Free Essay

People Meter

In:

Submitted By aqadeerm
Words 18546
Pages 75
-------------------------------------------------
Research Project

Date
17th November, 2012
ANALYSIS OF THE IMPACT OF PEOPLE METER ON TELEVISION ADVERTISING IN PAKISTAN

AKNOWLEDGEMENT
We sincerely thank our advisor Mr. Agha Zohaib for the guidance and help he has given us at every step of the way in completion of this Research Project. We are also thankful to Ms. Sabina Aziz from Mindshare for her time and patience and all the media professionals who consented to our request for interview and gave their valuable time, knowledge and experience in completion of our work.

Table of Contents ABSTRACT 6 CHAPTER 1 8 Introduction 8 Gallup: 9 People Meter: 10 Objectives/Aim: 11 CHAPTER 2 12 LITERATURE REVIEW 12 The Global Perspective: 12 Subcontinent Perspective (India): 17 Local Perspective (Pakistan): 19 CHAPTER 3 21 RESEARCH METHODOLOGY 21 Research Design 21 Procedure 21 Measurement/Instrument Selection 21 Methodology 22 Sample 22 Software Employed 23 CHAPTER 4 24 People Meter Vs Gallup: Secondary Data Analysis 24 Gallup & People Meter Reach Comparison between Satellite & Terrestrial Channels 25 Gallup & People Meter Rating Comparison between Satellite & Terrestrial Channels 27 Gallup & People Meter Reach & Ratings Comparison for Top 10 Channels 29 Ratings Analysis of Altaf Hussain’s Speech on 9th September 2011 31 GEO NEWS ANALYSIS: 31 DUNYA NEWS ANALYSIS: 33 ARY NEWS ANALYSIS: 34 SAMAA TV ANALYSIS: 35 PTV ANALYSIS: 36 Reach Analysis of World Cup 2011 37 Gallup Vs People Meter: Primary Data Analysis 39 Media Agencies Perspective 40 Advertisers Perspective 48 Broadcasters Perspective 52 Findings of Secondary Data Analysis 59 Findings of Primary Data Analysis 61 Media Agencies 61 Advertisers 63 Broadcasters 64 CONCLUSION 65 Recommendations for Further Research 67 References: 68 Table 1: 70 Table 2: 71 Table 3: 72 Table 4: 73 Table 5: 74 Table 6: 75 Table 7: 76 Plagiarism Check/Similarity Index 140

List of Figures Figure 1 54 Figure 2 55 Figure 3 56 Figure 4 57 Figure 5 58 Figure 6 59 Figure 7 60

ABSTRACT
Despite being a developing market, Pakistan has experienced massive growth in the marketing budgets of its corporate entities. With other mediums growing and advertisers looking for various options to target the consumer: TV remains the biggest medium in Pakistan with a share range from 61% to 79% and has been growing at a very high rate from 13% to 20% thereby becoming the dominant mass medium that drives the industry.
The purpose of this study is to analyze out what kind of changes the advertising industry has undergone since the introduction of People Meter (an automated audience measurement system) in Pakistan. The adaptation of the new audience measurement system is said to have transformed the television industry, producing results that oppose the Gallup Diary (an old manual audience measurement system) entirely.
Gallup was the first to launch a TV audience measurement system in Pakistan. With the increase in the number of private TV channels from year 2000, media planning which was once part of advertising became a separate business. As advertisers and media agencies started questioning the accuracy of Gallup and felt the need to adopt the internationally accepted audience measurement system called People Meter.
As controversies against the Gallup diary system grew and large advertisers started raising voice regarding the accountability factor and effectiveness of their media spend, People Meter started to take hold of the market. Now advertisers are more interested in this new audience measurement system.
This report highlights the impact of People Meter on the TV advertising industry of Pakistan, compares the results between Gallup and People Meter, analyzes the pre and post scenarios of People Meter’s implementation and finally provides academic understanding of the changes media industry has gone through in these past few years.
For this Qualitative Research was carried with in-depth interviews with advertisers, media agencies and TV channels were carried out to extract information regarding People Meter & Gallup and their impact on the industry.
The findings through the primary research suggests that according to media agencies, advertisers, and broadcasters; diary system was flawed due to human errors, limited audience segmentation, limited channels and channel recall while filling diary.
The automated system, secure data collection methodology, authentic data and real-time information were the main attractions of People Meter. In 2 years time, all media agencies, channels and majority MNCs had started to refer its data primarily for media planning, ratings, budgeting and costing.
Music genre suffered because of lack of audience loyalty, as highlighted by People Meter. Initially significant revenue loss as People Meter gained trust of advertisers. New slots developed, better understanding of audience lifestyle and behavior, better primary and secondary audience identification for channels and programs and improved CPRP through channel selection.
In view of the advertisers, People Meter has made a magnificent difference in the way of doing business because there wasn’t much dependence on the media agencies rather the marketers and brand managers took care of the planning of the TV advertising.
The Media Industry has dramatically changed since the launch of People Meter. People Meter has helped the industry revolutionize in more than one way. Overall People Meter has helped increase the pace of development in this industry however it is important to mention that there are few shortcomings of People Meter as well. Its geographical coverage needs to be expanded and sample size needs to be increased especially in rural areas.
To conclude the research team can safely claim that the problems highlighted in this report are the actual result of the analysis of each of the conducted interviews and that the study holds true at a national level and is representative of the entire industry. For future references, this study can further be taken to the authorities involved so as to take their view of the entire picture so better nullify or disapprove our hypothesis.

CHAPTER 1
Introduction
In the last few decades communication has become an integral part of one’s life. From the invention of telephone to now smart phones and tabloids -technology has turned world into a completely different place. However, the journey of it becoming rather a need from want has been facilitated by massive advancement in the marketing techniques/strategies. With so many additional options; getting consumer attention has become tougher than ever – hence, marketers have become conscious of medium and channel choices to target the consumers in order to minimize wastage and get the right results.
In a nutshell, technology has taken over the world by storm and marketing industry is no exception. Despite being a developing market, Pakistan has experienced massive growth in the marketing budgets. Most Multinational Companies identify it as a big potential market because of the population size (Pakistan is the 6th most populous country).
With other mediums growing and advertisers looking for various options to target the consumer: TV remains the biggest medium in Pakistan with a share range from 61% to 79% (Source: Mohammad Urva (2012), Head of Business Planning Group M; TV share is 79% and Aurora 2012; TV share is 61%)) and has been growing at a very high rate from 13% to 20% thereby becoming the dominant mass medium that drives the industry (Source: Group M 2012; 20% and Aurora fact file 2012; 13%).
Television, compared to other mediums, offers the advantages of touching more than one sense i.e impacting audiences through sound, picture, & motion. It also offers the advantages of reaching mass markets relatively inexpensively & comparatively more quickly. It is also credited with the benefits of talkability and interactivity. These factors make television the primary communications medium for advertisers when it comes to launching new brands or promoting existing ones. The importance of television as a medium for advertising leads us to question about the other end of the spectrum i.e. its audience and how they can be measured. This is important to understand because it explains the trends of advertising that have prevailed in our country over the past few years.
The purpose of this study is to find out what kind of changes the advertising industry has undergone since the introduction of People Meter (an audience measurement system) in Pakistan. The adaptation of the new audience measurement system is said to have transformed the television industry, producing results that oppose the Gallup Diary (an old manual audience measurement system) entirely. The extent to which advertising has changed because of the introduction of this new technology is what we intend to gauge in this report. This study would help us understand the shift of advertising spends between channels due to the introduction of People Meter, the impact this has had on advertisers, agencies as well as channels and how they responded to it. Now that the industry has access to accurate information, we want to study the differences in their media planning decisions. We want to conduct a pre & post analysis on the advertising trends of advertisers and Agencies and see what kind of impact it has had on TV channels.
We plan to do this by studying the records of both measurement systems in the last few years and in order to identify the impact of the new technology. This will be followed by an analysis of what changes advertisers and agencies made and the impact this had on terrestrial channels (mainly PTV) and other satellite channels.
As most business schools slowly incorporate changes to their syllabus, the modern media and advertisement trends have seen little research in academic environment and this research aims to fill that gap from business perspective.
Gallup:
Television as a medium has come a long way since 2000 when there were only a handful of channels and ad spend was valued at a mere Rs 6.5 billion (Source: The Purple Book, 2004 edition). At the time no method had been devised to discover TV viewing habits of viewers and advertising budgets were solely dependent on intuition and old research. In early 90’s Gallup was the first to launch a TV audience measurement system in Pakistan. They introduced a diary based system that required respondents to manually record what channel they viewed at a particular time on a particular day. The minimum time gap to record a change was fifteen minutes. Advertisers and media agencies started embracing the Gallup method for media planning. The total number of respondents is now 2200 from two hundred and nine cities of Pakistan.
One of the biggest flaws with the diary system is that its results are based on memory; the findings of the diary reflect what the respondents remembers and not what he or she was actually watching. Because of this respondents usually name channels that are top of mind. Add to this the fact that the diary is collected after a delay of a week or two, people tend to forget what they were watching and in a hurry only record what they were watching last which basically leads to the recency effect.
With the increase in the number of private TV channels in 2000, media planning which was once part of advertising became a separate business. Advertisers who were initially were only interested in identifying media vehicles that would give their brands high mileage were now interested in knowing which channel they should advertise on and where they could find their target audience.
As advertisers and media agencies started questioning the accuracy of Gallup, need was felt to adopt the internationally accepted audience measurement system called People Meter. AC Nielsen was the founder of the People Meter which was present and accepted across the globe. Initially AC Nielson did not accept Pakistan as a viable market to enter. Eventually in September, 2007 the Advertising Association of Pakistan awarded the project to a company named as MediaLogic to carry out the project. An automated device was introduced with the purpose of recording TV viewing habits. Media Logic is affiliated with GFK.
People Meter:
People Meter is an automated system that is made up of electronic devices that record what is being viewed on TV every 30 seconds and has been installed in 650 Pakistani households across nine major cities covering a total of 3,700-4000 people. It took the industry a year to develop confidence in People Meter. As controversies against the Gallup diary system grew and large advertisers started raising voice regarding the accountability factor and effectiveness of their media spend, People Meter started to take hold of the market.
Now, advertisers’ concern for efficacy and accountably has doubled than before. Advertisers are more interested in this new audience measurement system. The large spenders prefer targeting their audience through TV because it provides reliable and measureable results and advertisers and media agencies can now be held responsible for each penny that they spend. The automated system provides up-to-date results and information gathering is much more rapid, allowing the advertisers to judge the impact of the software and gather relatively accurate result of their advertising expenditure.
Objectives/Aim:
This research aims to: * Highlight the impact People Meter had on the TV advertising industry of Pakistan * Compare the results between Gallup and People Meter * Analyze the pre and post scenarios of People Meter implementation * Provide academic understanding of the changes media industry has gone through in these past few years * Prepare groundwork for further research in media and advertisement from business perspective
Our objectives are: * To gather primary and secondary data from relevant industry players * Analyze the data to present a clear picture of the industry * Identify the roles People Meter and Gallup have played these past years * Understand industry’s acceptance of these two methods and their reliance on the data gathered through them

