Q3: Category Review

Skin Cleansing

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2/29/2012

2/29/2012

Top 10 advertisers
TV, Print & Radio

2/29/2012

Ufone was the top advertiser in Q2. P&G moved to number 4 from number 6 in Q1. Pepsi & Warid are the new entrants in the list of Top 10 advertisers of Q2
600 500

550 482 412

Quarter 1
409 337 298 183 175 174 174

Rs. Mn

400 300 200 100 Unilever Pak Telecom China Mobile Telenor

Mobilink

P&G

Reckitt

Nestle

Engro

CP

1,000 900 800

919

Quarter 2
687 475

Rs. Mn

700 600 500 400 300 200 100 Pak Telecom

431

416 280 263 254 227 224

Unilever

China Mobile

P&G

Mobilink

Telenor

Nestle

Warid

Pepsi

Engro

Source: Media Track, MS Research

Ufone was the top advertiser in the first half of the year on TV followed by UL. Telecom sector loosing the leadership position
1,600

2/29/2012

Jan to June 2010

1,402 1,284

1,400 1,200

Rs. Mn

1,000 800 600

885 754 728 689 439

406

398

393

400 200 Ufone Unilever Zong Mobilink P&G Telenor Nestle Reckit Engro Colgate

Jan to June 2009

Advertisers Spends (In Million) Unilever 1,390 Zong 1,289 Ufone 1,101 Mobilink 1,010 Telenor 989 Coca-Cola 674 P&G 626 Pepsi 551 Nestle 495 Engro 475

Source: Media Track, MS Research

Top 20 Advertisers in 2010 HY Top 20 Advertisers in 09 HY

Advertiser Govt Colgate Reckit Nokia EBM Behria Social Mkt. Warid CBL FRS int. Haier Music rec ARY Group Tapal Azhar Corp Samsung Qarshi Madina Ent. United refregration National Foods Spend (In million) 467 378 318 243 198 139 137 132 131 123 116 114 93 87 81 80 75 74 74 65 Pepsi Coke Govt. Dawlance PEPCO CBL EBM Azhar Corp Qarshi Gillette National Foods Tapal Samsung JSI Research PTCL Nokia Tetra Pak Clover MCB Advertiser Warid Spend (In million) 354 350 342 264 253 252 228 218 100 95 91 88 85 82 79 78 74 68 67 60 Movement

2/29/2012

Increase Decrease New

Source: Media Track, MS Research

2/29/2012

On Print Media Geo & Express were the top 2 advertisers with their in-house advertising. Telecom sector being the major advertiser
450 400 350 300

443

Jan to June 2010

Rs. Mn

250 200

147
150 100 50 0 Geo TV Express Tv CMPak Ufone Warid Mobilink GSM Defence housing Authority Unilever Khabrain PTCL

72

69

68

65

62

62

61

60

Jan to June 2009

Advertisers Spends (In Million) Geo TV 148 CMPAK 103 Express 99 PTCL 81 Unilever 73 Mobilink 58 Telenor 57 Khabrain 55 Real Mktg 52 PSO 52

Source: Media Track, MS Research

UL also leads the airwaves at the closing of FH 2010. Telecom sector remained the major contributor
90 80 70 60 50 40 30 20 10 Unilever Telenor CMP Ufone Engro Mobilink Nestle Nokia KFC PTCL

2/29/2012

84

Jan to June 2010

Rs. Mn

45 38 24

23 19 12 12 11 10

Jan to June 2009

Advertisers Spends (In Million) Unilever 56 CMPAK 32 Telenor 27 Engro Foods 18 Nestle 17 Mobilink 17 Nokia 16 Ufone 13 Warid 11 Tapal 10

Source : Media Miles, MS Research

2/29/2012

Top 20 channels
Where is the major chunk of industry ad spends going?

