The June 2014 radio monthly report by Media Miles highlights that telecom was the leading advertising category, followed by biscuits and beverages, with Unilever Pakistan as the top advertiser. A total of PKR 123,778,365 was spent on advertising, airing 49,836 minutes across 38 radio stations in six cities. The report indicates trends in advertising, revealing peak time slots and the most advertised brands and campaigns during the month.

1. Radio
Monthly Report June 2014

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. 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. 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. 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. 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. 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. Trend Analysis
May-June 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

9. Share in Millions
Trend Analysis
May-June 2014
Based on 28 Radio Stations in 6 Cities

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. CITY WISE SHARE
%Share of Advertising

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. 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. 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