An Overview of Television Viewership & Monitoring

During

ICC World Cup 2011

Viewership Overview

Key Point

Slide 04 “Overall minutes consumption during world cup days were higher than pre World Cup days, specially with the start of quarter final, which increased by

09% on both targets.”

Minutes Consumption During World Cup (24hrs)

167.5163.1

169.8 169.0 167.5165.2

180.8

185.9

150.0

155.0

160.0

165.0

170.0

175.0

180.0

185.0

190.0

Total Ind.

180.4

174.3178.4 177.7 177.0

174.1

189.6194.1

160.0

165.0

170.0

175.0

180.0

185.0

190.0

195.0

200.0

C&S Ind.

WC started from 19th Feb 09% Increaseduring Qtr

final

09% Increaseduring Qtr

final

03% Increaseduring semi final& final

02% Increaseduring semi final& final

WC started from 19th Feb

Slide 06 “Market Share of Sports category increased with more than 100% on both target audiences whereas Local Entertainment increased by 07% and 03% on Total and

C&S Ind accordingly. Local Ent increased due to matches aired on PTV Home”

Key Point

Market Share (24hrs) - Pre & During World Cup Days

Pre WC 07 Jan – 18 Feb, 43 daysDur WC 19 Feb – 02 April, 43 days

21.0

15.7

15.4

13.7

13.6

10.1

3.7

3.1

1.8

1.2

0.7

19.7

18.9

16.2

13.8

15.5

4.7

4.0

2.7

2.2

1.3

0.9

0.0 5.0 10.0 15.0 20.0 25.0

Local Ent

Foreign Ent

Inhouse

Others

News

Sports

Children

Movies

Music

Regional

Cooking

Total Ind

Dur

Pre

17.4

17.2

15.2

14.8

12.1

11.4

4.2

3.5

2.1

1.3

0.8

18.0

20.8

15.2

16.7

11.7

5.3

4.4

3.0

2.5

1.5

1.0

0.0 5.0 10.0 15.0 20.0 25.0

Inhouse

Foreign Ent

Others

News

Local Ent

Sports

Children

Movies

Music

Regional

Cooking

C&S Ind

Dur

Pre

Slide 08/09“In terms of Average Rating% (24hrs), viewership of Sports category jumped up

with more than 100% (approx 140%) whereas News went down by 7 – 8 % on both targets. Local Entertainment increased by 14% and 08% on Total

and C&S Ind accordingly.

Key Point

Viewership Across Time Band | TA : Total Ind.

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

Pre World Cup

Local Ent

News

Sports

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

During World Cup

Local Ent

News

Sports

Viewership Across Time Band | TA : C&S Ind.

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

Pre World Cup

Local Ent

News

Sports

0.0

1.0

2.0

3.0

4.0

5.0

6.0

During World Cup

Local Ent

News

Sports

Slide 11“In terms of Average Rating% (24 hrs) during world cup days , Geo Super went up

with more than 200% and PTV Home increased by 57% on target Total Ind.”

Key Point

Geo Super and PTV Home Viewership

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

00

:00

01

:00

02

:00

03

:00

04

:00

05

:00

06

:00

07

:00

08

:00

09

:00

10

:00

11

:00

12

:00

13

:00

14

:00

15

:00

16

:00

17

:00

18

:00

19

:00

20

:00

21

:00

22

:00

23

:00

Viewership Across Time Band (Pre/Dur WC) Total Ind

GEOS Pre WC

PTVH Pre WC

GEOS Dur WC

PTVH Dur WC

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

00

:00

01

:00

02

:00

03

:00

04

:00

05

:00

06

:00

07

:00

08

:00

09

:00

10

:00

11

:00

12

:00

13

:00

14

:00

15

:00

16

:00

17

:00

18

:00

19

:00

20

:00

21

:00

22

:00

23

:00

Viewership Across Time Band (Pre/Dur WC) C&S Ind

GEOS Pre WC

PTVH Pre WC

GEOS Dur WC

PTVH Dur WC

0.3

0.7

1.01.1

0.0

0.2

0.4

0.6

0.8

1.0

1.2

GeoS PTVH

Average R% - Total Ind. (24hrs)

Pre

During

0.4

0.1

1.1

0.4

0.0

0.2

0.4

0.6

0.8

1.0

1.2

GeoS PTVH

Average R% - C&S Ind.(24hrs)

Pre

During

Pre WC 07 Jan – 18 Feb, 43 daysDur WC 19 Feb – 02 April, 43 days

Slide 13“Comparing all days, viewership went high specially during days when Pakistan

played matches. Highest viewership were during semi final, and it peaked that day by 24% at 21:00 on Geo Super C&S Ind.”

Key Point

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

19

-Feb

20

-Feb

21

-Feb

22

-Feb

23

-Feb

24

-Feb

25

-Feb

26

-Feb

27

-Feb

28

-Feb

1-M

ar

2-M

ar

3-M

ar

4-M

ar

5-M

ar

6-M

ar

7-M

ar

8-M

ar

9-M

ar

10

-Mar

11

-Mar

12

-Mar

13

-Mar

14

-Mar

15

-Mar

16

-Mar

17

-Mar

18

-Mar

19

-Mar

20

-Mar

23

-Mar

24

-Mar

25

-Mar

26

-Mar

29

-Mar

30

-Mar

2-A

pr

Day Wise Viewership - Total Ind

GEOsuper* PTVhome*

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

19

-Feb

20

-Feb

21

-Feb

22

-Feb

23

-Feb

24

-Feb

25

-Feb

26

-Feb

27

-Feb

28

-Feb

1-M

ar

2-M

ar

3-M

ar

4-M

ar

5-M

ar

6-M

ar

7-M

ar

8-M

ar

9-M

ar

10

-Mar

11

-Mar

12

-Mar

13

-Mar

14

-Mar

15

-Mar

16

-Mar

17

-Mar

18

-Mar

19

-Mar

20

-Mar

23

-Mar

24

-Mar

25

-Mar

26

-Mar

29

-Mar

30

-Mar

2-A

pr

Day Wise Viewership - C&S Ind

GEOsuper* PTVhome*

All Matches Average Viewership (24hrs)

