GALLUP PAKISTAN

MEDIA CYBERLETTER 2014

Dear Colleagues,
It gives me pleasure to introduce to you the Gallup
Pakistan TV Ratings Analysis 2014.
Keeping its tradition of more than 20 years, Gallup
has compiled all relevant information that a media
professional needs to understand the overall media
landscape in the country in one document based on
Gallup TV Ratings Service Data.
The Gallup TV Ratings Service is the only National
TV Ratings Service in Pakistan with more than 5500
men and women spread across all 4 provinces and
covering urban and rural areas. As compared to
alternative TAM Solutions, Gallup Pakistans service
is statistically more accurate and has far smaller
sampling errors and design effects.
The Cyberletters of Gallup, with their new dynamic
look, are part of the re-engineering and overhaul
exercise at Media Research Department in specific
and Gallup brand name overall.
Do you have any views or feedback on the content
of the Cyberletter? Drop us a line or a call.

Maham Saleem
Gallup Islamabad
Babar Aziz
Gallup Karachi
Email: isb@gallup.com.pk

Advisory Committee:
Dr. Ijaz Shafi Gilani, Chairman & Chief Executive
Jawaid Muhammad Salik, Executive Director,
Media Research Division, Gallup Pakistan
2

Broadcasting Environment - Basic Facts

Top 15 Channels during 2014 (Foreign & Local Channels)
Top 15 Channels during 2014 (Local Channels)
Average Time Spent per Viewer per Day
Month-wise Genre-wise Viewership Review
National Market Share (%)
Urban Market Share (%)
Rural Market Share (%)
Metros Market Share (%)
Large Cities Market Share (%)
Small Cities & Towns Share (%)
Local News Channel Share %

CONTENTS

Local Entertainment Channels Share %

Local Music Channels Share %
Local Regional Channels Share %
Local Religious Channels Share %
Local Movie Channels Share %
Average Time Spent (2013 vs 2014) - National Viewers
Average Time Spent (2013 vs 2014) - Cable & Satellite Viewers
Daily Average Time Spent per Viewer
Daily Average Time Spent per Tune-in Viewer (KHI - LHR - ISB)
Hourly Ratings (2013 vs 2014) - All National Viewers
Hourly Ratings (2013 vs 2014) - Cable & Satellite Viewers
Terrestrial vs Cable & Satellite Channels Share % (National)
Terrestrial vs Cable & Satellite Channels Share % (Metros)
Terrestrial vs Cable & Satellite Channels Share % (Rural)
Terrestrial vs Cable & Satellite Channels Share % (Urban)
Terrestrial vs Cable & Satellite Channels Share % (Large Cities)
Terrestrial vs Cable & Satellite Channels Share % (Small Cities & Towns)
Men vs Women (Average Time Spend per Viewer)
Daily Viewing Time per Individual (2013 vs 2014)
Yearly Cumulative Reach (2014)

4
5
5
6
6
7
7
7
7
7
7
8
8
8
8
8
8
9
9
10
10
11
11
12
12
12
12
12
12
13
13
14
3

Broadcasting Environment - Basic Facts

Total Household

Total Individuals

26.5

180

Million

Million

Total TV Household

Total Individuals

21

124

Million

Million

Total Cable Penetration

Total Individuals

11.5

cable

Million

cable

cable

68.2

cable

Million

News

Entertainment

Sports

Children

Music

AAJ News

A Plus

Geo Super

Cartoon Network

8XM

ABB Tak

ARY Digital

PTV Sports

Nickelodeon

ARY Music

AJK TV

ATV

Ten Sports

ARY News

Express Entertainment

Business Plus

Geo Kahani

Food

Capital TV

Geo Entertainment

Masala

Channel 5

Hum TV

Zaiqa

City 42

Indus Vision

Film World

Dawn News

Koh-e-Noor

Filmax

Health

Dhoom

Light Asia

Filmazia

HTV

Din News

PTV Global

HBO

Dunya TV

PTV Home

Silver Screen

Express News

PTV National

Regional

Geo Tez

TV One

Apna TV

Geo News

Urdu 1

AVT Khyber

Indus News

nVibe

Awaz

Educational

Jaag (CNBC Pakistan)

