CONTENTS. Dear Colleagues, It gives me pleasure to introduce to you the Gallup. Pakistan TV Ratings Analysis 2013.

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CONTENTS 03 Broadcasting Environment - Basic Facts 04 Top 15 Channels during 2013 (Foreign & Local Channels) 04 Top 15 Channels during 2013 (Local Channels) 05 Top Ranker 05 Month-wise Genre-wise

2 CONTENTS 03 Broadcasting Environment - Basic Facts 04 Top 15 Channels during 2013 (Foreign & Local Channels) 04 Top 15 Channels during 2013 (Local Channels) 05 Top Ranker 05 Month-wise Genre-wise Viewership Review 06 National Market Share (%) 06 Urban Market Share (%) 06 Rural Market Share (%) 06 Metros Market Share (%) 06 Large Cities Market Share (%) 06 Small Cities & Towns Share (%) 07 Local News Channel Share % 07 Local Entertainment Channels Share % 07 Local Music Channels Share % 07 Local Sports Channels Share % 08 Local Religious Channels Share % 08 Local Movie Channels Share % 08 Regional Channels Share % 08 Average Time Spent (2012 vs 2013) - National Viewers 09 Daily Average Time Spent per Viewer 09 Daily Average Time Spent per Viewer (KHI - LHR - ISB) 09 Average Time Spent (2012 vs 2013) - National Non CnS Viewers 11 Hourly Ratings (2012 vs 2013) - National CnS Viewers 11 Hourly Ratings (2012 vs 2013) - All National Viewers 11 Timeslot-wise share: Viewership vs CAT 12 Top 15 Brands of 2013 (Media: TV) 12 Top 15 Advertisers of 2013 (Media: TV) 12 Terrestrial vs Cable & Satellite Channels Share % (National) 13 Terrestrial vs Cable & Satellite Channels Share % (Urban) 13 Terrestrial vs Cable & Satellite Channels Share % (Rural) Dear Colleagues, It gives me pleasure to introduce to you the Gallup Pakistan TV Ratings Analysis 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 Pakistan s 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. Nihan Rafique Gallup Islamabad Babar Aziz Gallup Karachi isb@gallup.com.pk Advisory Committee: Dr. Ijaz Shafi Gilani, Chairman & Chief Executive Jawaid Muhammad Salik, Executive Director, Media Research Division, Gallup Pakistan 13 Terrestrial vs Cable & Satellite Channels Share % (Metros) 14 Terrestrial vs Cable & Satellite Channels Share % (Large Cities) 14 Terrestrial vs Cable & Satellite Channels Share % (Small Cities & Towns) 14 Average Time Spent per Viewer per Day 15 Men vs Women (Average Time Spend per Viewer) 15 Daily Viewing Time per Individual vs Effect on Ratings on other news channels due to ban on Geo News 17 Yearly Cumulative Reach

3 BROADCASTING ENVIRONMENT - BASIC FACTS Total Household 26.5 Million Total Individuals 180 Million Total TV Household 21 Million Total Individuals 124 Million Total Cable Penetration 11.5 Million cable cable cable cable Total Individuals 68.2 Million Total Number of Local Channels: 88 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 G Ka Boom ARY News Express Entertainment Jalwa Business Plus Geo Kahani Food K2 Capital TV Geo Entertainment ARY Zauq Oxygene Channel 5 Hum TV Masala Movies Play City 42 Indus Vision Zaiqa Film World Dawn News Koh-e-Noor Filmax Real Estate Dunya TV Light Asia Regional Filmazia Value TV Express News PTV Global Apna TV HBO Geo Tez PTV Home AVT Khyber Silver Screen Geo News PTV National Awaz Starlite Indus News TV One Dharti Jaag (CNBC Pakistan) Urdu 1 Kashish Khyber News nvibe Kook Educational KTN News KTN Health TV Metro One Mehran Virtual TV News One PTV News PTV World (English) Royal News PTV Bolan Punjab TV Raavi Rohi TV Samaa TV Religious Sabz Baat Sindh News ARY QTV Sindh TV Agricultural Vsh News Haq TV Urooj Sohni Dharti Waqt TV Madni Waseb TV 3