PK

v K

EN

PK

v S

L

PK

v C

AN

PK

v N

Z

PK

v Z

IM

PK

v A

US

PK

v W

I

PK

v I

ND

PK

v K

EN

PK

v S

L

PK

v C

AN

PK

v N

Z

PK

v Z

IM

PK

v A

US

PK

v W

I

PK

v I

ND

Monitoring Overview

Monitoring is based on only 02 channels (Geo Super and PTV Home) and share%is taken on the basis of Air Time which includes TVC and On Screen Branding both.

- FMCG remained highest with 42% followed by Telecom 33%.

- Comparing with TVC, On Screen Branding has significant share of 32% speciallyduring live matches which is 41%.

- Unilever lead the top advertiser category (GEOS+PTVH) followed by EBM andPEPSI

- In top brand category, Ufone topped followed by HBL and UBL .

Key Findings

Sector Wise Break Up During World Cup MatchesOn Geo Super & PTV Home (in terms of Air Time)

FMCG43%

TELECOM34%

SERVICES15%

Others8%

On Screen Branding

FMCG41%

TELECOM33%

SERVICES19%

Others7%

TVC

FMCG42%

TELECOM33%

SERVICES17%

Others8%

SOA(TVC + On Screen Branding)

TVC59%

On Screen Branding

41%

Share of TVC v OSB During Matches

TVC85%

On Screen Branding

15%

Share of TVC v OSB During Highlights

OSB32%

TVC68%

Share of TVC v OSB During Matches and Highlights

Share of TVC And OSB(On Screen Branding) During World Cup Matches/ Highlights On Geo Super & PTV Home (in terms of Air Time)

On Screen Animation

78%

On Screen Logo22%

Share% of Types of OSBDuring Matches

On Screen Animation

62%

On Screen Logo15%

Pic & Pic / Bloomberg

23%

Share% of Types of OSBDuring Highlights

Share % of Types of OSB(On Screen Branding) Aired During World Cup Matches/ Highlights On Geo Super & PTV Home (in terms of Air Time)

On Screen Animation

75%

On Screen Logo21%

Pic & Pic / Bloomberg

4%

Share% of Types of OSB During Matches/ Highlights

Top 15 Advertisers During World Cup Matches(Geo Super + PTV Home, TVC + OSB)

0

400

800

1200

1600

2000

Top 15 Advertisers (In term of Mins)

0

400

800

1200

1600

2000

Top 15 Brands (In terms of Mins)

Top 15 Advertisers During World Cup MatchesOn Geo Super & PTV Home (TVC + OSB)

0

200

400

600

800

1000

1200

1400

Top 15 Advertisers on GEOS (In terms of Mins)

0

400

800

1200

1600

2000

Top 15 Advertisers on PTVH (In terms of Mins)

Top 15 Brands During World Cup MatchesOn Geo Super & PTV Home (TVC + OSB)

0

100

200

300

400

500

600

Top 15 Brands on GEOS (In terms of Mins)

0

400

800

1200

1600

2000

Top 15 Brands on PTVH (In terms of Mins)

Viewership Overview During Semi Final,30th March 2011

16.5

19.8

9.9

3.3

0.0

5.0

10.0

15.0

20.0

25.0

Total Ind. C&S Ind.

Time Band 14:00 - 22:30

GEOsuper*

PTVhome*

Average Viewership of Semi Final

“Average viewership went higher than any other match and touched 19.8% on Geo Super during match timings. Same day viewership peaked 24% on Geo Super C&S.”

19.9

0.0

5.0

10.0

15.0

20.0

25.0

Total Ind.

GEOsuper*

PTVhome*

23.9

0.0

5.0

10.0

15.0

20.0

25.0

30.0

C&S Ind.

GEOsuper*

PTVhome*

Viewership Across Time Band

Objective:

To measure the flow of audience during MBs before and after Wicket Fall i.e. Tarang placed ads on Geo Super in MBs immediately after wicket fall (during India played inning).

Specifications:- Match – Semi Final, 30TH March 2011 (Pakistan v India)- Channel – Geo Super- Movement Across – PTVH & Star Sports- Fact – Net Reach in Thousand

Audience Movement During Semi Final

MB Before Wicket Fall:Audience movement were noticed during these MBs (except MB before 1st

India wicket fall where number of viewers increased).

With the start of MB mostly audience moved to Star Sports or PTV Home.

Wicket Fall:During most of the wicket falls, audience stayed or joined from other stationsto Geo Super.

MB After Wicket Fall:Mostly viewers switched during MB aired immediately after wicket fall.

During inning played by India, movement between GEOS and Star Sports ishighly visible. Most of the time audience Moved from GEOS to Star Sports afterMB/Wicket Fall and reason could be the gap in Transmission (Geo Super wasfew seconds ahead from Star Sports) or Urdu/Hindi commentary.

Key Findings

Inning Played by India

Mid Break

Wicket Fall

Inning Played by Pakistan

Mid Break

Wicket Fall