THE MEDIA WORLD

AD Expenditure comparison 2017 to 2020

Spend in PKR billions

2017 2018 2019 2020

42.35
39.31 Total ADEX 2020
37.55
35.11 PKR 70.91 Bn
with an
Index of 99.5
21.04
18.30
15.59
12.10 12.64 12.00
7.66 6.55 6.55 7.62
4.61 3.50 2.70 2.86 2.52 2.45

TV P OOH R Dig

Index 2020/2019
12% 40% 55% 3% 14%
TOP MEDIA GROUPS Jan – Dec 2020 (PKR Bn)

Revenue: PKR 7.36 Billion

Ranking: 2
Revenue: PKR 11.02 Billion Launch Date: 2004
Platforms : Ary Digital, Ary News, Ary Musik, Ary Zauq, Ary
Zindagi, QTV , Revenue: PKR 3.10 Billion

HBO & Nick. Ranking: 4

Ranking: 1
Ownership: Abdul Razzaq Yaqoob Launch: April, 1964
Launch Date: Early Fifties
CEO: Jerjees Seja Platforms: PTV Home, PTV News, PTV Sports,
Platforms: Geo News, Geo Entertainment, Geo Super, Geo Tez
,Jang, The News, Jang(Sunday Magazine),Daily Awam, Awaz PTV Global, Bolan, National,

& Jang(Mid week), MAG,Akhbar e Jahan Ptv World English

Ownership: Jang Group (Also owns: Info highway Cable & 1

Top Media Groups Ownership: Government of Pakistan
various Print publications) CY 2020 Managing Director: Mohd Malik
CEO: Mir Ibrahim (Geo Network)

Ranking: 3
Ranking: 5 Launch Date: January, 2005
Launch Date: January 1998 Channels: Hum TV, Masala TV, Masala Magazine & Hum Sitaray
Platforms : Express News, Express 24/7, Times, Ownership: HUM Television Network
Daily Express, Express Tribune, Express Sunday magazine & Tribune magazine.. CEO: Duraid Qureshi

Ownership: Television Media Network

Revenue: PKR 3.52 Billion
CEO: Sultan Lakhani
Revenue: PKR 2.87 million

3
Top advertisers & brands Jan – Dec 2020
All the spends are in
Billions
3.9 Top Advertisers

2.1 2.1 2.0

1.4 1.4 1.3
1.1
0.9 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.5 0.5 0.5 0.4

Top Brands
1.2

0.8
0.7 0.7
0.6 0.6
0.5 0.5 0.5 0.5 0.5 0.4
0.4 0.3 0.3 0.3 0.3 0.3 0.3 0.3

Jazz Ariel Surf... Ufone Zong Brite ... Coc Detto... Panadol Pepsi Telen... Head & Sooper Lifebuoy Allie... Sprite Habib Tapal... Safe... Nest...
W... Sh... Ban...

The above ad spending estimations are based on Z2C rates (and on Spot TVC only).
In 2020….

55%
OF THE TOTAL SPEND
WAS BEHIND TV !
In 2017 this was 65%
 THE tv industry has grown exponentially over the years
Numerous private channels catering to different individuals under the roof

17 43 70 86 93 98 100+
Channels Channels Channels Channels Channels Channels Channels

1964 1990 2000 2002 2004 2006 2008 2010 2012 2014 2016

30 GENRE BASED
31 NEWS CHANNELS 21 ENT CHANNELS 23 Regional CHANNELS
CHANNELS

and…
6
COMPARED TO OTHER FORMS OF MEDIA, tv HAS
THE HIGHEST REACH on all audiences!

