RadioMonthly Report May 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

• Beverages-CSD topped the advertising followed by Telecom and Beverages Dextrose category in May 2015.

• Pepsi was the top advertiser in May 2015.

• Pepsi was the top advertised brand in May 2015.

Last Month Rank

No. CATEGORIES (MINS)(%)

1 1 Beverages - CSD 14.2%

2 2 Telecom 13.9%

5 3 Beverages - Dextrose 7.4%

3 4 Baby Food 4.4%

8 5 Petroleum 4.0%

- 6 Insurance Companies 3.9%

7 7 Financial Branchless Banking 3.9%

6 8 Garments 3.9%

- 9 NGO 3.2%

- 10 Corporate Ads 2.9%

*Top 10 Categories contributed 61.5% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORIES]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

1 1 Pepsi 12.1%

5 2 Telenor 11.3%

3 3 Unilever Pakistan 5.6%

2 4 Nestle Pakistan 4.5%

- 5 Jubilee Life Insurance 3.8%

10 6 Qarshi Industries 3.6%

- 7 Shell Pakistan 3.5%

9 8 UNICEF Pakistan 3.1%

7 9 China Mobile 2.7%

- 10 Hamdard Laboratories 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)

(%)

1 1 Pepsi 7.0%

2 2 Nestle Cerelac 4.4%

- 3 Telenor 3G 3.8%

- 4 Jubilee Life Insurance 3.8%

8 5 Pakistan Polio Eradication 3.1%

- 6 Talkshawk 2.7%

6 7 Easy Paisa 2.7%

10 8 Jam-e-Sheeren 2.4%

- 9 Zong 4G 2.2%

- 10 Mountain Dew 2.0%

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Bay Fekar Mustaqbil Jubilee Insurance 3.8

2 Hum Banain Gay Apna Abhi 148 Sec Pepsi 3.3

3 Pepsi UTC Radio Pepsi 3.3

4 Naya Nestle Cerelac With Iron Nestle Pakistan 2.4

5 Natural Drink Qarshi Industries 2.4

6 Sting Open Waters radio 15 Sec Pepsi 1.6

7 Special Number Offer (Rani) Telenor 1.6

8 7UP Foodie Radio (Love) Pepsi 1.4

9 Male & Female Doctor GlaxoSmithKline 1.4

10 1 Mothers Day Song Nestle Pakistan 1.4

Trend AnalysisApril 15 – May 15

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisApril 15 - May 15

Based on 28 Radio Stations in 6 Cities

FM Channel ShareAdvertising in Minutes

May 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 4,440 ads were aired in Karachi on FM stations per day

Karachi 133,194Lahore 104,660Islamabad 91,379Faisalabad 45,381Hyderabad 35,108Multan 16,194

THE ENDTHE END

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Mr. Nasir ud Din nasir@mediamiles.biz nasir@mediamiles.biz

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