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time December 25 2016
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Home Knowledge Articles TV Advertising Yearly Industry Report 2016

TV Advertising Yearly Industry Report 2016

TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’16 to Dec’16. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes along with comparison with 2015. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots.
BASE: Spot TVC’s
IMPORTANT: All the ranking are on the basis of minutes, which does not reflect the ranking on the basis of ad spend.
DURATION: 01 Jan, 2016 – 15 Dec, 2016
Key Highlights:

  • The overall total minutes of advertising in 2016 decreased by 17.75% compared to 2015.
  • Comparing the quarter-wise total minutes spend; the trend remains mostly similar across Q1, Q2 and Q4. Whereas Q3 of 2016 witnessed an increase of 4% over 2016.
  • Top 10 categories have maintained their positions in year 2016 with minor change in % share in total minutes of advertising in each category.
  • The top advertisers on TV for 2016 were Unilever (20%), P&G (7%), Reckitt Benckiser (6%), Pepsi Cola (6%), Coca Cola (5%) and Nestle (4%). There is a increase of 6% seen in advertising of Unilever brands in 2016.
  • Coca Cola remained the top brand in 2016 with increased of 1% as compare to 2015.
  • In both years top three channels including Abb Takk (4%), News one (4%) and Tv one (4%) remains at the top.
  • The most significant increase of share of advertising across news channels is witnessed by Express News by 2%. Abb Takk has dropped its first position in 2015 and secured third position in 2016.
  • Similarly, for Entertainment channels, major change is seen across Express Ent which came from 10th place in 2015 (4%) to 2nd place in 2016 (8%).
  • In 2016, channel Jalwa remain the top position and increased its advertising spend share by 14% compared to 2015.
  • Health Tv and Nickelodeon has visibly lost its % of share spent while Filmazia has maintained a top spot position with an increase of 8%.
  • News and entertainment segments remain most popular with their share of 40% and 42% respectively throughout 2015 and 2016.
  • The most popular time band for both 2015 and 2016 remains prime time slot (7pm to midnight) and afternoon (12pm to 5pm).

Complete Report:

Pakistan Advertisers Society