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Entertainment genre remained the most focused genre for advertising with Geo Television Network as the most targeted choice of advertisers
Millions
2,500 2,078 2,000

HY 2009

1,500

1,299 1,245 847 824

1,000

715

622

545

498

484

483

500

423

332

313

310

281

237

226

225

202

Millions

1,600 1,400 1,200 1,000 800 600 400 200 -

1,453

1,382 1,139 958 940 893 717 646

HY 2010

582

544 412 405 342 338 291 267 256 249 181 171

Back to Slide No. 28

Source: Media Track, MS Research

2/29/2012

Telecom sector continued to be the major spender on TV. Beverages was the second biggest contributor. Financial Services and Property sectors went down in terms of advertising spends
1% 1% 4% 38% 12% 7% 5% 4% 6% 6% 3% 5% 6%

10

1%
Financial Services Food Oral Care Mobile Handsets Baverages Government Washing Soaps Confectionary Hair Care Detergents Home Product Telecom Property & Construction Skin Care

Source: Media Track, MS Research

2/29/2012

Major chunk of advertising went to News genre followed by Entertainment. 3rd highest advertising chunk was placed on Terrestrial channels i.e. PTV-H, ATV and PTV News

11

7 9

19

25 29 3 2 2 3

0.2 0.1
Entertainment Fashion Food Islamic Kids Movie Music News Regional Sports Terr

Source: Media Track, MS Research

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UL major chunk of ad spend went to entertainment channels followed by Terrestrial channels. Unlike the industry, News genre was not the top priority despite tight CPRP targets

12

23 37 2 7

17 2 2

4 6 0.2 0

Entertainment

Fashion

Food

Islamic

Kids

Movie

Music

News

Regional

Sports

Terr

* This includes Foods & Beverages also Source: Media Track, MS Research

2/29/2012

UL s 81% grp contribution is by entertainment, news, kids and terrestrial channels

GRP contribution by each genre
Entertainment 30000 Fashion Food Islamaic Kids Movie Music News Regional Sports Terrestrial

13

87,976 grp 25000

20000

15000 24,953 grp 10000 17,566 grp 56,272 grp 5000 3,626 grp 0 15,252 grp

Source: Media Track, MS Research

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14

Viewership Analysis
Changing trends and audience diversion

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Major audience loss in Entertainment genre in June. ARY-D & Geo Entt both lost audience share rapidly during the last 2 months. ATV gaining momentum
April
Geo Entt 3.5% PTV 2.7% ARY-D 2.4%

15

May

June

ATV 3.5%

PTV 4% ATV 3.2% Geo Entt 2.7%

PTV 2.7%

ATV 2.2%

Geo Entt 2.2%

HUM TV 1.7%

ARY-D 1.7%

ARY-D 1.3% HUM TV 1.2% TV 1 0.4% HUM TV 1.1%

TV 1 0.4% IV 0.2% IV 0.2%

IV 0.1%

TV 1 0.1%

Source: Media Logic PPM, Apr-Jun

2/29/2012

Foreign GECs continued to hit Pakistani Ent genre. Another phenomena that has emerged is the high viewership share of in-house movie channels which is even higher than SONY & COLORS both
April May June

16

Star Plus 20% Inhouse cable 13% SONY 5%

Star Plus 22% Inhouse cable 11% SONY 6% Colors 3%

Star Plus 25%

Inhouse cable 11% SONY 5%

COLORS 5%

COLORS 5%

Source: Media Logic PPM, Apr-Jun

News genre faced the same situation of audience loss in Q2. Geo News remained the top player with the highest audience share
April
Geo News 4.5%

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17

May

June

Geo News 3.5% Geo News 2.7%

Express 1.5% Dunya 1% 3. Saama 0.6% ARY News 0.6% AAJ 1%

Express 1.2%

Dunya 0.9% ARY News 0.6%

AAJ 0 .7%

Express 1.3% Saama 0.8%

Dunya 0.9% ARY News 0.6%

AAJ 0 .7%

Saama 0.3%

Source: Media Logic PPM, Apr-Jun

2/29/2012

Only PTV showed a 25% improvement in ratings. Geo Ent ratings declined by 66%. ARY-D ratings declined by 50%
0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0.0 Q1 09 Q2 09 Q3 09 Q4 09

