A Monthly Newsletter of RYANS January 2013 || Issue 01 Contact : 019 15 476 726, 019 74 476 741

Commercials Booming Gradually in 2012

The radio commercial has increased by 20% in December than of January 2012. The airing growth has also increased by 12% in December than the previous month, November. On the other hand, in terms of airing duration, it has increased by 13% in December than of January and by 7% than of November. The ad airing expense has also increased by 12% in December than January and 4% than of November. An increasing trend is also seen when compared the airing figure of December 2011 with the airing figure of December 2012. It has increased by 10% during that period. For the radio stations, the highest growth has been found on Radio Aamar with 18% increase and 17% on Radio Today in December than of November. For TV media, the commercial has increased by 80% in December than the month of January 2012. The highest growth has been seen in August 2012 in both media, TV (98%), Radio (38%). Increasing number of channels, advertisers and 'small ads and their low airing cost' are the major causes behind such growth.

Growth of Radio & TV Commercials in 2012 5 Radio Stations & 21 TV Channels

Radio TV

Feb 8% 7%

Mar 12% 28%

Apr 20% 22%

May 18% 27%

Jun 16% 38%

Jul 27% 59%

Aug 38% 98%

(+/- from Jan'12)

Sep 6% 49%

Oct 25% 82%

Nov 8% 73%

Dec 20% 80%

Talk shows Phenomena Acceptance Growing up

During December 2012, approximately 98 talk shows aired in 21 different channels. This number is escalating than November 2012. In November 2012, a number of 87 talk shows appeared. The Prominent professionals and members of civil society appeared frequently in different talk shows in different television channels over the month. Nayeemul Islam Khan, Editor of The Daily Amader Orthoneeti discussed on different issues in highest extent extent among the 21 channels. While Executive director of Transparency International, Bangladesh (TIB), Dr. Iftekharuzzaman appeared in maximum number of talk shows during December 2012 along with Nayeemul Islam Khan. Both of them appeared 23 times in December. Other renowned professionals from civilsociety, journalist and columnist Mahfuz Ullah appeared on TV 18 times, whereas Professor Dr. Pias Karim appeared 17 times during
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RDC Getting Priority

December. Other top discussants were Manjurul Ahsan Bulbul, who has appeared 14 times and Golam Moula Rony 13 times in December 2012. People always enthusiastic about the current issues and views of the country as well as the world. The different issues of politics come on the talk shows during discussions in December 2012. Art and culture, Business and economy, liberation war those were the prominent issues in 21 TV channels over the month.
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Busiest Hours for Ads

INSIDE

Page 2 >>
Commercials Booming

Page 3 >>
MPOs Occupying Airing Times

Page 5 >>
Programme Vs. Commercials

Page 6 >>
Expensive Ads

Page 8 >>
Highest Ad Receiving Channel

Free Distribution

Ryans Media Book

02

January 2013

News Time Becomes the Prime Attention for Branding

A number of 505,909 frequency, 186,274 minutes television commercials aired in December 2012 during different programmes in 21 Tv channels
A growing number of brands are trying to use strategic campaigns to tap into buzz surrounding TV news programmes during Dec. 2012. To be topical, clever and relevant are the three attributes high on every brand's television commercial list. Combining all three is not an easy task. However, in December 2012, almost 159,956 number of spots on television commercials has been aired on news time which is almost 32% among the total frequency. Different types of programmes got some 26% attatention to the advertisers. A number of 132,802 frequencies of TVC have been aired during different types of programme. Another interesting thing to look is that advertisers preferred the slots for branding of their products even without any particular time of any programme. That may indicate the advertisers' enthusiasm to hook the viewers' attention for their product publicity. It's also noticeable that approximately BDT 4,478 million has been expended during December 2012. A number of 553 companies aired their television commercials during the last month of the year while 575 companies were in television commercial in the previous month. The companies aired approximately 186,274 minutes of commercials. Only five prominent companies aired 46% of total duration of television commercials. While the brands are counting as a matter of dominating tool in television channels, a strong positions of mobile phone operating brands were booming on the whole month. During December 2012, three mobile phone operator brands maintain their valuable apex among the hierarchy. Among the 998 brands, top five brands aired 27% of total television commercials. During Dec. 2012, approximately amounts of BDT 4,478 millions have been expensed. Among the different types of TV programmes, Unilever Bangladesh and RSRM aired highest number of ads during news times. For dramas, Unilever Bangladesh and Pran-Rfl Group aired highest number of ads and Grameenphone Bangladesh aired highest number of ads in Talk shows. On the other hand, Unilever Bangladesh and Botanic Harbal Care aired highest number of ads targeting films.