CHAPTER 2
LITERATURE REVIEW
The Global Perspective:
Nielson Research has played a pivotal role in audience measurement for the past few decades. The diary system of collecting information has given insights to what people watch and for how long, but over the years several shortcomings came to notice that triggered the need for a more reliable audience measurement system.
The Diary system had several limitations that have been highlighted in Nielson Media Research (2004) and (2005): * The viewer may not fill the diary but ask someone else to do it * The viewer might fill it later rather than when watching television * Record in the diary at a later time or even before the program is aired * As viewing choices increase, recording accurately becomes a challenge * People are not enthusiastic about recording in diary for prolonged period of time, resulting in lower response rate * As technology gets advanced, even gaming consoles has started to play a part in TV viewing (watching BluRay movies on Playstation for example) that makes recording in diary a challenge
These factors, among others, create inaccuracies in the findings when the data is collected. If a viewer records in the diary at a later time, he/she may have difficulty in recalling the time duration of the program viewed. Some even record before the program is aired and there is no guarantee that the person would actually view the program despite recording it in the diary. Such factors over-inflate or under-report ratings of programs and channels.
Rating points play very important role for channels, advertisers and media agencies. According to Ernest Bromley, Chairman and CEO of Bromley Communications:
“We all live and die, literally, by these ratings”
As per Nielson Media Research report of 2005 titled “Task Force on Television Measurement”, a significant financial impact is observed on both sponsors of TV shows as well as channels when there is even the slightest discrepancy in the ratings. Millions of dollars of advertising revenue ride on a single rating point, which can be statistically shown to have a huge impact on the whole system. According to Tim Brooks, EVP Research of Lifetime Television, a difference of 0.1 in the ratings of a show over the course of a year results in the increase (or decrease) of approximately $60 million worth of revenue.
In July 8, 2004 Nielson introduced Local People Meter in Los Angeles and ran them alongside Set Meters/Diary system for 28 days before making LPM as the sole audience measurement system (Nielson Media Research, 2004). This presented Nielson company to accurately gauge and compare People Meter with Diary system in real-time.
The benefits of People Meter in Los Angeles were: * Larger sample size for People Meter compared to the Diary system * People agreed more readily for LPM than diary, showing a 25% higher response rate * Demographic representation was better with LPM * More accurate ethnic and racial matching with the use of LPM * The problems of over-stating or under-stating program viewing in diary system was potentially eliminated * Infrequent viewing was better captured by LPM, which means less known program received more accurate rating compared to well known programs * Potential memory effects were negated as viewers tend to record known programs more even if they didn’t see them or neglect to record less known programs which they actually viewed on TV * Minute-to-minute update in LPM compared to weekly or monthly update from the diary system * No potential bias included in the LPM design that may cause inaccuracies when recording
This presents a huge potential for advertisers, channels and media agencies to target their customers better. LPM provides a more accurate and reliable audience data that would help in making television advertisement decisions. The association of television and radio sales houses in Europe, called egta, released a report titled “Audience Measurement: What Television Advertising Sales Houses Want” (April 2007) presented a list of arguments from sales houses perspective. * The major strength of television is the exposure of advertising to the viewers. For any audience measurement system this should remain as core component * Various techniques can be used to measure, each one designed specifically for a medium’s needs but they all must set television measurement as the benchmark since TV is the best medium that is most measured as well * Television is not broadcast medium as it used to be but has turned into content-provider, which means the sales houses need to measure all the viewers that watch television. In simple words, they want the signal to be measure the minute it goes live. * Advertisements, be it in any form (split screen, interactive, window screen), should be measured * Target audience should be well defined and should reflect the new reality as audience preferences as well as demographics are prone to change * Psychographic elements are as important as demographic, but they are too numerous to be used for accurate audience measurement. These should be standardized like demographic * Audience panels/samples should accurately present population and lifestyle * Quantitative data should remain as important as it always has been while qualitative data should be collected to be used alongside qualitative for better understanding and decision making * The cost of data collection is huge, therefore too much data and information may not be needed to generate advertising revenue but if both (advertisers and broadcasters) agree, more data should be collected * There should not be reliance on single-source data to comprehend consumers’ buying behavior. This often leads to simplistic conclusions that advertisement drove the sales while other factors such as availability, accessibility, quality, loyalty etc may be ignored
As evident, these arguments reflect the need for better audience measurement system compared to diary/manual measurement system. People Meter fulfill many of these requirements and provide plenty of opportunities for advertisers, media agencies and channels to accurately understand the demographics/psychographics of the viewers and make informed advertising decisions.
People Meter has the potential to accurately judge audience from various angles and viewpoints, including their loyalty with a network. Denny Meyer and Siva Muthaly performed research in New Zealand and presented a research paper titled “New Measures and a New Model for Television Network Loyalty” (Marketing Bulletin, 2008, 19, Article 1).
According to this research, the minute-by-minute update from People Meter made it possible to find out short-term and long-term network loyalty which was not possible while using the diary measurement system. The research revealed that channel flipping was minimal for those viewers who on average watched a great amount of Television, demonstrating greater involvement in the program and therefore more likely to pay higher attention to advertising. This research proved that people who watched a lot of television had higher short term network loyalty and higher ratings were associated with higher short term network loyalty so advertisers and schedulers could gain from this.
The research also proved that * Factual genres like News & current affairs had a positive correlation with both loyalties * Relaxed genres like movies & comedy had a negative correlation with both loyalties * Correlation on the whole was generally higher for long term loyalties * Comedy was revealed to be famous with disloyal viewers who watched little tv where as magazines were famous amongst loyal viewers who watched a lot of tv * Therefore advertising during movies would receive less attention as compared to advertising during news.
The purpose of it was not to just understand viewers’ loyalties but also to help advertisers make more informed decisions regarding investments and help schedulers to schedule better.
If Lloyd and Clancy (1991) and Hoffman and Batra (1991) are accurate in suggesting that higher program involvement leads to greater attention to advertising and higher cognitive impact then it will be safe to conclude that short term network loyalty can be used to measure the extent of attention viewers pay to advertising and therefore the following all stand true: * Programs that target high education and high income bracket youngsters attract viewers who are disloyal and are most likely to switch channels * Individuals who frequently watch comedy also are disloyal viewers and are prone to channel switching so advertisers need to be careful as these shows might indicate high ratings but the audiences might not stick around to watch the ads during the breaks * Older People and people who prefer magazines are less likely to switch between channels so shows that might have low ratings but attract the above type of audience have a higher tendency to watch ads in breaks
The research also emphasizes that time slot selection for advertising is also important in terms of network loyalty as it has been seen that late night shows ratings are less credible because their viewership demonstrates disloyalty to channels and they indulge in channel switching. So advertisers should try to advertise during time slots in which their relevant audience is present and most receptive.
Now let us discuss the challenges to People Meter technology. Nielson Media Research, (2004), argues that: * The People Meter technology is expensive both from a technological investment point of view and in terms of long term maintenance cost. * Secondly to ensure that People Meter’s readings are correct it is essential that the respondents press the device correctly for the correct amount of time so that the device starts recording and feeding accurate data.
DrHeikki J. Kasarispecifies in his paper “People-meter systems in the changing TV climate” published through the World Advertising Research Centre in 2006, that sample expansion is a great challenge to People Meter. Since People Meter is an expensive investment, increasing sample size is difficult. But if it’s not done a disproportionate sample size may reflect inaccurate results for the entire population resulting in loss of advertising revenue.Also it does not take into consideration Out of home measurement of television viewership as well as viewership of television through new technology such as internet, mobile television and multimedia.
Subcontinent Perspective (India):
As mentioned in a research by Singh, Mehta and Mishra (2011), in India, Doordarshan started off with the only channel which was the National Television Network that later on install transmitter for terrestrial broadcasting. Slowly and gradually colored TV sets were introduced in 80s and in the 90s satellite TV was broadcasted in the Indian homes. Cable and Satellite TV have penetrated in about 57% of all TV homes and the percentage of people who have switched from terrestrial to satellite and cable is at 10.4%.
In 1994, INTAM (Indian National TV audience measurement) was introduced which took samples from the major cities and base its results according to the survey taken. In 2004 another rating agency by the name of Audience Measurement and Analytics has started its operations.
In 1989, Diary was the only method used for recording information which was introduced by Doordarshan by the name of Doordarshan Audience Ratings (DART). Since this was the only system through which ratings could be determined, the sample size comprised of 3600 rural and 1600 urban TV homes. Later it revived and the electronic rating systems were introduced by TAM Media Research who measure minute to minute TV viewing and 30,000 individuals response is gathered every minute of 300 plus channels which they release on weekly basis. Also, the other electronic rating system being used by audience measurement and analytics Ltd is the device/meter installed to the television receivers which automatically registers and stores the information. This is released over night from the 87 towns of population which consist of 8415 homes in India.
When a comparison is made between the channels and genres, the factors determining TRP (Television Ratings Point) are majorly dependant on the timing of any particular channel/program then the channel the program is playing, quality of the program, authenticity, word of mouth, personal interest and lastly on the type of program. One other factor that is considered by the respondents is the cultural difference which varies from city to city in India.
Paranjoy (2012) suggest that one of the problems that People Meter has caused in the Indian market is that corrupted and tainted data which is favoring the rivals against bribes is being used. NDTV has actually sued TAM-Nielson in US for $1.3 Billion. Many government officials have challenged the monopoly of this rating system. TRPs that are presently in use are provided by TAM media which gives this data on a weekly basis where as Map provides ratings on a daily basis. The reason they thought there is corruption and monopolization of rating system was because there was no way of finding out if the individual who’s put on a particular channel/program is actually watching it or they have just turned on the TV and doing other chores of the house or got busy doing something else.
The data taken out from the ratings of that certain channel or software would be incorrect. And one other major reason was that the reach was very low because of the diversity in the population. Its reach is 0.00016 percent of the total television viewership. Since India is a diversified nation, based on the sampling done by TAM the sampling is said to be inaccurate due to which flaws in the results are seen. There are 130 million television sets in India and the number of People Meter being placed in the households are not more than 8,150 which is a very low ratio for monitoring a patch from a huge population. Thus, until recently, not a single People Meter had been placed in any home in any one of the eight states in the Northeast, more in Bihar or Jammu and Kashmir, not to mention the overwhelming majority of the 600,000-plus villages in India where people watch TV even when there is no electricity by using power drawn from tractor and truck batteries.
Dhawan (2012) mentioned in his article that the ministry has taken an action against by checking with TAM whether they have taken any action towards resolving the sample size issue. They have also asked for comprehensive accreditation system to be provided to them for the reference. This has lead to a situation where programs are made for a small section of the population.
On the other hand TAM’s claim is that broadcasters and advertisers were unwilling to fund the seeding of more People Meters. However, it is also true that the inadequate and flawed TRP system was deliberately allowed to continue because some broadcaster or the other (including NDTV) gained at different points in time when they were either in the first or second position in the ratings.
A website “CMSIndia” informs us about measuring of TRPs. Measuring TRPs started as a small idea ended up making big difference and changing the very course of television in India, i. e., the “rating of viewership” instead of measuring what actually is being viewed or the impact of such viewing. They wanted to speed up that process to scale up advertising budgets. The advertisers and advertising agencies wanted some basis for justifying budget outlays on this new visual medium in the country, as to how much and where to allocate. This system was made to cater the needs of advertising and facilitate media planners in particular to place ads in the right slots depending on the genre of the channels and software’s being played on different timings. Channel’s sustainability is highly dependent on the revenue being generated through advertising.
Local Perspective (Pakistan):
Aurora Magazine Blog, a leading advertising and media magazine mentions the global downturn that started in midst of year 2008 affected all industries across the board. Large number of businesses reached to breakeven point and many of them were shut down. The companies had huge pressure to curtail cost and decrease their budgets so that the survival could be possible. Two of the most important disciplines were in danger, the Human Resource and Marketing. Huge job cuts and marketing budgets were decreased, all the marketing professionals came under pressure and the accountability was raised at all levels. Return on marketing investment turn out to be a massive concern for all the companies. The effectiveness of all marketing vehicles was in question. Investment on ATL remains the highest and top of the list. The advertising to sales ratio was weak and the management started comparing the ROMI for the vehicle
This was the major reason that created panic in the advertising industry as suggested by Aurora Magazine (July-August 2012). Ms. Bushrak (2009) explains that audience measurement system was the only way to measure ROMI of ATL spend, Diary system of Gallup was considered an inefficient system because it was dependent on the recall ability of the respondents. Procedurally the diaries are collected after a week and there is a possibility that the diary respondent is also filling out the diary at the weekend and at that time may be suffering from memory decay. The diary data, being memory based showed higher rating for channel/programs that are TOM. The diary system had lost confidence in the minds of the advertisers, broadcaster and media agencies. People Meter enter the industry in Sep, 2007, Media Logic affiliated with Gfk was the founder of the People Meter in Pakistan.
People Meter is an automated device which was setup in 500 household TV sets to record the real time information. The major factor which differentiated People Meter from Gallup system was the automatic system that records information of a viewer right after 30 seconds and without human interaction.
The controversies against the Gallup diary system helped People Meter attract advertisers, media agencies and broadcasters attention. The arrival of PM data broke plenty of pre-conceived notions about viewership pattern. Terrestrial channels used to get highest viewership during the old Gallup days and impact of the change in programming could not be recorded accurately.
This gave an advantage to advertisers to attract audience on lower cost. The move from the old method to a new system has changed the way TV planning was being done by media agencies, advertisers and broadcasters, now the system provide a better accountability, give a clear view of audience exposed to ads. Moreover by observing the ratings of particular program they can be exposed to their target audience at right time.
Media planners, broadcasters and advertisers have accepted that PM has now become an industry currency. People Meter has found its place in wee time in the industry by producing the accurate ratings and results required by the industry constituents. People Meter is currently deployed in 650 homes in nine major cities covering a total of approximately 4000 people.

