Pakistan Radio Industry Advertising Snapshot – October 2013

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A snapshot of the Radio Industry for the month of October 2013. Who’s leading the industry with radio campaigns? Who’s getting the best return from radio?

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Pakistan Radio Industry Advertising Snapshot – October 2013

  1. 1. Radio Monthly Report Oct13
  2. 2. About the Report 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)
  3. 3. SNAPSHOT • Telecom topped in the advertising category followed by Beverages and Petroleum in October, 2013 • Pepsi Pakistan was the top Advertiser in October, 2013 • Shell Advance was the top advertised brand Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.
  4. 4. INDUSTRY TOP 10 [CATEGORY] (BASED ON NUMBER OF MINUTES) Last Month Rank (MINS) (%) No. CATEGORIES 1 1 Telecom 18.4 2 2 Beverages 13.9 3 3 Petroleum 10.2 - 4 Dextrose 5.8 6 5 Financial Institutions 5.4 - 6 Tea 4.4 7 7 Food 3.9 - 8 Shoes 3.7 - 9 Insurance companies 2.9 - 10 Hair Care 2.8 *Top 10 Categories contributed 81.6% of the total Ad Volume.
  5. 5. INDUSTRY TOP 10 [Advertisers] (BASED ON NUMBER OF MINUTES) Last Month Rank (MINS) (%) No. CORPORATIONS 1 1 Pepsi 2 2 Nestle Pakistan 7.3 3 3 Unilever Pakistan 6.6 - 4 Shell Pakistan 6.4 5 Ufone GSM 5.7 10 6 Telenor 5.6 - 7 Mobilink 4.2 - 8 Caltex Oil Pakistan 3.8 - 9 Servis Industries 2.4 - 10 Tapal Tea 2.4 - 13.2
  6. 6. INDUSTRY TOP 10 [BRANDS] (BASED ON NUMBER OF MINUTES) Last Month Rank (MINS) (%) No. BRANDS - 1 Shell Advance 4.4 - 2 Slice Juice 4.2 5 3 Nestle PureLife Protect 4.1 - 4 Servis Shoes 3.4 1 5 7up 3.4 - 6 Delo 3.2 - 7 Djuice 3.1 - 8 Ufone GSM 3.1 - 9 Tapal Danedar Tea Bags 2.9 - 10 Mirinda 2.8
  7. 7. Trend Analysis Sep-Oct 2013 Advertising in Minutes* Based on 28 Radio Stations in 6 Cities
  8. 8. Trend Analysis Sep-Oct 2013 Share in Millions Based on 28 Radio Stations in 6 Cities
  9. 9. TIME BAND SHARE Advertising in Minutes Morning and Evening time slot attracted more advertisers throughout all cities
  10. 10. CITY WISE SHARE %Share of Advertising
  11. 11. FM Channels Share Advertising in Minutes • Total spent in October, 2013 was PKR 780,52,045 • Total Minutes of Advertising ran were 30,414 (minutes)
  12. 12. Average Nos. of Ads / Day An average of 2,425 ads were aired in Karachi on FM stations per day
  13. 13. For query on DATA, please contact: Mr. Nasir ud Din nasir@mediamiles.biz 92-42-366 86170 -71 M: +92-300-517-7861 For other queries, please contact PAS at: secretariat@pas.org.pk THE END

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