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Radio 
Monthly Report August 2014
About the Report 
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)
SNAPSHOT 
• Telecom topped the advertising on Radio during August 2014 followed by Tea and 
Websites. Combined the top three advertisers share amount to a total of 32.8%. 
Interestingly both Tea and Websites had no advertising share on Radio in July, 2014 
• Unilever Pakistan was the top advertiser 
• Lipton Yellow Label was the top advertised brand 
• Beverages category that was among the top 4 last month now moves to bottom 
with a decreased share of 5% 
Ad volume is based on minutes and ad occurrences. The figures should be taken 
only as indicative not as absolute figures.
Last 
Month 
Rank 
INDUSTRY TOP 10 
(BASED ON NUMBER OF MINUTES) 
No. CATEGORIES 
(MINS) 
(%) 
[CATEGORY] 
1 1 Telecom 14.6 
- 2 Tea 9.2 
- 3 Websites 9.0 
10 4 Financial Branchless Banking 8.1 
- 5 Detergent 7.3 
- 6 Government 6.4 
- 7 Educational Institution 5.7 
5 8 Corporate Ads 5.6 
4 9 Beverages-CSD 5.0 
- 10 Shaving 3.5 
*Top 10 Categories contributed 74.4% of the total Ad Volume.
Last 
Month 
Rank 
INDUSTRY TOP 10 
(BASED ON NUMBER OF MINUTES) 
No. CORPORATIONS 
(MINS) 
(%) 
[Advertisers] 
1 1 Unilever Pakistan 16.1 
3 2 Telenor 7.2 
5 3 Ufone GSM 6.8 
- 4 Asani.com.pk 5.6 
4 5 Pepsi 5.0 
6 6 Mobilink 4.3 
- 7 Government of Sindh 4.3 
9 8 Procter & Gamble 3.9 
- 9 Gilette 3.5 
- 10 OLX 3.4
INDUSTRY TOP 10 
[BRANDS] 
(BASED ON NUMBER OF MINUTES) 
Last 
Month 
Rank 
No. BRANDS 
(MINS) 
(%) 
- 1 Lipton Yellow Label 7.9 
- 2 Asani.com.pk 5.6 
- 3 Sting energy drink 5.0 
- 4 Govt.of Sindh 4.3 
- 5 Gilette Blue 2 Plus 3.5 
- 6 Ariel 3.5 
9 7 Surf Matic 3.5 
2 8 Ufone 3.4 
- 9 OLX 3.4 
- 10 U Paisa 3.4 
Ecommerce Websites competing with each other such as Asani.com.pk and OLX 
have also chosen Radio for advertising.
INDUSTRY TOP 10 
[CAMPAIGNS] 
(BASED ON NUMBER OF MINUTES) 
No. CAMPAIGNS ORGANIZATIONS 
(MINS) 
(%) 
1 Buy/Sell Anything in Pakistan Asani.com.pk 5.5 
2 Sting Ka Jhatka Pepsi 5.0 
3 Lipton Song Unilever Pakistan 4.6 
4 Sindh Govt. Progress Govt. Of Sindh 4.2 
5 Yellow To Blue Radio Gilette 3.5 
6 New Technology Procter & Gamble 3.5 
7 Revised Lip Dance Unilever Pakistan 3.2 
8 Active SIM Get Free Calls For 1 Month Ufone GSM 3.0 
9 Sony (Easy As ABC) OLX 2.8 
10 Matic MMR Radio Unilever Pakistan 2.7 
Ecommerce Websites competing with each other such as Asani.com.pk and OLX 
have also chosen Radio for advertising.
Trend Analysis 
January - August 2014 
Advertising in Minutes* 
Based on 28 Radio Stations in 6 Cities
Trend Analysis 
July-August 2014 
Advertising in Minutes* 
Based on 28 Radio Stations in 6 Cities
Trend Analysis 
July-August 2014 
Share in Millions 
Based on 28 Radio Stations in 6 Cities
Top 10 Advertisers 
August 2014 
Advertising in Minutes % 
Based on 28 Radio Stations in 6 Cities
Top 10 Brands 
August 2014 
Advertising in Minutes % 
Based on 28 Radio Stations in 6 Cities
TIME BAND SHARE 
Advertising in Minutes 
• 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 
Evening time and Morning time slot attracted more advertisers throughout all cities
CITY WISE SHARE 
%Share of Advertising
Average Nos. of Ads / Day 
An average of 1,662 ads were aired in Karachi on FM stations per day
For query on DATA, please contact: 
Mr. Nasir ud Din 
nnaassiirr@@mmeeddiiaammiilleess..bbiizz 
92-42-366 86170 -71 
M: +92-300-517-7861 
For other queries, please contact PAS at: 
secretariat@pas.org.pk 
TTHHEE EENNDD

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Radio Advertising Industry Snapshot – August 2014

  • 1. Radio Monthly Report August 2014
  • 2. About the Report 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)
  • 3. SNAPSHOT • Telecom topped the advertising on Radio during August 2014 followed by Tea and Websites. Combined the top three advertisers share amount to a total of 32.8%. Interestingly both Tea and Websites had no advertising share on Radio in July, 2014 • Unilever Pakistan was the top advertiser • Lipton Yellow Label was the top advertised brand • Beverages category that was among the top 4 last month now moves to bottom with a decreased share of 5% Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.
