radio industry advertising snapshot – march 2014

RadioMonthly Report Mar14

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 37 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 in the advertising category followed by Beverages and Food in March, 2014.

• Unilever Pakistan was the top Advertiser in February, 2014

• Clear was the top advertised brand

Last Month Rank

No. CATEGORIES (MINS)(%)

2 1 Telecom 14.9

3 2 Beverages 13.4

4 3 Food 10.9

1 4 Shampoos 8.9

- 5 Hotel & Restaurants 6.1

- 6 Garments 5.2

- 7 Websites 4.4

8 8 Financial Institutions 4.3

- 9 Government 4.2

- 10 Shoes 3.0

*Top 10 Categories contributed 75.3% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORY]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

1 1 Unilever Pakistan 11.7

2 2 Nestle Pakistan 8.0

10 3 Coca Cola 6.7

6 4 Telenor 6.2

3 5 Pepsi 5.4

- 6 OLX 4.4

- 7 Mc Donalds 3.7

5 8 Ufone GSM 3.6

7 9 China Mobile 2.6

- 10 AlKaram Studio 2.4

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 1 Clear 4.7

2 2 Nestle Cerelac 4.7

- 3 OLX 4.4

- 4 McDonalds 3.7

9 5 Talkshawk 3.6

- 6 Coca Cola 3.3

- 7 Lays 2.7

6 8 Zong 2.6

4 9 Ufone 2.6

- 10 Djuice 2.6

Trend AnalysisFeb-Mar 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisFeb-Mar 2014

Based on 28 Radio Stations in 6 Cities

TIME BAND SHAREAdvertising in Minutes

Morning and Evening time slot attracted more advertisers throughout all cities

CITY WISE SHARE%Share of Advertising

FM Channels ShareAdvertising in Minutes

• Total spent in March, 2014 was PKR 93,900,493 /-• Total Minutes of Advertising ran were 40,872 (minutes)

Average Nos. of Ads / Day

An average of 2,642 ads were aired in Karachi on FM stations per day

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

92-42-366 86170 -71M: +92-300-517-7861