Radio Advertising Industry Snapshot - June 2014

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

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Radio Advertising Industry Snapshot - June 2014

  1. 1. Radio Monthly Report June 2014
  2. 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 38 stations in 6 cities (Adding Hyderabad, Multan and Faisalabad) About the Report
  3. 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 Biscuits and Beverages – Dextrose in June, 2014. • Unilever Pakistan was the top Advertiser in May, 2014 • Gala was the top advertised brand
  4. 4. Last Month Rank No. CATEGORIES (MINS) (%) 1 1 Telecom 16.9 4 2 Biscuits 8.4 2 3 Beverages - Dextrose 7.2 3 4 Hair care 6.4 6 5 Petroleum 5.1 - 6 Beverages - CSD 4.6 - 7 NGO 4.3 - 8 Financial Institutions 3.9 - 9 Automotive 2.7 - 10 Shoes 2.6 *Top 10 Categories contributed 62.1% of the total Ad Volume. INDUSTRY TOP 10 [CATEGORY] (BASED ON NUMBER OF MINUTES)
  5. 5. Last Month Rank No. CORPORATIONS (MINS) (%) 1 1 Unilever Pakistan 13.3 3 2 Continental Biscuits 8.3 4 3 Ufone GSM 5.3 10 4 Telenor 5.0 5 5 Qarshi Industries 4.2 9 6 Mobilink 3.5 - 7 China Mobile 3.2 2 8 Nestle Pakistan 3.1 6 9 Pepsi Pakistan 2.6 - 10 Shell Pakistan 2.3 INDUSTRY TOP 10 [Advertisers] (BASED ON NUMBER OF MINUTES)
  6. 6. INDUSTRY TOP 10 [BRANDS] (BASED ON NUMBER OF MINUTES) Last Month Rank No. BRANDS (MINS) (%) 1 1 Gala 8.3 2 2 Ufone 5.2 5 3 Jam-e-Shereen 4.0 - 4 Mobilink 2.9 - 5 Nestle Cerelac 2.6 - 6 Shell Helix 2.2 - 7 Zong 2.0 - 8 7up 2.0 - 9 Vim Bar 1.9 - 10 Clear 1.8
  7. 7. INDUSTRY TOP 10 [CAMPAIGNS] (BASED ON NUMBER OF MINUTES) No. CAMPAIGNS ORGANIZATIONS (MINS) (%) 1 Mere Des Ka Biscuit(May14) Continental Biscuits 8.3 2 Vim Bar Lunch Box Radio Unilever Pakistan 2.9 3 Clear Fawad Radio 30 Sec Unilever Pakistan 2.5 4 Shard Radio 15 Sec Unilever Pakistan 2.4 5 Lipton Dance Unilever Pakistan 2.3 6 Education Budget Alif Ailaan 2.3 7 Matic MMR Radio 28 Sec Unilever Pakistan 2.2 8 Free FaceBook Telenor 2.0 9 Light Light Refreshing (Ramadan) Qarshi Industries 1.8 10 sale lagee 70% off (25) Servis Industries 1.5
  8. 8. Trend Analysis May-June 2014 Advertising in Minutes* Based on 28 Radio Stations in 6 Cities
  9. 9. Share in Millions Trend Analysis May-June 2014 Based on 28 Radio Stations in 6 Cities
  10. 10. TIME BAND SHARE Advertising in Minutes Morning and Evening 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
  11. 11. CITY WISE SHARE %Share of Advertising
  12. 12. FM Channels Share Advertising in Minutes • Total spent in June, 2014 was PKR 123,778,365/- • Total Minutes of Advertising ran were 49,836 (minutes)
  13. 13. Average Nos. of Ads / Day An average of 3,041 ads were aired in Karachi on FM stations per day Total Numbers of Ads ran in top 6 stations were 317,502 Faisalabad 27,535 Hyderabad 12,797 Islamabad 67,525 Karachi 101,542 Lahore 90,075 Multan 18,028 Total 317,502
  14. 14. 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

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