GroupM Newsletter Jan 2021

The Reason for floating the monthly newsletter is to gauge the Pakistan trends, Major happenings on TV, Viewership Patterns, Upcoming opportunities in 2021. The purpose of making this newsletter can give us a brief knowledge that what is happening and what are the latest trends and figures in the industry which can help us for our decision making at the group level.

01 02 03 04 Media Demand Viewership Trends TV Clutter Special Events, Upcoming • Medium Wise Adex • UIM Trend • Top Cluttered Channels • Top Advertisers • Top 5 Channels • Agency Wise Inventory Opportunities in • Major Contributing • Top 5 Ent/News Channels • Avg Clutter on PT Slots 2021 • Top Contents (Ent & News) • Top Cluttered Advertisers Channels

Media Investment

Adex Growth Comparing (Jan 20) TV Jan 2021 3.6 Bn Print OOH Jan 2021 1.3 Bn Confirm 08% 07% with 10% Farooq Haider 05% 85% Radio Jan 2021 62 Mn Digital Jan 2021 708 Mn Source: GM Investment Disclaimer: Above spends are on GM Rates

01% 37% 18% 42% Adex Growth Comparing (Jan 20) 49% Source: GM Investment

Viewership Trend Jan 2021

A 17% Decline in Viewership in Jan 2021 Growth Comparing (Jan 20) Genre Wise Trend Jan 2021 Jan 2020 Others include Music, Kids, Regional & Jan_2020 Jan_2021 % Growth Cooking 156 120 Movie genre has declined the -3% 100 most in 2021 due to closure of 2 -17% Movie channels HBO & WB which 11 10 100 impacted the overall declining Others Jan 2021 87 trend in 2021. 130 80 -13% -26% 60 38 -38% 40 28 20 -44% 53 31 - Ent News Movie Sports Source: Kantar MF 18-55 AD Pak Total Disclaimer: Above numbers are on the basis of UIM

Top Rated Channels in Jan 2021 Growth Comparing (Jan 20) Jan _ 20 Jan _ 21 % Growth 2.50 183% 2.00 1.88 1.80 2.15 1.86 1.54 1.50 1.67 29% 50% Disclaimer: Ratings exclusive of 0100-0859 0.62 1.00 1% 8% 1.22 -38% -51% 0.50 0.73 0.48 0.630.39 -28% -40% 0.42 0.34 -19% 0.61 0.28 0.12 0.30 0.30 0.00 0.37 Geo Ent Ptv H Ary D Hum Tv Bol Ent Express Ent Geo N Kid Zone Express N Atv Top Ent Channels in Jan 2021 Top News Channels in Jan 2021 Jan-20 Jan-21 % Growth Jan_20 Jan_21 % Growth 2.50 0.70 0.63 0% 0.60 2.00 1.88 1.80 2.15 29% 1.54 1.86 1.67 8% 0.62 0.50 0.41 1.50 1% 0.48 0.37 BOL Ent 0.40 0.39 -19% 0.35 1.00 1.220.73 0.30 0.29 -31% 0.21 -40% 0.20 0.30 -29% 0.24 0.21 0.50 -28% 0.10 0.00 - -38% Geo Ent Ptv H Ary D Hum TV Geo N Exp N Ary N Dunya Samaa Source: Kantar MF 18-55 AD Pak Total

Top Ent Contents in Jan 2021 Top News Contents in Jan 2021 Fitrat 8.3 To The Point With Mansoor Ali khan 0.68 Bandhay Ek Dour Se 8.1 Aaj Shahzaib Khanzada Kay Saath 0.64 6.5 Hasb-e-Haal 0.61 Kasa-e-Dil 6.1 Khabardar Naqalo Se Hoshiyar 0.60 Qayamat 5.8 Live With Dr Shahid Masood 0.56 Fitoor 5.1 The Reporters 0.55 Nand 4.7 Interrogation 0.55 4.4 Crime Scene 0.53 Meher Posh 4.3 On The Front With Kamran Shahid 0.52 Main Agar Chup Hoon Aulaad Source: Kantar MF 18-55 AD Pak Total

TV Clutter Jan 2021

Deep Dive In Clutter Growth Comparing (Jan 20) Total TV ad exposure in Jan 21 was 548,227 Min Advertised 46% On an average 17,685 Min were advertised per day in Jan 21 Source: Media Monitors

Minutes Advertised Channel wise Growth Comparing (Jan 20) 35 31 Entertainment Genre (Avg Min Per Hour) 140% Top 03 advertisers are those 31 23 23 contributing high clutter on 32% 29 30 10 channels 25 24 Aaj Ent 26 24 23 Ary Zindagi 20 96% 22 21 20 20 15 18 15 14 10 Urdu1 15% 34% - 9% 37% 5 32% Apna Channel Exp Ent Geo Ent A Plus TV1 % Growth - Jan_2020 Jan_2021 Play Ent 40 36 News Genre (Avg Min Per Hour) 202% 35 220% 30 27 27 24 24 23 21 20 19 20 25 21 21 19 8 15 19 20 12 30% 42% 96% 13% 7 15 News1 Such TV ABB Takk Aaj TV G News Neo Geo N 6% 10 72% Jan_2020 Jan_2021 % Growth Dunya 5 - Capital TV Source: Media Monitors

Minutes Advertised by Major Players (Avg Per Day) Growth Comparing (Jan 20) Agency Share PT (2000-2200) Jan 2021 NPT 52% 16% 9% 5% 19% 720 88% 844 897130% 1,345 4,972114% Top Contributors166% towards PT PT 45% 18% 9% 4% 24% 52% GM Z2C OMD Adcom Others Above advertisers have contributed 49% of SOM in Jan 2021 Source: Media Monitors

Key Highlights In (Jan 2021)

2021 T10 League or Abu Dhabi 1.40 Total Investment 1.20 T10 2021 was the fourth season of 1.00 2.3 Mn the T10 League. The matches had 0.80 a 10-over-a-side format with a time 0.60 0.40 duration of 90 minutes. The 0.20 tournament was played as a round - robin followed by semifinals and the final. It was originally scheduled Major Contributors to be played from 19 to 28 33% 14% 13% November 2020 at the Sheikh Zayed Cricket Stadium. The tournament started from 28 January with final was held on 6 February 2021 due to the COVID- 19 pandemic. Source: Kantar MF 18-55 AD Pak Total

1st Test Match 2nd Test Match 1.50 1.00 0.80 1.00 0.60 0.40 0.50 0.20 - - 1st Day 2nd Day 3rd Day 4th Day 5th Day 1st Day 2nd Day 3rd Day 4th Day The South Africa cricket team toured Pakistan in Avg Ratings 0.83 Avg Ratings 0.91 January 2021 to play two Test T20 matches and three Twenty20 International (T20I) matches against the Pakistan cricket team. The Test series formed 6.00 Major Contributors Total Investment part of the inaugural 2019–21 5.00 4.00 3.3 Mn ICC World Test 3.00 Championship. It was the first 2.00 1.00 time in fourteen years that South Africa toured Pakistan. - 1st T20 2nd T20 3rd T20 Source: Kantar MF 18-55 AD Pak Total 24% 10% 08%

Coming Up

EVENT CALENDAR 2021 JAN MAR MAY JULY PK v WI SEP NOV PK v WI WTC Final AUG PK v AFG PK v BAN DEC PK v NZ PK v NZ PK v ZIM PK v NZ PK v SA APR PK v ENG OCT FEB JUN MAJOR EVENTS