RADIO ANALYSISAugust 2017

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 followed by Financial Institutions and

Beverages-CSD in August 2017.

Pakistan Mobile Communications Limited was the top advertised player

Jazz was the top advertised brand

Total Minutes: 70,830

TOP 10 CATEGORIES

Top 10 Categories contributed 64.5% of the total Ad Volume.

CATEGORIES (MINS)

(%) LM TM

Telecom 14.5% 1 1

Financial Institution 13.1% 9 2

Beverages-CSD 7.7% 4 3

Real Estate 7.0% 3 4

Garments 4.8% - 5

Websites/Apps 4.1% 2 6

Financial Services 3.8% - 7

Electronics 3.3% - 8

Petroleum 3.1% 10 9

Confectionary 3.1% - 10

TM=This month / LM= Last month

TOP 10 ADVERTISERS

Only 2 of the top advertisers belong to Telecom Sector

ADVERTISERS (MINS)

(%) LM TM

Pakistan Mobile Communications Limited 10.4% 1 1

The Coca-Cola Export Corporation 5.4% - 2

Pepsi-Cola International (Pvt) Ltd 4.1% 3 3

Habib Bank Ltd 4.0% - 4

Pakistan Telecommunication Company Ltd 3.1% - 5

Packages Construction (Pvt.) Ltd. 3.0% 4 6

United Bank Limited 2.8% - 7

Standard Chartered Bank 2.6% - 8

Nestle' Pakistan Limited 2.6% 7 9

Careem Networks Pakistan (Pvt.) Ltd. 2.3% 9 10

TM=This month / LM= Last month

TOP 10 BRANDS

Only 2 of the Top 10 brands belong to Telecom Sector

TM=This month / LM= Last month

BRANDS (MINS)

(%) LM TM

Jazz 7.6% 1 1

Coca Cola 3.6% - 2

Pepsi 3.5% 8 3

PTCL 3.1% - 4

Packages Mall 3.0% 3 5

Jazz Cash 2.8% 7 6

UBL 2.8% - 7

HBL 2.4% - 8

Careem 2.3% 9 9

Coke Studio 1.8% - 10

No. CAMPAIGNS CORPORATION Total

1 Aye Khuda (Father & Daughter) State Life Insurance Corporation of Pakistan 4.31%

2 Winter Collection 2015 (Song) Girl Nishat Linen (Private) Limited 2.87%

3 The Banker Award 2015 National Bank of Pakistan 2.59%

4 DANEDAR FAWAD KHAN -45 Tapal Tea (Pvt.) Ltd. 2.58%

5 Naya Nestle Cerelac With Iron Nestle' Pakistan Limited 2.53%

6 Bay Fekar Mustaqbil Jubilee Life Insurance Company Limited 2.24%

7 Mobilink Introduces Jazz X Mobile phones Pakistan Mobile Communications Limited 2.16%

8 Mehfooz Andaz Nestle' Pakistan Limited 2.10%

9 Easy Card Rs.300 & 500 Telenor & PTCL Minutes Telenor Pakistan (Pvt) Limited 2.03%

10 Better Cleaning Experience Packages Limited 1.87%

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

1 Azadi Song United Bank Limited 2.78%

2 HBL Shop Fest 2017 With Daraz. Habib Bank Ltd 2.43%

3 The National Anthem of Pakistan The Coca-Cola Export Corporation 2.23%

4 Celebrating Independence Day Packages Counstruction (Pvt.) Ltd. 2.22%

5 Monthly Browzer Offer Pakistan Mobile Communications Limited 2.18%

6 For 1 Year Age Nestle' Pakistan Limited 1.64%

7 Share Karo Hilal Confectionary (Pvt) Ltd 1.58%

8 Ferozepur City Housing Scheme Lahore Ferozpur City 1.57%

9 Send 50,000 by Biomatric System Pakistan Mobile Communications Limited 1.56%

10 Quaid-e-Azam Muhammad Ali Jinnah 117 Sec. Pakistan Telecommunication Company Ltd 1.55%

• 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 Evening7 pm – 10 pm • Night Time 10 pm – 12 am • Early Night 12 am – 1 am • Late Night 1 am – 7 am

TIME BAND SHARE

Morning and Evening attracted more advertisers throughout all cities.

Time Band Share

42,823

30,343

43,620

1,666 1,397

31,599

97,491107,238

81,509

0

20,000

40,000

60,000

80,000

100,000

120,000

Mor

ning

Hous

e Sho

w /

Life S

tyle

Afte

rnoo

n Driv

e

Pre –

Driv

e Tim

e

Driv

e Tim

e Even

ing

Late Even

ing

Nig

ht T

ime

Early

Nig

ht

Late N

ight

No. of Ads

CITY-WISE SHARE

Karachi has the maximum share of advertising

City-wise Share

Islamabad

24%Lahore

26%

Multan

2%

Faisalabad

10%

Hyderabad

7%Karachi

31%

BRAND CLUTTER

Lahore had the maximum share of advertising

192 189 187

152

117

75

0

50

100

150

200

Lahore Karachi Islamabad Faisalabad Hyderabad Multan

Brand Clutter

No. of Brands

No. of distinctive brands per station

BRAND CLUTTERLahore had th e maximum share of advertising

58

61

79

19

22

22

Faisalabad

56

22

55

56

Hyderabad

58

79

22

78

112

110

51

98

28

Islamabad

56

57

79

22

78

36

112

110

98

65

5

36

Karachi

59

62

80

23

78

113

111

51

99

20

Lahore63

22

Multan

FM101

FM103

FM89

FM90

FM94

FM94.6

FM100

FM105

FM106.2

FM107.4

FM89.4

FM91

Pow er99

FM107

FM96

Josh99

FM93

No. of distinctive brands per time slot

BRAND CLUTTERLahore had th e maximum share of advertising

71

133

12

116

129

9

129

89

77

Faisalabad

49

105

4

69

97

3

93

66

53

Hyderabad

125

168

70

156

164

77

166

131

149

Islamabad

123

164

72

160

163

79

165

130

156

Karachi

132

167

71

161

163

78

163

130

154

Lahore

32

60

3

49

54

2

53

37

32

Multan

Afternoon Drive

Drive Time Evening

Early Night

House Show / Life Style

Late Evening

Late Night

Morning

Night Time

Pre – Drive Time

AVG. NOs of Ads per Day

An average of 4,303 were aired on Karachi FM Stations per day

4,3033,894

3,581

1,513968

330

0

1,000

2,000

3,000

4,000

5,000

Karachi Lahore IslamabadFaisalabadHyderabad Multan

No. of Ads / Day

No. of Ads

Karachi 129,083Lahore 116,821Islamabad 107,427Faisalabad 45,401Hyderabad 29,053Multan 9,902

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