION
KTN
MASALA
METROONE
NEWSONE
PTVNews
PTVHome
SAMAA
SindhTV
Tensports
THEMUSIK
TVONE
WAQT
WikKidPlus
Prime Time Non-Prime Time
Advertising as a % of Total Broadcast Time in Prime & Non-Prime Time
Ad Type: Spot/TVC, Promo Tail, Sponsorships, Telebrand, Infomercials, Branded Song, Clock tail, Spot & Channel IDs.
Period: Jan-Dec 2009

75. For query on DATA, please contact Mr. Haider Ali, Media Bank at:
haider@mediabank.net.pk
Cell: 0300-8247002
For other questions, please contact PAS at:
secretariat@pas.org.pk
THE END