RADIO INDUSTRY<br />ANALYSIS<br />July 09 – June 10<br />A Joint Radio Tracking Report by<br />PAS and Media Miles<br />
About the report<br />This document  focuses on the various aspects of commercial airtime on<br />Radio for the period Jul...
SLIDE<br />About Radio Industry				4<br />Facts & figures<br />Industry Monthly Trend				5<br />Total minutes of advertisi...
<ul><li> More than 110 commercial radio licenses have been issued by PEMRA
 100 stations are operational
 There are about 25 non-commercial licenses issued to universities
 Radio spends have increased at approx 25 to 30% annually
 12% of population listen to Radio in urban Pakistan
 45% listen to Radio everyday*
 On an average in a day, 14% of listeners, listen to radio for at least 30-60minutes*
 47% of people listen radio on their mobile set while 41% listen it at home*
 Punjab with 47% has the highest listenership of radio, followed by Sindh at </li></ul>39%, Khyber PakhtunKhwa with 10% an...
Average Minutes (2009): 21,887<br />Average Minutes (2010) : 38,347<br /><ul><li>   Despite of Having Lesser Brands Advert...
   The Share of Telecom In January 2010 Crossed 33% of The Total Radio Industry
   The Share of Telecom In May 2010 Surprisingly Decreased To 12% of The Total Radio Industry</li></li></ul><li>INDUSTRY T...
INDUSTRY TOP 10 PLAYERS<br />BASED ON NUMBER OF MINUTES<br />
INDUSTRY TOP 10 PLAYERS<br />BASED ON NUMBER OF OCCURRENCES<br />
INDUSTRY TOP 10 PLAYERS<br />BASED ON NUMBER OF CAMPAIGNS<br />
INDUSTRY TOP 10 BRANDS<br />BASED ON NUMBER OF MINUTES<br />
ADVERTISING SHARE BY CHANNELS<br />% Share of Total Minutes<br />TOTAL RADIO INDUSTRY – 3 CITIES<br />
ADVERTISING SPEND BY CHANNELS<br />% Share of Ad Spend<br />TOTAL RADIO INDUSTRY – 3 CITIES<br />
ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />3 STATIONS<br />
ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />KARACHI<br />
ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />LAHORE<br />
ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />ISLAMABAD<br />
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Radio Industry Report 2009-10

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Radio Industry Report 2009-10