Source: PPM Audience: Females, 18-35 Time Bands: 6:00 a.m. 00:00

18

Q1 10

Q2 10

PTV

ATV

ARY D

GE

HUM

IV

TV1

2/29/2012

Geo News remained the top rating delivery channel. Overall not much of audience shift in the news genre
0.7

19

Source: PPM Audience: Females, 18-35 Time Bands: 6:00 a.m. 00:00

0.6

0.5

0.4

0.3

0.2

0.1

0.0

Q1 09
Aaj TV

Q2 09

Q3 09
ExpNews

Q4 09
GEO News

Q1 10
PTVnews

Q2 10
Samaa

ARY NEWS

Dunya TV

Category Snapshot : TV
100.00 91.34 90.00 80.11 80.00 70.00 60.00 50.00 40.00 30.00 20.00 10.90 10.00 UL P&G RB Q1 Q2 Q3 CP ZI 11.21 8.29 3.81 26.28 29.27 47.71 55.80 89.09 88.31 81.03

In Millions

53.42

5.485.29 4.48

Others

Category Snapshot : Radio

In Millions
3.00 2.91 2.78

2/29/2012

21

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2.50

2.00 1.70 1.50 1.08 1.00 0.72 0.50

0.01 0.00

UL

ZI
Q1 Q2 Q3

CP

RB

Category Snapshot : Print

In Millions
12.00

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22

10.00

8.00

6.05 6.06
6.00

4.00

3.41 2.89

2.00

0.96

1.27 0.98 0.05

0.79 1.05 0.38 0.56 0.78

1.96

0.32 CP RB Others

0.00

UL

P&G

ZI Q1 Q2 Q3

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23

CATEGORY REVIEW

TV Strategy
SOS Q1
25% 37% 26% 5% 10% 3% CP P&G RB UL ZI 4% Others CP P&G RB UL 2% 1% ZI Others 30% 30% 27%

SOS Q2

SOS Q3
3% 27% 6%

15%

50%

CP

P&G

RB

UL

Others

2/29/2012

25

SOS: Q1

SOM: Q1

SOS/SOM

SOS: Q2

SOM: Q2

SOS/SOM

SOS :Q3

SOM: Q3

SOS/SOM

UL

37%

39%

0.9

30%

39%

0.8

27%

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SOS: Q1

SOM: Q1

SOS/SOM

SOS: Q2

SOM: Q2

SOS/SOM

SOS : Q3

SOM : Q3

SOS/SOM

P&G

26%

17.9%

1.4

30%

17.2%

1.74

5 0%

SOS: Q1

SOM: Q1 9.92%

SOS/SOM

SOS: Q2

SOM: Q2 9.81%

SOS/SO M 2.5

SOS :Q3

SOM : Q3

SOS/SO M

RB

26%

2.6

25%

15%

2/29/2012

26

Unilever Strategy : TV
Over all Unilever has a high Terr./Sat split when compared with the industry. Heavy presence on Ent channels followed by News

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4%

4%

3% 2%

9%

17% 15% 14%

90% 80%

86% 72% 63%

6% 13% 14%

70% 60% 50% 40% 30% 20%

37% 28% 14%

GEO Ent. PTVhome Dunya TV

ATV CN Nick

HUM ARY Zauq Others

ARY Digital GEO News

10% 0%

Q1 Satt

Q2 Terr

Q3

Unilever Strategy :TV

5% 46% 20% 16%

27

2/29/2012

focus remained highest in PT followed by EPT and Matinee Spends increased in Q2 but SOV has been stagnant. (PPM)

