A snapshot of the Radio Industry – June 2015. 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 2015. 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. Data Source: MediaMiles

1. Radio
Monthly Report June 2015

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. a
Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.
SNAPSHOT
• Beverages-CSD topped the advertising followed by Telecom and Garments
category in June 2015.
• Pepsi was the top advertiser in June2015.
• Pepsi was the top advertised brand in June 2015.

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Beverages - CSD 14.1%
2 2 Telecom 11.5%
8 3 Garments 7.2%
3 4 Beverages - Dextrose 7.1%
- 5 Financial Services 6.8%
- 6 Milk and Dairy 5.9%
10 7 Corporate Ads 3.8%
- 8 Financial Institution 3.2%
- 9 Government 3.0%
- 10 Hotel and Restaurants 2.9%
INDUSTRY TOP 10
[CATEGORIES]
(BASED ON NUMBER OF MINUTES)
*Top 10 Categories contributed 65.6% of the total Ad Volume.

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
1 1 Pepsi Cola International (Pvt) Ltd 12.1%
- 2 Telenor Pakistan 5.4%
4 3 Nestle Pakistan 5.1%
- 4 China Mobile (CMPak) 4.2%
6 5 Qarshi Industries 3.0%
- 6 Pakistan Mobile Communications Ltd 2.9%
- 7 Nishat Linen 2.9%
3 8 Unilever Pakistan 2.7%
- 9 Engro Foods 2.3%
- 10 Pakistan Telecommunication Authority (PTA) 2.2%
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 Pepsi 9.0%
9 2 Zong 4G 3.2%
- 3 Nishat Linen 2.9%
8 4 Jam-e-Sheeren 2.8%
3 5 Telenor 3G 2.7%
- 6 Nestle Nesvita 2.5%
- 7 7up 1.9%
- 8 Visa Card 1.8%
- 9 Mobi Cash 1.5%
2 10 Nestle Cerelac 1.5%

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Ramadan Campaign 90sec Pepsi 4.3
2 Eid Collection Nishal Linen 2.8
3 Sehar o Iftar Jam e Sheeren Saath Qarshi Industries 2.5
4 Shopping Including Choco. Girl & Shop Visa International 1.8
5 Refresh Radio 28 Pepsi 2.4
6 TP Internet ORG Radio Telenor 1.4
7 Naya Nestle Cerelac With Iron Nestle Pakistan 1.4
8 Women Show (Maira Khan) Nestle Pakistan 1.4
9 Saroor Bharpoor. - 20 Sec Shezan International 1.4
10 LOL Ramadan 25 Radio Pepsi 1.4

8. Trend Analysis
May 15 – June 15
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

9. Share in Millions
Trend Analysis
May 15 – June 15
Based on 28 Radio Stations in 6 Cities

10. FM Channel Share
Advertising in Minutes
June 2015

11. TIME BAND SHARE
Advertising in Minutes
• 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
Evening time and Morning time slot attracted more advertisers throughout all cities

12. CITY WISE SHARE
%Share of Advertising

13. Average Nos. of Ads / Day
Karachi 149,654
Lahore 125,116
Islamabad 101,597
Faisalabad 49,221
Hyderabad 36,701
Multan 16,422
An average of 4,988 ads were aired in Karachi on FM stations per day

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