Karachi: Advertisements volume on different TV channels have seen increases of 8.35 percent in airtime during 2011 compared with 2010, showing growth in business of channels, advertisement and media buying agencies.
The total minutes of advertisement was recorded at 2.32 million in 2011 as against 2.14 million minutes registered in 2010, a joint research study prepared by Pakistan Advertisers Society (PAS) and Mediabank Pakistan revealed.
The growth in number of minutes showed the increase in the number of TV Commercials (TVC) different brands in 2011.
Top Sectors
 Telecommunication companies remained the biggest advertisers on TV channels that aired different commercial of different services throughout the year. Most of the cellular operators sponsored main news blog of the TV channels in different hours.
It followed by beverages particularly Pepsi and Coca-cola and then detergent sector.
All TV Channels
City 42 was top channel grabbed the highest share of 5.1 percent in TVCs during 2011. It followed by Geo News and Dunya TV with 4.2 percent and 3.7 percent respectively.
Express News, Apna TV, ARY Digital, and Hum TV were received 3.4 percent share of the overall advertisement minutes aired.
There are 25 main channels constituted 65.4 percent share of the total advertisement minutes.
According to the analysts, the high number of minutes does not represent the revenues earning of the TV channels because of different tariff offers by different media outlets. Mostly the tariffs are negotiated by media buyers on the behalf of the clients, which are different from the notified rates of the TV channels.
News Channels
The commercial airtime on TV news channel increased by 16 percent overall particularly in the prime time when most viewed talk shows are aired by different channels.
The share of advertisement minutes constitutes 36 percent of the total pie in the prime time mainly from 7pm to 11pm.
Among the category, Dawn News improved its share massively by 76 percent in 2011 if compared with previous year, after it telecast its programs in the Urdu language from English
Entertainment TV Channels
Among 25 entertainment channels, PTV grabbed the lion share of 71 percent in advertisement airtime followed by Hum TV and Ravi by 41 percent and 38 percent respectively.
The overall advertisement minutes of entertainment news channels were recorded surge of 3 percent in 2011 year-over-year.
Music Channels
The advertisements on Music Channels were seen steep cut, dropping 13 percent. Oxygen grabbed the major share.
Revenues of TV Channels
The overall situation of the TV channels have been reported improving with increase of overall minutes indicate the increase of revenues as well as said by industry experts.
However the expenses of TV channels might have been increasing mainly to run their technical operations on the surging cost of utilities. Therefore staff members were reportedly unpaid for few minutes by few media outlets and there were repeated retrenchment also reported.
The base of TV channels is relatively large with fragmented audience of each channel in different cities. Hence the number of commercials and revenues are distributed in each channel as per negotiation of media buying house and overall advertisement campaigns of different brands.
High rating programs obviously attract advertisements and revenues for TV channels that persistently problems for small TV channels having tough times in terms of revenue earnings.
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