CHAPTER 3
RESEARCH METHODOLOGY
Research Design
We conducted a cross sectional exploratory research to expand understanding of the impact of People Meter on TV advertising in Pakistan. The topical scope of this study is such that it required a comprehensive analysis of the differences between the two audience measurement systems. To achieve this we obtained secondary historic data of Gallup & People Meter which we will analyze and conclude. Based on our findings we conducted Primary qualitative research through in-depth interviews with advertisers, media agencies and TV channels. Wherever we encountered constraints, we communicated electronically via email, online questionnaire or through telephone to collect the relevant information.
Procedure
We began by obtaining cumulative Reach & Ratings data of both Gallop and People Meter from 2008 to 2011 along with ratings during two different events of both PM & Gallup & the accumulated ratings of top 10 channels. Then we did a comparison between the two audience measurement systems to identify the extent of discrepancy in their results and analyzed the findings. The second stage of our research involved detailed interviews with advertisers, media agencies and TV channels. We interviewed those individuals who have hands on experience with Gallup and People Meter so that they can help explain our findings and share their experience and knowledge regarding the impact of People Meter on the industry and how media planning has changed over the years.
Measurement/Instrument Selection
Data collection was both primary and secondary. Interview is the initial method of data collection for primary data, followed by questionnaire where interview was not possible.
Methodology
1. Conducted a literature review on People Meter and Gallup. 2. Obtained cumulative reach & ratings of People Meter & Gallup from Year 2008 to 2011 & analyze findings. 3. Obtained Gallup & PM ratings of Altaf Hussains Speech on 9th September 2011 that was aired on different channels, compared the results and analyzed the findings. 4. Obtained Gallup & PM reach & ratings for World Cup 2011 & compared findings. 5. Obtained reach & ratings for Top 10 Channels of both audience measurement systems and compared findings. 6. Created individual research questionnaires for advertisers, channels & agencies that focus on determining the nature and extent of change in media planning since the introduction of People Meter. We used the questionnaires to gauge the change in trends and practices. 7. Conducted interviews with relevant sources to extract information regarding People Meter & Gallup and their impact on the industry. 8. Undertook a thorough analysis of the research gathered to identify the impact and changes the People Meter has had on the relevant parties. 9. Prepared research report that analyzed and evaluated the results of our research and identified any limitations.
Sample
We used non probability convenience sampling. We began our second phase by interviewing the company that launched People Meter first, then we interviewed three media companies, five channels and three advertisers. A total of 12 interviews were conducted in all. Our finalized sample is as follows:

People Meter | 1. | Media Logic | Qamber Abbas | Media Agencies | 2. | StarCom | Osman Ahmed Qayam | | 3. | Mindshare | Sehar Jamal | | 4. | Media Edge | Ali Asad | Channels | 5. | PTV | Kamran Wajeeh | | 6. | ARY Digital | Ali Asghar | | 7. | Samaa | Syed Muhammad Saqib | | 8. | Aaj | Syed Mazahir Hussain | | 9. | Hum | Naufil Aftab | Advertisers | 10. | PepsiCo | Shehzad Malik | | 11. | Frito Lays | Usman Jamil | | 12. | Dalda | Nida Parvez |

Software Employed
We used Microsoft Excel to conduct comparisons and compiled & analyzed our findings in Microsoft word.

CHAPTER 4
People Meter Vs Gallup: Secondary Data Analysis
We begin our research by gathering Secondary Data of People Meter & Gallup for the past four years, i.e. from year 2008 to 2011 to first hand analyze and determine the extent of difference in results and to assess the level of discrepancy. We plan to do this analysis by comparing the cumulative reach and ratings of both audience measurement systems for Satellite channels & Terrestrial channels as well as the reach & ratings of the Top 10 channels for the past four years. Along with the above we will conduct a comparison of ratings of various channels on 9th September 2011 when MQM Leader, Altaf Hussain, gave a very long and important speech. We will also conduct a comparative reach analysis of the world cup as it is one of the biggest events of the year. The source of our data is Media Logic & Gallup provided to us by Mindshare.

Gallup & People Meter Reach Comparison between Satellite & Terrestrial Channels
To further explore the difference in results of Gallup and People Meter, we have conducted a Reach and Ratings comparison of Gallup and PM data from the years 2008 to 2011 (Source: Media Logic, Provider: Mindshare).

Reach refers to that percentage of total audience who is exposed to a media communication at least once, through a media vehicle (in this case Television). For example if the targetted audience is 60 million and out of that 60 million, 30 million watched the advertisement on TV then the total Reach would equal to 50%.
Now the above Graphs present a comparison of Gallup & PM Reach calculations for Satellite & Terrestrial Channels from 2008 to 2011. By Satellite Channels we mean channels that are transmitted through satellite and are accessible via cable. Whereas Terrestrial Channels are channels that are transmitted via antenna for example PTV & ATV.
If you look at the Satellite Channels Reach Comparison Graph the first thing you will notice is that PM reach for satellite channels is higher than Gallup in all four years. In 2008 the difference in reach between Gallup and PM results was by about 16.4%, in 2009 it was 31.5%, in 2010 it was by 28.5%, & in 2011 the difference was 17.5%. On average People Meter is reporting 23% extra reach over Gallup in the last four years. This difference is significant and can be explained by the fact that Gallup data depends upon Top of Mind Recall. Satellite Channels comprise of over 80 channels. In each genre there are about 10 channels to choose from. Respondents fail to accurately remember and write what they actually watch hence affecting Gallup results. People Meter on the other hand gives accurate readings because the results are recorded digitally every 30 seconds.
Now let’s look at the graph that presents a comparison of Gallup & PM Reach for Terrestrial Channels from 2008 to 2011. This graph clearly shows an opposite trend. That is Gallup Reach for terrestrial Channels is higher than PM reach in all four years. In 2008 Gallup is over stating Terrestrial Channels Reach by 24.1%, in 2009 Gallup’s reach is higher by 33.6%, in 2010 by 25.4%, & in 2011 by 14.7%. On average Gallup reach for terrestrial channels is 24% higher than PM reach for all four years. Two reasons can be attributed to this result. First of all Gallup’s rural coverage is greater than PM and in rural areas terrestrial channels like PTV & ATV are mostly the only options available to watch hence viewership is actually higher secondly PM does not cover as many cities as Gallup. Also a certain level of TOM recall is also at play here because when it comes to terrestrial channels one should remember that PTV is a channels that is as popular as GEO and hence is more likely to come up in the diary due to TOM recall.

Gallup & People Meter Rating Comparison between Satellite & Terrestrial Channels

Ratings are defined as the number of people who watch a particular program, channel or network expressed as a percentage of the total targeted audience. For example let’s say that PTVs total targeted audience is 128,000,000 and on any particular day the number of viewers who tune into PTV at 8.00 pm is 45,000,000 then Rating of PTV at 8.00 pm will be 45,000,000/128,000,000 which equals to 35%.
Now if we study the above charts it’s interesting to note that over the last four years there isn’t a very large difference between ratings of satellite channels reported by Gallup and PM. In the year 2008 Gallup’s rating was 1 point higher than the rating reported by PM. In 2009 & 2010 PM Ratings were 0.5 points below Gallup, in 2011 the difference was a bare minimum of 0.1 points. The average rating reported by Gallup for the last four years for satellite channels equals to 2.85 where as the average rating reported by PM for the last four years equals to 2.87. And the trend we can notice is that the gap between the ratings reported by both audience measurement systems for satellite channels seems to shrink over the years. The only explanation that we have been able to identify for this trend is the suspicion that since Gallup ratings are published fortnightly it has sufficient time to copy ratings from PM. However this is not confirmed information. Our source wants to remain anonymous and has specifically requested not to be named.
When we compare the ratings of PM and Gallup for Terrestrial Channels the first thing that comes to notice is the fact that the difference in ratings for the last four years is very large and Gallup ratings for terrestrial channels are higher than PM for all four years. In the year 2008 Gallup’s rating for terrestrial channels is 4.4 points higher than PM. In 2009 the difference is of 5.4 points in favor of Gallup. In 2010 the difference is of 4.9 points and in the year 2011 the difference is of 2.9 points. On an average Gallup is reporting that Terrestrial channels get a rating of 5.97 points where as PM’s average rating equals to 1.57 points. The only explanation for this difference is the fact that PM’s coverage is not as vast as Gallup’s as far as rural areas are concerned where terrestrial channels are mostly watched due to the fact that satellite channels are unavailable therefore PM ratings are lower.

Gallup & People Meter Reach & Ratings Comparison for Top 10 Channels

Here we will conduct a comparative analysis of the reach and ratings of the top 10 channels on Television as reported by Gallup & People Meter. The Top 10 Channels are: PTV Home, Atv, Geo News, Express News, PTV Sports, ARY News, Aaj TV, Tensports, Cartoon Network & Geo Entertainment (Source: Media Logic, Provider: Mindshare).
If we look at the graph that describes the Top 10 Channels Reach we see that the reach reported by People Meter is higher than the reach reported by Gallup for all four years. The difference between the reach in the year 2008 is by almost 7%, in the year 2009 it’s by 12.4%, in 2010 it’s by 13.4% and in the years 2011 the difference is by 12.5%. On average PM is reporting that the top 10 channels reach equals to 20.73% where as Gallup’s average reach for the last four years equals to 9.4%. The trend that is visible in this case is that the difference in reach reported by both the audience measurement systems is increasing over the years. As far as the ratings of the top 10 channels are concerned the first visible fact is that Gallup is reporting a higher rating for the top 10 channels in all four years than People Meter. The difference between the ratings of Gallup and PM in the years 2008 to 2011 are: 0.46, 0.54, 0.41 & 0.19 respectively. On average Gallup is reporting the top 10 channels to have a rating of 0.725 points where as PM’s average rating for the last four years equals to 0.325 which is about half the ratings expressed by Gallup. The most logical reason for this result is the fact that a huge amount of media fragmentation has taken place over the last few years, many new popular channels like Urdu 1 & 8XM have launched that have developed huge followings and are impacting other genres; even news. Hence, ratings for the top 10 channels, as reported by PM are lower than Gallup. The reason why Gallup claims higher ratings for top 10 channels is simply the top 10 channels are the popular 10 channels that have maximum Top of mind recall in each genre hence in the diary system they are more likely to come up in answers than any other channel.

Ratings Analysis of Altaf Hussain’s Speech on 9th September 2011
To understand the difference in results of both audience measurement systems we have picked up ratings of Gallup and People Meter for different channels from 7.30 pm to 11.30 pm on 9th September 2011 when MQM Leader Altaf Hussain delivered a very important speech to the masses of Pakistan. The identified target audience for this event is Male/Female, Age group (18-45), SEC A, B, C & D (Source: Media Logic, Provider: Mindshare)
The following run charts show ratings on x axis and time on y axis. The red line demonstrates ratings during the speech while the blue line represents normal ratings of the channels before the speech was aired.
GEO NEWS ANALYSIS:

When we compare PM ratings with Gallup for Geo during Altaf Hussains Speech we can clearly see the difference in results. People Meter displayed highest ratings of 3.6 at 8.30 pm where as Gallup at 8.30pm shows a rating of 0.8 which is Gallup’s lowest rating for the evening. Individually Geo had a 240% growth in ratings on PM whereas Gallup results do not show a great change in ratings from what they normally are. The PM trends highlight not just the increase but also reports the change in audience viewership as the time passes. On Gallup it seems like audience woke up all of a sudden and switched to Geo, rocketing the ratings from 0.6 to 2.4 in half an hour while PM shows slight decrease from 3.6 to 3.5 in the same time period. Also it is important to highlight here that the probable reason for the Gallup ratings to be almost the same as the pre speech ratings is the fact that Geo is a TOM brand name and instead of reflecting the actual viewership of the time majority diary respondents filled out the data as they always do hence reproducing a similar trend instead of the truth.

DUNYA NEWS ANALYSIS:

On Dunya News PM Ratings display the highest point at 10.30pm with a rating of 0.7 and the lowest point at 8.00pm with a rating of 0.2 where as on Gallup the highest rating achieved throughout the night is 0.1 and that too after 10.00pm before that Gallup demonstrates a rating of 0. When u compare Gallup ratings during the speech with normal ratings of Dunya news it’s interesting to note that the rating does not change implying that the speech had no impact on Dunya news viewership. The pattern on PM shows gradual increase and decrease as the speech continued while Gallup shows that practically no one was watching Dunya channel at least until 10 pm. This is a very good example of how Gallup ratings do not reflect actual viewership and instead we can see that the respondents are filling out the diary as they routinely do every week since Gallup ratings haven’t changed at all.