URBAN TV RADIO NEWSPAPE INTERNET OOH MAGAZINE

Daily reach RS S
All Individuals 70.33% 0.84% 6.07% 6.83% 24.84% 0.49%

MF 18-25 ABCD 73.09% 1.38% 6.40% 11.70% 25.59% 1.11%

MF 26-35 ABCD 73.33% 0.68% 6.19% 8.37% 21.9% 0.45%

MF 36-45 ABCD 71.86% 1.05% 7.91% 6.02% 24.39% 0.62%

MF 46-60 ABCD 63.5% 0.71% 9.86% 3.18% 26.15% 0.15%

*All quoted numbers are based on “Daily” Reach Numbers

*Source: Brandpuls CMI Data 2016

TV- A DEEP Dive
With tv being the top performer in terms
of reaching audiences, it becomes the first
choice for a brand’s media investments
this need to communicate
with audiences begs the
question of how can we plan
TV efficient efficiently?
 Media planning principles- TV
The right audience
Data sets reveal different audiences have varied TV consumption patterns. As TV strategist we can identify
• Which audience is found on which channels
• What are their preferences & where are they spending the most time

At the right time

Different audience sets view content at different times during the day. As a media strategist we
• Target our audience when they are known to utilize television
• Reach them in the most cost efficient manner

The right number of times

The media plan is made based on the brand's objective
• Expose a wider audience to our message Unique Reach @ 1+
• Expose the same audience to our message repeatedly building reach at other frequency levels

Using the right media mix

Choosing the right channel mix to communicate the message to the TG while also keeping a check on
media deliverables
 Understanding Media Concepts
Key terms used in the TV media spectrum
Certain terms concepts are widely used to understand TV media trends & benchmarks.These
common terms can be used to represent the brand objective and results
 Target Ratings CPRP/
Reach Frequency
Audience (GRPS) CPM
 KEY CONSUMER GROUP OF THE
BRAND
They are the core group that a brand wants to talk to!

Target
KEY elements to define the audience
Audience

Age Income/SEC

Gender Location
 % of the tg exposed to the communication
This is the media currency depicting the % of a TG that has
viewed your commercial / content piece. They are Audience
specific

Ratings Eg: Baaghi, airing on Urdu 1has a rating of 2.4

This represents 2.4% of a particular TG (Individuals) have
viewed the show

All Individuals F 18-40 ABCD M18-40 ABCD

2.4 1.32 1.53

*TG: Individuals- Kantar

 GROSS RATING POINTS
This is the sum of “ALL RATING POINTS” on a plan against an
(GRPS) audience to help us gauge the effectiveness of a plan.

2.4 3.1 1.8

Grps = 2.4 + 3.1 + 1.8  7.3

Grps are…
Audience specific. The GRPS of two different audiences cannot
be added together!

Also known as “TRPS”- Total Rating Points

& “TVRS”- TV Ratings *TG: Individuals- Kantar
 Unduplicated % OF THE TG REACH IS ALWAYS
REACHED BY A Reach Unduplicated
Can never exceed 100%
COMMUNICATION
Campaign Reach can be built by:

• Exposing a newer chunk of the TG to generate awareness

• Catching the TG on unexplored time bands and
channels

4 out of 10 people have been

exposed to our message
40% reach
 Question
What is the reach of this plan?
Person 1 Person 3 Person 3 Person 4 Person 5 Person 6
Program 1
Program 2
Program 3

83.3%
AVG NO. OF exposures PLANNED
DURING
The average no. of times aA CAMPAIGN
household / TG is exposed to the
message

Since frequency would differ for each person the average

frequency is used as an effective measure

Average frequency = total GRPS Frequency

% Reach

HIGH AVG. Frequency is important to

Drive home the brands message- create awareness/ create recall

Make people understand a complicated message

Initiate a reaction within a limited time period

 REACH AND FREQUENCY
A certain portion of the audience saw the communication more than once…

Exposed once
25 rating
(frequency of 1)
35Exposed
rating twice
35 (frequency of 2)
25
Exposed three times
(frequency of 3)
15 rating

15
 REACH & FREQUENCY EXPLAINED
Schedule: Frequency Distribution (470 ratings)
Reach in %
Reach at 5+ shows that at least 38% of the TG has
90 viewed an ad a minimum of 5 time
82
80
Reach  38%
70 68 Frequency 5+
59
60

50 48

40 38
33
30 28
22
20 15 13
10

0
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+

Reach
 Question
What is the avg frequency of this plan?
GRPS Person 1 Person 3 Person 3 Person 4 Person 5 Person 6
Program 1 15
Program 2 32
Program 3 3

Plan GRPS: Plan Reach: Plan avg

129 83.3 1.55

Frequency:
 GRPS, REACH & FREQUENCY ARE ALL
CONNECTED!