4 TOP 15 CHANNELS DURING 2013 Top 15 Foreign & Local Channels (in terms of Avg. Ratings & Reach) Average Ratings % Average Reach % TA: National CnS Viewers TimeSlot: 06:00-00:00 20% 15% Average Ratings (%) % 0.82% % % % % % % % 0.24% 0.24% % % % 0.15% 10% 5% 0% Average Reach 0-5% PTV Home Cartoon Network Geo News Geo Entertainment ARY Digital KTN Hum TV PTV News Urdu 1 Ten Sports ATV ARY News ARY QTV Madni Channel Sindh TV Star Plus PTV Home Cartoon Network Geo News Sony Geo Entertainment ARY Digital KTN Hum TV PTV News Urdu 1 Ten Sports ATV Zee TV ARY News TOP 15 CHANNELS DURING 2013 Top 15 Local Channels (in terms of Avg. Ratings & Reach) Average Ratings % Average Reach % 3.0 TA: National CnS Viewers TimeSlot: 06:00-00:00 20% % Average Ratings (%) % % % 0.47% % % % % 0.24% % % % % % % 10% 5% 0% Average Reach (%) 0-5% 4

5 TOP RANKER Top 15 Best Performing Programs of 2013 Target Audience: All age 4+ Cable & Satellite National Viewers Rank Channel Date Week Day Start Time Program Duration (min) 1 Hum TV Wednesday 19:23 Ek Pagal Si Karki , ATV Tuesday 19:18 Mangoes , Hum TV Wednesday 19:00 Utran , Geo Entertainment Saturday 20:00 Dil Mohallay ki Haweli , Geo Entertainment Tuesday 13:29 Qubool Hai , ARY Digital Tuesday 19:28 Matam , Geo News Tuesday 20:04 Capital Talk , Geo News Saturday 20:04 Aapas Ki Baat , Geo Entertainment Tuesday 12:59 Jalebia , KTN Thursday 19:10 Pahnja Parawa , Ten Sports Thursday 20:37 Straight Drive , Geo News Tuesday 07:59 Geo News , TV One Wednesday 20:00 Tamanna , Geo Entertainment Thursday 21:30 Mil K B Hum Na Miley , KTN Saturday 16:09 Methodology: Period: January 1st - December 31st 2013 Ranking based on number of viewers (1st criteria) and average market share (2nd criteria) Minimum Duration: 15 minutes Children s Program and PTV Home broadcasts are not included. Top ranker based on best episode (multiple occurrences of the same program are excluded) MONTH-WISE GENRE-WISE VIEWERSHIP REVIEW Target Audience: National, CnS Viewers Function: Average Time Spent per Tune-in Viewer Ghareeb Abad Ji Azra Ayen Shammi Rating (%) Rating (000) Share (%) , Time Slot: 24H 90 Local Entertainment Average Time Spent (in min) Foreign Entertainment Sports News Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Foreign Entertainment includes Star Plus, Sony, Colour, Set Max, Star Gold, Star World, Zee TV, Zee Smile Local Entertainment includes A+, ARY Digital, ATV, AXN, Dharti TV, Express Ent., Geo Ent., Hum, Indus Vision, PTV Home, TV One, Vibe News includes Aaj, ARY News, Express News, Geo News, PTV News, Indus News, Khyber News, KTN News, Samaa, Sindh News, Waqt News Sports includes Geo Super, PTV Sports, Ten Sports, ESPN, Star Sports, Super Sports 5

6 GENRE-WISE MARKET SHARE Time Slot: 24 Hours Period: January - December 2013 Time Slot: 24 Hours Period: January - December 2013 Time Slot: 24 Hours Period: January - December 2013 REGION: NATIONAL Local Entertainment Foreign Entertainment News Regional Children 55% 12% 14% 3.3% 3.6% REGION: URBAN Local Entertainment Foreign Entertainment News Regional Children 45% 17% 15% 03% 03% REGION: RURAL Local Entertainment Foreign Entertainment News Regional Children 61% 10% 14% 3.4% 04% Sports 1.6% Sports 02% Sports 1.2% Religious 1.4% Religious 02% Religious 1.1% Movies 0.8% Movies 02% Movies 0.7% Music 0.5% Music 01% Music 0.5% Cooking 0.3% Cooking 0.6% Cooking 0.14% Education 0.02% Education 0.02% Education 0.02% Others 6.8% Others 11% Others 4.4% REGION: METROS Local Entertainment Foreign Entertainment News Regional Children Sports Religious Movies 40% 18% 19% 0.3% 04% 03% 02% 01% REGION: LARGE CITIES Local Entertainment Foreign Entertainment News Regional Children Sports Religious Movies 31% 18% 17% 3.5% 1.8% 3.5% 2.3% 1.5% REGION: SMALL CITIES & TOWNS Local Entertainment Foreign Entertainment News Regional Children Sports Religious Movies 54% 14% 10% 5.5% 2.8% 1.8% 02% 1.1% Music 01% Music 0.7% Music 0.5% Cooking 01% Cooking 0.6% Cooking 0.26% Education 0.03% Education 0.04% Education 0.005% Others 11% Others 19% Others 8.36% 6