TV Ads in Different Programmes

Period: 1-31 Dec 2012
Frequency 12% 8% 32% 17% 26% 5% 0.3% 100% Duration 12% 8% 30% 20% 25% 4% 0.3% 100% Programme Drama Film News No Program Program Talk Show Tele Film Total Expense 13% 5% 39% 13% 26% 4% 0.3% 100%

Companies in Highest TVC Airing

Arranged by Frequency

21 Channels
1-31 Dec, 2012

Company Unilever Grameenphone Pran-Rfl Group Orascom Ratanpur Steel

Top 5 Total % Total

Frequency 101,528 44,082 37,430 22,158 18,403 223,601 44 505,909

Duration 32,567 25,158 13,668 11,316 3,068 85,776 46 186,274

Expense 744 659 356 260 68 2,087 47 4,478

Note : Duration in minute & Expense in Million BDT.

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Ryans Media Book

03

January 2013

Mobile Phone Operators Occupying Commercial Airing Time Most

Ready Food & Skin Care Products on the up in Radio Commercials
Ads of a total of 112 products aired in December in 5 radio stations. Out of those products top 5 products aired 49% of total ads in terms of number of spots and took 47% of total airing time. As product, country's six mobile phone operators (MPOs) are dominating the radio commercial time. Those companies took 37% of total commercial time in December 2012 and Grameenphone took 16% airing time. On the other

Products Aired in Highest Number

5 Radio Stations | Arranged by Frequency | 1-31 Dec, 2012

Programme
Mobile Phone Operator Food Mixed Cream Television Toothpaste Top 5 Products Total % 112 Products Total

Frequency
24,325 2,600 2,037 1,640 1,627 32,229 49 66,312

Duration
12,124 1,300 1,201 547 471 15,643 47 33,052

Expense
27

3 2 1 1
35 47 74

The Highest

Spender for Ads

A total of 66,312 ads aired in 5 Radio stations in December 2012. The total ad expense was about 74.3 million BDT. A total of 757 companies spent that amount of money. The highest amount of ad budget spent on ABC Radio (27%) & Grameenphone was the highest spender (17%).

hand, in terms of ad airing duration, the second highest airing product was 'Ready Food' which took 4% airing time and 'Skin Care' like Fair & Lovely, Emami, Ponds, took the third highest sharing of commercial time (3.6%). Though Telecommunication ads are dominating the commercials arena as top product in all media, ready food and cosmetic products are occupying the commercial arena over the times.

'Milk Nutritious' and 'Milk Liquid' among the ready food products and 'Skin Care Cream' among cosmetic products are seen in highest number in ad airing. In December, as a broader product category, 'Telecommunication' aired highest number of ads. It took 37% airing share. 'Ready Food' aired in second highest number. It took 19% and 'Cosmetics & Toiletries' took 11% sharing of total ads.

30 Sec Ads Getting Preference in Radio Commercial

In December 2012, ads of '30 sec' aired in highest number (32%) than the other ad duration slots. The second highest airing slot was '20 sec' ads (22%). The third highest ad slot was of 40 sec ads (18%). The three duration slots took 72% out of total number of spots.
Ad Airing in Different Duration Slots
December 2012

Share of Ads in Dec. 2012

Radio Today 33% ABC Radio 24% Radio Aamar 24% Radio Foorti 15% Bangladesh Betar 4%
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Top 3 Duration Slots 30 Sec 20 Sec 40 Sec

Number of Spots 21,218 14,499 12,241

% 32% 22% 18% 72% 28% 100%

3 Slots Total 47,958 The Rest 18,354 All Slots Total 66,312

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Ryans Media Book

04

January 2013

Radio Commercials Getting Priority to the Advertisers

A total of 117 advertisers or companies advertised their products in 5 radio stations in December. The number of advertiser has increased by 9% than the month of November. Radio Today received the highest number of advertisers (70 companies) and the second highest receiver was Radio Foorti (49 companies) in December 2012.
Number of Company/Advertiser
December 2012 Radio Station Number of Companies or Advertisers

Peak & Off-Peak Commercials on TV & Radio

Television commercials during off-peak hours aired almost 62 % of total television commercials aired in December 2012. Additionally, only 38% of TVC were aired during peak hour. For Radio in December 2012, 69% ads aired during off-peak time and 31% during peak time (6:00PM23:00PM). The highest ads aired on Sunday (16%) and Monday (17%). The busiest hour for ad was 10:00 AM within off-peak times where 7% of total ad aired and within peak hours 7:00 PM and 9:00 PM were the busiest hours with 6% airing share of each on radio Ad Airing during Peak & Off-Peak Hours
Period: 1-31 Dec, 2012 (RDC)

ABC Radio Radio Amar Radio Today BD Betar Radio Foorti Total

40 38 70 19 49 117

Commercials during Weekday-Weekend

71% of television commercials aired in weekdays, Sunday to Thursday while only 29% aired in rest of two days, those are weekends. Among the weekdays, Mondays and Tuesdays were at priority attention of the Advertisers as 16% of the total commercials aired solely in those days. On the other hand, in case of weekends, Saturdays got more attention than Fridays to the advertisers. During Saturdays almost 3% more commercials were aired than the Fridays. For Radio, 73% ads aired during weekdays and 27% during weekends. The highest ads aired on Sundays (16%) and Mondays (17%) on radio.