Frequency

(GRPS) Reach xfrequency =

GRPS
Reach
 Quick check

Reach x frequency =
Plan GRPS:
GRPS
Plan Reach: Plan avg

?
Frequency:

1500 98%
Plan GRPS: Plan Reach: Plan avg

5
Frequency:

? 83.3
%
Plan GRPS: Plan Reach: Plan avg

4
Frequency:

200 ? 24
 Calculating grps-sample question
A campaign has been aired 8 times with the following results. How many GRPS did the campaign
achieve?
Ad Insert Rating
No
1 8
2 11
3 12
4 7 = 80 GRPs
5 8
6 12
7 10
8 12
 Calculating REACH question
The target population of the campaigns TG is a 10 people. If 3 people viewed the ad at least once, what
would the reach be at 1+?

Reach @ 1+
70%
50%
30%
Insufficient data
= 30% @ 1+
 Calculating REACH & INCREMENTAL REACH
question
If each viewer generates 10 rating point, determine the following

• Total GRPS
• Reach @1+ after the first spot was viewed by the audience
• Incremental reach after spot B was aired

Spots AUDIENCE RATING REACH INC.

@1+ REACH
1 2 3 4 5 6 7 8 9 10

A   

B    
 Cost per rating point
Measure to determine the cost efficiency of a TV campaign.
The CPRP depicts the amount of money spent to generate a
single rating point

Each channel / content piece will have different CPRPS CPRP/

An overall CPRP can be determined with the following formula
CPM
CPRP = Total Cost
Total GRPS

In most cases
Lower CPRP plans are considered more efficient since a smaller
amount is being spent to generate each rating point

COST GRPS CPRP

Plan A 2000 20 100
Plan B 2000 10 200
 other Media terminology commonly
used
SOS
% of spend by the brand against the competition in a given time period

SOv
% of noise generated (GRPS) against the spends

Positioning
Where the communication is placed in a channels ad capsule

Premium
When the ad is placed right before or after the content breaks for advertisement- First 3 / Last 3
Positioning
 SOS/SOV- US VS. COMPETITION
The SOS / SOV (Share of Spend / Share of Voice) is a measure to determine the cost efficiency of a media plan in comparison with
its competition.

A brands % spend will lead to the creation of a share of Voice within the market.

Sos % SoV % COST

EFFICIENT
PLAN
Calculating SOS-sample question
What is the SOS of brand C?

Brand Spend (Mn)

A 30.0
B 45.5
C 90.7
D 12.4
E 22.4

= 45%
 Calculating SOS-sample question
What is the SOS of brand C? What is the SOV of brand C?

Brand Spend (Mn) Brand GRPS

A 30.0 A 3,512
B 45.5 B 4,221
C 90.7
C 5,639
D 12.4
D 679
E 22.4
E 2,579

= 45% = 34%

WHICH BRAND IS THE MOST EFFICIENT??

 Brand a was the most efficient!
Brand A spent relatively less but gained 6% more GRPS than its actual spend.

Brand Spend (Mn) SOS % GRPS SOV % CPRP

A 30.0 15% 3,512 21% 8,542
B 45.5 23% 4,221 25% 10,779
C 90.7 45% 5,639 34% 16,084
D 12.4 6% 679 4% 18,262
E 22.4 11% 2,579 16% 8,658

What is each brands’ CPRP?

 other Media terminology commonly
used
GENRE
Type of channel eg: Entertainment, News, Sports, Religious, Cooking

daypart
Different hours of the day divided to represent time bands eg: Prime time
 How is a media day divided
Late night
Usually the second most expensive
time slot. Fresh content on news
(current affairs &satires) & repeats
on Entertainment channels

Prime-time GRAVEYARD
Late Also called the dead hour. Minimal
The channels strongest & freshest
content aired during “Prime Time” to Night ad placement due to low viewership
gain maximum viewership & ratings.
Also the most expensive slot of the Prime Graveyard
day in most cases Time

Evening
Evening
Also called “matinee” this timeslot is
an extension where repeat programs
as well as fresh content is aired