7 1.1% LOCAL CHANNELS SHARE (%) Time Slot: 24 Hours Period: January - December 2013 LOCAL ENTERTAINMENT CHANNELS 0.3% 0.2% 0.4% PTV Home ATV Geo Entertainment ARY Digital Hum TV Urdu 1 A Plus PTV National TV One 0.6% 76.8% 7.7% 4.2% 3.0% 2.4% 2.1% 1.0% 0.7% 0.6% 54.7% 22.4% LOCAL MUSIC CHANNELS 1.4% ARY Music 8XM Jalwa Oxygene K2 Channel G Play TV 5.3% 2.5% 3.6% 3.3% 48.5% 20.2% 12.8% 8.5% 3.5% 3.2% 3.2% LOCAL SPORTS CHANNELS CATEGORY: LOCAL NEWS PTV News Geo News ARY News Express News Samaa TV AAJ News KTN News Metro One Dunya News Indus News Sindh News Din News Geo Tez Dawn News Dhoom TV Business Plus Channel 5 CNBC Pakistan Waqt TV Royal News City 42 Capital TV Khyber News News One VSH News AJK V PTV World (English) AAB Tak Ten Sports PTV Sports Geo Super 54.7% 22.4% 5.3% 3.6% 3.3% 2.5% 1.4% 1.1% 0.8% 0.7% 0.6% 0.5% 0.4% 0.4% 0.3% 0.3% 0.2% 0.2% 52.2% 32.9% 14.9% 7 Geo Kahani Express Entertainment Indus Vision PTV Global Kohe Noor Light Asia Vibe TV 0.5% 0.4% 0.4%

LOCAL CHANNELS SHARE (%) Target Audience: All National Viewers Period: January - December 2013 Time Slot: 24 Hours Based on Average Ratings LOCAL

1% 20.3% 3.8% 2.2% 1.5% LOCAL REGIONAL CHANNELS KTN Sindh TV Kashish TV Mehran TV Waseb Apna Channel AVT Khyber PTV Bolan 47.6% 18.4% 8.7% 6.4% 3.6% 3.

2% AVERAGE TIME SPENT (2012 VS 2013) Target Audience: All National Viewers Time Slot: 24 Hours 148 146 144 142 Rohi TV Punjab TV Sabzbaat 0.

7 141.9 Jul 138.6 142.7 Aug 139.5 140.7 Sep 137.7 142.0 Oct 140.8 140.2 Nov 145.5 143.

8 LOCAL CHANNELS SHARE (%) Target Audience: All National Viewers Period: January - December 2013 Time Slot: 24 Hours Based on Average Ratings LOCAL RELIGIOUS CHANNELS ARY QTV Madni Channel Haq TV 46.8% 44.5% 8.7% LOCAL MOVIE CHANNELS HBO Film World Filmazia Silver Screen Filmax Star Lite 37.0% 35.1% 20.3% 3.8% 2.2% 1.5% LOCAL REGIONAL CHANNELS KTN Sindh TV Kashish TV Mehran TV Waseb Apna Channel AVT Khyber PTV Bolan 47.6% 18.4% 8.7% 6.4% 3.6% 3.2% 2.8% 2.6% Awaz 0.9% Dharti TV 0.5% Kook 0.4% Arooj 0.3% Raavi 0.2% AVERAGE TIME SPENT (2012 VS 2013) Target Audience: All National Viewers Time Slot: 24 Hours Rohi TV Punjab TV Sabzbaat 0.2% (in minutes) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Target Audience: All Cable & Satellite Viewers Time Slot: 24 Hours (in minutes) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

9 DAILY AVERAGE TIME SPENT PER VIEWER Geographical Segment-wise (in minutes) Rural Large Cities Urban Metros Small Cities & Towns 115 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 DAILY AVERAGE TIME SPENT PER VIEWER Geographical Segment-wise Islamabad (in minutes) Karachi Lahore 100 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 AVERAGE TIME SPENT (2012 VS 2013) Target Audience: Non CnS Viewers Time Slot: 24 Hours (in minutes) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 9

