radio advertising industry snapshot – january 2015

RadioMonthly Report Jan 2015

Analysis: Media Miles – Radio Tracking

Note: Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.

About Media MilesLaunched Pakistan’s first digital, Radio Advertising Monitoring Service in 2007, starting with 9 Radio stations in 2 Cities (Karachi and Lahore). In the second quarter of 2008, Media Miles expanded its base to 28 Radio Stations in 3 Cities (Karachi, Lahore and Islamabad) and currently monitoring 38 stations in 6 cities (Adding Hyderabad, Multan and Faisalabad)

About the Report

Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.

SNAPSHOT

• Telecom topped the advertising on Radio followed by Garments and Broadband category in January 2015.

• Bonanza was the top advertiser in January 2015.

• Bonanza was the top advertised brand.

Last Month Rank

No. CATEGORIES(MINS)

(%)

1 1 Telecom 11.8%

- 2 Garments 7.3%

- 3 Broadband 7.0%

- 4 Medicine 6.3%

10 5 Confectionary 5.9%

- 6 Detergent 5.4%

7 7 Government 5.2%

4 8 Cell Phones 3.4%

- 9 Financial Branchless Banking 3.4%

3 10 Financial Institution 3.2%

*Top 10 Categories contributed 58.9% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORIES]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

- 1 Bonanza 6.0%

3 2 PTCL 6.0%

6 3 Telenor 5.4%

- 4 Pepsi 5.3%

- 5 P&G 3.9%

- 6 Mobilink 3.8%

- 7 GSK 3.1%

2 8 Samsung 2.9%

- 9 Unilever Pakistan 2.6%

- 10 Chevron 2.5%

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

INDUSTRY TOP 10 [BRANDS]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. BRANDS(MINS)

(%)

- 1 Bonanza 6.0%

3 2 Ariel 3.9%

- 3 Telenor 3G 3.0%

- 4 Galaxy Grand Prime 2.9%

- 5 Pakistan Polio Campaign 2.8%

- 6 Lays New 2.7%

- 7 Mountain Dew 2.6%

- 8 Havoline Engine Oil 2.5%

- 9 Fantasy Chocolate 2.5%

5 10 Sui Northern Gas Pipeline 2.3%

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Shandar Safai 10 Sec. Procter & Gamble 3.8

2 Winter Sale Products Prices (Eng) Bonanza 3.1

3 MD Neon Radio Pepsi 2.6

4 Rich Milk Chocolate Hilal Confectionery 2.3

5 Dr. Koff Herbal Syrup Himont Pharmaceuticals 2.1

6 Wavy Lays Thematic 15 Pepsi 1.9

7 Fawad Khan (Just In Rs.20.999) Samsung 1.6

8 New & Improved Unilever Pakistan 1.5

9 500 Free Minutes, SMS & MB Mobilink 1.5

10 Bones Strong Tou Mein Strong Nestle Pakistan 1.7

Total Minutes: 46,373

Trend AnalysisDec 14 – Jan 15

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisDec 14 - Jan 15

Based on 28 Radio Stations in 6 Cities

FM Channel ShareAdvertising in Minutes

Jan 2015 Dec 2014

TIME BAND SHAREAdvertising in Minutes

Evening time and Morning time slot attracted more advertisers throughout all cities

• Morning Time 8 am – 10 am • House Show / Life Style 11 am – 01 pm • Afternoon Drive 1 pm – 3 pm • Pre – Drive Time 3 pm – 5 pm • Drive Time Evening 5 pm – 7 pm • Late Evening 7 pm – 10 pm • Night Time 10 pm – 12 am • Early Night 12 am – 1 am • Late Night 1 am – 7 am

CITY WISE SHARE%Share of Advertising

Average Nos. of Ads / Day

An average of 3,188 ads were aired in Karachi on FM stations per day

Faisalabad 35,585Hyderabad 24,823Islamabad 79,242Karachi 109,126Lahore 89,483Multan 19,280Total 357,539

THE ENDTHE END

For query on DATA, please contact:

For other queries, please contact PAS at:secretariat@pas.org.pk

Mr. Nasir ud Din nasir@mediamiles.biz nasir@mediamiles.biz

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