RadioMonthly Report August 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

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

SNAPSHOT

• Beverages-CSD topped the advertising followed by Telecom and Entertainment category in August 2015.

• Pepsi was the top advertiser in August 2015.

• Pepsi was the top advertised brand in August 2015.

Last Month Rank

No. CATEGORIES (MINS)(%)

2 1 Beverages - CSD 20%

1 2 Telecom 13.8%

- 3 Entertainment 11.3%

8 4 Corporate Ads 6.3%

6 5 Petroleum 4.7%

5 6 Financial Institution 3.5%

- 7 Government 3.1%

- 8 Nutrition Supplement 2.8%

3 9 Financial Services 2.6%

7 10 Shoes 2.4%

INDUSTRY TOP 10 [CATEGORIES]

(BASED ON NUMBER OF MINUTES)

*Top 10 Categories contributed 70.5% of the total Ad Volume.

Last Month Rank

No. CORPORATIONS(MINS)

(%)

1 1 Pepsi Cola International (Pvt) Ltd 20.9%

- 2 Coca Cola Pakistan 11.9%

2 3 China Mobile (CMPak) 5.0%

5 4 PTCL 4.6%

6 5 Telenor Pakistan 4.5%

- 6 Tetra Pak Pakistan 3.5%

4 7 Nestle Pakistan 3.3%

- 8 Chevron Pakistan 3.0%

- 9 Government of Pakistan 2.8%

- 10 GSK Pakistan 2.7%

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 Pepsi 15.5%

- 2 Coke Studio 11.2%

3 3 PTCL 4.3%

- 4 Tetra Pak 3.5%

2 5 Zong 4G 3.4%

- 6 Mountain Dew 2.4%

- 7 Ministry of Religious Affairs 2.1%

- 8 Freshup Bubble 2.0%

- 9 Telenor 3G 2.0%

- 10 Easy Paisa 1.7%

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Chaand Sitara Song Radio Pepsi 15.4

2 Coke Studio (Atif Aslam, Tajdar-e-Haram) Coca Cola 2.9

3 Aur Ziyada Doodh Piyo Tetra Pak 2.3

4 Hajj Instructions Gov of Pakistan 2.1

5 Recharge Your EVO With Mobi Cash & Win Mobilink 1.9

6 MD Polar Radio Pepsi 1.8

7 Circle bundle with free whatsapp CMPak Limited 1.6

8 Little Joys of Life Pepsi 1.6

9 Easy cards Rs. 300, 500 Telenor Ptcl Minutes Telenor Pakistan 1.5

10 Life main Freshness Hilal Confectionary 1.5

Trend AnalysisJuly 15 – August 15

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisJuly 15 – August 15

Based on 28 Radio Stations in 6 Cities

FM Channel ShareAdvertising in Minutes

August 2015

TIME BAND SHAREAdvertising in Minutes

• 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

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

CITY WISE SHARE%Share of Advertising

Average Nos. of Ads / Day

An average of 2,847 ads were aired in Karachi on FM stations per day

Karachi 85,420Lahore 71,055Islamabad 60,833Faisalabad 34,151Hyderabad 21,747Multan 11,184

THE ENDTHE END

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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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