A 360° View of Consumers in Pakistan The Most Robust Syndicated Pan-industry Initiative

June 2012 © 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not bedisclosed or reproduced without the prior written consent of Ipsos.

A Brief Backdrop of CMi

2

All

INCLUSIVE

CMi goes one step beyond plain

socio-economic or demographic

classification by tapping into the

attitudes, a day in consumer’s

life, shopping habits ,

emotional makeup & lifestyle

allowing psychographic profiling

of the consumers.

COMMON

CURRENCY

CMi aims at being common

currency for marketers,

advertisers, media

agencies /planners, and

media operators with its

dynamic data delivery

software.

TREND

DATA

Consumer Multimedia Index (CMi) is the birth of Single-source data in

Pakistan to measure 360º media reach & frequency, product/Service

consumption and psychographic segments

As a trend data, CMi was

first conducted in 2009

and since then its 3 data

waves have been

released and upcoming

data wave will be in place

by July 2012

What it tells about Consumers?

Users & Non – Users (Market Size)

Brands’ Top of Mind Recall

Primary & Secondary Brands

Decision Making Dynamics

Word of Mouth Influence

Consumption Frequency

TV Radio

Newspapers Magazines

Internet SMS as Media

Cinema Outdoor (16 vehicles)

Direct Marketing

CONSUMER Detailed Media

Exposure/Habits Product Category Consumption

Consumption Habits Over 65 Product Categories

Pe

rso

nal

Car

e

• Toothpaste

• Skincare Cream & Lotion

• Shampoo

• Talcum/Prickly Heat Powder

• Facial Wash/Cleanser

• Personal Cleansing Soap

• Sanitary Napkins

• Hair Removing Creams

• Mouth Wash

• Diapers

• Baby Products

• Analgesics

• Male Grooming

• Hair Color

• Liquid Hand Wash

• Shower Gel

Foo

d

• Biscuits

• Juices

• Mineral Water

• Ketchup

• Jams/Jellies/Marmalades

• Carbonated Soft Drink

• Tea

• Noodles

• Ice Cream

• Deserts

• Flavored Milk

• Salty Snacks

• Pickles

• Ghee

• Cooking Oil

• Spices

• Recipes

• Powdered Milk

• Liquid Milk

• Milk Modifier

• Chocolates

• Powdered Drinks

HH

Car

e /

Du

rab

les • Surface Cleaner

• Tissue Papers

• Insecticide

• Laundry Detergents Powder

• Laundry Detergents Soap/Bars

• Mobile Phone Sets

• TV

• Refrigerator

• Microwave Oven

• Air Conditioner

• Washing Machine

• Car

• Motorcycle

Serv

ice

s • Mobile Service Provider

• Mobile Phone Sets

• Mobile Financial Services

• Internet Service Provider

• Air Travel

• Fast Food Restaurants

• Durables/Home Appliances

• Car

• Motorcycle

• Lubricants

• Fuel Stations

• Cigarettes

• Bank

• Credit Card

• Debit Card

4

Media Information covered in CMi 2012

5

TV

• Penetration of TV (Overall Viewership)

• Average No. of days and time spent watching TV during a day and week

• Top of Mind recall for TV Channels

• TV overall reach as a media vehicle

• TV Channels Reach (Avg. Day/Avg. Week/Avg. Month) across all individual Week Days & Weekend and hourly breakup

• Routine of watching TV across Weekdays – Weekend by Time Slots

• Accompaniment, Channel Control and Places of watching TV by different time slots

• Likes/Dislikes for Various TV Program Types

• Reaction/Response during TV Ad/Commercial Breaks

Newspaper/Magazine

• Penetration of NP/ Mag (Readership Measure)

• No. of days NP is read during a week

• Avg. Time Spend reading NP in an avg. day

• Top of Mind recall for NP/ Mag

• NP overall reach as a media vehicle and Titles Reach (Avg. Day/Avg. Week/Avg. Month), no of issues read, titles across all individual Week Days & Weekend

• No of Picks associated with NP read an avg. day

• Part Reading of NP read an avg. day

• Likes/Dislikes of sections/pages as per degree of interest

• Routine of reading Magazine across Weekdays – Weekend by Time Slots

Radio

• Penetration of Radio (Listenership Measure)