Dharti

Virtual TV

Khyber News

Kashish

KTN News

KTN

Metro One

Mehran

News One

PTV Bolan

PTV News

Punjab TV

PTV World (English)

Raavi

Royal News

Rohi TV

Jalwa
K2

Samaa TV

Religious

Sabz Baat

Sindh News

ARY QTV

Sindh TV

Vsh News

Haq TV

Urooj

Waqt TV

Madni

Waseb TV

Oxygene

Movies

Starlite

Top 15 Channels during 2014

Top 15 Foreign & Local Channels (in terms of Avg. Ratings and Reach)
Target: Audience: National CnS Viewer | Timeslot: 06:00 AM - 11:59 PM

1.8

14.67

1.2

10.51

0.9

7.66

8.43

7.41

7.56
4.69

0.6

4.92

4.28

4.32

4.88

4.60

3.50

3.51

2.23

Average Reach %

Average Ratings %

1.5

0.17%
PTV Sports

0.19%

0.19%
PTV News

Samaa TV

0.23%
Urdu 1

0.26%
ARY News

0.28%
Hum TV

0.28%
Zee TV

0.29%

0.30%
KTN

Geo Entertatinment

0.45%
Geo News

0.45%
ARY Digital

0.48%

0.65%
Cartoon Network

Sony

0.78%
PTV Home

Star Plus

1.02%

0.3

Top 15 Channels during 2014

Top 15 Local Channels (in terms of Avg. Ratings and Reach)
Target: Audience: National CnS Viewer | Timeslot: 06:00 AM - 11:59 PM

1.8
10.51
7.66

1.2

7.56
7.41

0.9

4.69

4.92

4.88
3.50

4.32

4.60

3.51

0.6

2.52

2.23

2.92

2.77

0.65%

0.45%

0.45%

0.30%

0.29%

0.28%

0.26%

0.23%

0.19%

0.19%

0.17%

0.16%

0.14%

0.14%

Cartoon Network

ARY Digital

Geo News

KTN

Geo Entertatinment

Hum TV

ARY News

Urdu 1

PTV News

Samaa TV

PTV Sports

A Plus

ARY QTV

ATV

0.78%

0.3

PTV Home

Average Ratings %

1.5

Average Time Spent per Viewer

Year: 2014 | Day-wise Comparison | Target Audience: All viewers | Region: National
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
155
150

(in minutes)

145
140
135
130
125
120
Jan 14

Feb 14

Mar 14

Apri 14

May 14

Jun 14

Jul 14

Aug 14

Sep 14

Oct 14

Nov 14

Dec 14

Month-wise Genre-wise Viewership Review

TA: National, CnS Viewers | Function: Average Time Spent per Tune-in Viewer
Local Entertainment
Foreign Entertainment
Local News

Average Time Spent (in minutes)

100

Sports

90
80
70
60
50
40
Jan 14

Feb 14

Mar 14

Apri 14

May 14

Jun 14

Jul 14

Aug 14

Sep 14

Oct 14

Nov 14

Dec 14

Foreign Entertainment includes Colours, Fashion TV, Sab TV, Set Max, Sony, Star Gold, Star Plus, Star Movies, Star World, Zee TV
Local Entertainment includes A+, ALite, ARY Digital, ARY Zindagi, ATV, Express Entertainment, Geo Kahani, Geo Entertainment, HUM TV, Indus Vision, Koh-e-Noor, Light
Asia, PTV Global, PTV Home, PTV National, TV One, Urdu 1
Local News include AAJ News, Aab Tak, AJK TV, ARY News, Business+, Capital TV, Channel 5, City 42, Dawn News, Dhoom, Din News, Dunya TV, Express News, Geo Tez,
Geo News, Jaag, Khyber News, KTN News, Metro One, News One, PTV News, PTV World, Royal News, Samaa TV, Sindh News, VSH News, Waqt TV

