This document analyzes radio advertising data from September 2017. It finds that telecom advertising had the largest share of total minutes. The Coca-Cola Export Corporation and Pepsi-Cola International were the top two advertisers. Coke Studio and Pepsi were the top two brands advertised. The analysis also breaks down advertising by city, time slot, and individual radio stations to identify patterns in brand clutter and average daily advertisements. Karachi had the largest share of total advertising and most advertisements per day. Morning and evening time slots attracted the most advertisers across all cities.

2. RADIO ANALYSIS
August 2017
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 Beverages-CSD and Real estate in
September 2017.
 The Coca cola export corporation was the top advertised player
 Coke studio was the top advertised brand

3. Total Minutes: 48.307
TOP 10 CATEGORIES
Top 10 Categories contributed 68.1% of the total Ad Volume.
CATEGORIES
(MINS)
(%)
LM TM
Telecom 13.4% 1 1
Beverages-CSD 11.0% 3 2
Real Estate 9.5% 4 3
Entertainment 9.3% - 4
Financial Institution 6.4% 2 5
Websites/Apps 6.0% 6 6
Airline-Travelling 3.5% - 7
Garments 3.3% 5 8
Hotel & Restaurants 2.9% - 9
Nutrition Supliment 2.9% - 10
TM=This month / LM= Last month

4. TOP 10 ADVERTISERS
Only 2 of the top advertisers belong to Telecom Sector
ADVERTISERS
(MINS)
(%)
LM TM
The Coca-Cola Export Corporation 11.7% 2 1
Pepsi-Cola International (Pvt) Ltd 8.6% 3 2
Pakistan Mobile Communications Limited 5.0% 1 3
CMPak Limited 4.3% - 4
Nestle' Pakistan Limited 4.0% 9 5
Standard Chartered Bank 3.2% 8 6
Packages Counstruction (Pvt.) Ltd. 2.4% 6 7
Pakistan Telecommunication Company Ltd 2.2% 5 8
Telenor Pakistan (Pvt) Limited 2.2% - 9
Samsung Gulf Electronics FZE 2.0% - 10
TM=This month / LM= Last month

5. TOP 10 BRANDS
Only 2 of the Top 10 brands belong to Telecom Sector
TM=This month / LM= Last month
BRANDS
(MINS)
(%)
LM TM
Coke Studio 9.3% 10 1
Pepsi 6.8% 3 2
Zong 4G 4.3% - 3
Jazz 3.7% 1 4
Standard Chartered Bank 3.2% - 5
Nestl LACTOGROW 3 2.5% - 6
Packages Mall 2.4% 5 7
Coca Cola 2.2% 2 8
Telenor 4G 2.2% - 9
PTCL 2.1% 4 10

6. No. CAMPAIGNS CORPORATION Total
1 Aye Khuda (Father & Daughter) State Life Insurance Corporation of Pakistan 4.31%
2 Winter Collection 2015(Song) Girl Nishat Linen (Private) Limited 2.87%
3 The Banker Award 2015 National Bank of Pakistan 2.59%
4 DANEDAR FAWAD KHAN -45 Tapal Tea (Pvt.) Ltd. 2.58%
5 Naya Nestle Cerelac With Iron Nestle' Pakistan Limited 2.53%
6 Bay Fekar Mustaqbil Jubilee Life Insurance Company Limited 2.24%
7 Mobilink Introduces Jazz X Mobile phones Pakistan Mobile Communications Limited 2.16%
8 Mehfooz Andaz Nestle' Pakistan Limited 2.10%
9 Easy Card Rs.300& 500Telenor & PTCL Minutes Telenor Pakistan (Pvt) Limited 2.03%
10 Better Cleaning Experience Packages Limited 1.87%
INDUSTRY TOP 10
[CAMPAIGNS]
(BASEDON NUMBEROF MINUTES)
1 For 1 Year Age Nestle' Pakistan Limited 2.46%
2 Love Music Love Coke Studio Love Coca Cola The Coca-Cola Export Corporation 2.21%
3 PSL Song (Islamabad United) Pakistan Telecommunication Company Ltd 1.87%
4 Battle Of The Band Pepsi-Cola International (Pvt) Ltd 1.74%
5 Active SIM Get 3000 M_SMS_Mbs Telenor Pakistan (Pvt) Limited 1.73%
6 5, 10 & 20 Marla Plots Etihad Town (Pvt.) Limited 1.60%
7 Jazz Rising Stars... Pakistan Mobile Communications Limited 1.41%
8 2000 MB With New SIM CMPak Limited 1.40%
9 Nanay Pait ki Bari Ghiza (Sweet Song) Nestle' Pakistan Limited 1.32%
10 Internet Device With Free 4G SIM CMPak Limited 1.31%

7. • 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 Evening7 pm – 10 pm
• Night Time 10 pm – 12 am
• Early Night 12 am – 1 am
• Late Night 1 am – 7 am
TIME BAND SHARE
Morning and Evening attracted more advertisers throughout all cities.
Time Band Share
28,156
18,456 19,484
491 561
20,116
66,683 65,610
58,237
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
M
orning
HouseShow
/LifeStyleAfternoon
DrivePre–D
riveTim
e
DriveTim
eEvening
LateEvening
NightTim
e
EarlyN
ight
LateN
ight
No. of Ads

8. CITY-WISE SHARE
Karachi has the maximum share of advertising
City-wise Share
Islamabad
24% Lahore
26%
Multan
3%
Faisalabad
9%
Hyderabad
6%
Karachi
32%

9. BRAND CLUTTER
Lahore had the maximum share of advertising
148 145 143
107
88
47
0
20
40
60
80
100
120
140
160
Lahore Islamabad Karachi Faisalabad Hyderabad Multan
Brand Clutter
No. of Brands

10. No. of distinctive brands per station
BRAND CLUTTER
Lahore had the maximum share of advertising
39
49
49
17
9
13
Faisalabad
38
13
39
42
Hyderabad
39
49
13
55
95
76
41
66
21
Islamabad
38
41
49
13
55
20
94
75
65
43
1
22
Karachi
42
41
51
13
56
97
77
41
67
12
Lahore
41
13
Multan
FM101
FM103
FM89
FM90
FM94
FM94.6
FM100
FM105
FM106.2
FM107.4
FM89.4
FM91
Pow er99
FM107
FM96
Josh99
FM93

11. No. of distinctive brands per time slot
BRAND CLUTTER
Lahore had the maximum share of advertising
53
95
4
74
86
14
85
52
61
Faisalabad
35
84
2
38
64
5
62
36
48
Hyderabad
100
127
39
122
129
50
133
97
120
Islamabad
100
123
38
128
128
50
127
92
118
Karachi
103
123
39
126
126
51
130
100
121
Lahore
22
35
29
31
34
16
19
Multan
Afternoon Drive
Drive Time Evening
Early Night
House Show / Life Style
Late Evening
Late Night
Morning
Night Time
Pre – Drive Time

12. AVG. NOs of Ads per Day
An average of 2,629 were aired on Karachi FM Stations per day
2,629 2,552
2,332
1,009
543
194
0
1,000
2,000
3,000
Karachi Lahore IslamabadFaisalabadHyderabadMultan
No. of Ads / Day
No. of Ads
Karachi 78,881
Lahore 76,559
Islamabad 69,960
Faisalabad 30,259
Hyderabad 16,301
Multan 5,834

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