• Average No. of days Radio listened during a week

• Number of Radio sets at home and type radio used when listening

• Average time spend listening to radio in a day and overall reach as a media vehicle

• Radio Channels Reach (Avg. Day/Avg. Week/Avg. Month) and across all individual Week Days & Weekend

• Reach of Top 10 Radio channels across an avg. day by 3 hourly break-up

• Routine of listening radio across Weekdays – Weekend by Time Slots and accompaniment while listening to radio across different time slots

• Place where radio is listened in average across different time slots

6

Interactive/Social Media

• Internet Section • Penetration of Internet

• Average No. of days internet used in a week

• Avg. Time Spend browsing internet across an avg. day

• Top of Mind recall for Internet Sites

• Social Websites reach and habits

• Internet overall reach as a media vehicle

• Websites Reach (Avg. Day/Avg. Week/More than a week) and across all individual Week Days & Weekend

• Reach of Top 10 websites across an avg. day by 6 hourly break-up

• Routine of browsing internet across Weekdays – Weekend by Time Slots

• Number of times websites opened by 6 hourly breakup

• Approx minutes spend on browsing websites across 6 hourly breakup

• SMS Section • Incidence of Text Advertisement through SMS

• Treatment of SMS Text Advertisement by Respondents

• Viewing pattern of Text Advertisement

• Opinion about Text Advertisement through SMS

Out of Home (OOH)

• Outdoor Advertising

• Penetration of 16 OOH Media Vehicles

• Daily & Weekly Reach of 16 OOH Media Vehicles

• How often outdoor advertisements are viewed by respondents

• Outdoor media witnesses by respondents when they are out of home

• Daily sightings of all OOH Media Vehicles

• Direct Marketing Activities

• Penetration of Direct Marketing Modes

• Opinion about various Direct Marketing Modes

• Treatment/Response to Direct Marketing Modes

• Incidence of participation in Direct Marketing Activities

Media Information covered in CMi 2012

Augmenting Critical Decsion Making

Comprehensive and Compatible reach & frequency figures of media vehicles & their channels/titles within

Multimedia planning to reach out to high definition TGs through media mix approach & advertising budget optimization

A shift from hunch-based decisions to more pragmatic optimization of Advertising Budgets

With 3500+ brands of over 60 product categories, defining the Target Groups with High Resolution Lens

Knowing the detailed category dynamics by diving deep into own and competitors’ brand users’ profiles

Research Design

Why

• To establish single source data for

• Multimedia Reach & Frequency

• Product Consumption Patterns

• Psychographic Profiling

What • F2F Interviews

• Door to Door methodology

Who

• Male & Female equal split

• Aged 12 years and above

• SEC A to E1

Where

• National Coverage

• 15,000 Interviews

• 10 Key Cities (Individually Reported)

• 40 Rest of Urban Cities

• 400 Villages

How Often

• Annual

• 3 Data Waves (2009 & 10)

• 2012 Data Wave due by August

Qnire • 1 hour

What Makes CMi Distinct?

KARACHI 1335

LAHORE 883

FAISALABAD 640

RAWALPINDI 578

GUJRANWALA 567

MULTAN 541

HYDERABAD 527

PESHAWAR 379

ISLAMABAD 370

SUKKAR 231

Total Key Cities 6051

Rest of Urban Cities Total 3949

Rural 5000

Total 15000

9

Most robust study ever conducted in terms of Geographic Coverage & Sample Size for its specific mandate

Stratified Sampling in accordance with population strata and geographical spread

As a sequel of National Ridership Survey 2007, CMi has evolved as only syndicated Pan-Industry National Representative Study

First and only read of Rural Pakistan in terms of Multimedia Reach & Frequency Figures & category Penetration

Initiated and endorsed by PAS, CMi is the critically acclaimed currency for Print Media and Radio in particular.

What Makes CMi Distinct?

CMi offers flexible Subscriptions Module primarily in form of:

One-off Reports (PPT based)

Full Fledge subscription

─ (with software, planning optimizer, training and Client Servicing Support)

About 25 subscribers from Advertisers, media buying & media operators

10

CMi Subscribers

FMCG Sector

Service Sector

TAM Providers in Pakistan

Media Planners

Media Operators

12 12

Some Glimpses of CMi Data Based on 2010 Data Wave

The same and much more info covered in latest Data wave of

CMi 2012 is available through subscription.

