A snapshot of the Radio Industry – June 2017. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from the radio? RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of June 2017. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on the share of FM channels, share of each genre and ad-spend split over the time slots. Data Source: MediaMiles

2. RADIO ANALYSIS
June 2017
Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as
absolute figures.
Snapshot
 Financial Institutions topped the advertising followed by Financial Services
and Telecom in June 2017.
 Pepsi-Cola International (Pvt) Ltd was the top advertised player
 Zong 4G was the top advertised brand

3. Total Minutes: 55,163
TOP 10 CATEGORIES
Top 10 Categories contributed 52.2% of the total Ad Volume.
CATEGORIES
(MINS)
(%)
LM TM
Financial Institution 6.6% 3 1
Financial Services 6.4% 4 2
Telecom 6.0% 2 3
Beverages-CSD 6.0% 6 4
Garments 5.7% 1 5
Shoes 4.8% - 6
Petroleum 4.6% 7 7
Financial Branchless Banking 4.2% 10 8
Milk and Dairy 4.2% 9 9
Real Estate 4.0% - 10
TM=This month / LM= Last month

4. TOP 10 ADVERTISERS
Only 2 of the top advertisers belong to Telecom Sector
ADVERTISERS
(MINS)
(%)
LM TM
Pepsi-Cola International (Pvt) Ltd 4.9% 1 1
CMPak Limited 4.7% 3 2
Nestle' Pakistan Limited 3.7% 4 3
Pakistan Mobile Communications Limited 3.3% 2 4
Packages Counstruction (Pvt.) Ltd. 3.1% - 5
Chevron Pakistan Limited 2.8% 9 6
Azhar Corporation (Pvt) Ltd. 2.3% 7 7
Hamdard Laboratories (WAQF) Pakistan 2.1% - 8
Maskatiya Industries (Pvt) Ltd 2.0% - 9
Soneri Bank Limited 2.0% - 10
TM=This month / LM= Last month

5. TOP 10 BRANDS
Only 1 of the Top 10 brands belong to Telecom Sector
TM=This month / LM= Last month
BRANDS
(MINS)
(%)
LM TM
Zong 4G 4.7% 1 1
Pepsi 4.2% 2 2
Packages Mall 3.1% - 3
Jazz Cash 2.4% 4 4
Caltex 2.4% - 5
Gai Power Wash 2.3% 5 6
Rooh Afza 2.1% 9 7
Olivia 2.0% - 8
Soneri Bank 2.0% - 9
Nestle Cerelac 2.0% - 10

6. No. CAMPAIGNS CORPORATION Total
1 Aye Khuda (Father & Daughter) State Life Insurance Corporation of Pakistan 4.31%
2 Winter Collection 2015(Song) Girl Nishat Linen (Private) Limited 2.87%
3 The Banker Award 2015 National Bank of Pakistan 2.59%
4 DANEDAR FAWAD KHAN -45 Tapal Tea (Pvt.) Ltd. 2.58%
5 Naya Nestle Cerelac With Iron Nestle' Pakistan Limited 2.53%
6 Bay Fekar Mustaqbil Jubilee Life Insurance Company Limited 2.24%
7 Mobilink Introduces Jazz X Mobile phones Pakistan Mobile Communications Limited 2.16%
8 Mehfooz Andaz Nestle' Pakistan Limited 2.10%
9 Easy Card Rs.300& 500Telenor & PTCL Minutes Telenor Pakistan (Pvt) Limited 2.03%
10 Better Cleaning Experience Packages Limited 1.87%
INDUSTRY TOP 10
[CAMPAIGNS]
(BASEDON NUMBEROF MINUTES)
1 Pepsi Liter Of Light Pepsi-Cola International (Pvt) Ltd 4.18%
2 Mahira Khan in Gai Power Wash Azhar Corporation (Pvt) Ltd. 2.33%
3 Ramadan Mubarik_Girl Packages Counstruction (Pvt.) Ltd. 2.26%
4 Ramadan Mubarik Hamdard Laboratories (WAQF) Pakistan 2.12%
5 Olivia Shukriya Maskatiya Industries (Pvt) Ltd 2.03%
6 Hero Jaise Kasian Ki Shan Engro Fertilizers Limited 1.86%
7 Zong 4G Huawei Device Packages CMPak Limited 1.78%
8 Nanay Pait ki Bari Ghiza (Sweet Song) Nestle' Pakistan Limited 1.78%
9 Sehat Ka Khalis Maza Nestle' Pakistan Limited 1.74%
10 Qawali Brought To You By Haleeb Haleeb Foods Limited 1.56%

7. TIME BAND SHARE
Morning and Evening attracted more advertisers throughout all cities.
Time Band Share
28,104
38,553 40,176
2,208 4,281
65,010
80,153
74,61077,259
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
M
orning
House Show
/ Life Style
Afternoon
Drive
Pre –D
rive Tim
e
Drive Tim
e Evening
Late Evening
Night Tim
e
EarlyN
ight
Late N
ight
No. of Ads
• 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

8. CITY-WISE SHARE
Karachi has the maximum share of advertising
City-wise Share
Islamabad
24%
Lahore
26%
Multan
3%
Faisalabad
12%
Hyderabad
8% Karachi
27%

9. BRAND CLUTTER
Karachi had the maximum share of advertising
194
182 181
144
112
72
0
50
100
150
200
Karachi Lahore Islamabad Faisalabad Hyderabad Multan
Brand Clutter
No. of Brands

10. No. of distinctive brands per station
BRAND CLUTTER
Lahore had the maximum share of advertising
47
56
67
25
15
19
Faisalabad
45
19
49
59
Hyderabad
47
67
19
72
89
108
41
86
22
Islamabad
45
42
67
19
72
46
88
108
86
57
9
34
Karachi
48
46
69
19
72
91
110
41
88
21
Lahore
52
19
25
Multan
FM101
FM103
FM89
FM90
FM94
FM94.6
FM100
FM105
FM106.2
FM107.4
FM89.4
FM91
Pow er99
FM107
FM96
Josh99
FM93
FM88

11. No. of distinctive brands per time slot
BRAND CLUTTER
Lahore had the maximum share of advertising
90
117
23
78
101
18
117
79
112
Faisalabad
63
94
17
51
69
10
89
62
80
Hyderabad
139
151
61
129
146
80
148
130
143
Islamabad
145
165
66
142
157
80
158
137
153
Karachi
137
148
62
127
140
82
144
126
145
Lahore
33
47
2
29
35
4
53
32
51
Multan
Afternoon Drive
Drive Time Evening
Early Night
House Show / Life Style
Late Evening
Late Night
Morning
Night Time
Pre – Drive Time

12. AVG. NOs of Ads per Day
An average of 3,878 were aired on Karachi FM Stations per day
3,878 3,667
3,311
1,539
885
399
0
1,000
2,000
3,000
4,000
Karachi Lahore IslamabadFaisalabadHyderabad Multan
No. of Ads / Day
No. of Ads
Karachi 116,339
Lahore 110,005
Islamabad 99,321
Faisalabad 46,167
Hyderabad 26,546
Multan 11,976

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