radio industry advertising snapshot – may2014
DESCRIPTION
A snapshot of the Radio Industry – May, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio? RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of May, 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots. 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.TRANSCRIPT
RadioMonthly Report May 2014
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 in the advertising category followed by Beverages – Dextrose and Hair care in May, 2014.
• Unilever Pakistan was the top Advertiser in May, 2014
• Gala was the top advertised brand
Last Month Rank
No. CATEGORIES (MINS)(%)
1 1 Telecom 11.0
2 2 Beverages - Dextrose 7.6
- 3 Hair care 5.7
- 4 Biscuits 5.3
- 5 Milk and Dairy 5.1
7 6 Petroleum 5.0
10 7 Skin Care 4.5
- 8 Garments 3.6
- 9 Corporate Ads 3.6
- 10 Water 3.5
*Top 10 Categories contributed 54.9% of the total Ad Volume.
INDUSTRY TOP 10 [CATEGORY]
(BASED ON NUMBER OF MINUTES)
Last Month Rank
No. CORPORATIONS(MINS)
(%)
1 1 Unilever Pakistan 13.8
- 2 Nestle 10.5
- 3 Continental Biscuits 5.3
8 4 Ufone GSM 5.1
9 5 Qarshi Industries 3.7
2 6 Pepsi Pakistan 3.2
- 7 Caltex Oil Pakistan 3.1
- 8 Procter & Gamble 2.9
- 9 Mobilink 2.9
7 10 Telenor 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 Gala 5.3
2 2 Ufone 3.9
- 3 Tarang Milk 3.8
- 4 Nestle Pure Life 3.5
5 5 Jam-e-Shereen 3.3
- 6 Dove Shampoo 3.0
- 7 Safeguard 2.9
- 8 Nestle Maggi 2.7
- 9 Havoline 2.4
- 10 Dura Flux 2.4
INDUSTRY TOP 10 [CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS(MINS)
(%)
1 Mere Des Ka Biscuit(May14) Continental Biscuits 5.2
2 SFG Anthem Radio Copy Procter & Gamble 2.9
3 Pyar Ka Daira Nestle Pakistan 2.5
4 NPL HOD Nestle Pakistan 2.4
5 Weather Intelligence Technology Diamond Paints 2.3
6 Buy & Win Cash Caltex Oil Pakistan 2.3
7 Farmer (puj) Nestle Pakistan 2.2
8 Pakistan’s No.1 Favorite Drink Qarshi Industries 2.0
9 Win Trip To Dubai Pepsi 1.8
10 Summer Sale Bonanza 1.5
Trend AnalysisApril-May 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities
Share in Millions
Trend AnalysisApril-May 2014
Based on 28 Radio Stations in 6 Cities
TIME BAND SHAREAdvertising in Minutes
Morning and Evening time slot attracted more advertisers throughout all cities
CITY WISE SHARE%Share of Advertising
FM Channels ShareAdvertising in Minutes
• Total spent in April, 2014 was PKR 141,141,663/-• Total Minutes of Advertising ran were 56,604 (minutes)
Average Nos. of Ads / Day
An average of 3,385 ads were aired in Karachi on FM stations per dayTotal Numbers of Ads ran in top 6 stations were 317,502
THE ENDTHE END
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