New Advertisements airing Increased in both TV & Radio

A total of 228 new ads aired in 21 TV channels in December 2012. It has increased by 10.7% in December than the month of November. Among the advertisers Robi aired 21 new ads and Banglalink aired 20 new ads. On the other hand, for Radio, a total of 114 new ads aired in 5 radio stations in December 2012. It has increased by 10.7% in December than the previous month. Among the advertisers Grameenphone aired 11 new ads, Banglalink aired 9 new ads and Robi aired 8 new ads.

Peak/Off Off-Peak Peak Total

Frequency 45,718 20,594 66,312

% 69% 31% 100%

Ad Airing during Peak & Off-Peak Hours

Period: 1-31 Dec, 2012 (TVC)

Peak/Off Off-Peak Peak Total

Frequency 315,642 190,267 505,909

% 62% 38% 100%

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Ryans Media Book

05

January 2013

Commercial trends always try to grasp the attention of the viewers. The product categories those have any particular group of consumers always try to boost up their airing frequency for increasing the product marketing potentiality to reach their consumers. This strategy also continues in December 2012. Skin care product categories had higher domination amid the duration of TVC aired in December 2012. Skin care product categories hook the highest trend of television advertisement with a 134,244 frequency/spot. Among 32 product categories only five categories aired most of the commercials with 71% of total commercials airing. Among 32 categories the top five categories skin care products commercials swathed 36% of TVC for their products' branding. Whereas 'Telecommunication' category expensed highest among the categories. During 2012, 32 categories aired total frequency while 33 product categories were in TVC during November 2012.

Female Consumers' Attention at the Priority on Commercial Trend

News Grips the Precedence on TV Channels

TV Ads in Different Programmes
Period: 1-31 Dec 2012
Programme
Drama Film News No Program Program Talk Show Tele Film

Frequency
12% 8% 32% 17% 26% 5% 0.3%

Duration
12% 8% 30% 20% 25% 4% 0.3%

Expense
13% 5% 39% 13% 26% 4% 0.3%

Total

100%

100%

100%

Among the all single type of programmes drama got the highest priority to the channels in December, 2012 as 308 dramas were aired. That means

sponsors show their prime interest on drama airing to grip the potential clients for their products. During December, 2012 a total of 1,664 programmes

aired in 21 television channels. Different types of programmes like musical show, travel shows, some competition based shows, reality shows etc. collectively depict some attention of the viewers. Those programmes totally aired 865 quantity of numbers while 256 films were aired. On the other hand, radio programmes are basically musical. News programmes are a few in numbers. On TV channels, highest number of ads aired in news times (32%), 12% ads aired against 308 dramas. On the other hand for commercials, talk show received 5% of total ads and film received 8% of total ads. For radio in December, 95.5% ads aired targeting different musical programmes and 1% ads aired targeting news programmes. Again, 3.5% ads aired in normal commercial slots or without any specific programme on radio.

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Ryans Media Book

06

January 2013

MPOs Dominance over Television Commercials

Steel and appartment as product taking the commercial arena gradually
Mobile Phone Operators (MPOs) aired the highest duration of television commercials during December 2012. Mobile phone operators aired a total of 47,000 minutes of television commercials while 87,514 spots have been covered by their commercials. During December 2012, as airing products, six MPOs aired 17% of total frequency while they covered 49% among 10 prominent companies' frequencies among 21 TV channels. MPOs expense was approximately BDT 1,198 million among BDT 4,478 million of total expenses. That means MPOs spend almost one fourth of the total expenditure amid 21 TV channels. Among ten highest dominating products, skin care products along with bath soap and cream, cover a large number of 27% of the total frequency together. Steel and apartment commercials aired 12% and 10% respectively among top ten products.

