radio advertising industry snapshot – august 2014

16
Radio Monthly Report August 2014

Upload: pakistanadvertiserssociety

Post on 13-Nov-2014

291 views

Category:

Data & Analytics


1 download

DESCRIPTION

A snapshot of the Radio Industry – August, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio? RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of August, 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots. 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.

TRANSCRIPT

Page 1: Radio Advertising Industry Snapshot – August 2014

RadioMonthly Report August 2014

Page 2: Radio Advertising Industry Snapshot – August 2014

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

Page 3: Radio Advertising Industry Snapshot – August 2014

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 during August 2014 followed by Tea and Websites. Combined the top three advertisers share amount to a total of 32.8%. Interestingly both Tea and Websites had no advertising share on Radio in July, 2014

• Unilever Pakistan was the top advertiser

• Lipton Yellow Label was the top advertised brand

• Beverages category that was among the top 4 last month now moves to bottom with a decreased share of 5%

Page 4: Radio Advertising Industry Snapshot – August 2014

Last Month Rank

No. CATEGORIES (MINS)(%)

1 1 Telecom 14.6

- 2 Tea 9.2

- 3 Websites 9.0

10 4 Financial Branchless Banking 8.1

- 5 Detergent 7.3

- 6 Government 6.4

- 7 Educational Institution 5.7

5 8 Corporate Ads 5.6

4 9 Beverages-CSD 5.0

- 10 Shaving 3.5

*Top 10 Categories contributed 74.4% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORY]

(BASED ON NUMBER OF MINUTES)

Page 5: Radio Advertising Industry Snapshot – August 2014

Last Month Rank

No. CORPORATIONS(MINS)

(%)

1 1 Unilever Pakistan 16.1

3 2 Telenor 7.2

5 3 Ufone GSM 6.8

- 4 Asani.com.pk 5.6

4 5 Pepsi 5.0

6 6 Mobilink 4.3

- 7 Government of Sindh 4.3

9 8 Procter & Gamble 3.9

- 9 Gilette 3.5

- 10 OLX 3.4

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

Page 6: Radio Advertising Industry Snapshot – August 2014

INDUSTRY TOP 10 [BRANDS]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. BRANDS(MINS)

(%)

- 1 Lipton Yellow Label 7.9

- 2 Asani.com.pk 5.6

- 3 Sting energy drink 5.0

- 4 Govt.of Sindh 4.3

- 5 Gilette Blue 2 Plus 3.5

- 6 Ariel 3.5

9 7 Surf Matic 3.5

2 8 Ufone 3.4

- 9 OLX 3.4

- 10 U Paisa 3.4

Ecommerce Websites competing with each other such as Asani.com.pk and OLX have also chosen Radio for advertising.

Page 7: Radio Advertising Industry Snapshot – August 2014

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Buy/Sell Anything in Pakistan Asani.com.pk 5.5

2 Sting Ka Jhatka Pepsi 5.0

3 Lipton Song Unilever Pakistan 4.6

4 Sindh Govt. Progress Govt. Of Sindh 4.2

5 Yellow To Blue Radio Gilette 3.5

6 New Technology Procter & Gamble 3.5

7 Revised Lip Dance Unilever Pakistan 3.2

8 Active SIM Get Free Calls For 1 Month Ufone GSM 3.0

9 Sony (Easy As ABC) OLX 2.8

10 Matic MMR Radio Unilever Pakistan 2.7

Ecommerce Websites competing with each other such as Asani.com.pk and OLX have also chosen Radio for advertising.

Page 8: Radio Advertising Industry Snapshot – August 2014

Trend AnalysisJanuary - August 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Page 9: Radio Advertising Industry Snapshot – August 2014

Trend AnalysisJuly-August 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Page 10: Radio Advertising Industry Snapshot – August 2014

Share in Millions

Trend AnalysisJuly-August 2014

Based on 28 Radio Stations in 6 Cities

Page 11: Radio Advertising Industry Snapshot – August 2014

Advertising in Minutes %

Top 10 AdvertisersAugust 2014

Based on 28 Radio Stations in 6 Cities

Page 12: Radio Advertising Industry Snapshot – August 2014

Advertising in Minutes %

Top 10 BrandsAugust 2014

Based on 28 Radio Stations in 6 Cities

Page 13: Radio Advertising Industry Snapshot – August 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

Page 14: Radio Advertising Industry Snapshot – August 2014

CITY WISE SHARE%Share of Advertising

Page 15: Radio Advertising Industry Snapshot – August 2014

Average Nos. of Ads / Day

An average of 1,662 ads were aired in Karachi on FM stations per day

Page 16: Radio Advertising Industry Snapshot – August 2014

THE ENDTHE END

For query on DATA, please contact:

For other queries, please contact PAS at:[email protected]

Mr. Nasir ud Din [email protected] [email protected]

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