RadioMonthly Report Feb 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 followed by Milk & Diary and Financial Branchless Banking in February 2015.

• Telenor was the top advertiser in Feb 2015.

• Telenor 3G was the top advertised brand.

Last Month Rank

No. CATEGORIES(MINS)

(%)

1 1 Telecom 15.4%

- 2 Milk and Dairy 8.8%

9 3 Financial Branchless Banking 5.7%

- 4 Beverages - CSD 4.9%

- 5 Corporate Ads 4.6%

7 6 Government 4.6%

- 7 Hair Care 3.6%

- 8 Hotel & Restaurants 3.2%

- 9 Automotive 2.9%

5 10 Confectionary 2.7%

*Top 10 Categories contributed 56.2% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORIES]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

3 1 Telenor 11.4%

9 2 Unilever Pakistan 5.5%

6 3 Mobilink 5.3%

- 4 Nestle Pakistan 5.0%

- 5 Engro Foods 4.2%

4 6 Pepsi 3.9%

- 7 K & Ns 3.2%

2 8 PTCL 2.6%

- 9 PTA 2.5%

5 10 P&G Pakistan 2.2%

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

INDUSTRY TOP 10 [BRANDS]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. BRANDS(MINS)

(%)

3 1 Telenor 3G 5.5%

- 2 TalkShawk 4.6%

- 3 Tarang Milk 3.9%

- 4 K & Ns 3.2%

- 5 Nestle Milk Pack 2.7%

- 6 Mobi Cash 2.7%

- 7 Mobilink 3G 2.7%

- 8 PTA 2.5%

- 9 PTCL Broadband 2.5%

5 10 Pantene 2.2%

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Pakistan Ka K & Ns K & Ns 3.1

2 4 Step To Save Milk (Urdu) Nestle Pakistan 2.7

3 Unlimited Internet Weekly Offer Telenor 2.5

4 SIM Apnay Naam Karo PTA 2.4

5 Water Damage Procter & Gamble 2.2

6 Tarang’s Latest Maganum Opus Engro Foods 2.2

7 Lakhoun ke Call 2 Offer Telenor 1.8

8 World Cup Party Pack Pepsi 1.7

9 Munafa Rozana Account 6.5% P.A. Silkbank 1.7

10Pay Through Omni Mobile App, SMS Code, ATM Card

UBL 1.7

Total Minutes: 46,373

Trend AnalysisJan 15 – Feb 15

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisJan 15 - Feb 15

Based on 28 Radio Stations in 6 Cities

FM Channel ShareAdvertising in Minutes

Feb 2015

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 3,410 ads were aired in Karachi on FM stations per day

Faisalabad 34,357Hyderabad 19,769Islamabad 76,058Karachi 102,294Lahore 87,674Multan 20,519Total 340,671

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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