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11 HOURLY RATINGS (2012 VS 2013) Target Audience: National CnS Viewers Average Ratings (%) :00-06:59 07:00-07:59 08:00-08:59 09:00-09:59 10:00-10:59 11:00-11:59 12:00-12:59 13:00-13:59 14:00-14:59 15:00-15:59 16:00-16:59 17:00-17:59 18:00-18:59 19:00-19:59 20:00-20:59 21:00-21:59 22:00-22:59 23:00-23:59 00:00-00:59 01:00-01:59 02:00-02:59 03:00-03:59 04:00-04:59 05:00-05:59 Time Slots HOURLY RATINGS (2012 VS 2013) Target Audience: All National Viewers Average Ratings (%) :00-06:59 07:00-07:59 08:00-08:59 09:00-09:59 10:00-10:59 11:00-11:59 12:00-12:59 13:00-13:59 14:00-14:59 15:00-15:59 16:00-16:59 17:00-17:59 18:00-18:59 19:00-19:59 20:00-20:59 21:00-21:59 22:00-22:59 23:00-23:59 00:00-00:59 01:00-01:59 02:00-02:59 03:00-03:59 04:00-04:59 05:00-05:59 Time Slots TIMESLOT-WISE SHARE: VIEWERSHIP VS CAT Target Audience: National CnS Viewers TV Ratings (Share %) 7% 6% 11% 11% 18% 33% 12% 1 Commercial Air Time (Share %) 2 15% 29% 09% 07% 16% 11% 11% Early Morning 06:00-07:59 Morning 08:00-11:59 Afternoon 12:00-16:59 Evening 17:00-18:29 Early Prime Time 18:30-19:29 Prime Time 19:30-21:59 Late Prime Time 22:00-23:59 Late Night 00:00-05:59 11

TOP 15 BRANDS OF 2013 (MEDIA: TV) In terms of Air Time 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0 TOP 15 ADVERTISERS OF 2013 (MEDIA: TV) In terms of Air Time 20 15 3.03% 2.94% 2.03% 1.

12 TOP 15 BRANDS OF 2013 (MEDIA: TV) In terms of Air Time TOP 15 ADVERTISERS OF 2013 (MEDIA: TV) In terms of Air Time % 2.94% 2.03% 1.88% Unilever Pakistan Pepsico PTCL P&G Pakistan Coca Cola 1.50% 1.48% 1.45% 1.12% 0.84% 0.83% 0.82% 0.78% 0.73% 0.66% 0.66% Q Mobile Mobilink Telenor Pakistan Reckitt Benckiser Nestle Pakistan Engro Foods Colgate Palmolive China Mobile Warid Telecom Samsung Electronics Pepsi ufone Mountain Dew Coca Cola Surf Excel Telenor Ariel Washing Powder 15.0% 7.9% 5.2% 5.1% Sprite Lux Soap 7UP Safeguard Total 10 Head & Shoulders Shampoo Pantene Pro V Shampoo Bahria Town 3.7% 3.5% 3.1% 3.0% 2.2% 2.1% 2.0% Tang Juices 1.9% 1.7% 1.4% 1.4% TERRESTRIAL VS CABLE & SATELLITE CHANNELS SHARE (%) Region: National All Terrestrial (Combined) Cable & Satellite (Combined)

13 TERRESTRIAL VS CABLE & SATELLITE CHANNELS SHARE (%) Region: Urban All Terrestrial (Combined) Cable & Satellite (Combined) TERRESTRIAL VS CABLE & SATELLITE CHANNELS SHARE (%) Region: Rural All Terrestrial (Combined) Cable & Satellite (Combined) TERRESTRIAL VS CABLE & SATELLITE CHANNELS SHARE (%) Region: Metros All Terrestrial (Combined) Cable & Satellite (Combined)

14 TERRESTRIAL VS CABLE & SATELLITE CHANNELS SHARE (%) Region: Large Cities All Terrestrial (Combined) Cable & Satellite (Combined) TERRESTRIAL VS CABLE & SATELLITE CHANNELS SHARE (%) Region: Small Cities & Towns All Terrestrial (Combined) Cable & Satellite (Combined) AVERAGE TIME SPENT PER VIEWER Region: National Year 2013 Day Wise Comparison Saturday Sunday (in minutes) Tuesday Monday Wednesday Thursday Friday 125 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 14

Week DAILY VIEWING TIME PER INDIVIDUAL - 2012 VS 2013 Data Source: Gallup Pakistan Target Audience:

15 MEN -VS- WOMEN (AVERAGE TIME SPEND PER VIEWER) Year 2013 Target Audience: All National Viewers Men Women (in minutes) Monday Tuesday Wednesday Thursday Friday Saturday Sunday Week DAILY VIEWING TIME PER INDIVIDUAL VS 2013 Data Source: Gallup Pakistan Target Audience: All National Viewers Total Individuals Male Female :10:00 2:07:00 2:14: :09:00 2:07:00 2:12:00 15

EFFECT ON RATINGS ON OTHER NEWS CHANNELS DUE TO BAN ON The ratings are of the period when Geo was un-officially taken of Cable Channels or its number sequence was changed.

