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 Beverages-CSD and Real estate in

September 2017.

The Coca cola export corporation was the top advertised player

Coke studio was the top advertised brand

Total Minutes: 48.307

TOP 10 CATEGORIES

Top 10 Categories contributed 68.1% of the total Ad Volume.

CATEGORIES (MINS)

(%) LM TM

Telecom 13.4% 1 1

Beverages-CSD 11.0% 3 2

Real Estate 9.5% 4 3

Entertainment 9.3% - 4

Financial Institution 6.4% 2 5

Websites/Apps 6.0% 6 6

Airline-Travelling 3.5% - 7

Garments 3.3% 5 8

Hotel & Restaurants 2.9% - 9

Nutrition Supliment 2.9% - 10

TM=This month / LM= Last month

TOP 10 ADVERTISERS

Only 2 of the top advertisers belong to Telecom Sector

ADVERTISERS (MINS)

(%) LM TM

The Coca-Cola Export Corporation 11.7% 2 1

Pepsi-Cola International (Pvt) Ltd 8.6% 3 2

Pakistan Mobile Communications Limited 5.0% 1 3

CMPak Limited 4.3% - 4

Nestle' Pakistan Limited 4.0% 9 5

Standard Chartered Bank 3.2% 8 6

Packages Counstruction (Pvt.) Ltd. 2.4% 6 7

Pakistan Telecommunication Company Ltd 2.2% 5 8

Telenor Pakistan (Pvt) Limited 2.2% - 9

Samsung Gulf Electronics FZE 2.0% - 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

Coke Studio 9.3% 10 1

Pepsi 6.8% 3 2

Zong 4G 4.3% - 3

Jazz 3.7% 1 4

Standard Chartered Bank 3.2% - 5

Nestl LACTOGROW 3 2.5% - 6

Packages Mall 2.4% 5 7

Coca Cola 2.2% 2 8

Telenor 4G 2.2% - 9

PTCL 2.1% 4 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 For 1 Year Age Nestle' Pakistan Limited 2.46%

2 Love Music Love Coke Studio Love Coca Cola The Coca-Cola Export Corporation 2.21%

3 PSL Song (Islamabad United) Pakistan Telecommunication Company Ltd 1.87%

4 Battle Of The Band Pepsi-Cola International (Pvt) Ltd 1.74%

5 Active SIM Get 3000 M_SMS_Mbs Telenor Pakistan (Pvt) Limited 1.73%

6 5, 10 & 20 Marla Plots Etihad Town (Pvt.) Limited 1.60%

7 Jazz Rising Stars... Pakistan Mobile Communications Limited 1.41%

8 2000 MB With New SIM CMPak Limited 1.40%

9 Nanay Pait ki Bari Ghiza (Sweet Song) Nestle' Pakistan Limited 1.32%

10 Internet Device With Free 4G SIM CMPak Limited 1.31%

• 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

28,156

18,456 19,484

491 561

20,116

66,683 65,610

58,237

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

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

3%

Faisalabad

9%

Hyderabad

6%Karachi

32%

BRAND CLUTTER

Lahore had the maximum share of advertising

148 145 143

107

88

47

0

20

40

60

80

100

120

140

160

Lahore Islamabad Karachi Faisalabad Hyderabad Multan

Brand Clutter

No. of Brands

No. of distinctive brands per station

BRAND CLUTTERLahore had th e maximum share of advertising

39

49

49

17

9

13

Faisalabad

38

13

39

42

Hyderabad

39

49

13

55

95

76

41

66

21

Islamabad

38

41

49

13

55

20

94

75

65

43

1

22

Karachi

42

41

51

13

56

97

77

41

67

12

Lahore41

13

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

53

95

4

74

86

14

85

52

61

Faisalabad

35

84

2

38

64

5

62

36

48

Hyderabad

100

127

39

122

129

50

133

97

120

Islamabad

100

123

38

128

128

50

127

92

118

Karachi

103

123

39

126

126

51

130

100

121

Lahore

22

35

29

31

34

16

19

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 2,629 were aired on Karachi FM Stations per day

2,629 2,5522,332

1,009543

194

0

1,000

2,000

3,000

Karachi Lahore IslamabadFaisalabadHyderabad Multan

No. of Ads / Day

No. of Ads

Karachi 78,881Lahore 76,559Islamabad 69,960Faisalabad 30,259Hyderabad 16,301Multan 5,834

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