Genre-wise Market Share

National

Urban

Foreign Entertainment

11.384

Foreign Entertainment

Local Entertainment

53.747

Local Entertainment

Local News

15.684

Local News

Sports

2.536

Sports

Regional

3.244

Regional

Children

3.418

Movies
Music
Cooking
Education
Religious
Others

Rural

15.274
45.98
14.864

9.244

Local Entertainment

58.018

Local News

16.135

Sports

2.237

2.955

Regional

3.403

Children

2.452

Children

3.948

0.889

Movies

0.954

Movies

0.854

0.625

Music

0.649

Music

0.612

0.258

Cooking

0.367

Cooking

0.198

0.01

Education

0.005

Education

0.013

1.57

Religious

2.053

Religious

1.304

Others

4.034

6.635

Others

3.08

Foreign Entertainment

11.367

Genre-wise Market Share

Metros

Large Cities

Small Cities & Towns

Foreign Entertainment

18.936

Foreign Entertainment

13.796

Foreign Entertainment

12.429

Local Entertainment

40.283

Local Entertainment

35.307

Local Entertainment

55.431

Local News

18.631

Local News

18.33

Local News

10.006

Sports

3.518

Sports

3.815

Sports

2.386

Regional

0.262

Regional

3.046

Regional

5.433

Children

2.786

Children

1.697

Children

2.433

Movies

0.873

Movies

1.18

Movies

0.941

Music

0.66

Music

0.815

Music

0.574

Cooking

0.553

Cooking

0.411

Cooking

0.176

Education

0.004

Education

0.016

Education

0.002

Religious

2.314

Religious

2.633

Religious

1.585

Others

11.18

Others

Others

8.604

18.954

Local Channels Share (%)

Timeslot: 24 Hours | Period: January - December, 2014

news
55.57

PTV News

14.86

GEO News

8.84

ARY News

6.46

Samaa TV

3.64

Express News

2.82

AAJ News

1.34

Metro One

1.11

KTN News

46.79

KTN

0.97

Dunya News

15.00

Sindh TV

0.89

Din News

12.50

Kashish TV

0.67

Dawn News

6.43

Mehran TV

0.59

GEO Tez

4.64

Waseb

0.52

Sindh News

2.86

Awaz

0.30

Business Plus

2.86

PTV Bolan

0.30

Dhoom TV

1.79

Apna Channel

0.22

Capital TV

1.79

AVT Khyber

0.22

Channel 5

1.79

Dharti TV

0.22

Waqt TV

1.79

Rohi TV

0.15

City 42

1.07

Arooj

0.15

News One

0.36

Punjab TV

0.15

Royal News

0.36

Sabzbaat

regional

religious

music

47.41

ARY QTV

50.00

ARY Musik

39.26

Madni Channel

24.07

8xM

7.11

ATV

13.33

Haq TV

18.52

Jalwa

4.32

ARY Digital

3.70

K2

2.81

GEO Entertainment

3.70

Oxygene

2.70

Hum TV

2.25

Urdu 1

1.51

A Plus

0.89

GEO Kahani

0.82

Express Entertainment

0.73

TV One

movies

entertainment
75.64

PTV Home

33.77

Film World

0.52

PTV National

28.57

Filmazia

0.37

Indus Vision

28.57

HBO

0.26

PTV Global

3.90

Filmax

0.02

Kohenoor

3.90

Silver Screen

0.02

Light Asia

1.30

Starlite

0.02

Vibe TV

Average Time Spent

Region: National, All National Viewers, Timeslot: 24 H

142

139.5

138.2

139.7

128

137.3

139.4

141.9

139.4

141.8

141

142.3

142.3

135.4

139.8

140.2

141.9

142.7

140.7

142

140.2

143.4

139.7

(in minutes)
133.2

(in minutes)

