Radio Advertising Industry Snapshot – April 2015

RadioMonthly Report April 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 Baby Food category in April 2015.

• Pepsi was the top advertiser in April 2015.

• Pepsi was the top advertised brand in April 2015.

Last Month Rank

No. CATEGORIES (MINS)(%)

7 1 Beverages - CSD 14.5%

1 2 Telecom 13.5%

- 3 Baby Food 7.1%

3 4 Milk and Dairy 6.3%

- 5 Beverages – Dextrose 5.8%

4 6 Financial Branchless Banking 5.2%

2 7 Garments 3.9%

- 8 Petroleum 3.7%

8 9 Hair Care 3.3%

9 10 Hotel & Restaurants 3.3%

*Top 10 Categories contributed 66.5% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORIES]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

7 1 Pepsi 14.6%

3 2 Nestle Pakistan 14.6%

2 3 Unilever Pakistan 6.1%

10 4 Mobilink 5.1%

1 5 Telenor 5.0%

- 6 Warid 3.2%

4 7 China Mobile 2.8%

6 8 Bonanza 2.3%

- 9 UNICEF Pakistan 2.0%

- 10 Qarshi Industries (Pvt) Ltd 2.0%

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 Pepsi 11.7%

- 2 Nestle Cerelac 7.1%

4 3 EveryDay Milk 5.7%

- 4 Mobilink 3G 3.7%

- 5 Warid 3.2%

9 6 Easy Paisa 2.9%

3 7 Bonanza 2.3%

- 8 Pakistan Polio Eradication 2.0%

- 9 Head & Shoulder 1.8%

- 10 Jam-e-Sheeren 1.8%

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Naya Nestle Cerelac With Iron Nestle Pakistan 7.0

2 Hum Banain Gay Apna Abhi 150 Sec Pepsi 6.8

3 Khaas Mazaydar Chaye Song Nestle Pakistan 5.6

4 Pepsi UTC Radio Pepsi 4.3

5 Mobile Account Free Transaction (Father & Son) Telenor 2.8

6 Cool Menthol (That is Cool) Procter & Gamble 1.8

7 Natural Drink Qarshi Industries 1.8

8 Male & Female Doctor GlaxoSmithKline 1.7

9 7 Say 7 Offer Telenor 1.7

10 Satrangi Summer Collection 2015 Bonanza 1.7

Trend AnalysisMar 15 – April 15

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisMar 15 - April 15

Based on 28 Radio Stations in 6 Cities

FM Channel ShareAdvertising in Minutes

April 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 4,293 ads were aired in Karachi on FM stations per day

Total

Karachi 128,784Lahore 108,152Islamabad 92,364Faisalabad 51,064Hyderabad 38,584Multan 24,361

THE ENDTHE END

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