GSM media analysis: Top brands, channels & strategies
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Telenor had the highest overall industry airtime share of GSM advertisements at 50%. The top 10 brands advertised were Telenor, Gai, Coca Cola, Sprite, Cadbury's Dairy Milk, Ufone, Pepsi, Coke Studio, MKRF, and Liaquat Hospital. Unilever, Coca Cola, Telenor, P&G, and Azhar Corporation were the top 5 advertisers by airtime share. Telenor had the highest airtime share among GSM companies at 50%, followed by Ufone at 19% and Zong at 11%. Entertainment programming received the highest airtime share for GSM advertisements.
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GSM media analysis: Top brands, channels & strategies
- 1. media intelligence agency “Cellular (GSM) Analysis (TV Media)” December, 2013
- 2. media intelligence agency Overall Industry TOP 10 Brands / Advertisers Airtime Share.
- 3. media intelligence agency TOP 10 Brands Overall Industry Airtime Share 14000 12750 12000 11243 10000 7657 8000 7132 6322 5631 6000 5563 5478 4252 4248 MKRF Liaquat Hospital 4000 2000 0 Telenor Talkshawk Based On Spot TVCs Gai Coca Cola Sprite Cadburys Dairy Milk Ufone Pepsi Coke Studio
- 4. media intelligence agency TOP 10 Advertisers Overall Industry Airtime Share 30000 25978 25000 20267 20000 15348 14554 15000 11952 10697 10000 8727 7209 7192 6053 5000 0 UNILEVER Based On Spot TVCs COCA COLA TELENOR P&G AZHAR CORPORATION Qmobile Kraft Foods VoiceTel PEPSI COLA NESTLE
- 5. media intelligence agency “GSM Industry Details”
- 6. media intelligence agency GSM Companies Airtime & Share %) Warid 9% 18000 16000 Mobilink 11% 15348 14000 Zong 11% 12000 Telenor 50% 10000 Ufone 19% 8000 5669 6000 3390 4000 3370 2647 2000 0 Telenor Based On Spot TVCs Ufone Zong Mobilink Warid
- 7. media intelligence agency Channels Genre Airtime Share Warid 8% Zong 10% 18000 16000 Mobilink 15% 15680 Telenor 47% 14000 12000 10909 Ufone 20% 10000 8000 6000 4000 2065 1270 2000 500 0 Ent. Based On Spot TVCs News Music Sports Movies
- 8. media intelligence agency Overall Channels Type comparison of GSM Sector (Air Time In Minutes) Mobilink 8% Warid 10% 25000 21961 Zong 13% 20000 Telenor 53% Ufone 16% 15000 10000 4887 5000 3576 0 Satellite Based On Spot TVCs Terrestrial Regional Satellite
- 9. media intelligence agency Advertiser Comparison by Ad Types Value addition (Air time) 4000.0 3500.0 3000.0 2500.0 2000.0 1500.0 1000.0 500.0 0.0 On Screen Branding Telenor Mobilink Ufone Warid Zong 3376.7 218.8 1857.2 301.0 36.9 Branded Song 2279.1 Promo Tail 854.8 437.1 90.0 305.2 120.8 Sponsorship 611.2 205.9 282.8 298.2 185.7 Promo 456.7 Clock Spot 487.5 230.2 120.9 37.5
- 10. media intelligence agency GSM Companies Comparison by Day Part Split 100% 2% 9% 11% 90% 8% 11% 80% 12% 16% 13% 10% 14% 10% 19% 11% 60% 9% 7% 16% 9% 70% 5% 15% Warid 16% 21% Mobilink 27% 15% 50% 9% Cm Pak 40% Ufone 61% 30% 49% Late Night 20% 46% Morning Time 62% 42% 46% 10% 0% Based On Spot TVCs After Noon Evening Time Prime Time Late Prime Time Telenor
- 11. media intelligence agency GSM Ads Placement Strategy 80% 67% 70% 63% 60% 60% 57% 54% 52% 49% 50% 40% 30% 23% 20% 12% 13% 10% 15% 14% 14% 13% 13%15% 17% 15% 13% 11% 10% 5% 4% 2% 11% 11% 11% 11% 4% 2% 10% 3% 9%10% 3% 0% 1st Position 2nd Position Cm Pak Based On Spot TVCs 3rd Position Ufone Others Mobilink Third Last Position Second Last Position Telenor Warid Last Position
- 12. media intelligence agency GSM Ads Sec Strategy (Spots) 60% 56% 55% 52% 50% 49% 40% 36% 36% 35% 30% 28% 29% 28% 23% 20% 17% 15% 11% 10% 8% 4% 1% 0% 1% 0% 0% 0% Telenor Ufone (01-15 Sec) Based On Spot TVCs (16-30 Sec) Mobilink (31-45 Sec) Warid (46-60 Sec) Zong Above 60 Sec
- 13. media intelligence agency Media Bank Research & Reporting Team.