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Media Planning

Media Planning. Umair Masoom Usmani. Lecture 1. Media Landscape of Pakistan. A brief Overview. Demographic Facts. Urban Population – City Wise. Urban Population – Age Wise. Total Pop. – 159 mil*. Urban Population – SEC Breakup. Urban Population – Gender. 1998. 2006.

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Media Planning

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  1. Media Planning Umair Masoom Usmani Lecture 1

  2. Media Landscape of Pakistan A brief Overview

  3. Demographic Facts Urban Population – City Wise Urban Population – Age Wise Total Pop. – 159 mil* Urban Population – SEC Breakup Urban Population – Gender 1998 2006 * Little or no information available on the rural population. Source: MTB Study/Establishment Study/Census

  4. Industry Advertising Expenditure • Pakistan is one of the few countries where AdEx has risen this dramatically. This is primarily due to the booming economy, and deregulation of media. • Television has seen the highest growth. Industry AdEx 100% 0% Note: All expenditures are reported based on best estimates

  5. Top 10 Companies Advertised –TV + Print

  6. Which are the top 10 Brand to advertise the most?

  7. CY 2007 CY 2004 CY 2005 CY 2006 20 37 56 70+ TV Stations Growth CY 2004 or Prior CY 2005 CY 2006 CY 2007 PTV A TV Dhoom PTV World Aaj TV TV 2 Day Indus Plus Hybrid Mashriq TV Indus Vision Uni Plus City Channel ARY One World Roshni Indus News Samaa Geo News Royal Television Waqt TV Metro One Dawn News Express TV Channel 5 Khabrein News Geo English Din News News One Express News Ary Digital Hum TV Sun Entertainment Rung TV Entertainment TV One Geo Entertainment Q TV Haq TV Religious Labbaik PTV National PTV Bolan KOOK Roohi TV Apna News Sindh TV APNA Waseb KTN News Regional KTN Khyber Kashish Music Sindh TV News AJK TV Punjab TV Ravi TV Khyber News The Musik Play TV Music N Vibe Channel G MTV Pakistan Indus Music Aag Sports Ten Sports Geo Super Women Indus Plus Fashion FTV Pakistan Food Masala TV Super Wikkid Children Nick Cartoon Network HBO Pakistan Star Movies Movies Filmazia Sun Biz CNBC Pakistan Business News Business Plus VU1 Education VU2 Shopping Shopping Channel

  8. Major Media Network Group Growth CY 2004 or Prior CY 2005 CY 2006 CY 2007/08 (Proj) ARY Digital HBO NICK AXN VH1 One World FTV ARY Group Shopping Channel The Musik Q TV Jang Group GEO Entertainment Geo News Geo Super Geo Films Aag Geo English Indus Vision Channel G M TV Indus News Indus Group Indus Plus PTV PTV PTV National PTV Bolan PTV World Eye TV Hum TV Masala Style Duniya Business Recorder Group Aaj TV Play TV Airwaves Media TV One Waseb News One Kawish Group KTN Kashish KTN News Kainaat Group Apna TV Kook Express Media Express TV Nawa-e-Waqt Waqt TV Herald Group Dawn News

  9. How many people own Television? How many people have access to C&S? TV Ownership – 2004/2006 Cable Access –2004/2006 . Source: NRS (Aftab Associates, 2006); Multi-Media Time Budget Study (Aftab Associates, 2004).

  10. Meter Diary Comparison

  11. Currently available researches in Media • Gallup Ratings • People Meters • National readership survey • Multi-time Budget Study • Establishment surveys • Census of Pakistan • TV Monitoring Report • Print Monitoring Report TV Viewership

  12. Gallup Diary System • Launched in 1994 • Sample of 2200 respondents • 1500 (urban) • 700 (rural) • Sample in KLI: 600 • What is the Diary system • Potential Problems

  13. ID Number: Date: Day Time Band Aag TV Aaj TV Apna ARY Dig. AryOne ATV . . . . . . . . PTV TV One Vibe TV 06:00 - 06:14 06:15 - 06:29 06:30 - 06:44 06:45 - 06:59 07:00 - 07:14 07:15 - 07:29 07:30 - 07:44 07:45 - 07:59 08:00 - 08:14 08:15 - 08:29 08:30 - 08:44 08:45 - 08:59 09:00 - 09:14 . . . . . . . . . . 04:00 - 04:14 04:15 - 04:29 04:30 - 04:44 04:45 - 04:59 05:00 - 05:14 05:15 - 05:29 05:30 - 05:44 05:45 - 05:59 The Diary Sample

  14. About meters in Pakistan • Launched by Media Logic • Equipment provided by Gfk telecontrol (fourth largest research company in the world) • Hardware, software and maintenance provided by Gfk • Gfk has set up meters in at least 14 countries (including India) • Data Delivery from September 2007

  15. Meters: How do they work? Meter Central Processing Servers Internet based software Overnight Data User Remote Users: Planners/Buyers

  16. SEC A SEC E 10% 31% SEC B 16% SEC C 18% SEC D 25% SEC BREAK-UP Meter Panel Composition • In the first phase, panel comprises of Households from Top 3 Metros i.e. KHI, LHR, RWP/ISL • Medialogic conducted an exclusive Establishment survey in order to determine panel composition

  17. 120 100 20 29 30 80 44 Terrestrial 60 C&S 80 40 71 70 56 20 0 Total Karachi Lahore RWP/ISL Cable Penetration • Establishment Survey has also updated the C&S penetration numbers • TAM Panel now reflects the growing C&S Penetration

  18. Data Reliability Questions • Channel switching by cable operator • Idle viewership • Non reported viewership • Equipment/infrastructure related issues • Sample size/Margin of Error • Channel zapping by respondent

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