Radio Industry Snapshot Feb 2012

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Radio Industry Snapshot Feb 2012

  1. 1. Media Miles Radio Industry Report − February 2012 Snapshot • Telecom topped the advertising followed by Milk and Food in February 2012. • Unilever Pakistan was the top advertiser • Nestle Everyday was the top advertised brand TOP 10 CATEGORIES Top 10 Categories contributed 73.3% of the total Ad Volume. (MINS) LM TM CATEGORIES (%) 2 1 Telecom 17.1 1 2 Milk 12.9 3 3 Food 12.3 - 4 Services 6.5 5 5 Shampoos 4.8 4 6 Financial Institutions 4.2 8 7 Cosmetics 4.1 - 8 Oral Care 4.0 - 9 Soaps 4.0 - 10 Shops 3.4 TM=This month / LM= Last month
  2. 2. Media Miles Radio Industry ReportFebruary 2012 TOP 10 ADVERTISERS Only 3 of the top advertisers belong to Telecom Sector (MINS) LM TM ADVERTISERS (%) 2 1 Unilever Pakistan 17.5 1 2 Nestle Pakistan 15.5 3 3 Ufone GSM 5.4 - 4 Procter & Gamble 5.2 - 5 Warid 3.7 8 6 PTCL 2.7 10 7 Engro Foods 2.7 - 8 United Bank Limited 2.6 - 9 English Biscuit Manufacturers 2.3 - 10 Nishat Lennon 2.2 TM=This month / LM= Last month TOP 10 BRANDS 1 of the top 10 brands belong to Telecom Sector 2 of the top 10 belong to Nestle (MINS) LM TM BRANDS (%) 1 1 Nestle Everyday 8.2 9 2 Knorr Noodles 7.2 2 3 Ufone GSM 5.4 - 4 Nestle Professional 5.2 - 5 Safeguard 3.4 5 6 Sunsilk 2.7 - 7 Olper’s Milk 2.7 - 8 UBL Omni 2.6 - 9 Pepsodent 2.3 - 10 Nishat Lennon 2.2 TM=This month / LM= Last month
  3. 3. Media Miles Radio Industry ReportFebruary 2012 TIME BAND SHARE Morning, Evening and Night time attracted more advertisers throughout all cities. Time Band Share 40,000 34,717 33,591 35,000 31,258 30,000 25,000 20,000 17,186 18,403 16,623 15,000 11,557 10,000 5,000 1,283 1,205 0 ng t e ive g t le e g gh gh Tim nin Tim nin sty ni Ni Dr Ni ve or ve ife ht iv e te n rly E M eE oo /L g La te Dr Ni Ea rn Tim La ow e- te Pr Sh Af ive se Dr u Advt. Mins Ho CITY-WISE SHARE Karachi has the maximum share of advertising City-wise Share Islamabad 26% Karachi 45% Lahore 29%
  4. 4. Media Miles Radio Industry ReportFebruary 2012 BRAND CLUTTER Karachi has the maximum share of advertising Brand Clutter 137 129 150 113 100 50 0 Karachi Lahore Islamabad No. of Ads AVG. NOs of Ads per Day An average of 2,494 ads were aired on Karachi FM Stations per day No. of Ads / Day 3,000 2,494 1,631 2,000 1,402 1,000 0 Karachi Lahore Islamabad 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

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