Morning
Afternoon

afternoon Morning
Early morning hours where special
Afternoon timebands mostly air repeats of
morning content is created in the
fresh episodes that were aired during the last
form of “Morning Shows”
days “Prime Time”
 WHEN IS TV VIEWERSHIP THE HIGHEST
Brands usually target their audiences based on what they are where, where they are
watching and at what time are they watching a certain channel or content piece

Ratings
0.35

0.30 Over the years, Prime Time and Post Prime remain the highest
Viewership generating time bands
0.25

0.20

0.15

0.10

0.05

-
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Hour
2015 2016 2017

*Source: Research Data Starcom

 other Media terminology commonly
used
EFFECTIVE
No. of times a person is exposed to an ad before a response is achieved & before the message
FREQUENCY
delivery becomes wasteful

Brand recall
Unaided recall through which consumers can name the brand from memory when prompted by a product category

CLUTTER
Where the communication is placed in a channels ad capsule
 What is cable tv???
Cable television is a system of delivering television programming to paying subscribers via radio frequency

More than 200 cable operators are delivering services in Pakistan with divisions based on

Zones Areas Territories

In Pakistan, majority of the channels are distributed via the cable operators. Alongside, they
run their own cable channels on a smaller scale particular to each location.
Smaller brands tend to opt for cable to reach to a very segmented audience set.
As of now, no proper cable tracking exists in Pakistan. 39
What is a tvc???

A piece of brand communication Intended for a specific audience Inform the TG about

A new product/ brand

A short term sale/ promotion
Functional aspects of a product
The equity of the product
The brand promise
 SOME COMMON FACTS ABOUT
TVCS

Usually in multiples of x5

A TVC itself can have multiple versions!

The primary communication is called the main copy while the smaller versions of the same copy are known as adapts.
 Mostly in Pakistan…

Spots are made of 30 seconds.

Adapts can range from 5 ,10, 15, 20 & 25 seconds
Cost and frequency depends upon copy sizes
Copy Size Cost
If a 30 second copy costs 6000 rupees, what will be the cost of
the following adapts 5

Cost = cost of 30 second copy x copy size 25

30 seconds 60

110
 Mostly in Pakistan…

Spots are made of 30 seconds.

Adapts can range from 5 ,10, 15, 20 & 25 seconds
Cost and frequency depends upon copy sizes
Copy Size Cost
If a 30 second copy costs 6000 rupees, what will be the cost of
the following adapts 5 1,000

Cost = cost of 30 second copy x copy size 25 5,000

30 seconds 60 12,000

110 22,000
REGULATORY BODIES &
MEASUREMENT TOOLS
 Regulatory bodies | Media Industry

Pakistan electronic Pakistan broadcasters Pakistan advertising

media regulatory
authority
Facilitation/ Regulation of the
private electronic media
Broadcasting Houses, Ad Agencies
Issues/ manages channel licenses
Works to improve standards of
information, education &
entertainment
association
Providing optimum advantage to
media stake holders i.e.
& Advertisers
society
Empowering members in dealing
with organizations integral to the
media industry
Representative of 80% ad spend of
Pakistan.
 Tv measurement
TV measurement has evolved since its inception in the early 90’s along with the rapidly
changing & developing media trends.

Three systems have been used over the period of time & the most recent one currently being
used is “KANTAR

The diary GFK KANTAR

METERS
Launched in 1994 Launched by Media Logic A more evolved version of the GFK
meters
Sample of 2,200 respondents Equipment provided by Gfk
-1500 Urban telecontrol 900+ meters installed in over 20
-700 Rural Data Delivery from September 2007 cities

Sample KLI: 600 Automated system to record Ratings calculated after every 1
viewership numbers minute
Manual mapping of watched shows
Ratings calculated every 30 seconds Region wise bifurcation
Low on accuracy
600 meters in 8 cities of Pakistan The most accurate mechanism till
date
 Data reliability factors
Certain external factors have an impact on the TV measurement which might hinder the
accuracy of the data

Thus, a margin of error is always kept as a buffer to avoid over or understatement of results

Channel switching by cable operators

Idle viewership

Non reported viewership

Infrastructure issues

Channel zapping