Radio Advertising Industry Snapshot – July 2014

RadioMonthly Report July 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 the advertising followed by Financial Services and Beverages – Dextrose in July 2014.

• Unilever Pakistan was the top advertiser

• 7up was the top advertised brand

Last Month Rank

No. CATEGORIES (MINS)(%)

1 1 Telecom 18.8

- 2 Financial Services 11.0

3 3 Beverages – Dextrose 9.5

6 4 Beverages – CSD 7.9

- 5 Corporate Ads 5.6

4 6 Hair Care 4.2

7 7 NGO 4.1

- 8 Milk and Dairy 3.5

10 9 Shoes 3.2

- 10 Financial Branchless Banking 3.1

*Top 10 Categories contributed 70.9% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORY]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

1 1 Unilever Pakistan 9.7

- 2 Habib Bank Limited 7.8

4 3 Telenor 7.0

9 4 Pepsi 5.5

3 5 Ufone GSM 4.7

6 6 Mobilink 4.5

7 7 China Mobile 4.0

5 8 Qarshi Industries 4.0

- 9 Procter & Gamble 2.7

- 10 Coca Cola 2.4

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

INDUSTRY TOP 10 [BRANDS]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. BRANDS(MINS)

(%)

7 1 7up 5.5

2 2 Ufone 4.3

- 3 HBL Fast Transfer 4.3

3 4 Jam-e-Shereen 4.0

- 5 HBL 3.5

- 6 Zong 3G 3.0

4 7 Mobilink 2.9

- 8 Head & Shoulders 2.7

- 9 Surf Matic 2.6

- 10 Coca Cola 2.4

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 HBL Fast Transfer Habib Bank 4.2

2 HBL Pos 30 Habib Bank 3.5

3 Foodie 7UP Chaska 30 Pepsi 2.9

4 H&S Silky Black Radio Copy Procter & Gamble 2.6

5 Foodie 7UP Masala 30 Pepsi 2.6

6 Matic MMR Unilever Pakistan 2.5

7 Aur Kia Chahia (Zara Sa Sabar) Hamdard Laboratories 2.1

8 Donate Zakat Multiple 2.1

9 Sehar o Iftar Qarshi Industries 2.0

10 MCB Barq Raftar Muslim Commercial MCB 1.9

Trend AnalysisJune-July 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisJune-July 2014

Based on 28 Radio Stations in 6 Cities

Advertising in Minutes %

Top 10 AdvertisersJuly 2014

Based on 28 Radio Stations in 6 Cities

Advertising in Minutes %

Top 10 BrandsJuly 2014

Based on 28 Radio Stations in 6 Cities

TIME BAND SHAREAdvertising in Minutes

Evening time and Pre-Drive 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

FM Channels ShareAdvertising in Minutes

• Total spent in July, 2014 was PKR 94,291,611/-• Total Minutes of Advertising ran were 37,884 (minutes)

Average Nos. of Ads / Day

An average of 2,490 ads were aired in Karachi on FM stations per day

Faisalabad 20,945Hyderabad 11,297Islamabad 54,430Karachi 74,703Lahore 63,427Multan 12,438

THE ENDTHE END

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

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