Radio MarketShare Analysis Year 2011 MONINTORING FOR 3 CITIES
CITI WISE SHARE ANALYSIS Courtsey by: AD Viewer Pakistan70%60% KARACHI, 58%50%40% LAHORE, 24%30% ISLAMABAD, 18%20%10%0% 0 0.5 1 1.5 2 2.5 3 3.5• KARACHI, LAHORE AND ISLAMBAD ARE THE MAJOR CITIES WHERE RADIO CHANNEL MONITORING WAS DONE• KARACHI HAS 58 % OF SHARE IN ADVERTISMENT WHILE LAHORE AND ISLAMABAD HAS 24% AND 18%RESPECTIVELY.
TOP CHANNELS % WISE ANALYSIS 7% 18% 12% 5% 13% 7% 11% 12% 11% 3% Courtesy by: AD Viewer PakistanFM 89 FM 91 FM 96 FM 99 FM 100 FM 101 FM 103 FM 105 FM 106.2 FM 107• FM 107 is the top most advertised channel among it’s competitors.• They have aired 234, 044 NO. OF SPOTS.• FM 106.2 is the second most advertisement channels in the Radio Industry
Month Wise Advertised by FM CHANNELS160,000140,000120,000100,000 80,000 60,000 40,000 20,000 - JAN11 FEB11 MAR11 APR11 MAY11 JUNE11 JULY11 AUG11 SEP11 OCT11 NOV11 DEC11 Coutrsey by: AD Viewer Pakistan FM 89 FM 91 FM 96 FM 99 FM 100 FM 101 FM 103 FM 105 FM 106.2 FM 107
% OF TIME SLOTS ON ALL FM CHANNELS 22% 13% 12% 10% 14% 25% 4% Courtsey by: Ad Viewer Pakistan 7:00:11:59 12:00 TO 14:59 15:00 TO 16:59 17:00 TO 19:59 20:00 TO 21:59 22:00 TO 23:59 00:00 TO 6:59• 7:00 TO 11:59 TIME SLOT IS THE MOST AIRED ADVERTISED SLOT. COMPANIES PREFER TO AIRED THEIR ADSAT THIS TIME SLOT.• 17:00 TO 19:59 IS THE ANOTHER HIGHEST ADVERTISED TIME SLOT. MAJOR REASON FOR ADVERTISMENTSIN THIS TIME SLOT IS PEOPLE DRIVE BACK TO THEIR HOME.
% OF TOP SEGMENTS ON ALL FM CHANNELS 22% 13% 12% 10% 14% 25% 4% Courtsey by: Ad Viewer Pakistan MORNING SHOW LUNCH TIME SPECIAL AFTER NOON SHOW EVENING SHOW PRIME TIME SHOW NIGHT SHOW LATE NIGHT SHOW• COMPANIES PREFER TO ADVERTISE IN MORNING AND EVENING SHOWS.• MAJOR REASON FOR ADVERTISEMENT IN THESE TIME SLOTS ARE PEOPLES ARE DRIVING TOWARDS THEIR OFFICESAND THEN RETURN BACK TO THEIR HOMES• THIS YEAR ONE OF THE MAJOR EVENT WAS THE CRICKET WORLD CUP 2011 WHICH FORCE COMPANIES TOADVERTISE IN EVENING• MORNING SHOWS ON RADIO ARE MOST POPULAR AMONG LADIES ESPECIALLY HOUSE WIFES WHICH ATTRACTSCOMPANIES FOCUS AS WELL
TOP 10 COMPANIES ADVERTISED ON ALL FM CHANNELS – % Wise Analysis PEPSICO, 5% SERVIS SHOES, 6% UNILEVER, 27% CALTEX, 7% UBL, 7% COCA COLA, 8% NESTLE, 12% MOBILINK, 8% UFONE, 9% NOKIA, 11% Courtsey by: AD Viewer Pakistan• Among Top 10 Companies Unilever is one of Top. They have 27% share among all• NESTLE AND NOKIA are the other major stake holders. They have 12% and 11% share of advertisement among top10.• Unilever Aired their Ads usually in the Top most TIME SLOTS and Segments.
TOP 10 INDUSTRIES ADVERTISE IN ALL FM CHANNELS 300,000 24% 250,000 16% 200,000 14% 150,000 9% 8% 8% 8% 100,000 6% 3% 3% 50,000 - OTHERS HOUSE HOLD MOBILE PHONE HOME APPLIANCES PHARAMCEUTICAL TELECOMMUNICATION SHOES INDUSTRY INSTITUTIONS OIL & GAS MARKETING FOOD & BEVERAGES INDUSTRY FINANCIAL CHEMCIAL & COMPANY Courtsey by: AD Viewer Pakistan• FOOD & BEVERAGES ARE THE TOP MOST INDUSTRY. THEIR SHARE AMONG ALL OTHER INDUSTRIES ARE 24%• HOUSE HOLD• Unilever Aired their Ads usually in the Top most TIME SLOTS and Segments.
% Product Wise Analysis – TOP 1030% 26%25% 22%20%15% 10% 9%10% 7% 6% 6% 5% 5% 4%5%0% NOKIA UFONE UBL LIPTON WALLS NESTLE SUNSILK 7UP ARIEL MOBILINK MOBILE YELLOW PESHAWARI CERELAC JAZZ LABLE CRUNCH
ANALYSIS & RECOMMENDATIONS – Highlights• Our analysis are based on three cities which are: • Karachi • Lahore • Islamabad• Karachi has major share among all other cities which is 58% of total market. Lahore has 24% while Islamabad has 18% market share.• These analysis are based on companies and as well as industry wise portfolio.• Unilever is one of the TOP companies who aired their advertisements during the financial year. They have 27% aired share among other competitors. Major concentration of their advertisements are in FM 107.• Another Major Industry which is playing a pivotal role is Telecommunication and they need to focus more and can produce variety of Ads according to Radio demands (Short and more focused).• UBL is one of the leading Advertisers among all other Financial Institutions in Radio Channels which help them to reach to many.• FM 107 is one of the leading advertisement Channel among their competitors. They have significantly gained the market among their competitors.
ANALYSIS & RECOMMENDATIONS – Highlights• Major concentration of companies to aired their Ads are during Morning and Evening Time Slots.• Morning Time are one of the best times for Advertisements, the major reasons are Peoples are driving towards their offices second House wives love to hear Morning shows specially from 9:00 am to 11:59 am because Husbands left for offices while childrens are in school and they have leisure time in between.• Companies can drive Ads and aired in Morning Slots according to Women demands which will have a strong influence in there family.• Evening slots are one of the hottest slots as well because Professionals are driving back to their home. In this time slot financial institutions can play a major role and provide their financial products in a better way to these professionals.• Companies should not focus on one Radio Channel, they have to diversify their Ads to different Radio Channels as well. The major reason of this point is that every radio channel is producing different variety of programs according to peoples needs and demands. So their Ads will have different impact during their diversification and may reach to millions which is segmented according to FM Channels.