Highest TVC Airing Brands

21 TV Channels Arranged by Frequency Brands Grameenphone Banglalink Rsrm Fair & Lovely Cream Robi Top 5 Brands Total % 998 Brands Frequency 44,078 22,157 18,403 16,565 13,426 114,629 23 505,909 Duration (Min) 25,156 11,316 3,068 3,837 6,122 49,498 27 186,274 1-31 Dec, 2012 Expense (mln BDT) 659 260 68 77 168 1,232 28 4,478

Top 5 Products in TVC Airing

21 TV Channels Arranged by Frequency Products Mobile Phone Operator Cream Steel Bath Soap Apartment Top 5 Products Total % 233 Products Total Frequency 87,514 30,164 21,691 20,495 18,696 178,560 35 505,909 1-31 Dec, 2012 Duration (Min) 47,000 8,162 4,621 8,613 6,995 75,392 40 186,274 Expense (mln BDT) 1,198 179 114 193 176 1,861 42 4,478

Expensive Advertisements Crowned by only Five

A total of 1,637 unique ad aired in 21 TV channels in December 2012. Only five expensive TVC covered 21% of the total frequency in 21 television channels during December. The top five expensive TVC aired 26,157 minutes out of total 186,274 minutes and spent approximately BDT 687 million. The most interesting finding is that, mobile phone operator companies aired the most expensive TVC. Only Grameenphone aired three of uppermost expensive television commercials with 77% of top five commercials. Out of 21 TV channels aired 35% of the total frequency with a total of 58,056 minutes. On the basis of expense, these five channels received 25% of the total expense among the 21 TV channels.

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07

January 2013

Office Appliances in Ryans Computers

Great news for all! You do not need to go to different locations to buy different office equipments. Ryans Computers brought all office equipments like Printer, Scanner, Multimedia Projector, Copier, Paper Shredder Machine, CC Camera, Cash register, Fax Machine, Toner etc. in a single place. From now you can get and choose all of your necessary products under a roof, Ryans Computers. You also have web access to choose required equipments and place order through e-mail, phone. We have office or home delivery service. So you can get your selected products and technical supports also in office. For more details Please Visit www.ryanscomputers.com e-mail: it@ryansplus.com Cell: 019 74 476 731

Busiest Hours for Ad

9% 8% 7% 6% 5% 4% 3% 2% 1% 0%
Spot Sharing (%)

In December 2012, the busiest hour was 8:00 PM among 21 TV channels. During that time 8% ads aired. The second highest ad airing hour was 9:00 PM where 7% ads aired. The third busiest hours were 10:00 PM & 7:00 PM with 6% each.

Hours vs Spot Sharing

21 TV Cannels

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Shatdin.com, an online TV programme and event guide, was launched on August 2012 with the presence of famous writer and columnist Anisul Haque. This website contains schedule and prior information about all the programmes to be telecasted in local and foreign TV channels broadcasted in Bangladesh. Shatdin.com also has prior information about different events and programmes organized in different stages, theaters or stadiums across the country. A number of programmes are telecasted everyday in local TV channels. Drama serials, talk shows, live musical programmes have earned enormous popularity and therefore, the number of these types of programmes has

increased recently. However, it is quite difficult to know about the artists, discussants or actors/actresses of these programmes in advance. Though guide for overseas channels can be found in advance in different websites, it is hard to find all the

there are options for visitors to sort and search programmes by clicking on movie, sports, travelling, documentary, lifestyle, drama serial etc. Moreover, visitors can open own page in this site. Shatdin.com notifies page owners about pre-selected programmes prior to the telecast of those programmes via email alert if visitors keep the reminder on.

www.shatdin.com
TV Programmes & Events Guide
e-mail: info@saatdin.com cell: 01974476754.

channels at one place. Shatdin.com made it easy and gathered information about all the programmes of local and overseas channels broadcasted in Bangladesh at a single site. Not only the lists of programmes are added in shatdin.com, but also

Buy Books Online

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Period: 1-31 Dec 2012

Highest Commercials Receiving Channel

In December 2012, RTV was the highest ad receiving channel among 21 TV channels. It received 9.9% ads. The second highest ad receiving channel was My TV. It took 6.8% ads and the third highest ad receiving channel was Somoy TV. It took 6.2% ads in terms of number of spots.

Sharing of Ad in Different TV CHs (Frequency)

Itv Mohona Btv Independent Rtv 2% 3% 1% 10% 4% Ch_24 4% My Tv GTV 7% 4% Atn News Somoy 4% 6% Etv 4% Bhk Dig 5% Atn 5% Ch_9 5% 6% Ekattor 6% Bv 6% Dsh 5% Maasranga 5% Ch_I 5% Ntv 6%

NOTE

Report generated on the basis of aired advertisement of TV & Radio. Advertisement prices have been calculated on the basis of each media's regular tariff/ rate chart/cards. The concessions/offs given to the ad sponsors, bonus ad airing and even contracts or MoUs were not brought into consideration. So the figures of expenditure mentioned in this report may not reflect the original expenditure of the advertisers.

Published By Ryans Archives Limited House 58 (unit A1), Block A, Road 16, Banani, Dhaka 1213, Bangladesh Tel 02-9015427, 9015418, Fax 02-8058568, info@ryansplus.com, www.ryansarchives.com