JAN
FEB
MAR
APR
MAY
JUN

2013

2014

JUL
AUG
SEP
OCT
NOV
DEC

Average Time Spent

Region: Cable & Satellite Viewers, All National Viewers, Timeslot: 24 H

132.6

129.5

130.1

127.5

130.1

118.1

126.3

131.1

126.6

138.1

130.1

132.1

133.8

127.9

130.5

136.3

130.8

130.9

133.5

132.2

134.4

133.3

129.7

(in minutes)
122.8

(in minutes)

JAN
FEB
MAR
APR
MAY

2013

JUN
JUL
AUG
SEP

2014

OCT
NOV
DEC

Daily Average Time spent per viewer

Geographical Segment wise | Target Audience: All Viewers
Large Cities
Rural
Metros
Urban
Small Cities & Towns

155
150
145

(in minutes)

140
135
130
125
120
115
Jan 14

Feb 14

Mar 14

Apri 14

May 14

Jun 14

Jul 14

Aug 14

Sep 14

Oct 14

Nov 14

Daily Average Time spent per Tune-in Viewer (Karachi - Lahore - Islamabad)
Target Audience: National Viewers

10

155
112.4
133.6

170.1
119.2
131.2

151.8
110.8
132.3

158.4
115.9
133.2

156.8

Jan

Feb

May

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

14

14

14

14

14

14

14

14

14

14

14

14

110.6
134.2

159.8
98
135.1

154
106.1
137.7

168.1
109.7
135.9

167
112.4
140.3

156.8
114.6
141.8

159.2
103.7

islamabad

127.4

153.2
105.1

lahore

128.8

(in minutes)

karachi

Dec 14

05:00 - 05:59

04:00 - 04:59

03:00 - 03:59

02:00 - 02:59

01:00 - 01:59

00:00 - 00:59

23:00 - 23:59

22:00 - 22:59

21:00 - 21:59

20:00 - 20:59

19:00 - 19:59

18:00 - 18:59

17:00 - 17:59

16:00 - 16:59

15:00 - 15:59

14:00 - 14:59

13:00 - 13:59

12:00 - 12:59

11:00 - 11:59

10:00 - 10:59

09:00 - 09:59

08:00 - 08:59

05:00 - 05:59

04:00 - 04:59

03:00 - 03:59

02:00 - 02:59

01:00 - 01:59

00:00 - 00:59

23:00 - 23:59

22:00 - 22:59

21:00 - 21:59

20:00 - 20:59

19:00 - 19:59

18:00 - 18:59

17:00 - 17:59

16:00 - 16:59

15:00 - 15:59

14:00 - 14:59

13:00 - 13:59

12:00 - 12:59

11:00 - 11:59

10:00 - 10:59

09:00 - 09:59

08:00 - 08:59

07:00 - 07:59

06:00 - 06:59

07:00 - 07:59

06:00 - 06:59

Hourly Ratings (2013 vs 2014)

Target Audience: All National Viewers | Function: Average Ratings %

2013

40
2014

30

20

10

10

20

30

40

Hourly Ratings (2013 vs 2014)

Target Audience: Cable & Satellite Viewers | Function: Average Ratings %

2013

2014

30

20

10

10

20

30

11

12

19

20

18

27

44

53

54

54

51

57

67

71

78

77

70

19

23

19

33

44

45

47

57

50

44

46

50

54

56

57

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

4
8
9
12
14
14
14
20
28
31
34
36

23

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2000

30
32
35
33
30
34
40
44
46
46

28

2005
2006
2007
2008
2009
2010
2011
2012
2013
2014

2000

2014

2013

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

2002

75

77

78

75

75

71

72

71

60

58

48

35

20

25

23

22

25

25

29

28

29

40

42

52

65

80

68

72

54

54

56

60

66

70

67

65

68

70

74

81

89

(Combined)

