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Ramadan TV Scene in MENA Key Markets 2014

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Ramadan TV Scene in 2014 & how it is different from Ramadan 2013!

- Timeline of Watching TV in Ramadan in key Arab countries.

- Prime time of Watching TV in Ramadan in key Arab countries.

-Comparing Ramadan 2014 with Ramada 2013

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Ramadan TV Scene in MENA Key Markets 2014

  1. 1. KSA, Egypt, UAE, Kuwait Ramadan TV Scene in MENA Key Markets 2014 KSA, UAE, Egypt & Kuwait
  2. 2. Reach%: isnumberofdifferentindividualsexposedtoachannelwithinagivenperiodoftime.(usuallytotalday).Itisexpressedinpercentage Average Rating: Istheaveragepercentofthenumberofviewers(duplicated)atANY15minstimesegmentoftheprogramoutoftotalpopulation TRP’s: Isthesumofallratings(of15minstimesegments)ofacertainprogramorchannelwithinaspecificstartandendtime SOA%: Istheshareofviewershipofacertainprogram/TVoutofTotalTV ATV: isthenumberofminutesthatanaverageTargetmemberislikelytospendwatchingthisChannel(usuallyoutoftotalpopulationwhetherviewersornonviewers) ATS: isthenumberofminutesthatanaverageTargetmemberwhodidwatchtheChannelislikelytospendwatchingit SOE%: IstheshareofrevenuesachievedbyaprogramorachanneloutofthetotalTVrevenuesgenerated.Thetermusestheword"Expenditure"asthistermiscreatedbyplannerswhousuallySPENDfortheircampaigns Power Ratio: PowerRatioisusedtomeasuretherevenueperformanceofachannelorprogramincomparisontotheshareofaudiencethatitcontrols.ThethreefactorsusedinthisdeterminationincludetotalTVrevenue,therevenueoftheprogramitself,anditsshareofaudience.Ahigherscoreisbetterwhendeterminingthepowerratio. Glossary of Terminologies 2
  3. 3. Table of Content 3 TV Performance Program Evaluation •KSA Market •Egypt Market •UAE Market •Kuwait Market FIFA World CUP •KSA Market •EGYPT Market
  4. 4. TV Performance & Programs Genre Evaluation 4
  5. 5. 5 KSA
  6. 6. 30% 27% 20% 22% 15-24 25-34 35-44 45+ Central region29% Western region31% Eastern region15% Southern region17% Northern8% 46% 54% GENDER REGION AGE Sample Design 6
  7. 7. 14.4% 10.8% 22.6% 28.7% 17.4% 6.1% 15.9% 12.5% 20.5% 28.8% 15.4% 6.8% Afternoon12:00-17:00 Late Afternoon17:00-19:00 Evening19:00-21:00 PrimeTime21:00-24:00 Night24:00-27:00 Other Time TTV SOA By Day Part Ram-14 Ram-13 0 10 20 30 40 50 60 70 80 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 TTV By TS Ram 13 Ram 14 Total TV Performance by TS & Day Part 7 Sample Size: 2014: 5,401Respondents 2013: 5,608Respondents
  8. 8. Past 3 Years Total TV PerformanceReach & TRP –Total Population 96.2 97.6 96.2 Ram-12 Ram-13 Ram-14 TTV By Reach 2,529 2,519 2,550 Ram-12 Ram-13 Ram-14 TTV By TRP TTV Ram-12 Ram-13 Ram-14 ATV 6:19 6:17 6:22 ATS 6:34 6:27 6:37 Sample Size: 2014: 5,401Respondents 2013: 5,608Respondents 2012: 5,600 Respondents 8
  9. 9. 50% 18% 2% 4% 7% 10% 0% 1% 4% 1% 3% 44% 16% 1% 4% 11% 8% 1% 7% 4% 1% 2% SERIES RELIGION HUMOURPROGRAMS QUIZ SOCIAL & CULTURALPROGRAMS POLITICAL NEWS FOOTBALL SPORT MAGAZINE POLITICALPROGRAMS VARIETY TALKSHOW OTHERS Airtime % Ram-13 Ram-14 56% 14% 7% 5% 4% 7% 0% 0% 2% 0% 5% 55% 11% 9% 7% 6% 4% 3% 2% 2% 0% 1% SERIES RELIGION HUMOURPROGRAMS QUIZ SOCIAL & CULTURALPROGRAMS POLITICAL NEWS FOOTBALL SPORT MAGAZINE POLITICALPROGRAMS VARIETY TALK SHOW OTHERS SOA Ram-13 Ram-14 Airtime / SOA / Program Counts By Program Genre KSA (Top 15 Channels by SOA) 66 44 4 8 23 10 0 1 12 1 1 50 36 4 10 23 7 1 20 16 2 1 SERIES RELIGION HUMOURPROGRAMS QUIZ SOCIAL & CULTURAL POLITICAL NEWS FOOTBALL SPORT MAGAZINE POLITICALPROGRAMS VARIETY TALK SHOW SCIENCE & HEALTH Program Count Ram-13 Ram-14 9 All Charts are sorted by SOA 2014
