radio industry advertising snapshot – april 2014

RadioMonthly Report April 2014

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

• Telecom topped in the advertising category followed by Beverages in April, 2014.

• Unilever Pakistan was the top Advertiser in April, 2014

• Coca Cola was the top advertised brand

Last Month Rank

No. CATEGORIES (MINS)(%)

1 1 Telecom 10.0

- 2 Beverages - Dextrose 8.4

- 3 Beverages - CSD 6.3

8 4 Financial Services 5.4

- 5 Ice Cream 5.4

3 6 Food 4.8

- 7 Petroleum 4.3

5 8 Hotel & Restaurants 4.3

- 9 Electronics 3.8

- 10 Skin Care 3.7

*Top 10 Categories contributed 56.4% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORY]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

1 1 Unilever Pakistan 13.0

5 2 Pepsi 6.2

- 3 Engro Foods 6.2

3 4 Coca Cola 6.2

- 5 Mobilink 4.5

- 6 Shell Pakistan 4.3

4 7 Telenor 4.2

8 8 Ufone GSM 3.4

- 9 Qarshi Industries 3.0

- 10 Jubilee Insurance 2.3

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

INDUSTRY TOP 10 [BRANDS]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. BRANDS(MINS)

(%)

6 1 Coca Cola 5.7

9 2 Ufone 3.4

- 3 Tarang Milk 3.1

- 4 Kurkuree Nimco 3.0

- 5 Jam-e-Shereen 3.0

- 6 Mango Slice Juice 2.8

- 7 Mobi Cash 2.8

- 8 Fair&Lovely Face Wash 2.5

- 9 Shell Super 2.5

10 10 DJuice 2.3

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Chaye ka Sahi Jor Engro Foods 3.1

2 Khushiyan Jeetay Jayen Coca Cola 3.0

3 Pure Pleasure Pepsi 3.0

4 Summer ko Refresh Karona Coca Cola 2.6

5 FAL Face wash 30 sec Unilever Pakistan 2.5

6 UBL Signature & Premium Debit Master Card UBL 2.1

7 Omore Ice On Radio Engro Foods 2.0

8 Life Mein Freshness Anay Do Hilal Confectionery 1.9

9 Sim Activation 500 Min, SMS, MB Free Ufone GSM 1.8

10 Behter Kefaiyat Shell Pakistan 1.8

Trend AnalysisJan-Feb 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisJan-Feb 2014

Based on 28 Radio Stations in 6 Cities

TIME BAND SHAREAdvertising in Minutes

Morning and Evening time slot attracted more advertisers throughout all cities

CITY WISE SHARE%Share of Advertising

FM Channels ShareAdvertising in Minutes

• Total spent in April, 2014 was PKR 84,842,213/-• Total Minutes of Advertising ran were 35,510 (minutes)

Average Nos. of Ads / Day

An average of 2,510 ads were aired in Karachi on FM stations per day

THE ENDTHE END

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For other queries, please contact PAS at:secretariat@pas.org.pk

Mr. Nasir ud Din nasir@mediamiles.biz nasir@mediamiles.biz

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