UL

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4% 4% Afternoon Matinee PT EPT Morning

4%

Gallup shows a different picture as the SOV for UL is the highest in the category
LPT Others

SOV Gallup
35% 34% 33%

35%

60%

57% 53% 44%

50% 40%

32%
32%

31%
31% 30% 29%

30% 20% 10%

Q1

Q2 SOV PPM

Q3

0%

HY

QTR 1

QTR 2

P&G Strategy: TV
Overall P&G remained Satellite skewed but as compared to Q1 there is an increase in Terr spends Only ATV Channel strategy has remained the same as Q1

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28

Significant presence on the entertainment genre.

Terr / Satt Splits

90%

90% 77% 79%

13% 37% 8% 8% 7% 4% 4%
ATV HUM News1 QTV Masala TV Others PTVhome TV one GEO Entertainment ARY Digital GEO News

80% 70% 60% 50% 40% 30% 20% 10% 0%

4% 5%

5%

6%

23% 10%

21%

Q1 Satt

Q2 Terr

Q3

P&G Strategy: TV
Present on cheaper slots.
13% 10% 30% 10% 15% 16%

2/29/2012

29

P&G is present across day parts, Spending patterns show equal spending in different day parts.
6%

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Afternoon Matinee PT

EPT Morning

LPT Others

SOV Gallup
30% 60% 53% 50% 42% 40% 30% 20% 10% 10% 5% 0% Q1 Q2 SOV PPM Q3 0% HY Q1 Q2 34% 20% 25% 27% 27% 27%

15% P&G

RB Strategy : TV
4% 9% 22%

30

2/29/2012

RB has an entire different strategy from both P&G and UL which is 100% Satt. Skewed. Overall RB signifinicantly present on News, entertainment and niche channels.

4%
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7% 7% 8% 10% 13%

15%

100% GEO News G KaBoom ARY ZAuQ Others ARY Digital GEO Entertainment ApnaChannel TV one KTN News1 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

100%

100%

100%

HY

Q1

Q2

Satt

Terr

RB Strategy : TV

31

2/29/2012

RB focus remained highest in PT followed by LPT Spends slightly increased in Q2 but SOV has slump.

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9% 37%

10% 19%

SOV Chart

15% 4%

7% 25% 20% 24% 19%

Afternoon EPT Matinee PT Morning

LPT Others 15% 10% 5% 0% Q1 Q2 Reckitt Q3 9%

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32

Brand Highlights

Lifebuoy
Brand Calendar Jan till September 2010
Jan Feb March Ja eb Apr Mar May Apr May June Jun July July Aug Sep

Care & DS

Active Fresh & DS - TV - Print

- Print

DS Map

Swine Flu

- TV - Print

- TV Nature

- TV - Print - Radio

Care & Swine Flu - TV - Print Care. Active Fresh & DS - TV - Print

- TV

DS Flood - TV

34

Lifebuoy
A more Satellite skewed split of Satt/Terr channels. Increased spending on Terr channels in Q2.

2/29/2012

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Major focus has been Ent channels followed by News

Terr / Satt Splits: Lifebuoy

4% 3% 4% 6% 13% 15% 13% 2% 9% 17% 15%

Geo Ent. ARY Digi Dunya TV

ATV CN Nick

HUM ARY zauq Others

PTVhome Geo News

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

92% 84% 65%

35% 16% 8%

HY satt

Q1 terr

Q2

35

Lifebuoy

2/29/2012

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4% 52%

14% 8% 10%

25% 20% 15% 10% 5% 14%

24%

3%

8% 7%

Afternoon EPT Matinee PT Morning

LPT Others

0% HY Q1 SOV Q2

.Significant presence on PT Smaller campaigns, needed concentrated time slots thus major focus on PT