  10. 10. 10 EGYPT
  11. 11. 32% 23% 19% 26% 15-24 25-34 35-44 45+ 49% 51% GENDER REGION AGE Sample Design Greater Cairo36% Alexandria13% Middle of Delta12% South Upper Egypt10% East Delta10% North Upper Egypt6% Suez Canal Governorate5% West Delta5% Frontier Governerates3% 11
  12. 12. 14.4% 10.8% 22.6% 28.7% 17.4% 6.1% 15.2% 8.1% 24.7% 22.0% 19.1% 10.9% Afternoon12:00-17:00 LateAfternoon17:00-19:00 Evening19:00-21:00 PrimeTime21:00-24:00 Night24:00-27:00 Other Time TTV SOA By Day Part Ram-13 Ram-14 0 10 20 30 40 50 60 70 80 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 TTV By TS Ram-13 Ram-14 Total TV Performance by TS & Day Part 12 Sample Size: 2014: 7,299 Respondents 2013: 6,745 Respondents
  13. 13. Past 3 Years Total TV PerformanceReach & TRP –Total Population 98.6 97.9 98.1 Ram-12 Ram-13 Ram-14 TTV By Reach 2,642 1,997 1,576 Ram-12 Ram-13 Ram-14 TTV By TRP TTV Ram-12 Ram-13 Ram-14 ATV 6:36 4:59 3:52 ATS 6:41 5:05 3:50 Sample Size: 2014: 7,299 Respondents 2013: 6,745 Respondents 2012: 7,000 Respondents 13
  14. 14. 58% 5% 20% 6% 0% 2% 5% 1% 0% 0% 3% 58% 3% 21% 6% 1% 1% 2% 1% 6% 0% 1% SERIES HUMOURPROGRAMS SOCIAL & CULTURALPROGRAMS RELIGION FOOTBALL POLITICAL NEWS POLITICALPROGRAMS VARIETY TALKSHOW SPORT MAGAZINE CARTOONS OTHERS Airtime % Ram-13 Ram-14 63% 12% 8% 3% 0% 1% 5% 1% 0% 0% 5% 66% 15% 11% 4% 2% 1% 1% 0% 0% 0% 0% SERIES HUMOURPROGRAMS SOCIAL & CULTURALPROGRAMS RELIGION FOOTBALL POLITICAL NEWS POLITICALPROGRAMS VARIETY TALK SHOW SPORT MAGAZINE CARTOONS OTHERS SOA Ram-13 Ram-14 Airtime / SOA / Program Counts By Program Genre EGYPT (Top 15 Channels by SOA) 34 12 44 18 0 2 9 2 1 3 1 29 8 53 18 1 3 6 2 18 3 1 SERIES HUMOURPROGRAMS SOCIAL & CULTURALPROGRAMS RELIGION FOOTBALL POLITICAL NEWS POLITICALPROGRAMS VARIETY TALK SHOW SPORT MAGAZINE CARTOONS QUIZ Program Count Ram-13 Ram-14 14 All Charts are sorted by SOA 2014
  15. 15. UAE 15
  16. 16. Local38% Arabs62% Abu Dhabi34% Dubai32% Sharjah19% Other Emirates15% 25% 36% 23% 16% 15-24 25-34 35-44 45+ 34% 66% GENDER REGION AGE Sample Design Nationality 16
  17. 17. 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 TTV By TS Ram-13 Ram-14 16.9% 10.7% 23.6% 28.8% 15.8% 4.2% 15.4% 10.9% 20.5% 29.6% 18.4% 5.2% Afternoon12:00-17:00 LateAfternoon17:00-19:00 Evening19:00-21:00 PrimeTime21:00-24:00 Night24:00-27:00 Other Time TTV SOA By Day Part Ram-13 Ram-14 Total TV Performance by TS & Day Part Local & Arabs 17 Sample Size: 2014: 2,078 Respondents 2013: 2,024 Respondents
  18. 18. Past 3 Years Total TV PerformanceReach & TRP –Local & Arabs 94.1% 95.3% 94.4% Ram-12 Ram-13 Ram-14 TTV By Reach 2,107 2,084 2,045 Ram-12 Ram-13 Ram-14 TTV By TRP TTV Ram-12 Ram-13 Ram-14 ATV 5:16 5:12 5:06 ATS 5:36 5:28 5:24 18 Sample Size: 2014: 2,078 Respondents 2013: 2,024 Respondents 2012: 2,147 Respondents
