RadioMonthly Report September 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 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

Last Month Rank

No. CATEGORIES (MINS)(%)

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.

INDUSTRY TOP 10 [CATEGORY]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

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

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

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

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

Trend AnalysisJanuary - September 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Trend AnalysisAug - Sept 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisAug - Sept 2014

Based on 28 Radio Stations in 6 Cities

FM Channel ShareAdvertising in Minutes

September 2014

TIME BAND SHAREAdvertising in Minutes

Evening time and Morning time slot attracted more advertisers throughout all cities

• 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

CITY WISE SHARE%Share of Advertising

Average Nos. of Ads / Day

An average of 2,989 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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