Planned vs. Actual LIFEBUOY

Delta Strike Planned

06.09.2010

36

Apr
Actual 1258 67% 54% Variance 198 2% 2% Planned 416 38% 23%

May
Actual 410 33% 23% Variance (6) 13% 11%

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GRPs 3+ 5+

1060 65% 52%

2/29/2012

37

Key moments of receptivity - LB Contacts Spot TVC Airing Are we there? Yes Yes No Yes Yes No Present Lucrative option to explore Should we be there? On Air consistently but not with a heavy frequency Relevant touch points and high rated programs

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Sponsorships

In-Program Content Integration OOH; Public transport: Buses, Vans

Creative Print and Radio Digital

Cinema

No

An unexplored medium by LB soap

Safeguard
Brand Calendar Jan till September 2010
Jan Feb Mar Apr May Jun July Aug Sep

5 BIMARIYAN AIK MUHAFIZ SAVING OFFER SWINE FLU 100 DAYS 100 SCHOOL

5 BIMARIYAN AIK MUHAFIZ SAVING OFFER SWINE FLU

ALI Dr.SHAISTA ECONOMY PACK RS 89

5 BIMARIYAN AIK MUHAFIZ ALI ECONOMY PACK

5 BIMARIYAN AIK MUHAF ALI DOCUMENTRY ECONOMY PACK RS 89

- TV

-TV - Print

-TV Print -

5 BIMARIYAN AIK MUHAFIZ SAVING OFFER ECONOMY PACK 100 DAYS 100 SCHOOL

5 BIMARIYAN AIK MUHAFIZ ALI ECONOMY PACK

- TV

-TV

5 BIMARIYAN AIK MUHAFIZ ALI DR SHAISTA ECONOMY PACK

- TV

100 DAYS 100 SCHOOL 5 BIMARIYAN AIK MUHAFIZ AAP KI CHOICE ALI ANNOUNCEMENT Dr.SHAISTA ECONOMY PACK RS 89 JILDEE AMRAZ LEMON KE SAATH SCROLL

Safeguard
.Significant presence on Entertainment Genre. Heavy spending on ATV alone, rest of the channels have average spending

Terr / Satt Splits: Safeguard Channel Mix

90%

Chart Title
90% 77% 79%
80% 70% 60% 50%

37%

13% 8% 8%

4% 4%

5% 6% 7% 4% 5%

40%

ATV HUM News1 QTV Masala TV Others

PTVhome TV one GEO Entertainment ARY Digital GEO News

30% 20% 10% 0%

23% 10%

21%

Q1 Satt

Q2 Terr

Q3

Safeguard

60%

10% 13% 10%

15% 16%

53%
50%

42%
40%

6%
30%

34%

30%
20% 10%

Afternoon EPT Morning Others

LPT PT

Matinee

0%

Q1

Q2 SOV

Q3

P&G is present across different day parts, maintaining equal presence Cheaper day parts helps increase frequency majorly on Sat channels, thus resulting in better presence.

Palmolive

Brand Calendar Jan till June 2010

Jan Feb Mar Apr May Jun July Aug Sep

Aloe & Olive

Save Rs.3 Save Rs.3 -TV - Print

- TV

Aloe & Olive

Save Rs.3 Work in 14 Days - TV

- TV - Print
Aloe & Olive

Save Rs.3
Work in 14 Days

-TV - Print

- TV Save Rs.3 Work in 14 Days - TV

- TV - Print

Aloe & Olive

- TV

Palmolive
Palmolive has adopted a different strategy in Q2. They have moved their spends from Terr. to Satt. And an overall increase in Satt. Palmolive spend highest on HUM TV followed by Geo News.
Terr / Satt Splits: Palmolive Channel Mix
90% 80% 80% 65% 82%

21%

5%

11% 21%

70% 60%

21% 10%

50% 40% 35% 20%

9%

3%

30% 20% 10% 0%

18%

ARY Digital GEO News

ATV HUM

Dunya TV KTN

ExpNews Masala TV

HY Satt

Qtr 1 Terr

Qtr 2

Palmolive
6% 5% 4% 3% 2% 1% 0% Q1 Q2 SOV Q3 Afternoon EPT Morning Others LPT PT Matinee 1% 11% 19% 4% 6% 5% 9% 36% 17% 6%

