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.
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.
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
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
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