ARY NEWS ANALYSIS:

Similarly when we compare PM rating of ARY with Gallup ratings during the speech the results are contradictory because as seen here in the above figure at 9.00 pm People Meter ratings are at their highest for the channel at 0.5 where as Gallup at 9.00 pm is displaying a rating of 0.1. Individually PM ratings are higher for ARY during the speech when compared with its ratings under normal circumstances as it shows a growth of 182% where as Gallup’s ratings do not change at all. This result again proves that Gallup Ratings are based on recall and not fact because if they were actual representatives of viewership the Gallup ratings during the speech would have been higher than the pre speech ratings.

SAMAA TV ANALYSIS:

PM ratings rise to a high of 0.7 at 10.30pm during speech where as Gallup at 10.30 is giving a rating of 0.1. When we compare ratings of speech with the channels normal pre speech ratings we can see that the speech impacts Samaa Tv in the late hours of the night however Gallup ratings barely reflect an impact. Again here the results are indicating the fact elaborated above that since Gallup data is dependent on Top of mind recall and not actual fact that is why the Gallup ratings in this case as well have not changed to demonstrate an impact.

PTV ANALYSIS:

People Meter Ratings and Gallup ratings for PTV during the speech are almost the same as their normal pre-speech ratings. This shows that the speech did not impact viewership of PTV in anyway. However when you compare the ratings of PM with Gallup during speech we can see a massive difference in ratings as PMs highest rating at 8.30pm is 6.8 while Gallup at 8.30 is reflecting an abnormally high rating of 24.3. The probable reason for such a result could be the fact that PTV’s TOM recall is as great as GEO news because it is a terrestrial channel and available all over Pakistan and since Gallup coverage is greater than PM and it covers 209 cities; it is possible that majority of the households there view PTV and hence produce this result.
Hence in conclusion we can see that Gallup ratings truly reflect Top of mind recall instead of actual viewership where as PM gives the real results. The above data proves that the Altaf Hussain speech resulted in about 200% increase in viewership across news channels from their actual ratings but only People Meter ratings reflected this increase. Gallup ratings were more or less the same as they normally are.
Reach Analysis of World Cup 2011
The Cricket World Cup of 2011 took place in India, Sri Lanka & Bangladesh & was one of the most watched events in Pakistan. Geo Super purchased exclusive rights to broadcast the entire event on cable while PTV Home broadcasted the matches so that the rural audience was able to view it through antenna. The world cup commenced on 17th February 2011 and it was one of the prime events of the year that was expected to attract an audience of over 1 billion people. We have gathered Gallup & People Meter data to analyze the difference in results of the estimated Reach of both PTV Home & Geo Super (Source: Media Logic, Provider: Mindshare).

The above chart shows that Gallup’s Reach for PTV Home is 43% less than what People Meter recorded. Similarly Gallup is reporting Geo Supers Reach to be 73% less than the actual reach. The difference is significant and unexplainable as the world cup is one of the most famous events of the year. The expected audience comprises of not just men but women children and the old. During an India Pakistan match there are times that national holidays are announced. People all over the country; not just in the urban centers, but also the rural areas in fact especially in the rural areas get together and watch the matches. Apart from that since the world cup is a famous event; it is most likely to be remembered and to remain TOM as far as Gallup diary respondents are concerned. So the low level of reach expressed by Gallup is rather confusing and only comes to prove that Gallup is an out dated and unreliable audience measurement system. Had media planners, channels & advertisers only followed Gallup’s ratings they would have ended up making incorrect advertising decisions and would have lost a huge opportunity to reach their targeted audience and also lost a lot of money in the process.

Gallup Vs People Meter: Primary Data Analysis
In this section we have conducted in depth interviews with three different constituents of the media industry namely Advertisers, Media Agencies & Channels. The purpose of these interviews was to get the three relevant parties’ perspective on the impact of People Meter on the industry. We have interviewed Media Logic who launched People Meter in Pakistan. Amongst the media agencies we have interviewed Mindshare, Starcom and Media Edge. From amongst advertisers we took interviews with PepsiCo. Frito Lays & Dalda, and from amongst Channels we have interviewed PTV, ARY Digital, Hum, Samaa, & Aaj. We have tried to ensure that the people we interviewed had hands on experience with both audience measurement systems; Gallup & People Meter so that they can confirm our findings of secondary data analysis and add on by explaining reasons for the trends and differences. Also we have used these interviews to investigate the impact of People Meter on different variables such as: * Use of Gallup * Ratings * Media Planning * Satellite & Terrestrial Channels * Channel Mix identification & Scheduling * Genres such as Music, Kids channels, News, Entertainment * Time slot & Day Part analysis * Content * Advertising Spends * Target Audiences * Use of Gut Feel vs. Numbers
We also used this opportunity to identify short comings of People Meter and areas for further work and have tried to present our analysis and findings to the best of our capability.

Media Agencies Perspective
Gallup
Gallup has a diary based system where respondents from households mark the programs they watched at a 15 minutes interval. It was an inefficient and prone to error method where people usually didn’t mark the program they watched on time and instead, when at the end of the week Gallup’s representative came to collect the diary, they marked everything that came to their mind since it is not possible to recall what they watched at what time throughout the week.
The data collected had a lot of human error and when that data was punched into computers for calculation of ratings that also had chances for human error while entering data. So the result was not accurate or reliable and even though Gallup was referred by all to find out ratings and plan for campaigns, there was still a lot of gut feeling involved in decision making.
There was a lack of channel selection as well with PTV being the dominant channel and others like STN and NTM briefly aired for few years. Slowly new channels started to emerge like Indus Music, Geo and ARY that caught public’s attention but PTV remained the top viewed channel on Gallup with ratings as high as 40 during its Prime Time slot. Ratings have always remained high consistently for PTV in Gallup’s findings.
The data from the Gallup was received fortnightly and it did not indicate which channel was watched by which audience. It just had channels and programs with their ratings and rankings, indicating the most viewed channel and program from the list. PTV always came top with its Prime Time ratings of exceptional numbers while other channels never came close. There was a lack of alternative and therefore everyone relied upon Gallup’s data for ratings. The media planning relied heavily upon gut feeling and experience where advertisers and planners would try to diversify and experiment by showing commercials in other time slots (such as Matinee and Morning shows) that had slowly started to develop. Majority advertisers however preferred PTV’s Prime Time slot for their commercial.

People Meter
People Meter introduced completely automated form of data collection that, compared to Gallup, completely minimized chances of human error. It was introduced in September 2007 and by second quarter of 2008 most media agencies had started to refer to its data for clients as well as media planning. People Meter data was available in 3 days rather than Gallup’s 15 days, rapidly increasing the possibilities of knowing the campaign results, audience response and plan better.
MNCs and large businesses that needed to keep year-round presence on TV were the first to switch to People Meter and plan based on ratings of programs and channels. Since urban areas are major target markets for large companies, the data from People Meter was very valuable for them as it gave in-depth information about the channel watched, the programs viewed, breakdown of viewers based on SEC classification and age group as well as audience shift that could happen based on multiple factors.
Companies related to insurance or similar category that does not rely on television advertisement were slow to adopt. For them it did not really matter if Gallup was used or People Meter for their media planning. The hardest to adopt were local companies owned by “seths” to whom explaining benefits of People Meter was a hard job.
How quickly did PM gain trust? Does planning still involve gut feeling?
The data from People Meter was more real-time compared to Gallup and there were some shocks when new information began to emerge which previously was not possible through Gallup’s diary method. Information such as the ratings of kids’ channels, particularly Cartoon Network, was as high as any mainstream channel and was not just popular with kids but also with females. This information helped in classification of primary and secondary audience on channels and ads such as targeting mothers began to air on kids’ channels.
Similarly more accurate and reliable information was made available about channels, programs and viewership habits that gained the trust of advertisers, media agencies and channels. Advertisers got the chance to actually find out how well their campaign did and effectively calculate their reach to the audience and using real-time data to plan better for future campaigns. Initially there were reservations because when you hear that channels that were low in rating are suddenly at the top according to new findings, first thing that comes to mind is corruption and the technology was looked at suspiciously; but when examples of foreign countries were given to prove People Meter’s validity and success stories were shared from US and India, the industry realize its benefits.
People Meter was introduced in India during 90s and it took a long time for the meter to come to Pakistan, majorly because Pakistan’s media industry was unstructured. New channels were slowly entering the market and it took a long time for market to get ready for an expensive technology like People Meter to become viable.
People Meter’s arrival also allowed for experimentation from the brand’s side to see how much they can work around the new system. One major example, which is now an international case study, is Coke Studio phenomenon of Pakistan. The branded content was so strong that any new musical show cannot match to what Coke Studio has done. Now channels come to buy its content instead the other way round where you have to sell your content to the channel. Similarly, “Olper’s Tanhaiaan” which is another branded content, is nowadays being aired.
Impact on Budgeting
The budgeting process changed significantly compared to the time before People Meter. News slots were available with much detailed and reliable information about the audience viewing them. The advertisers could now more effectively target the audience and not solely rely on Prime Time.
The standard process of budgeting is now more elaborate than it was before People Meter’s introduction. Now an advertiser first decides how much audience it wishes to reach and how much budget is available. Then the advertiser takes out list of channels based on their reach, both aggregate as well as geographic, and chooses channels that are most relevant to their target audience and allocate budget based on that.
For example, if Geo News has a reach of 20% and is relevant to the target audience of the advertiser, then the advertiser would allocate 20% of the advertising budget for Geo News. This budget would then be spent to buy GRPs for programs that are most relevant to the target audience. The cost will be negotiated between the media agency (representing the advertiser) and channels based on the ratings of the programs. The rate can be renegotiated if there is high increase or a sharp decline in ratings of the program/channel and fails to get back to the level where the price was negotiated. CPRPs play a major role and both media agencies and advertisers want to maintain it at a certain level, hence they take calculated decisions.
Impact on News Channels
News genre saw a sharp increase in ratings and viewership when People Meter data became available. The concept of Prime Time that was prevalent in Gallup’s era had now become obsolete. The myth that people watched news channel on 8 pm with family was now broken because of the phenomenon of “Breaking News”. In essence, any breaking news was Prime Time and delegating a slot for that had now become meaningless because viewers flocked to news channels as soon as some significant event takes place such as bomb blast, riots, political events, presence of certain well-known personalities on talk shows and news of national or international significance.
News channels, in response to the ratings and increasing competition, developed more slots and introduced softwares to capture audience that watch news at a particular time slot. The interest in news had also seen a sharp increase because of change in government in 2008 elections as well as political developments of 2007 had made audience more aware regarding current affairs. This effect carried forward to 2008 and with availability of real-time data, news channels saw rapid development and growth along with increased revenues in terms of advertisement.
Impact on Entertainment channels
On Gallup, Geo Entertainment was the number one entertainment channel but when People Meter’s data was referred, ARY was the top channel followed by Hum TV. Entertainment genre received a wake-up call as a result of People Meter’s data. Indian channels were viewed in Pakistan since 90s but they were not effectively rated until People Meter brought real-time data about them. Channels such as Star Plus, Sony and Zee received a lot of viewership and audience was attracted to the glamour which was integral part of the shows. The entertainment channels immediately began to work on their strategies and introduced softwares to compete with Indian channels.
Initially these softwares looked like local copies of Indian shows but the quality steadily improved as the genre matured. Channels made significant improvements to their softwares through investment and bringing in strong cast, better storylines, better scripts and stepping away from plots regarding scandals and those that resembled to Star Plus shows. When softwares like “Humsafar” began to air, they recaptured significant portion of audience. People Meter showed the shift from Indian channels to local entertainment shows and the genre is working hard to keep the audience. A new channel, Urdu1, has recently joined the list of entertainment channels and has received good response from the viewers. The channel airs softwares both local and foreign, dubbed in Urdu, and has experienced great ratings. Their flagship software, Ishq-e-Mamnun (Forbidden Love), a Turkish program that received great viewing in Arab countries was also well received by Pakistani audience, essentially recreating a “Humsafar” like phenomenon. As per People Meter data, the channel at some points even received higher ratings than existing entertainment channels, tracking the change in real-time and thus providing an accurate picture of the audience preferences.
Since Prime Time slot is no long news exclusive as it was before, the time from 8 pm to 10 pm was an ideal time to show good content for masses consumption at this time the whole family usually watched TV together. The best software was placed in the Prime Time slot by every entertainment channel and this has worked wonderfully for the genre.
Impact on Music Channels
Music channels were at the receiving end of People Meter’s data as the real-time ratings showed very little viewership compared to what was believed previously. Music channels targeted young audience and aired a variety of music. With People Meter it was discovered that the young audience was very fleeting and would not stay long on the channel when the songs changed or if their favorite VJ was not on air. Another major hurdle was lack of copyrights to show foreign content which was a major drawback. Bollywood songs have a huge viewership in Pakistan but local channels do not have rights to show them. Repeatedly showing songs by local artists didn’t provided enough incentives for audience to stay on the channel. As a result the advertisers drastically reduced their spending on the music channels and music channels’ revenues as a result shrunk.
A change was observed with the introduction of 8XN channel that had rights to show Bollywood songs. Back-to-back music and many other features of the channel have made it a channel of choice for viewers that simply tune into the channel and leave it open to continuously listen to songs while they work at home or even at office.
Impact on Day Part Analysis and Audience Targeting
The technology of People Meter is simple yet effective. The households where the meter is installed receive a separate remote for the meter and whenever a member of the household sit down to watch TV, he/she pushes the corresponding button on the remote to “login” their viewing time. From that point onwards the People Meter would record a channel if it is viewed for more than 30 seconds until you change the channel. If another family member joins, he/she will also press the button on the remote with their name tag and “login” with their viewing time.
When one of the two members would stop viewing, they would simply press their name-tagged button again and “logout” their viewing time. The meter would no longer record that member’s viewing time but will continue to monitor the other member’s viewing time and channel.
This process helps to effectively and accurately target the audience that watches a particular program. The fact that more than 80% households in Pakistan have single TV also increases reach for the channels and programs with better audience targeting. The developments of day parts such as Morning Shows and Matinee were observed in the light of new information such as housewives watching morning shows after their husbands leave for work and children leave for school. Similarly children watching Cartoons during day and evening with their mothers watching over them also helped in targeting both children and mothers, more relevant advertisement being aired on the slots and better results being obtained as a result. This also helped in diversifying to channels and programs based on ratings as well as relevant target audience, though not all decisions about advertisements were based on ratings. Considerations such as culture and traditions also played part in decision making. For example, People Meter’s findings also showed that women watched wrestling while men watched relatively bold late night programs such as Vibe TV’s Love Indicator. The ratings were high enough to attract advertisers but the program content was such as showing advertisements for the relevant target audience was not an easy decision and most brands preferred to play safe than risk their image.
Impact on PTV
PTV saw a major change in the way agencies and advertisers shifted their focus from the channel. On Gallup, PTV was number one channel in the country in terms of both ratings and reach. With the new, real-time data from People Meter the advertisement revenue began to massively shift to other channels. A lot of advertisers became selective in targeting their audience, focusing on urban centers from where they earn the most revenue and where meters are installed. This strategy reduced their geographic reach as PTV is terrestrial channel but improved their audience targeting, resulting in increased clutter on other channels.
PTV, being a government institution, has a bureaucratic structure and that was one major reason why the channel could not take immediate steps to face new competition. It was difficult for the channel to make rapid changes that were needed stay competitive and other channels took the lead as a result. Compared to 2008 when People Meter data had started to develop a reputation of trust and reliability, by 2010 the data had become major source of real-time information for all media agencies, channels and advertisers and as a result PTV also undertook drastic changes. The institution launched new channels including PTV Sports, introduced a new and more dynamic team to manage the channel and improve softwares to recapture audience that shifted to other channels. The channel that had a rigid feel, it now has a much softer look and their programs have improved as well. They suffered from revenue loss earlier but now they have started to gain, the changes working well for the channel.

