Audience in pakistan
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The document discusses audience and audience research. It defines audience as groups of people who engage with media in various ways. It describes different types of audiences like particular, immediate, mediated, universal, ideal, and implied audiences. It then discusses audience research, its need and importance. It explains methods of audience measurement like surveys and people meters. It provides details about Gallup Pakistan, a major audience research agency in Pakistan, and its work measuring television viewership. Finally, it briefly mentions some international audience research agencies.
Audience in pakistan
- 1. THEY SAY THAT MEDIA ARE INFLUENTIAL
- 2. THAT THEY ARE EVERY WHERE
- 3. AMONG EVERY DAY PEOPLE
- 4. PRESENT IN EVERY SOCIAL CIRCLE
- 5. THEY SPREAD THEIR VIEWS
- 9. PEOPLE WHO FOLLOW THEM…
- 10. AUDIENCE
- 11. AUDIENCE
- 12. AUDIENCE
- 13. AUDIENCE!!!
- 14. AUDIENCEGroup Members:Umm E Rabab RizviMahrukhSaleemSahrishIrfanZuhaTajSamitaEjazIrum Khan
- 15. OVERVIEWWhat is Audience?Types of audienceAudience ResearchDemographicsGallup PakistanInternational Audience Research Agencies
- 16. What is audience?Audience is a group of people that participate in the media in several different ways.Media audiences are studied by academics in media audience studies.
- 17. Types of audienceParticular (real) audiences
- 21. Ideal audience
- 22. Implied audiencePARTICULAR (REAL) AUDIENCESIndividuals that make up the audience
- 23. Subject to persuasion and engage with the ideas of the speaker. IMMEDIATE AUDIENCEStype of particular audience that is composed of individuals who are face-to-face subjects with a speaker and a speaker’s rhetorical text or speech. This type of audience directly listens to, engages with, and consumes the rhetorical text in an unmediated fashion.
- 24. Mediated audiencesIndividuals who consume rhetorical texts in a manner that is different from the time or place in which the speaker presents a text. Audiences who consume texts or speeches through television, radio, and Internet are considered mediated audiences because those mediums separate the rhetoric and the audience
- 25. Imagined audience that serves as an ethical and argumentative test for the rhetoric. It requires the speaker to imagine a composite audience that contains individuals from diverse backgrounds and to discern whether or not the content of the rhetorical text or speech would appeal to individuals within that audience. UNIVERSAL AUDIENCE
- 26. Ideal (target) audienceTarget audience, a group of individuals that will be addressed, persuaded, or affected by the speech or rhetorical text. Usually the target audiences are:Women in tea and cooking oil ads
- 27. Youth in cell phone network ads
- 28. Joint family system in paint ads
- 29. Upper middle or middle class people usuallyImplied audienceAn imaginary audience determined by an auditor or reader as the text’s constructed audience. It is the one that can be inferred by reading or analyzing the text.
- 31. Audience researchAudience research can do 2 main things :estimate audience sizesdiscover audience preferences
- 32. Radio and newspapers are getting important in audience research.
- 33. Audience research was the first form of market research
- 34. Need for audience researchThough audience research is necessary, still some organizations survive without it, how?if an organization doesn’t do systematic audience research, it usually has some informal method of collecting feedbackIf funding is guaranteed, then audience research doesn't t matter that much.As long as the firms keep making money, they feel no need for audience research.If you want to know why audiences react as they do, you need audience research or market or social research, depending upon the industry.
- 35. Varieties of audience researchNot all information-gathering is research. To qualify as research, information-gathering must be systematic and unbiased.It must cover the entire audience of interest. It should also avoid subjectivity: if two people do the same research, they should arrive at the same results.Audience research greatly reduces this risk.
- 36. AudiencemeasurementAudience measurement is the most widely used form of audience research.There is an important difference between audience research and the customer information that non-broadcasting organizations gather.Audience measurement can find out only that a person (or household) was tuned into a program at a particular time. It provides no information about the amount of attention being paid or opinions about the program.
- 37. Audience measurementAudience measurement is done in two main ways: 1. Surveys, asking people which programs or stations they listened to, at which times, on which days. 2. Meters attached to TV sets (or occasionally to radios) , which record the stations the set is tuned to, at which times, on which days.
- 38. TV ratings data collection requires a panel to be selected which is the random representative sample depending upon the income profile of households. Panel confidentiality in Gallup.
- 39. Diary Method
- 40. The people meterIt is a tool used to measure the viewing habits of TV and cable audiences.