34

33

33

38

41

44

42

39

47

49

54

67

81

26

2004

32

19

2003

2001

11

2002

84

(Combined)

66

67

67

62

59

56

58

61

53

51

46

33

19

74

77

64

66

69

72

80

86

86

86

88

91

92

96

97

16

2001

84

Cable & Satellite

2014

2013

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

2002

26

2002

94

16

2000

All Terrestrial

43

44

46

50

54

56

50

43

53

55

56

67

81

Large Cities

2001

2001

95

Rural

77

2000

National

81

30

23

22

29

33

43

49

46

46

47

56

73

82

80

81

Terrestrial vs Cable & Satellite Channels Share %

Target Audience: All Viewers

Metros

Urban

Small Cities & Towns

Men vs. Women (Average Time Spend per Viewer)

Year 2014 | Target Audience: All National Viewers

155
Men

Women

(in minutes)

150

145

140

135

130
Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Week

Daily Viewing Time per Individual - 2013 vs. 2014

Data Source: Gallup Pakistan | Target Audience: All National Viewers
2013
2014

02:05:00

02:06:00

02:02:00

total

male

female

02:07:00

02:05:00

02:08:00

13

Yearly Cumulative Reach - 2014

Period: Jan 01 - Dec 31, 2014 | Target: All Age 4+ National Viewers

Yearly
Cumulative Reach
%

Monthly Average
Cumulative Reach
%

Yearly
Cumulative Reach
%

Monthly Average
Cumulative Reach
%

TOTAL

99.89

99.81

Kashish TV

10.04

6.40

A Plus

18.27

9.53

Khyber News

2.26

0.27

AAJ News

24.55

11.05

KTN

18.80

13.57

Al Jazeera English

8.69

2.84

KTN News

8.82

3.64

Apna Channel

8.97

2.39

M TV

15.12

4.72

ARY Digital

41.58

22.20

Masala TV

12.52

3.86

ARY Musik

17.29

8.35

News One

6.09

1.64

ARY News

35.06

16.67

Nickelodeon

9.49

3.34

ARY Qtv

25.79

11.95

Oxygene

6.67

1.36

ATV

43.70

22.33

PLAY MAX

3.87

2.29

AVT Khyber

5.83

1.43

PTV Home

79.10

60.54

AXN

14.04

4.01

PTV National

20.07

6.75

BBC World

17.56

4.00

PTV News

52.91

30.98

Business Plus

8.67

1.98

PTV Sports

35.98

12.06

Capital TV

5.61

1.49

Punjab TV

3.97

0.52

Cartoon Network

31.88

12.82

Rohi TV

6.42

2.74

Channel 5

4.07

1.83

Samaa TV

21.28

10.02

City 42

4.14

1.18

Silver Screen

6.40

1.88

CNN

11.40

3.41

Sindh News

6.79

2.81

Dawn News

10.41

4.39

Sindh TV

20.35

9.92

DHARTI TV

6.66

2.45

Sony

43.07

25.12

Din News

12.38

4.93

Star Plus

47.13

30.83

Dunya News

15.90

4.02

Ten Sports

26.46

11.86

Express Entertainment

18.49

8.24

TV One

24.32

9.29

Express News

23.13

11.27

Urdu 1

26.16

16.97

Fashion TV

6.71

1.53

Vibe TV

3.78

0.67

Filmazia

12.33

6.01

Waqt TV

5.42

1.66

GEO Entertainment

35.89

17.61

Waseb

7.13

3.87

GEO Kahani

16.70

5.77

OTHER

60.17

47.64

GEO News

46.24

23.61

GEO Super

14.45

3.93

GEO Tez

12.31

3.21

Haq TV

7.52

5.34

HBO

17.72

6.54

Hum TV

32.48

16.04

Indus Vision

16.47

5.19

Jaag

10.40

2.66

Jalwa

12.69

3.38

Channel Name

14

Channel Name

Media and Television Audience Measurement Cyberletter

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