Dettol

Brand Calendar Jan till September 2010

Jan Feb March Apr May June July Aug Sep

Swine Flu with glycerin -TV - Print

Saving offer Vaneza with glycerin - TV - Radio

Alena
Saving offer

Alena

- TV - Print

Saving offer 10 GUNA ZIYADA TAHFUZ

Alena

Saving offer 10 GUNA ZIYADA TAHFUZ

Alena
Saving offer

Saving offer Swine Flu with glycerin -TV - Radio

Saving offer Alena with glycerin

- TV - Print

Alena

Saving offer 10 GUNA ZIYADA TAHFUZ

- TV

Dettol
Terr / Satt Splits: Dettol
4% 9% 22%
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
GEO News G KaBoom ARY ZAuQ Others ARY Digital GEO Entertainment ApnaChannel TV one KTN News1

4% 7% 7% 8%

100%

100%

100%

15%

10%

13%

HY Satt

Qtr 1 Terr

Qtr 2

Dettol has been 100% satellite skewed in 2010, advertising on Enr channels followed by News

Dettol
Although RB overall spends increased significantly in Q2 by 55%.
Dettol had 67% major presence only on PT and LPT . Also dettol was significantly present on GEO NEWS at PT followed by Entertainment channels with lower spends resulting in decrease in SOV

25%

24%

9% 37%

20%

19%

10% 19%
15% 9%

15% 4%

7%

10%

5%

0%

Afternoon Matinee PT

EPT Morning

LPT Others

Q1

Q2 SOV

Q3

Media Delivery vs. competition

25% 23%

27%

7%

26%

30%

LB

Safeguard

Dettol 27% 50% 15%

LB

Safeguard

Dettol

Safeguard
SOS: Q1 SOM: Q1 SOS/SOM

Dettol

LB
SOM: Q2 SOS/SOM

SOS: Q2

LB Safeguard

23% 26%

19.85 17.77%

1.2 1.46

27% 27%

21 17.10%

1.3 1.6

Dettol

25%

9.92%

2.5

30%

9.81%

3.1

Media Delivery vs. Competition

Jan Feb Mar Apr May Jun Jul Aug Sep

Safeguard

1435

1638

1443

2592

1409

3255

2068

1818

2245

Palmolive Soap

130

244

217

429

411

211

499

22 126

Lifebuoy Soap

748

939

903

1240

3534

775

993

1697

Dettol

1220

1212

324 322

1146

1628

961

175 173

90 80 70 60 50 40 30 20 10 0

Ad Awareness
79 75 69 56 50 35 78 73 68 52 48 35 77 72 67 48 45 33 78 73 68 48 44 34 78 73 69 48 44 33 79 75 69 52 44 33 Safeguard LUX LB Dettol Palmolive Capri Jan.10 Feb.10 Mar.10 Apr.10 May.10 Jun.10

How What Worked, What Didnt Worked?

KEY TAKEAWAYS:LUX

What Worked
 Katrina Kaif  High level of GRPs  Innovation/Integration  Terr / Satt split

What Didn t Work

Less spending in Q1.

 Campaign duration Less Spends on Support mediums (Print and Radio)

How What Worked, What Didnt Worked?

KEY TAKEAWAYS:Lifebuoy

What Worked
 Spending on PTV  Terr/Sat Split

What Didn t Work

Smaller burst of various campaigns  lesser day parts Less spending on Support mediums

WHY Spend on Radio

2/29/2012

51

23 % radio listenership
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Easy and cheap to hammer the message Content Integration opportunities Brand Pointers Guest appearances Region wise advertising

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2/29/2012

52

THANK YOU