Impact on Cable Channels
Cable channels are usually unregistered channels operated privately by the cable operators. These channels usually show movies, stage shows or music depending upon their customers’ preferences. Because of their nature and the fact that they are at the cable operator’s discretion, they cannot be monitored effectively and reliable ratings cannot be achieved. Moreover, a vast majority of such channels have incredibly low reach, often to just dozens of households where the cable operator provides its service. Only few cable operators like Worldcall have registered in-house channels that receive reliable rating however the customer base is not large enough for brands to actively advertise or include these channels in their media planning.
Shortcomings of People Meter
People Meter is currently the only reliable source of real-time data for television industry. There is no other alternate, except Gallup, with which to compare and know if something better is available or not. One major shortcoming that all reported was the small sample size. Currently ratings for Pakistan’s urban centers are calculated using only 675 meters installed across Sindh and Punjab provinces with 25 meters installed in Peshawar, the only representation from Khyber Pakhtunkhwa, and no meter has been installed in Balochistan. Even in the urban centers the lions share goes to Karachi and Lahore with 225 and 175 meters respectively, accounting for almost 60% of the meters despite representing fewer than 15% of total population of Pakistan and roughly half of the urban population of Pakistan.
Another problem reported by majority is lack of reliable data on regional channels. Since urban centers are prime targets for mainstream media, the regional channels are left out and their ratings are negligible. Some of these channels are heavily watched in interior Sindh and Punjab but due to lack of meter coverage, these channels do not receive ratings. Even in case of Hyderabad and Sukkur where meters are installed, the ratings are often grouped with Karachi’s data which causes ratings of these combined 50 meters to form a small minority in Karachi’s massive data of 225 meters. Currently there is no reliable data on regional channels and their penetration and not knowing exactly the nature of household (Urdu speaking, Sindhi speaking, Pubjabi speaking) where meter is installed may also contribute to some bias in the findings.
Advertisers Perspective
Detailed Problem Analysis:
The research team aspires to critically evaluate the advertisers as one of the stakeholders in this module. We have collected data from three advertisers that use media agencies to advertise. These advertisers are PepsiCo, Frito lays and Dalda. Moreover the research aims to determine exactly how important is media in the brand development, who is responsible for planning and execution of the TV budgets allocated to them. This is to identify the different in the audience viewership measurement before and after People Meter was launched and during the time of Gallup. The topics that are to follow in this module are problems and changes that have been discussed, highlighted and talked about with most respondents related to the industry like the TV channel, media agencies and advertisers while conducting in-depth interviews. This Problem Analysis section will be exposing the reader to a variety of issues that may have hampered with the old measurement system and how the new system has had an impact on the overall growth of the products.
How much media agencies are accountable for before and after the launch of People Meter? Has there been a change in the sales of the product after People Meter inception? Is there a change on the target audience of the specific product? Has there been a change in the mix of channels being advertised on before and after People Meter? How confident they are they with the results of People Meter? And finally whether there is any need for improvement?
Market Dynamics and Advertiser’s Preferences
While investigating the impact of People Meter on TV advertising, it was seen that all advertisers believe that media plays a massive role in the development of the brand. It has a direct correlation in the progress of the brand because the consumers tend to relate to the brand easily which results in getting the message across the targeted audience. Globally it’s said that media plays the biggest role in the brand development because if the right advertisement is placed on the right channels that are targeting brand’s relevant audience, than half of the job is considered to be done in its progression.
When asked about the importance of TV as a medium for the brand, they all believe that TV has the highest penetration across Pakistan. Even though globally digital and social media has emerged compared to the traditional way of marketing, but still traditional advertising on TV is still the most effective medium in the subcontinent. It has the highest reach compared to all other mediums. The cost that the advertisers are bearing is much cheaper when targeting a large scope of audience by delivering the brand message. The brand message is only more effective when it’s communicated on the right medium like TV which target both auditory and visual senses. Most of their budgets are allocated towards the TV advertising.
Most of the advertisers outsource media agencies to plan and execute their TV budgets along with their internal marketing team and brand managers. These media agencies have experts who serve advertisers as business partners in the brand development. Since the media agencies are the intermediaries between the TV channels and the advertisers they are equipped with all the information to develop strategies to solve any business problems and cater them according to their business needs.
Gallup was considered as a good method of its time when there was nothing else the media agencies could rely on but the system itself wasn’t reliable. Since it was done manually there were discrepancies in finding out the TV viewership patterns. The data was inaccurate, cost per rating point was much lower than it is now when People Meter’s has launched. Moreover it was considered an obsolete method and some channels had higher ratings than the other.
When People Meter was launched in Pakistan, advertisers, media agencies and TV channels way of doing business changed. It’s much easier to track numbers quickly and gives accurate data. The mix of channels has also increased because it’s difficult to track the targeted audience nowadays. Advertisers have made changes to their budgets because of the inception of People Meter because if the data is accurate than they are very well aware of where their spending should be in terms of advertising on the channel mix. The results are much more realistic compared to Gallup, they are able to figure out which software is the audience moving to and invest on that right away. Previously they were spending large sum on terrestrial channels like PTV who had the highest share and highest rating because it wasn’t justified, now that there is automated system and satellite channels have taken over the market share, it easily tracks the right information without any discrepancies.
However, today media agencies are able to tell advertisers the pattern of viewership of their targeted group. The different times bands, the channel mix and also what the impact of certain happenings have on the behavior of audience. On the basis of these detailed audience analysis media agencies are able to strategize for the advertisers.
Since the media agencies have access to detailed information now there is an increase in the accountability on their part. Marketers have become more dependent on the media agencies because agencies are able to strategically plan better as they are able to look at media from various angles.
Taking the discussion further from the change that People Meter has brought since its inception to how it has impacted on the sales of the clients. Instead of providing the exact figures, they refer to this as a combination of a number of things, not just the media strategy which play the role in the growth of the brand in term of sales. Though they suppose that since there is accuracy resulting in minimum wastage whose outcomes perhaps has better impact on the sales and other aspects of brand development. There could be problems occurring in the distribution side of the business when the ads have been placed and the products are not available in the market that results in bad marketing and loss of a potential buyer. People Meter has no control when the communication strategy or the TV commercial does not get the right popularity. At least through People meter they are able to identify a direct link between media strategies and brand sales. It has also become easier for the advertisers to look at various geographic markets in isolation.
Another change that advertisers have come across is that it has modified the target audience for the brands after the launch of People Meter. Depending on the different campaigns, they are able to identify a new set of audience for the brand. These new media strategies give a broader view on the audience measurement than the core audience.
For example: Pepsi Ramadan campaign had a different set of audience which was the female housewives than the usual Pepsi audience which is the young adults. Mostly during Ramadan, housewives tend to watch more TV like Masala TV, ARY Zauq and other channels that show cooking programs which are sometimes sponsored by PepsiCo. This way they make most of the purchasing decisions while they are out buying groceries.
The mix of channels have also changed since the inception of the People Meter’s audience measurement system, their focus is less towards the terrestrial channels compared to the satellite channels. In Gallup’s time, terrestrial channels had a higher share than it has now, hence there is an increase in spends on entertainment and sports channels. The channel mix has increased from before as the audience is moving towards channels with the content that interest them.
Most of the advertisers believe that the data gathered from People Meter is accurate and authentic because there is no manual intervention when it is extracted therefore they have developed a satisfactory level with the system.
Lastly all of them suggested that the coverage area should be expanded by making the sample size bigger. Few of the cities where the meter doesn’t exist have targeted audience of the brands which at the moment are not part of the sample size. Therefore, there is a need for expansion so that it can cover majority of the population to get the relevant data extracted.

Broadcasters Perspective
The following is a detailed analysis of the information we were provided by the channels that we interviewed.
Gallup
Gallup is a dairy based system which collects data through a questionnaire where the respondent actually has to fill in what they are viewing when watching TV. The respondent is provided with a list of channels on which they have to mark what they are watching. The channels are alphabetically listed, it has been seen that the respondent fills the questionnaire at the time of collection and whatever they recall they usually mark in the questionnaire, that is one of the reasons why Aaj TV ranked as the second most watched channel as per Gallup but this achievement vanished as soon as People Meter was launched.
Since Gallup was the only source of information at the time, broadcasters had no choice but to use its data. However the industry still felt that it had weak credibility and authenticity. In order to improve the quality of Gallup’s data broadcasters would rely on alternative sources of information such as focus groups, the national leadership survey for TV viewing habits and live shows. Through these researches, broadcaster identified the programs that were mostly watched, the time viewers actually watched TV the most and the content they were interested in. The live shows at that time were also a good source for broadcaster as they received calls and messages from the viewers throughout the country which allowed them to identify the reach & distribution of their channel. However all these sources have their own limitation as it can’t be performed on regular bases and real time data was not available.
In that era Gallup’s data was used by all the channels however it has no impact on content development. For most of the broadcasters, perception and gut feeling was the only to decide which program to include in their programming schedule. During that era there wasn’t enough awareness about ratings. Clients also did not endorse CPRPs, CPRP based rates were not set, CPRP based buying did not take place and numbers were not that strongly emphasized upon. Most of the content was perception based, where there is a strong perception, there was a chances of success of that program.
Primetime has always been the most important time slot since TV entered in Pakistan. Since PTV, the prime time setting that is being followed in Pakistan is the same that were used to be on PTV. May it be news, entertainment channels or anything else; prime time is still the same time slot from 8pm to 10pm. During Gallup everything was prime time focused. Matinee slots had not been identified back then even morning shows weren’t much popular.
The filtration and parameters of the diary system was very wide, it has very large distribution than the People Meter. Gallup was also present in the rural setting and major cities and towns were covered. At that time there was no filtration between satellite and terrestrial channels, People watch channels through antenna and can only watch PTV. Considering no filtration of satellite and terrestrial channels (currently satellite and terrestrial are filtered separately) then PTV, as it is terrestrial based always came on the top and it has the highest rating because of its coverage.
People Meter
When People Meter was launched in Pakistan, there were many pre launched activities that were held to create awareness among the industry constituents. Seminars and presentation from different platforms were organized which was considered a good step by the broadcasters. Although most of the broadcasters had the knowledge regarding the People Meter’s sample size, availability, price and device’s information before it was launched. Initially when People Meter was presented and launched, everything seemed perfect, sample size was good enough, devices were perfect, the profiling were properly done and it was complete solution for everybody. The most important aspect was that data would be received from an automatic device and real time information could be attained at any time, the device was almost free from human error. Most of the broadcasters had attained the technology at the time of launch mainly because their clients also bought it, some of the broadcasters relied on Gallup since they had no trust in the new technology in the initial period but sooner or later they attained People Meter as their primary source of data acquisition.