- 41. It is a box hooked up to each television set and is accompanied by a remote control unit. It also consists of a base station which is like a modem and is connected to telephone from where data is downloaded. Each family member in a sample household is assigned a personal 'viewing button'. It identifies each household member's age and sex and the channel being watched.Problems Compliance issues
- 42. People may have more than 1 TV set
- 43. People may watch channels on the internet
- 44. People might not allow to open their t.v sets to attach the people meter.
- 45. When the light goes off, the data is collected because of battery remotes but logging off remains an issue.Advance portable people meterThis helps in recording the viewing anywhere at all.It senses sound wave or frequency to know what channel is being watched. There is a logo of every channel stored in it which helps it identify the channel. Solves the cable operator swapping channel places issue.
- 46. EvaluationTells if the purpose of the program was conveyedTest a program for social effectivenessTesting if programs have improvedLet advertisers know when to advertiseLet channels know what types of programs they should runUnderstand your audience.
- 47. demographics
- 48. Population: 169,708,300 - 2009Source: World Bank, World Development IndicatorsUrban population consists of 27%.67% rural population.105 million Tv viewers.
- 49. Sex ratio at birth: 1.05 male/femaleUnder 15 yrs: 1.06 male/female15-64 yrs: 1.09 male/female65 yrs and over: 0.92 male/female
- 51. Number of Television Sets: 3,100,000 Number of Radio Receivers: 13,500,000Number of Individuals with Computers: 590,000 Number of Individuals with Internet Access: 133,875
- 52. The three most influential newspapers in Pakistan are the daily Dawn in English, the daily Jang in Urdu, and the daily Business Recorder in the area of business and finance.
- 53. Viewers category Hours of viewing per dayHeavy viewer 4 and more than 4 hoursModerate viewer More than 2 but less than 4 hoursLight viewer Up to 2 hours60% of rural households have electricity, 30% own a TV(2000, Gallup)
- 54. Urban viewer ship comprises of a combination of Pakistani (75%), Indian (60%), and English channels (20%), however Pakistani channels lead by 15%. On the other hand rural viewer ship is mostly of Pakistani channels (86%) with a small share of Indian channels (27%) and a tiny share of English channels (11%).
- 55. Top 3 most watched channels in Pakistan:PTVStar plusGeo
- 56. As many people watch Express News as Pogo more people watch the Cartoon Network than Geo Entertainment and more people watch Masala TV (a cooking channel) than Dawn News.
- 57. Most visited websiteswww.pakistan.gov.pk www.nust.edu.pkwww.sbp.org.pkFacebook is the Eighth Most Visited Website in Pakistan
- 59. Gallup International was created in London in 1947.
- 60. It is networked to collaborate in around 70 countries of the world, spread over 5 continents.
- 61. Gallup Pakistan was founded in 1980 by its current chairman Dr IjazGilani and is affiliated with Gallup International.3 Full Service Offices in Lahore, Karachi and Islamabad.
- 62. 19 Regional Field Centers.
- 63. Strategically spread out to effectively cover the whole length and breadth of the country. Specialized Research DivisionsCustomized Research
- 64. Media ResearchThey use Recorder G as a software to record channel viewership at different times.
- 65. Media Research Division ServicesTelevision Audience Measurement
- 66. Advertising, Monitoring & Tracking (They report to advertisers about any faulty advertisements)
- 67. Survey Reports & Consultancy
- 68. Print media also uses it’s informationInternal checks available. However, they believe they should have an association which judges them at every point and to whom they are accountable.Accountability
- 69. 50% of the total population watches satellite channels and 50% watches non-satellite channels, and therefore, non-satellite channels are in greater demand.Since April 2000, GALLUP TV Ratings Panel is a national panel covering both Urban and Rural areas.Socio-economic criteria set for the panelists are:Gender
- 70. Age
- 71. Education
- 72. Monthly household incomeMedia Logic Vs Gallup! Media Logic is another audience research firm in Pakistan. It exists in 9 cities and they use people meter while Gallup is on national level and uses people diary. However, since the services that audience research companies provide are considered as currency, media agencies try to use one source. Gallup Pakistan is so far the most quoted research firm in the country as well as worldwide.
- 73. INTERNATIONAL AUDIENCE RESEARCH AGENCIES
- 74. Compiles television ratings in United Kingdom.
- 75. Well-established and qualified research and information system house based in the Arabian Peninsula.
- 76. is a Global marketing and advertising research company headquartered in New York.