A snapshot of the Radio Industry – March, 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 March, 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 Mar14

2. 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 37 stations in 6 cities
(Adding Hyderabad, Multan and Faisalabad)
About the Report

3. Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.
SNAPSHOT
• Telecom topped in the advertising category followed by Beverages and Food in
March, 2014.
• Unilever Pakistan was the top Advertiser in February, 2014
• Clear was the top advertised brand

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
2 1 Telecom 14.9
3 2 Beverages 13.4
4 3 Food 10.9
1 4 Shampoos 8.9
- 5 Hotel & Restaurants 6.1
- 6 Garments 5.2
- 7 Websites 4.4
8 8 Financial Institutions 4.3
- 9 Government 4.2
- 10 Shoes 3.0
*Top 10 Categories contributed 75.3% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORY]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
1 1 Unilever Pakistan 11.7
2 2 Nestle Pakistan 8.0
10 3 Coca Cola 6.7
6 4 Telenor 6.2
3 5 Pepsi 5.4
- 6 OLX 4.4
- 7 Mc Donalds 3.7
5 8 Ufone GSM 3.6
7 9 China Mobile 2.6
- 10 AlKaram Studio 2.4
INDUSTRY TOP 10
[Advertisers]
(BASED ON NUMBER OF MINUTES)

6. INDUSTRY TOP 10
[BRANDS]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
No. BRANDS
(MINS)
(%)
1 1 Clear 4.7
2 2 Nestle Cerelac 4.7
- 3 OLX 4.4
- 4 McDonalds 3.7
9 5 Talkshawk 3.6
- 6 Coca Cola 3.3
- 7 Lays 2.7
6 8 Zong 2.6
4 9 Ufone 2.6
- 10 Djuice 2.6

7. Trend Analysis
Feb-Mar 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

8. Share in Millions
Trend Analysis
Feb-Mar 2014
Based on 28 Radio Stations in 6 Cities

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

10. CITY WISE SHARE
%Share of Advertising

11. FM Channels Share
Advertising in Minutes
• Total spent in March, 2014 was PKR 93,900,493 /-
• Total Minutes of Advertising ran were 40,872 (minutes)

12. Average Nos. of Ads / Day
An average of 2,642 ads were aired in Karachi on FM stations per day

13. THE ENDTHE END
For query on DATA, please contact:
For other queries, please contact PAS at:
secretariat@pas.org.pk
Mr. Nasir ud Din
nasir@mediamiles.biznasir@mediamiles.biz
92-42-366 86170 -71
M: +92-300-517-7861