The Difference in Ratings
As soon the People Meter started its operation, it brought major changes in the industry, there was 360 degree change as one broadcaster responded that at the time of Gallup there was 80 % perception and 20% numbers based planning but now its 80% numbers and 20% perception/ gut feeling. The element of gut feeling and perception has gradually vanished and everything now is based on numbers. All the constituents now are interested in ratings which was not the practice at all before. As Gallup was still used in the initial days of People Meter, the broadcasters have compared the ratings on both systems which resulted entirely different. PTV which remained on the top of the list on Gallup ratings reached a lower place in the new list. Channels like KTN which showed excellent numbers on Gallup was completely down on People Meter. Geo news which was present at the time of Gallup leaded the news category on Gallup but on People Meter newer channels were performing very well. As one respondent replied: “with the launch of People Meter the industry got to know that their investment had some return. People Meter gave the industry some justification. Hum TV was not included in the Gallup research, as it was a younger channel, when People Meter arrived, ratings for the channel was on board”. Mr. Mazahir, AAJ TV, share his experience regarding the difference in Gallup and People Meter Rating: “It was T20 World Cup of 2009 which was broadcasted by Geo Super. Final was held between Pakistan and Sri Lanka and I got the chance to perform analysis on that match. I checked the data provided by People Meter and analyzed that the rating at the peak time of match was at 13.6. I analyzed the same with Gallup’s for Geo Super and it was 0.1. I was in a shock for a while. When Pakistan was on its way to winning the final match, I doubt anyone that I know was watching any channel other than Geo Super, that’s why Gallup lost its place in the industry”.
Genre’s Most Effected with the launch of People Meter
The categories which were not performing well in the Gallup’s era, improved to a large extent after the launch of People Meter. The news category, initially was leading in the entire genre but People Meter helped a lots of categories to change their market position. For example kids’ genre is an example which was doing really well when People Meter ratings were introduced, another genre was entertainment and music genre had a major dip. Mr Mazahir, AAJ TV shares: “the first presentation on PM was in Lahore which was attended by all media agencies and channels and they had explained the whole methodology to us, from meter installment to data collection and beyond. I realized then that kid’s category, like Cartoon Network, had tremendous viewership and it was hard to imagine how much this channel was viewed by female audience that even surpassed mainstream channels. Aaj News lost a lot of ratings and came low while at Gallup it was on second. I’ll take you channel wise. On Gallup, on 4th or 5th position the most watched channel was KTN. It had outclassed ratings and their business was running very good because of that. When PM was launched, KTN and similarly regional channels were pushed way back in the ratings. The numbers were as low as 0 or 0.1 for a channel that enjoyed a rating of 5 on Gallup. I am singling out KTN because that was the channel that topped in the regional channels, others like Kavish were not that well known those days. So, regional channels were most negatively impacted by PM. Moreover, one respondent ads that People Meter was not the only cause of for the improvement in different categories, there were also other reasons, In late 2007, when Benazir assassination took place and Musharraf era was ending, down the line when the political scenario got too much on the head of the viewers the entertainments channel picked up, it was 2008 when many things were changed and the industry brought up. That’s why ARY DIGITAL was picked up and same for Hum TV. If I talk about the whole media the entertainment channel has improved a lot. Hum Tv respondent replied, It was a miracle for Cartoon Network. It was getting ratings equivalent to Geo News which was far ahead of all the channels in the industry. Initially Gallup was not showing such thing, so it happened”.
Impact on Content
After the launch of PM all the content developed was based on ratings, all the media constituents depends on numbers, the programs that perform well were executed and lots of research is now done before the selection of program, as Mr. Ali, ARY TV, puts it: " numbers speak now, the more the program captures the audiences the higher is the rating. If the story is based on masses our program selection team puts it on air otherwise we don’t. For example Bulbulay is a masses program, Mera saain is a masses program, and morning shows are masses program. Before the launch of PM 80% of the planning was done on gut feeling and rest was depended on the Gallup’s data but now after People Meter 80 % is based on numbers”. Most of the broad casters agreed upon the fact that if the content is good and strong, it will get good ratings too.
Impact on Time Slots
Since the arrival of People Meter, couple of new slots have been identified and are performing well. For example there was no concept of morning slot in the era of Gallup, matinee slot was also newly identified at the time of People Meter. As, Mr. Saqib, Sama Tv shared his view; “Work had begun on morning shows when the transition from Gallup to PM took place in 2008. People Meter came in 2008. Before it there was no new slots identified. People used to follow traditional planning and traditional buying of 2-3 hours. In other places advertisers use to place spots. Like nowadays from early morning till late hours of 2.00 am at night especially on news channels you have viewership which was not the case in the Gallup era”.
Impact on Industry Relationship
The launch of People Meter has almost revolutionized the industry. It has increased the knowledge among industry constituents, now, everything is based on numbers. Mr. Noffil, Hum TV responded that, Initially, From Broadcaster view, it was difficult to convince the client and make him believe about the particular picture but numbers has solved the problem to a large extent. Mr, Mazahir, AAJ TV explains that, There is a big change. This is because people now understand the data. When there was Gallup only, people just didn’t know anything because they found Gallup to be very complicated. People Meter made it easy to understand rating that from politician to anchors to even children they understand program ratings and what they mean.
Impact on PTV
PTV enjoyed highest ratings in the era of Gallup as it is a terrestrial channel it was available throughout the country and viewers can tune the channel through an antenna. Prime Time slot was the highest in-demand slot during Gallup era; the advertising spots at prime time were not negotiable, advertisers those had good distribution always preferred PTV time slot. One reason of success was the unavailability of other channels during that time and PTV remained as a leader in entertainment and news. There was a realization that a better methodology was needed to acquire viewership data but due to lack of alternatives PTV continued to utilize Gallup.
With the introduction of People Meter, PTV has face tough time because lots of new channels were on board. The content developed by the newly born channels was up to date and viewers oriented. The viewers shifted to lots of other categories like entertainment, kids and music that were continuously improving. The Prime Time slot of PTV was suffered a lot in terms of revenues. Gallup’s downfall has badly affected the position of PTV in the industry, the rating of PTV on Gallup were on the top while on People Meter PTV was represented entirely different. The urban population has more focus on entertainment channels because the content is as per their desire, that’s why ARY and HUM TV top most preferred channels by viewers. PTV took time to realize the differences between the two methodologies (Gallup & People Meter) and then started to bring changes to face the new competition. Now PTV has fully moved on to People Meter and does not use Gallup data for ratings even though it has concerns that People Meter does not give adequate coverage to territorial channels than it does to satellite channels.
The Entertainment segment of PTV has grown, PTV Sports have received consistently high viewership and shows from leading production houses are being aired that are generating good ratings for the channel. Being a national channel it has to face lots of challenges to work on new initiatives.
PTV, being a terrestrial channel, has the most reach than any in the country but due to People Meter’s heavy focus on urban areas of Pakistan, the channel suffered in terms of ratings and revues when the new methodology was introduced. The authorities know that the only way for the channel to stay in competition was to bring a drastic change in the programming; they somehow did and received a positive response over it. PTV is improving its content and programming day by day which is helping effectively in the progress of the channel.
Short comings of People Meter
Industry constituents have identified several shortcomings of People Meter: sample size is one of the factors that has been repeatedly recognized. They say that it has a presence in just 9 cities with 675 samples with the limitation of increasing 3 cities in a year by PASS. As compare to Gallup there is no rural presence, since PTV comes in terrestrial category which has huge distribution, can be watched through an antenna all over the Pakistan, It is not covered by People Meter. The penetration with in a city is also insufficient. Pakistan suffers from load shedding, the viewership decreases a lot during the load shedding period and small amount of data can be retrieved from the device which is not good enough to provide complete analysis. Moreover, when a household sample is selected and the device is installed the TV channel is set according to the frequency with the discussion with the service provider, for example, on number one its Geo News, on number two its ARY digital and on Number three its Sama TV. The device can fix the frequency only not the numbers and if in case the service provider changes the setting of channel then device will be recording wrong data for a particular channel. Moreover, in a sample when there a change in profile, a particular button is need to be pressed which can actually indicate that who is watching TV, which channel and at what time, if it the button is not pressed on remote as per the change in profile then the device will be recording wrong data for a particular person.

Findings of Secondary Data Analysis * Gallup ratings truly reflect Top of mind recall instead of actual viewership where as PM gives the real results. The Altaf Hussain speech analysis shows a 200% increase in viewership across news channels when compared to their pre speech ratings but only People Meter reflected this increase. Gallup ratings were more or less the same as they normally are. * The Reach comparison of Satellite channels from the years 2008 to 2011 reveals that on average Gallup under-states reach for Satellite channels by 23%. A possible explanation for this result is the fact that Gallup results are influenced by TOM recall. Demonstrating that Gallup is an unreliable audience measurement system. * The Reach comparison for Terrestrial Channels from the years 2008 to 2011 reveals that on average Gallup over-states Reach by 24.1%. Two reasons can be attributed to this result. First of all Gallup’s rural coverage is greater than PM and in rural areas terrestrial channels like PTV & ATV are mostly the only options available to watch hence viewership is actually higher. Also a certain level of TOM recall is also at play here because when it comes to terrestrial channels one should remember that PTV is a channels that is as popular as GEO and hence is more likely to come up in the diary due to TOM recall. * The Ratings comparison for satellite channels from 2008 to 2011 reveals that on average Gallup ratings equal to 2.85 where as PM ratings equal to 2.87. And the trend we can notice is that the gap between the ratings reported by both audience measurement systems for satellite channels seems to shrink over the years. The only explanation that we have been able to identify for this trend is the suspicion that since Gallup ratings are published fortnightly it has sufficient time to copy ratings from PM. * The ratings comparison for terrestrial channels from 2008 to 2011 reveals that on an average Gallup ratings equal to 5.97 points where as PM’s rating equals to 1.57 points. The only explanation for this difference is the fact that PM’s coverage is not as vast as Gallup’s as far as rural areas are concerned where terrestrial channels are mostly watched due to the fact that satellite channels are unavailable therefore PM ratings are lower. * The reach and rating analysis of top 10 channels reveals that average PM reach equals to 20.73% where as Gallup’s average reach equals to 9.4%. Gallup is again understating the top 10 channels reach by a huge difference. On average Gallup is reporting that the top 10 channels have a rating of 0.725 points where as PM’s average rating 0.325 which is about half the ratings expressed by Gallup. The most logical reason for this result is the fact that a huge amount of media fragmentation has taken place over the last few years, many new popular channels like Urdu 1 and 8XM have launched that have developed huge followings and are impacting other genres … even news. Hence, ratings for the top 10 channels, as reported by PM are lower than Gallup. The reason why Gallup claims higher ratings for top 10 channels is simply that the top 10 channels are the popular 10 channels with maximum Top of mind recall in each genre hence in the diary system they are more likely to come up in answers than any other channel. * The Reach analysis of world cup 2011 reveals that Gallup under-stated Reach for PTV Home by 43% & for Geo Supers by 73%. And these results once again prove that Gallup is an outdated and unreliable audience measurement system that does not reflect actual viewership.