  1. 1. RADIO INDUSTRY<br />ANALYSIS<br />July 09 – June 10<br />A Joint Radio Tracking Report by<br />PAS and Media Miles<br />
  2. 2. About the report<br />This document focuses on the various aspects of commercial airtime on<br />Radio for the period July 2009-June 2010. The report includes various form<br />of analysis on monthly trends, top categories and brands, the total share<br />of voice and spend channel and city wise. It also gives information on<br />average number of ads by days and day-parts . In addition,<br />it will also gives information on brand clutter.<br />ANALYSIS BY: MEDIA MILES<br />NOTE:<br />Ad volume is based on minutes and ad occurrences.<br />The figures should be taken only as indicative<br />not as absolute figures.<br />For query on DATA, please contact Mr. Annas Ahmed, Media Miles at:<br />annas.ahmed@mediamiles.biz<br />If you have any other questions, please contact PAS at:<br />secretariat@pas.org.pk<br />
  3. 3. SLIDE<br />About Radio Industry 4<br />Facts & figures<br />Industry Monthly Trend 5<br />Total minutes of advertising per month across 3 cities<br />Industry Top 10 ‘s 6 - 10<br />Categories / Players / Brands <br />Advertising Share & Spend 11 – 16<br />Channel / City Break-up<br />Ad Occurrence 17 - 19<br />Day and Day-Part Wise / City Split<br />Brand Clutter 20 - 22<br />Nos. of Brands Advertised – Monthly & City Split<br />Avg. Nos. of Ads / Day 23 – 24<br />City and Monthly Split<br />CONTENT<br />
  4. 4. <ul><li> More than 110 commercial radio licenses have been issued by PEMRA
  5. 5. 100 stations are operational
  6. 6. There are about 25 non-commercial licenses issued to universities
  7. 7. Radio spends have increased at approx 25 to 30% annually
  8. 8. 12% of population listen to Radio in urban Pakistan
  9. 9. 45% listen to Radio everyday*
  10. 10. On an average in a day, 14% of listeners, listen to radio for at least 30-60minutes*
  11. 11. 47% of people listen radio on their mobile set while 41% listen it at home*
  12. 12. Punjab with 47% has the highest listenership of radio, followed by Sindh at </li></ul>39%, Khyber PakhtunKhwa with 10% and Balochistan with 5% *<br />* Base is the 12% listeners in Urban Pakistan<br />Source: CMi (MEMRB Pakistan) and Media Miles<br />ABOUT RADIO MILES<br />Radio Miles digitally monitors radio across 3 metros and is the only source of radio airplay information in Pakistan. It started its operations in 2007 with coverage of 6 FM stations in Lahore, and expanded to<br />Karachi and Islamabad covering 25 channels in 2010. Using state of the art audio fingerprint<br />technology, radio content is identified and reported in real time.<br />Facts & Figures<br />
  13. 13. Average Minutes (2009): 21,887<br />Average Minutes (2010) : 38,347<br /><ul><li> Despite of Having Lesser Brands Advertising In 2010, Average Minutes Are More Than That of 2009
  14. 14. The Share of Telecom In January 2010 Crossed 33% of The Total Radio Industry
  15. 15. The Share of Telecom In May 2010 Surprisingly Decreased To 12% of The Total Radio Industry</li></li></ul><li>INDUSTRY TOP 10 CATEGORIES<br />BASED ON NUMBER OF MINUTES<br />
  16. 16. INDUSTRY TOP 10 PLAYERS<br />BASED ON NUMBER OF MINUTES<br />
  17. 17. INDUSTRY TOP 10 PLAYERS<br />BASED ON NUMBER OF OCCURRENCES<br />
  18. 18. INDUSTRY TOP 10 PLAYERS<br />BASED ON NUMBER OF CAMPAIGNS<br />
  19. 19. INDUSTRY TOP 10 BRANDS<br />BASED ON NUMBER OF MINUTES<br />
  20. 20. ADVERTISING SHARE BY CHANNELS<br />% Share of Total Minutes<br />TOTAL RADIO INDUSTRY – 3 CITIES<br />
  21. 21. ADVERTISING SPEND BY CHANNELS<br />% Share of Ad Spend<br />TOTAL RADIO INDUSTRY – 3 CITIES<br />
  22. 22. ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />3 STATIONS<br />
  23. 23. ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />KARACHI<br />
  24. 24. ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />LAHORE<br />
  25. 25. ADVERTISING SHARE BY CITY<br />% Share of Total Minutes<br />ISLAMABAD<br />
  26. 26. RADIO AD OCCURANCE BY DAYS OF WEEK<br />Average Nos. of Ads / Day<br />*Based on Unique Channels Across 3 Cities<br />
  27. 27. RADIO AD OCCURANCE BY DAYPART<br />Average Nos. of Ads / Day part<br />TIME DEFINITIONS<br /><ul><li> Morning Time 8 am – 10 am
  28. 28. House Show / Life Style 11 am – 01 pm
  29. 29. Afternoon Drive 1 pm – 3 pm
  30. 30. Pre – Drive Time 3 pm – 5 pm
  31. 31. Drive Time Evening 5 pm – 7 pm
  32. 32. Late Evening 7 pm – 10 pm
  33. 33. Night Time 10 pm – 12 am
  34. 34. Early Night 12 am – 1 am
  35. 35. Late Night 1 am – 7 am</li></li></ul><li>RADIO AD OCCURANCE BY DAY-PART<br />Average Nos. of Ads / Day-part<br />CITY WISE BREAK-UP<br />
  36. 36. BRAND CLUTTER<br />Nos. of Brands Advertised In 2009-2010<br />
  37. 37. BRAND CLUTTER<br />Nos. of Brands Advertised: 2009 (July – December)<br />City Wise Split<br />
  38. 38. BRAND CLUTTER<br />Nos. of Brands Advertised: 2010 (January – June)<br />City Wise Split<br />
  39. 39. AVERAGE NUMBER OF ADS / DAY<br />July 2009 – June 2010<br />
  40. 40. AVERAGE NUMBER OF ADS / DAY<br />July 2009 – June 2010<br />
  41. 41. For query on DATA, please contact Media Miles at:<br />Tel: (042) 574 3526<br />Cell: (0345) 440 8883<br />Email: support@mediamiles.biz or<br />For other questions, please contact PAS at:<br />secretariat@pas.org.pk<br />THE END<br />

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