12

Daily Multimedia Reach %

13 Base: CMi 2010

Media Users Profiling – Urban/Rural

14

39 M

Base: CMi 2010

1

5

Multimedia Planning Scenario – Overall vs. Youth of Upper SEC With the change in target, for the same mix of multimedia selection Regional Channels/Publications, Avg. Day Reach grows markedly

19%

8%

5%

4%

3%

3%

2%

1%

17%

11%

5%

15%

7%

5%

2%

1%

TV News Channel

National Urdu Daily

Reg. Lang. TV Channel

6 Leading Websites

English Movie Channel

Radio Channel

Reg. Lang. Daily

National Eng Daily

Youth 12-24 SEC A&B Total Urban

Based on Actual Data

1

6

Multimedia Planning Scenario – Overall vs. Interior Province With the change in target, for the same mix of multimedia selection

Regional Channels/Publications, Avg. Day Reach grows markedly

19%

8%

5%

4%

3%

3%

2%

1%

10%

4%

37%

2%

2%

0%

17%

0%

TV News Channel

National Urdu Daily

Reg. Lang. TV Channel

6 Leading Websites

English Movie Channel

Radio Channel

Reg. Lang. Daily

National Eng Daily

Interior Province Total Urban

Based on Actual Data

17

Media Users Profiling across Mobile Service Brands

36%

14% 22%

23%

5%

Brand - A

Brand - B

Brand - C

Brand - D

Brand - E 63% 8%

12%

15%

2% Med- Heavy Viewers TV Med- Heavy Newspaper Readers

37%

10% 19%

29%

5% Med - Heavy Listeners Radio Med-Heavy Internet Browsers

33%

12% 33%

13%

9%

Based on Actual Data

Base: CMi 2010

Food Products Penetration - %age (Selected Categories)

Selected Food Products – Users’ Profiling across Urban & Rural

77 M 79 M 74 M 53 M 72 M 57 M 42 M 40 M 81 M 78 M

Non-Food Products Penetration - %age

21

Selected Personal & Household Care Products Penetration Users’ Profiling across Urban & Rural

Services

22

0.2 M 5 M 8 M 2 M

Commutation Mode

23

0.6 M 1.5 M 8 M 11 M 1.3 M

(*Air travel at least once a year)

24

Psychographic Profiling of

Urban Pakistan

CMi derives 7 psychographic segments of Urban Pakistan which you can corss – tab

against your TGs.

Such one-pager descriptions are available for all 7 psychographic segments of Urban Pakistan

A Day in Consumers’ Life 24 Hours Activity Scan

06am-09am

09am-12pm 12pm-03pm 03pm-06pm 06pm-09pm 09pm-12am 12am-03am 03am-06am

Rural

Urban Power Nap

Power Nap

Housework

Housework

TV/DVD

TV/DVD

Prayers Prayers Prayers Prayers

Prayers Prayers Prayers

Dinner Lunch

Dinner Lunch

Prayers

What’s next ? The same bites with much more information is available

based on our latest Data Wave of 2012-12 the fieldwork of which was conducted in July – August 2012.

To know more about subscription cost structure, feel free to call or send an email.

27

Get in touch with us!

28 © 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not bedisclosed or reproduced without the prior written consent of Ipsos.

Yasir Masood Afaq Business Lead MediaCT, Pakistan Email: yasir.afaq@ipsos.com Tel: + 92 51 2210815-8 Mob: +92 345 8550 262

Ahmer Siddiqui Senior Research Executive MediaCT, Pakistan - Karachi Email: ahmer.siddiqui@ipsos.com Tel: + 92 21 3438 2885-6 Mob: +92 345 8220 818

Farhan Zaidid Senior Research Executive MediaCT, Pakistan - Islamabad Email: farhan.zaidi@ipsos.com Tel: + 92 51 2210815-8 Mob: +92 345 8550 616

Ateeq Ahmad Research Executive MediaCT, Pakistan - Islamabad Email: ateeq.ahmed@ipsos.com Tel: + 92 51 2210815-8 Mob: +92 345 8550 838