Findings of Primary Data Analysis
Media Agencies * Diary system was flawed due to human errors, limited audience segmentation, limited channels and channel recall while filling diary. * The automated system, secure data collection methodology, authentic data and real-time information were the main attractions of People Meter. In 2 years time, all media agencies, channels and majority MNCs had started to refer its data primarily for media planning, ratings, budgeting and costing. * Real-time information and actual quantifiable data on audience response to programs and advertisements started to build trust and reliability on People Meter. Agencies, Channels and Brands experimented with the new ratings system and with the results they concluded it trust-worthy. * Ratings and reach of channels and audience segmentation made it possible for agencies and advertisers to budget better. No longer were advertisers spending money blindly, they could now link advertising impact with their sales numbers and ratings of the slots. * News genre received a boom, they proved their popularity through People Meter and their revenue increased. The Breaking News phenomenon became the Prime Time for News genre. * Entertainment genre managed to learn what it was doing wrong and significantly improved their programming, eventually re-capturing some of the audience that had shifted to Indian channels for dramas. * Music genre suffered because of lack of audience loyalty, as highlighted by People Meter. Lack of rights for foreign music is one major hurdle why majority music channels are struggling. * Initially significant revenue loss as People Meter gained trust of advertisers. PTV had to take drastic steps, improving their programs, bringing in new team and introducing new channels for competition. * New slots developed, better understanding of audience lifestyle and behavior, better primary and secondary audience identification for channels and programs and improved CPRP through channel selection. * Cable operators also run unregistered, private channels that have no impact on wider audience. Therefore there is very limited opportunity for advertisement on them * Small sample size and lack of comparison with any other automated system in the market are the major shortcomings of People Meter

Advertisers * In view of the advertisers, People Meter has made a magnificent difference in the way of doing business because there wasn’t much dependence on the media agencies rather the marketers and brand managers took care of the planning of the TV advertising. * Since the inception of People Meter, they are dependent on media agencies to plan and execute their TV budget because their expertise helps them in brand development as they are equipped with detailed information on audience measurement system. * They are able to assist them with strategies to solve any business problems and cater them based on their business needs. * One of the major differences after People Meter is that the channel mix have increased * The data is accurate to identify the targeted group and finally plan the media strategies accordingly. * Lastly their only suggestion was to expand the coverage geographically so that they are able to extract data of not some but all of their targeted audience.

Broadcasters * Gallup was a manual system and based on diary which had major drawbacks than People Meter. Human errors were always present. That was one of the reasons why AAJ TV was second most watched channel as per Gallup at the time but not at the time of People Meter. * Gallup’s data remained constant throughout years as compare to People Meter. PTV remained on the top and constantly showed a rating of 40 in Gallup’s era but it reached to half in People Meter era. * Gallup’s system represented a recalled based system while People Meter accumulates real time information. As Mr. Mazahir, AAJ TV, analyzed the data on People Meter in the last over of T20 cricket world cup of 2009 and got extremely shocking result as compared with Gallup. cricket * Entertainment and kid’s genre were picked up and music genre got down in the era of People Meter. As shared by AJJ TV and HUM TV respondent Cartoon Network ratings were same like Geo News. * In the era of Gallup only prime time was the major advertising slot but People Meter has identified Matinee time and morning slot as well. * People Meter has increased the knowledge in the industry and its has changed the dynamics of TV programming in the current era, now the industry constituents are more dependent on numbers rather gut feeling. As Mr. Ali, ARY TV explained that now in People Meter era it is 80% numbers and 20% perception. * People Meter has some drawback as well such as small sample size and human involvement in selection of profile.

CONCLUSION
Gallup Pakistan was the first organization to introduce the concept of TV audience measurement in Pakistan through a Diary based system which required that a viewer would manually record what is being viewed every 15 minutes. The data was collected on a fortnightly basis. Gallup introduced this Diary in the top 209 cities of Pakistan covering a total of 2200 households. The data represents home viewership reported collectively. Gallup’s Diary is not internationally affiliated, or industry endorsed and neither is it internationally audited like in People Meter’s case. In the era when no other alternative was available the industry had no choice but to follow the data of this system. Even at that time, the industry believed that it was unreliable, inaccurate and an out dated system.
People Meter was introduced in Pakistan by Media Logic in 2007. It is an electronic device that is installed in TV sets provided by Media Logic to 675 households in top 10 cities of Pakistan namely; Karachi, Lahore, Islamabad, Rawalpindi, Faisalabad, Gujranwala, Multan, Hyderabad, Sukhur and Peshawar. People Meter records what is being viewed automatically, every 30 seconds. The measurement is done on a Daily basis. It compiles data for a panel of 4000 individual (almost 6 people per household all reporting individually). Media Logics People Meter is internationally affiliated with GFK and enjoys industry endorsements by Pakistan Advertisers Society and Pakistan Broadcasters association and is internationally audited.
After a thorough analysis of the two audience measurement systems data we have been able to safely conclude that Gallup is an inefficient and outdated system. Now that People Meter exists in the market, the media industry should take all of its information from People Meter to chalk out its media planning strategies because it is a more recent, robust technology that provides data which actually represents what is being viewed by audiences.
The Media Industry has dramatically changed since the launch of People Meter. People Meter has helped the industry revolutionize in more than one way. Now planning is done based on real time information, media budgets can be efficiently and optimally allocated to catch relevant target audiences at the right place and time. News, Kids and Entertainment genres have seen a big boom while music genre has suffered. Content development has really flourished in Pakistan due to People Meters findings and we see that PTV has dramatically improved its programming due to intense competition from private channels. The whole industry has become consumer driven due to People Meter as planning and scheduling is done based on numbers rather than gut feel and experience. New slots have been identified that have helped improve understanding of audience lifestyle and behavior. All of this has improved the content of advertising and helped brand development.
Overall People Meter has helped increase the pace of development in this industry however it is important to mention that there are few shortcomings of People Meter as well. There is room for more work. It is felt that this technology is not being utilized to its full potential. Its geographical coverage needs to be expanded and sample size needs to be increased especially in rural areas. It is also felt that since there is a lack of an alternate automated system in the market the People Meter findings cannot be compared to judge its level of supremacy.

Recommendations for Further Research
People Meter completed 5 years of existence in Pakistan in September 2012. The technology is still in its infancy and there is huge potential to further explore its capabilities. As Usman Ahmed from Starcom said, we are not using People Meter to its full capacity.
Based on our findings we recommend the following avenues for further research: * Change in advertisement spending in actual numbers since the introduction of People Meter from Advertisers, Media Agencies and Broadcasters * Tracing evolution of each genre and how People Meter helped change the way advertisers spent their budget for media planning * Detailed research on advertisement slots of different genres * Music genre and possibilities of its revival through new business models * In-depth research on possibilities for future growth of Entertainment genre * Possibilities of introduction of local channels related to academics, history, science and nature * Possibilities of evolution of Entertainment genre, from limited episode drama serials to seasonal programs and subsequent impact on television industry * Possibilities of new data gathering methods such as gathering consumer insights through Smartphones

References: * Singh, A, Mehta, S, Mishra, H (2011), TRP AS A MEASURE OF VISUAL COMMUNICATION: A STUDY OF JAMMU CITY, INDIA[online]. Available from http://www.uvvg.ro/revad/files/nr7/12.%20singh....pdf [Accessed: September 28, 2012] * TRPs and a telly tale, 2012. Available from <http://www.deccanchronicle.com/columnists/paranjoy-guha-thakurta/trps-and-telly-tale>. [Accessed: September 28, 2012] * Thakurta, Paranjoy 2012, ‘The television ratings game is broken beyond repair’ Tehelka Magazine, vol. 9, issue 33. Available online <http://www.tehelka.com/story_main53.asp?filename=Op180812proscons.asp> [Accessed: September 26, 2012] * Dhawan, H 2012, I&B ministry asks TAM to hike sample size, coverage area, Times of India, Available from:<http://articles.timesofindia.indiatimes.com/2012-09-01/india/33534589_1_i-b-ministry-people-meter-homes-viewership-data> [Accessed: September 24, 2012] * Measuring Viewership: Misleading TRP phenomenon, Available from: <http://www.cmsindia.org/trparticles/Measuring_Viewership_TRP.pdf>[Accessed: October 2, 2012] * Failing to Measure up?? http://auroramag.wordpress.com/2012/07/27/failing-to-measure-up/Aurora 2012, ‘Failing to measure up?’,Aurora Magazine July-August 2012. Available from <http://auroramag.wordpress.com/2012/07/27/failing-to-measure-up/> [October 1, 2012] * The advent of People Meter in Pakistan : PakMediaBlogpakmediablog.net/295/the-advent-of-people-meters-in-pakistan/Bushrakh, 2009, The advent of People Meter in Pakistan, 28 May 2009, PakMediaBlog. Available from: <http://pakmediablog.net/295/the-advent-of-people-meters-in-pakistan/> [October 3, 2012] * Measuring return on investment http://auroramagazine.blogspot.com/2010/05/measuring-return-on-marketing.html Aurora Magazine 2009, ‘Measuring return on investment’ 6 May 2010, Aurora Magazine Blogspot. Available from: <http://auroramagazine.blogspot.com/2010/05/measuring-return-on-marketing.html> [October 1, 2012. * egta. 2005. Audience measurement: What television advertising sales houses want.... [ONLINE] Available at: http://www.egta.com/documents/egta%20position%20paper%20on%20audience%20measurement%20-%20Final.pdf. [Accessed 10 September 12] * Nielsen Media Research. 2005. Independent Task Force on Television Measurement Report. [ONLINE] Available at: http://www.georgetakei.com/Task_Force_on_Television_Measurement_Report.pdf. [Accessed 11 September 12] * Meyer, D, Muthaly, S, 2008. New Measures and a New Model for Television Network Loyalty (MOTNL). Marketing Bulletin, [Online]. 2008, 19. Available at: http://marketing-bulletin.massey.ac.nz/V19/MB_V19_A1_214_Meyer.pdf [Accessed 11 September 2012] * Nielsen Media Research Research. 2004. Local People Meters versus the Current Meter/Diary Methodology: A Macro Level Examination and Analysis of the Los Angeles Local People Meter. [ONLINE] Available at: http://www.nielsenmedia.com/forclients/LA_LPM_Research_Paper_Exec_Sum_09-09.pdf. [Accessed 11 September 12]

Similar Documents

Premium Essay

Egyptian Love Poems

... She married a wealthy man and had a daughter named Cleis. She was sent to live in an informal institution for a period of time in order to learn proper social graces, composition, singing, and poetry. Some say that she was ranked as one of the best and most prestigious in that part of Greece, while others disagree (Gregory, 525-52). Some say that she lived an old age, while other say that she leaped from a cliff because of a failed love affair. Many legends and stories have their take on how Sappho lived in her early life, but what we do know is that she became a great poet. She continues to inspire many people today from her works in poetry. All of Sappho’s poetry was written in the Lesbian-Aeolic dialect, which was her native Greek vernacular. Her poetry mimics a distinctive verbal elegance that mirrors the rhymes of natural speech. Her metric from is called Sapphic meter in which there are four lines: three with eleven syllables and the fourth with five syllables. The verses written by Sappho often display her directness, whether she’s writing about nature, the physique of her pupils, or the gods. Most of her poems consist of monodies, which is an ode sung by a single person in a Greek tragedy. Besides this she also composed narrative poetry and religious songs as well (Gregory, 525-52). The lyrics in her love poems often conveyed deeply felt emotion, and were very personal. The speaker in her poems, most likely being herself, conveyed an array of emotional responses. Some...

Words: 1563 - Pages: 7

Free Essay

Arabic Poetry: Naoot and Malaika

...the first the omniscient narrator to inform the reader on the life of the Subject, Rachel Corrie. One can also say that the poem is a lament. Although most possibly the poet and the subject and they are not related and might not have met, the poet uses language full of melancholy to express her sadness at the death of subject describing in details the dreams of Rachel Corrie and how she will not be able to achieve them now. This is apparent in the first two lines of stanza 6. Like every other girl you dreamed Of your tomorrow, that would never come One can also say the poem is an ode. Although it is not formal, it addresses and celebrates the life of Rachel Corrie. However, the poem does not use meter since it a translated poem and is impossible to maintain feature like meter across language (Alabbas et al). The title of the poet uses the time of the poem “Your name is Rachel Corrie” to bring the subject of the poem from the abstract to the forefront of the reader’s mind....

Words: 1762 - Pages: 8

Premium Essay

An Ordinary Person

...constantly attracted to things that are foreign to them. The literary device allegory is very important to this poem. The poem could be seen as a poem a poem about a man simply going to the future and becoming the center of attention because he has been resurrected. However, the poem could also be interpreted as how humans do not see the extraordinary things in the world around them and how they don’t seem to care about their ordinary world. In the poem, the peasant man seems to be sent into the future, where everyone adores him. All the people, “besiege him on all sides,” and take every word from his mouth. They are eager to know everything about him because, to them, he is extraordinary. This relates to real life where humans do not see or care for the average people around them. The peasant, like everyone else, is extraordinary even though they are not usually seen as anything but normal. The poem shows the flaw in humans, where it takes a work for people to see someone in a different light. The rhythm of the poem is also important. When reading the poem, the poem first seems to starts off steady and slow. Then, near line eight, the rhythm of the poem picks up and seems more demanding. The words feel sharp and the come out very fast and emotionally. It feels as if though the poem is taking the words out the reader mouth and is forcing them to understand. Then, as quick as it came, the emotional feeling fades away in the last two lines and instead it all feels calm again. This is...

