A snapshot of the Radio Industry – December, 2014. 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 December, 2014. 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. 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.

1. Radio
Monthly Report December 2014

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. Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.
SNAPSHOT
• Telecom topped the advertising on Radio followed by Food and Milk category in
December 2014.
• Nestle Pakistan was the top advertiser in December 2014.
• Milk Pack Cream was the top advertised brand.

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Telecom 13.6%
- 2 Food 12.8%
- 3 Milk 8.8%
- 4 Insurance Companies 7.3%
7 5 Financial Institution 6.7%
3 6 Financial Services 6.7%
2 7 Government 4.2%
- 8 Medicine 3.5%
- 9 Airline-Travelling 2.7%
8 10 Broadband 2.5%
*Top 10 Categories contributed 68.6% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORIES]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
3 1 Nestle' Pakistan Limited 17.6%
1 2 Telenor 11.0%
4 3 Mobilink 4.1%
- 4 State Life 3.4%
- 5 Jubilee Insurance 3.1%
- 6 Qarshi Industries (Pvt) Ltd 3.0%
- 7 Shalimar Food Products 2.9%
7 8 PTCL 2.5%
- 9 Habib Bank Limited 2.2%
- 10 Ideas By Gul Ahmed 2.0%
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 Milk Pack Cream 6.2%
1 2 Telenor 3G 5.2%
- 3 Nestle Nesvita Calcium Plus 3.8%
- 4 State Life 3.4%
- 5 Nestle Milk Pack 3.2%
- 6 Jubilee Insurance 3.1%
- 7 Tulsi Pan Masala 2.9%
- 8 Johar Joshanda 2.8%
- 9 Djuice 2.7%
4 10 Pakistan Polio Eradication 2.2%

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Ghar Aye Mehman (Song) Nestle' Pakistan 7.7
2 Anwar Maqsood Nestle Pakistan 3.2
3 La Jawab Song 120 Sec. Shalimar Foods 2.9
4 Three Time's A Day Qarshi Industries 2.8
5 Djuice Double Offer Radio Telenor 2.7
6 Online Pakistan Telenor 2.5
7 Bones Strong to Mein Strong Nestle Pakistan 2.0
8 Winter Sale Upto 70% Off Gul Ahmed 2.0
9 Pre Payment Plan (Father & Saad) State Life 1.9
10 Telenor Music Direct Telenor 1.7
Total Minutes: 46,373

8. Trend Analysis
January - December 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

9. Trend Analysis
Nov – Dec 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

10. Share in Millions
Trend Analysis
Nov - Dec 2014
Based on 28 Radio Stations in 6 Cities

11. FM Channel Share
Advertising in Minutes
Dec 2014

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

13. CITY WISE SHARE
%Share of Advertising

14. Average Nos. of Ads / Day
An average of 3,188 ads were aired in Karachi on FM stations per day
Faisalabad 26,928
Hyderabad 20,867
Islamabad 69,374
Karachi 95,639
Lahore 76,313
Multan 13,387
Total 302,508

15. 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
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