Shampoos topped the advertising categories in February 2014 based on minutes and occurrences, followed by telecom and beverages. Unilever Pakistan was the top advertiser. Clear was the top advertised brand. The report provides analysis of advertising on radio stations in Pakistan, including rankings of top advertising categories, advertisers, and brands by minutes; trends from January to February 2014; and city-wise and time band shares of advertising.

1. Radio
Monthly Report Feb14

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 37 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
• Shampoos topped in the advertising category followed by Telecom and Beverages in
February, 2014.
• Unilever Pakistan was the top Advertiser in February, 2014
• Clear was the top advertised brand

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
- 1 Shampoos 17.7
1 2 Telecom 16.2
- 3 Beverages 12.4
2 4 Food 10.7
4 5 Milk 6.0
- 6 Detergents 3.5
9 7 Cell Phones 3.1
3 8 Financial Institutions 3.1
5 9 Tea 3.0
- 10 Biscuits 2.6
*Top 10 Categories contributed 81.6% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORY]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
3 1 Unilever Pakistan 18.1
1 2 Nestle Pakistan 14.2
- 3 Pepsi 9.8
- 4 Procter & Gamble 5.6
8 5 Ufone GSM 4.9
2 6 Telenor 4.9
- 7 China Mobile 4.4
- 8 Nokia 2.4
- 9 Continental Biscuits 1.9
- 10 Coca Cola 1.8
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)
(%)
2 1 Unilever Pakistan 12.7
1 2 Nestle Pakistan 12.6
- 3 Procter & Gamble 10.6
- 4 Pepsi 7.4
8 5 Ufone GSM 4.6
3 6 Telenor 4.1
- 7 China Mobile 3.8
- 8 Tapal Tea 3.1
- 9 Caltex Oil Pakistan 2.5
- 10 GlaxoSmithKline Pakistan 2.0

7. Trend Analysis
Jan-Feb 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

8. Share in Millions
Trend Analysis
Jan-Feb 2014
Based on 28 Radio Stations in 6 Cities

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

10. CITY WISE SHARE
%Share of Advertising

11. FM Channels Share
Advertising in Minutes
• Total spent in February, 2014 was PKR 102,333,440/-
• Total Minutes of Advertising ran were 40,851 (minutes)

12. Average Nos. of Ads / Day
An average of 2,145 ads were aired in Karachi on FM stations per day

13. 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
M: +92-300-517-7861