Words: 480 - Pages: 2

Free Essay

Satie and Poulenc Song Style Sheets

...on the prelude, interlude, and postlude • Linear texture with contrapuntal texture on certain areas Poet/Text: • Poetry written by Stephen Foster • The song was written for his wife during their separation and then was published when they got back together Composer: Stephen Foster Date: 1826 – 1864 Song: “Beautiful Dreamer” Melody: • Phrases are fairly short • Range: D4 – F5 Tessitura: Eb4 – Eb5 • Melody is tonal minus the use of the E natural in the melody • Lyric recitative and strophic Harmony: • Song is in the key of Eb major • Primarily tonal and voice hangs with the accompaniment Rhythm: • Tempo is Moderato • In triple compound meter 9/8 • Uses dotted rhythms but not as a stutter rhythm, just as extended notes Accompaniment: • 4 measure prelude, no interlude, and 3 measure postlude • Linear texture • Broken chord accompaniment Poet/Text: • Poetry written by Stephen Foster • The song is about a beautiful woman and her waking up from sorrow and pain to the peace of the words from the poet Composer: Charles Griffes Date:...

Words: 1788 - Pages: 8

Premium Essay

Poetry

...The poem "Miss Consolation for Emotional Damages" by Laura Kasischke has a uneven stanzas, it was made as a free verse poem. The speaker of the poem is a dramatic persona, because Laura Kasischke in the poem she is refering to everything as an "it," eventhought the "it" could be the poet herself. For example, where it says "It had been born," this gives us a clear personification. The poet in this poem is talking about shame, of how her mother who supposed to be an example for their children she is seen by "the boy next door, who'd seem my mother drunk." But then the poet is talking how she is confused, and it seems like they went to another country where "It couldn't speak the language," she is even more confused. At the end of the poem she is lacking meaning or sense to the new language and ideas that aren't hers but the new county is lifeless and artificial. The tone of the poem is sarcasrtic. There is a social message promoted where it talks about the mother who is drunk, but it could also be a personal message. The poem "Nineteen" by Elizabeth Alexander has four stanzas, and even though she did not end each line with punctuation, each stanza ended in periods. I think this was done to let the reader know she was completing her thought. The speaker of the poem is the poet. In this poem she is speaking of an experience she had when she was nineteen years old.She talked about the things she did and described in detail some of the things that went on while she was in Culpepper...

Words: 484 - Pages: 2

Free Essay

Fictional Essay

...Literary Analysis of “The Road Not Taken” 1920 by Robert Frost COURSE NUMBER: ENGL-102 COURSE TITLE: Composition and Literature SEMESTER OF ENROLLMENT: Summer 2011 NAME: Kevin G. Blascoe ADDRESS: 1031 Bradford Park Road Mount Juliet, TN 37122 Blascoe 2 Kevin G. Blascoe ENGL102 Professor Terri Washer 11 June, 2011 As the world gets older and people reflect the decisions of their lives, there is one thing perfectly clear in each individual: there is no correct interpretation in regard to the choices that each person has thought and acted upon as it relates to their own live’s and circumstances. Outline of Literary Analysis I. Introduction A. General theme and background B. Introduce “The Road Not Taken” C. Re-address thesis statement II. Description of the literal scene and situation 1. Mood 2. Metaphorical or symbolic implications 3. Analysis of title 4. Rhythm patterns 5. Scansion and technical methods 6. Theme and methods used to communicate theme III. Conclusion A. Summary of poet’s existentialistic philosophy Blascoe 3 Life constantly...

Words: 1134 - Pages: 5

Premium Essay

Hawk Roosting

...Ted Hughes poem Hawk Roosting can be interpreted in two very different ways. Firstly, it explores -on a literal level- the hawk celebrating itself and its power and control over nature. Hughes begins the poem by writing ‘I sit in the top of the wood, my eyes closed’ which comments on where the hawk sits in the food chain; at the top, and also suggests that as well as being the ruler of nature he rules blind. Further down in stanza 3 and 4 Hughes portrays the Hawk as almost godlike as he includes a link with the idea that god creates and is in control of life and death. ‘I kill where I please because it is all mine’ reveals how the Hawk believes he owns and holds everything, including life and death, in his claws. The Hawk sees himself as omniscient and everything else as its prey. Similarly, the lines ‘It took the whole of creation to produce my foot, my feather; now I hold creation in my foot’ (line12) demonstrate how he was created by nature and now he is in control of it. Again in stanza 4, we were told that the Hawk has ‘no sophistry in his body’ meaning that all his actions are justified. How it is his nature to be violent and aggressive (portrayed in the line ‘my manners are tearing of heads’) and that there is no animal above him who could challenge him (portrayed in the line ‘no arguments assert my right’), therefore he has the control to do whatever he likes with out any competition. Finally, the Hawks arrogance is demonstrated mainly in the last stanzas where...

Words: 509 - Pages: 3

Premium Essay

Loss In The Poem 'One Art' By Elizabeth Bishop

...Throughout the short 1980 poem “One Art,” writer Elizabeth Bishop approaches the topic of loss with a whimsical, almost satirical mood. She speaks of lost car keys in stanza two, then we see a rapid decline in the “funniness” of the lost items. In stanza three Bishop speaks of losing names, homes, and dreams, all things that people consider dear and try hard to hold onto. In stanza four Bishop talks of losing a precious heirloom, and property that she owned. This stanza suggests that the speaker is in some sort of financial down spiral, but is still speaking with the same light intonation. Stanza six goes yet a step further, and the speaker writes that she has lost whole countries, whole realms that once belonged to her, most likely in a metaphorical...

Words: 345 - Pages: 2

Premium Essay

Singapore

...saying, “A darkness was ripped from my eyes” (line 2). The darkness that she is speaking of is the judgment that she places upon this woman in the stall. She first has a closed mind, a disturbed perception if you will, towards the cleaning lady. To say that it “was ripped from my eyes” (line 2) implies that she did attain a better perception of her. The speaker knew that she should not be so judgmental towards this woman and the job she is performing. It is obvious that she understands she should not feel this way when in the second stanza she states, “Disgust argued in my stomach” (line 6). For that feeling to argue, it exhibits her capability to understand. Bewilderment and dismay overcame the speaker. She feels disgusted by what most people consider such a degrading job, yet so displeased with herself for exhibiting such typical judgment. She displays very conflicting feelings. In the fourth stanza she says, “She smiled and I smiled. What kind of nonsense is this” (line 17). Such a selfless exchange of a smile has a great ability to shed light upon a situation. It is nonsense for it to be socially acceptable to place such harsh judgment upon someone, and the speaker no longer wished to...

Words: 353 - Pages: 2

Premium Essay

A Lesson for This Sunday

...The growing idleness of summer grass With its frail kites of furious butterflies Requests the lemonade of simple praise In scansion gentler than my hammock swings And rituals no more upsetting than a Black maid shaking linen as she sings The plain notes of some Protestant hosanna-- Since I lie idling from the thought in things-- Or so they should, until I hear the cries Of two small children hunting yellow wings, Who break my Sabbath with the thought of sin. Brother and sister, with a common pin, Frowning like serious lepidopterists. The little surgeon pierces the thin eyes. Crouched on plump haunches, as a mantis prays She shrieks to eviscerate its abdomen. The lesson is the same. The maid removes Both prodigies from their interest in science. The girl, in lemon frock, begins to scream As the maimed, teetering thing attempts its flight. She is herself a thing of summery light, Frail as a flower in this blue August air, Not marked for some late grief that cannot speak. The mind swings inward on itself in fear Swayed towards nausea from each normal sign. Heredity of cruelty everywhere, And everywhere the frocks of summer torn, The long look back to see where choice is born, As summer grass sways to the scythe’s design. “A Lesson for This Sunday” from Collected Poems: 1948-1984 by Derek Walcott. Copyright © 1986 by Derek Walcott. Reprinted by permission of Farrar, Straus and Giroux, LLC. A Lesson for This Sunday by Derek Walcott The title...

Words: 815 - Pages: 4

Premium Essay

Beats By Dre Commercial Analysis

...popularity and sales of their products worldwide. The advert started with Neymar Jr., a young Brazilian football star talking to his father as he gave him advice before he commenced playing. The advert also featured ordinary people including celebrities getting ready to watch the game around the world. Famous footballers like Luis Suarez, Robin Van Persie and many more were shown preparing for the game as each performed his startup ritual to play in the biggest football tournament...

Words: 1332 - Pages: 6

Premium Essay

What Is Poetic Merit?

...Poetic Merit is how songs could be identified as a poem without the music. A song can have poetic merit if it has end rhymes, allusions, figurative language, and many other elements. With the song that I picked, The Sound of Silence by Simon and Garfunkel, I believe it has the poetic elements of ending rhymes, personification, and how I think they wrote the song about a man accepting his depression. First off, the reason I chose to talk about end rhymes is because when people started to write poetry, it was common end the lines to rhyme with another in a stanza. In The Sound of Silence, each stanza follows a pattern of “AABBCCD.” For instance, the first stanza of the song follows the pattern by ending the lines with “friend...again...creeping...sleeping...brain...remain...silence.”...

Words: 459 - Pages: 2

Premium Essay

Warned

...The poem "Warned" by Sylvia Stults, is a poetic take on the destructive nature of the human race. She uses a rhythmic pattern of the sonnet to describe the beauty of our planet along with the destructiveness that is breaking down nature. The poem is revered as sympathetic to the audience and evokes a sense of compassion and longing for change. It is devastating to hear all the ways people have polluted our once luxurious planet. This poem allows the readers to think more clearly about how to treat our environment. If the people continue this road of self destruction there may not be to much of earth left to cherish. By becoming more aware of the environment and the everlasting consequences of our actions we can begin to take the necessary steps to preserve the wilderness, protect wildlife, and create a better future....

Words: 559 - Pages: 3

Premium Essay

Idontevenknowwhatimdoing

...Structure The Shakespearean sonnet has 14 lines divided into three stanzas of four lines each and a final couplet. The rhyme scheme can be described as a-b-a-b, c-d-c-d, e-f-e-f, g-g. This predictability and use of a regular pattern is frequently found in older poetry as writers tended to stick to the restrictions of a set format. This poem follows the conventional structure and includes the usual 'turn' at the end - a pair of lines (or couplet) that either shifts the mood or meaning of the poem, or asserts some sort of revelation. Structure The Shakespearean sonnet has 14 lines divided into three stanzas of four lines each and a final couplet. The rhyme scheme can be described as a-b-a-b, c-d-c-d, e-f-e-f, g-g. This predictability and use of a regular pattern is frequently found in older poetry as writers tended to stick to the restrictions of a set format. This poem follows the conventional structure and includes the usual 'turn' at the end - a pair of lines (or couplet) that either shifts the mood or meaning of the poem, or asserts some sort of revelation. Structure The Shakespearean sonnet has 14 lines divided into three stanzas of four lines each and a final couplet. The rhyme scheme can be described as a-b-a-b, c-d-c-d, e-f-e-f, g-g. This predictability and use of a regular pattern is frequently found in older poetry as writers tended to stick to the restrictions of a set format. This poem follows the conventional structure and includes the usual 'turn' at the end -...

Words: 817 - Pages: 4

Free Essay

Gffsh

...unities rhythm with geometry. B. Music as my life 1. Music calms me down when I am pressured. 2. It makes me forget my problems and helps my heart heal. 3. Its takes me far away from where I need to be. C. Music as my inspiration. 1. Music can be my inspiration while doing the things that I am supposed to do. 2. Music gives me inspiration and relaxation. 3. Music washes away from the soul the dust o our everyday life. III. Conclusion Our life was full of mystery. We need to find something that can fulfill our life. We have so many things to compare in our life like music. I can say that music is an inspiration to be and as a rhythm. Like in life we’re all different, sometimes we can find people that has the same attitude like ours. We need to know our limitation in life, like in music we need to know the right tone of the song we sing. Janessa Joy Mendoza COMSKI2-SC1 “Music is my Life” Our life was full of mystery. Music is an inspiration to me, my life, and as a rhythm that we can compare in every aspects of our daily life. “ Life is about trusting your feelings and taking chances losing and...

Words: 1092 - Pages: 5