A snapshot of the Radio Industry – September, 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 September, 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.

1. Radio
Monthly Report September 2014

2. About the Report
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 Miles
Launched 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)

3. SNAPSHOT
• Telecom topped the advertising on Radio during September 2014 followed by
Detergent and Ecommerce Websites.
• Unilever Pakistan was the top advertiser
• Surf Excel was the top advertised brand
Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.

4. Last
Month
Rank
INDUSTRY TOP 10
(BASED ON NUMBER OF MINUTES)
No. CATEGORIES
(MINS)
(%)
[CATEGORY]
1 1 Telecom 14.6
5 2 Detergent 9.2
3 3 Websites 9.0
2 4 Tea 8.1
- 5 Medicine 7.3
- 6 Financial Services 6.4
9 7 Beverages-CSD 5.7
- 8 Petroleum 5.6
- 9 Hair care 5.0
- 10 Beverages-Dextrose 3.5
*Top 10 Categories contributed 74.4% of the total Ad Volume.

5. Last
Month
Rank
INDUSTRY TOP 10
(BASED ON NUMBER OF MINUTES)
No. CORPORATIONS
(MINS)
(%)
[Advertisers]
1 1 Unilever Pakistan 15.0
2 2 Telenor 9.4
- 3 GlaxoSmithKline Pakistan 5.7
3 4 Ufone GSM 4.8
5 5 Pepsi 4.0
10 6 OLX 3.9
- 7 China Mobile 3.1
6 8 Mobilink 2.9
- 9 TOTAL Parco Pakistan 2.9
- 10 Coca Cola 2.5

6. INDUSTRY TOP 10
[BRANDS]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
No. BRANDS
(MINS)
(%)
- 1 Surf Excel 6.7
9 2 OLX 3.9
- 3 Telenor 3.2
- 4 Zong 3.0
- 5 Total Quartz 2.9
1 6 Lipton Yellow Label 2.6
- 7 Easy Paisa 2.5
- 8 Sensodine Toothpaste 2.5
- 9 Tapal Danedar 2.4
8 10 Ufone 2.4

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 New & Improved Unilever Pakistan 5.6
2 Radio Dance 30 Sec Unilever Pakistan 2.5
3 Scratch Unleash & Win Parco Pakistan 2.5
4 Male & Female Doctor GlaxoSmithKline 2.4
5 Functional Radio Tapal Tea 2.3
6 Post Paid (Free Calls) Telenor 2.2
7 Free Social Pack Telenor 2.0
8 Slice Orange Radio Pepsi 2.0
9 Pepsi PO Sep 10 Pepsi 1.9
10 Now with Iron Nestle Pakistan 1.8
Total Minutes: 41,354

8. Trend Analysis
January - September 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

9. Trend Analysis
Aug - Sept 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

10. Trend Analysis
Aug - Sept 2014
Share in Millions
Based on 28 Radio Stations in 6 Cities

11. FM Channel Share
Advertising in Minutes
September 2014

12. TIME BAND SHARE
Advertising in Minutes
• 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
Evening time and Morning time slot attracted more advertisers throughout all cities

13. CITY WISE SHARE
%Share of Advertising

14. Average Nos. of Ads / Day
An average of 2,989 ads were aired in Karachi on FM stations per day

15. For query on DATA, please contact:
Mr. Nasir ud Din
nnaassiirr@@mmeeddiiaammiilleess..bbiizz
92-42-366 86170 -71
M: +92-300-517-7861
For other queries, please contact PAS at:
secretariat@pas.org.pk
TTHHEE EENNDD