1. Media Miles Radio Industry Report − January 2012
Snapshot
• Milk topped the advertising followed by Telecom and Food in January 2012.
• Nestle Pakistan was the top advertiser
• Nestle Everyday was the top advertised brand
TOP 10 CATEGORIES
Top 10 Categories contributed 73.4% of the total Ad Volume.
LM TM CATEGORIES
(MINS)
(%)
6 1 Milk 18.2
1 2 Telecom 13.0
- 3 Food 11.6
2 4 Financial Institutions 8.5
- 5 Shampoos 6.3
5 6 Hotel & Restaurant 3.9
- 7 Computers 3.3
- 8 Cosmetics 3.2
- 9 Beverages 2.7
- 10 Government 2.7
TM=This month / LM= Last month

2. Media Miles Radio Industry Report − January 2012
TOP 10 ADVERTISERS
Only 4 of the top advertisers belong to Telecom Sector
LM TM ADVERTISERS
(MINS)
(%)
6 1 Nestle Pakistan 23.4
- 2 Unilever Pakistan 11.1
1 3 Ufone GSM 6.0
- 4 OLX 3.1
- 5 Faysal Bank Ltd 3.0
- 6 China Mobile 2.7
7 7 McDonald’s 2.4
- 8 PTCL 2.4
4 9 Telenor 2.3
10 10 Engro Foods 2.1
TM=This month / LM= Last month
TOP 10 BRANDS
2 of the top 10 brands belong to Telecom Sector
3 of the top 10 belong to Nestle
LM TM BRANDS
(MINS)
(%)
- 1 Nestle Everyday 9.0
1 2 Ufone GSM 6.0
- 3 Nestle Nido 5.8
- 4 Nestle Cerelac 4.1
- 5 Sunsilk Shampoo 3.5
- 6 OLX 3.1
- 7 Faysal Bank 3.0
- 8 Zong 2.7
- 9 Knorr Noodles 2.7
- 10 Nestle Pure Life 2.5
TM=This month / LM= Last month

3. Media Miles Radio Industry Report − January 2012
TIME BAND SHARE
Morning, Evening and Night time attracted more advertisers throughout all cities.
Time Band Share
35,188
12,352
10,387 9,038
32,020
34,026
19,389
1,306 1,297
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000M
orning
HouseShow
/Lifestyle
Afternoon
DrivePre-Drive
Tim
e
Drive
Tim
eEveningLateEvening
NightTim
e
EarlyNight
LateNight
Advt. Mins
CITY-WISE SHARE
Karachi has the maximum share of advertising
City-wise Share
Karachi
44%
Lahore
31%
Islamabad
25%

4. Media Miles Radio Industry Report − January 2012
BRAND CLUTTER
Lahore has the maximum share of advertising
132
138
118
105
110
115
120
125
130
135
140
Karachi Lahore Islamabad
Brand Clutter
No. of Ads
AVG. NOs of Ads per Day
An average of 2,266 ads were aired on Karachi FM Stations per day
2,266
1,606
1,295
0
1,000
2,000
3,000
Karachi Lahore Islamabad
No. of Ads / Day
No. of Ads
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 21 Radio Stations in 3 Cities (Karachi, Lahore and
Islamabad)
info@mediamiles.biz
10- Cantt Board Plaza, Tufail road, Lahore Cantt, Pakistan
042 - 36686171