16 EFFECT ON RATINGS ON OTHER NEWS CHANNELS DUE TO BAN ON The ratings are of the period when Geo was un-officially taken of Cable Channels or its number sequence was changed. At the time of compilation of the report, new data was not available. GEO NEWS Average Reach % Geo News ARY News Express News Samaa TV AAJ News Dunya News Jaag Dawn News Din News News One Waqt TV Mar Mar Mar 30 - Apr 05 Apr Apr Apr Apr 27 - May 03 May May May VIEWERSHIP PATTERN Period: Mar 16 - May 24, 2014 Target Audience: All National Cable & Satellite Viewers Function: Average Reach % 12% GEO NEWS 11% 10% 9% 8% 7% 6% 5% 16 4% Mar Mar Mar 30 - Apr 05 Apr Apr Apr Apr 27 - May 03 May May May 18-24

17 YEARLY CUMULATIVE REACH Target Audience: All age 4+ National Viewers Period: Jan 01 - Dec 31, 2013 Channel Name Monthly Yearly Average Cumulative Cumulative Reach (%) Reach% TOTAL A Plus AAJ News Al Jazeera English Apna Channel ARY Digital ARY Musik ARY News ARY Qtv ARY Zauq ATV AVT Khyber AXN BBC World Business Plus Capital TV Cartoon Network Channel Channel G City CNN Dawn News DHARTI TV Din News Dunya News Express Entertainment Express News Fashion TV Filmazia GEO Entertainment GEO Kahani GEO News GEO Super GEO Tez Haq TV Channel Name Monthly Yearly Average Cumulative Cumulative Reach (%) Reach% HBO Hum TV Indus News Indus Vision Jalwa Kashish TV Khyber News Kook KTN KTN News M TV Masala TV News One Nickelodeon Oxygene PLAY TV PTV Home PTV National PTV News PTV Sports Punjab TV Rohi TV Samaa TV Silver Screen Sindh News Sindh TV Sony Star Plus Ten Sports TV One Urdu Vibe TV Waqt TV Waseb AAG TV (Discontinued) OTHER

Media and Television Audience Measurement Cyberletter Produced by: Gallup Pakistan Jointly with Gilani Research Foundation Legal Information & Disclaimer Copyright The Report and its content are

18 Media and Television Audience Measurement Cyberletter Produced by: Gallup Pakistan Jointly with Gilani Research Foundation Legal Information & Disclaimer Copyright The Report and its content are protected by copyright. By accessing the Report you agree that this is solely for personal use. Any distribution, use, photocopy of the Report is barred. The buyer of the Report must not reproduce, frame (by whatever means), link to or otherwise use any of the material on the site without first obtaining the written permission of Gallup Pakistan. Disclaimer Gallup Pakistan is not related to Gallup Inc. headquartered in Washington D.C. USA. We require that our surveys be credited fully as Gallup Pakistan (not Gallup or Gallup Poll). We disclaim any responsibility for surveys pertaining to Pakistani public opinion except those carried out by Gallup Pakistan, the Pakistani affiliate of Gallup International Association. For details on Gallup International Association, see website: IN NO EVENT SHALL Gallup Pakistan OR ITS AGENTS OR OFFICERS BE LIABLE FOR ANY DAMAGES WHATSOEVER (INCLUDING, WITHOUT LIMITATION, DAMAGES FOR LOSS OF PROFITS, BUSINESS INTERRUPTION) ARISING OUT OF THE USE OF OR INABILITY TO USE THE MATERIALS. As a user of this report, you acknowledge and agree that any reliance upon, or use of any information made available through this Report shall be entirely at your own risk. Subject to any implied terms which cannot be excluded by law, Gallup Pakistan and its related entities (including any directors, officers, employees and agents) shall not be liable for any loss or damage, whether direct or indirect, and however caused, to any person arising from the use of (or reliance upon) information provided on and made available through this Report. Please send all correspondence to Media Cyberletter Editorial Team, isb@gallup.com.pk Join us to stay updated 18

COMPARISON OF FIXED & VARIABLE RATES (25 YEARS) CHARTERED BANK ADMINISTERED INTEREST RATES - PRIME BUSINESS*

COMPARISON OF FIXED & VARIABLE RATES (25 YEARS) Fixed Rates Variable Rates FIXED RATES OF THE PAST 25 YEARS AVERAGE RESIDENTIAL MORTGAGE LENDING RATE - 5 YEAR* (Per cent) Year Jan Feb Mar Apr May Jun Jul