  19. 19. 46% 11% 9% 10% 1% 11% 1% 3% 0% 4.3% 4% 39% 10% 9% 12% 7% 8% 1% 3% 0% 4.6% 5% SERIES RELIGION SOCIAL & CULTURALPROGRAMS MOVIES SPORT MAGAZINE POLITICAL NEWS HUMOURPROGRAMS QUIZ CHILDRENPROGRAMS POLITICALPROGRAMS OTHERS Airtime % Ram-13 Ram-14 57% 10% 6% 4% 0% 7% 2% 2% 3% 2% 5% 54% 9% 6% 5% 4% 4% 4% 4% 3% 2% 4% SERIES RELIGION SOCIAL & CULTURALPROGRAMS MOVIES SPORT MAGAZINE POLITICAL NEWS HUMOURPROGRAMS QUIZ CHILDRENPROGRAMS POLITICALPROGRAMS OTHERS SOA Ram-13 Ram-14 Airtime / SOA / Program Counts By Program Genre UAE L&A (Top 15 Channels by SOA) 65 24 28 6 1 15 4 5 1 12 0 44 18 29 6 20 11 5 5 2 17 1 SERIES RELIGION SOCIAL & CULTURALPROGRAMS MOVIES SPORT MAGAZINE POLITICAL NEWS HUMOURPROGRAMS QUIZ CHILDRENPROGRAMS POLITICALPROGRAMS FOOTBALL Program Count Ram-13 Ram-14 19 All Charts are sorted by SOA 2014
  20. 20. 20 KUWAIT
  21. 21. 22% 32% 24% 22% 15-24 25-34 35-44 45+ Kuwait City15% Hawali21% Farawniya27% Ahmadi19% Jahra12% Moubarak Al Kabir6% 40% 60% GENDER REGION AGE Sample Design 21
  22. 22. 0 10 20 30 40 50 60 70 80 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 TTV By TS Ram-13 Ram-14 Total TV Performance by TS & Day Part 22 16.9% 12.8% 19.1% 25.6% 20.0% 5.6% 16.3% 12.4% 18.7% 28.7% 18.2% 5.7% Afternoon12:00-17:00 LateAfternoon17:00-19:00 Evening19:00-21:00 PrimeTime21:00-24:00 Night24:00-27:00 Other Time TTV SOA By Day Part Ram-13 Ram-14 Sample Size: 2014: 2,371 Respondents 2013: 2,265 Respondents
  23. 23. Past 3 Years Total TV PerformanceReach & TRP –Total Population 96.3 96.7 97.0 Ram-12 Ram-13 Ram-14 TTV By Reach 2,155 2,193 2,183 Ram-12 Ram-13 Ram-14 TTV By TRP TTV Ram-12 Ram-13 Ram-14 ATV 5:23 5:28 5:27 ATS 5:35 5:40 5:37 23 Sample Size: 2014: 2,371 Respondents 2013: 2,265 Respondents 2012: 2,001 Respondents
  24. 24. 53% 4% 3% 10% 1% 10% 10% 5% 0% 1% 4% 50% 5% 3% 8% 7% 8% 9% 4% 1% 1% 4% SERIES HUMOURPROGRAMS QUIZ RELIGION SPORT MAGAZINE POLITICAL NEWS SOCIAL & CULTURALPROGRAMS POLITICALPROGRAMS FOOTBALL VARIETY TALKSHOW OTHERS Airtime % Ram-13 Ram-14 56% 9% 4% 7% 0% 7% 7% 3% 0% 1% 6% 60% 8% 6% 6% 5% 5% 5% 2% 2% 1% 1% SERIES HUMOURPROGRAMS QUIZ RELIGION SPORT MAGAZINE POLITICAL NEWS SOCIAL & CULTURALPROGRAMS POLITICALPROGRAMS FOOTBALL VARIETY TALKSHOW OTHERS SOA Ram-13 Ram-14 Airtime / SOA / Program Counts By Program Genre Kuwait (Top 15 channels by SOA) 55 9 6 30 1 14 24 13 0 2 1 51 9 8 23 23 12 24 16 1 2 2 SERIES HUMOURPROGRAMS QUIZ RELIGION SPORT MAGAZINE POLITICAL NEWS SOCIAL & CULTURALPROGRAMS POLITICALPROGRAMS FOOTBALL VARIETY TALK SHOW SCIENCE & HEALTHPROGRAMS Program Count Ram-13 Ram-14 24 All Charts are sorted by SOA 2014
  25. 25. FIFA WORLD CUP 2014 25
  26. 26. FIFAWorldCup 2014 Effect KSA 26
  27. 27. Total TV Performance by Time Segment Ramadan 2014 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 Ramadan Ram Week 1+2 Ram Week 3+4 27
  28. 28. FIFAWorldCup 2014 Effect EGYPT 28
  29. 29. Total TV Performance by Time Segment Ramadan 2014 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Ramadan Ram Week 1+2 Ram Week 3+4 29
  30. 30. 30 Thank You For Your Trust ! Don’t Forget! FOLLOW US : @IpsosMENA Check our Reports on: slideshare.net/IpsosMENA
  • joeharmoush

    Mar. 21, 2015
  • mrabaya

    Sep. 7, 2014

Ramadan TV Scene in 2014 & how it is different from Ramadan 2013! - Timeline of Watching TV in Ramadan in key Arab countries. - Prime time of Watching TV in Ramadan in key Arab countries. -Comparing Ramadan 2014 with Ramada 2013

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