  • 4. Last Month Rank INDUSTRY TOP 10 (BASED ON NUMBER OF MINUTES) No. CATEGORIES (MINS) (%) [CATEGORY] 1 1 Telecom 14.6 - 2 Tea 9.2 - 3 Websites 9.0 10 4 Financial Branchless Banking 8.1 - 5 Detergent 7.3 - 6 Government 6.4 - 7 Educational Institution 5.7 5 8 Corporate Ads 5.6 4 9 Beverages-CSD 5.0 - 10 Shaving 3.5 *Top 10 Categories contributed 74.4% of the total Ad Volume.
  • 5. Last Month Rank INDUSTRY TOP 10 (BASED ON NUMBER OF MINUTES) No. CORPORATIONS (MINS) (%) [Advertisers] 1 1 Unilever Pakistan 16.1 3 2 Telenor 7.2 5 3 Ufone GSM 6.8 - 4 Asani.com.pk 5.6 4 5 Pepsi 5.0 6 6 Mobilink 4.3 - 7 Government of Sindh 4.3 9 8 Procter & Gamble 3.9 - 9 Gilette 3.5 - 10 OLX 3.4
  • 6. INDUSTRY TOP 10 [BRANDS] (BASED ON NUMBER OF MINUTES) Last Month Rank No. BRANDS (MINS) (%) - 1 Lipton Yellow Label 7.9 - 2 Asani.com.pk 5.6 - 3 Sting energy drink 5.0 - 4 Govt.of Sindh 4.3 - 5 Gilette Blue 2 Plus 3.5 - 6 Ariel 3.5 9 7 Surf Matic 3.5 2 8 Ufone 3.4 - 9 OLX 3.4 - 10 U Paisa 3.4 Ecommerce Websites competing with each other such as Asani.com.pk and OLX have also chosen Radio for advertising.
  • 7. INDUSTRY TOP 10 [CAMPAIGNS] (BASED ON NUMBER OF MINUTES) No. CAMPAIGNS ORGANIZATIONS (MINS) (%) 1 Buy/Sell Anything in Pakistan Asani.com.pk 5.5 2 Sting Ka Jhatka Pepsi 5.0 3 Lipton Song Unilever Pakistan 4.6 4 Sindh Govt. Progress Govt. Of Sindh 4.2 5 Yellow To Blue Radio Gilette 3.5 6 New Technology Procter & Gamble 3.5 7 Revised Lip Dance Unilever Pakistan 3.2 8 Active SIM Get Free Calls For 1 Month Ufone GSM 3.0 9 Sony (Easy As ABC) OLX 2.8 10 Matic MMR Radio Unilever Pakistan 2.7 Ecommerce Websites competing with each other such as Asani.com.pk and OLX have also chosen Radio for advertising.
  • 8. Trend Analysis January - August 2014 Advertising in Minutes* Based on 28 Radio Stations in 6 Cities
  • 9. Trend Analysis July-August 2014 Advertising in Minutes* Based on 28 Radio Stations in 6 Cities
  • 10. Trend Analysis July-August 2014 Share in Millions Based on 28 Radio Stations in 6 Cities
  • 11. Top 10 Advertisers August 2014 Advertising in Minutes % Based on 28 Radio Stations in 6 Cities
  • 12. Top 10 Brands August 2014 Advertising in Minutes % Based on 28 Radio Stations in 6 Cities
  • 13. TIME BAND SHARE Advertising in Minutes • 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 Evening time and Morning time slot attracted more advertisers throughout all cities
  • 14. CITY WISE SHARE %Share of Advertising
  • 15. Average Nos. of Ads / Day An average of 1,662 ads were aired in Karachi on FM stations per day
  • 16. For query on DATA, please contact: Mr. Nasir ud Din nnaassiirr@@mmeeddiiaammiilleess..bbiizz 92-42-366 86170 -71 M: +92-300-517-7861 For other queries, please contact PAS at: secretariat@pas.org.pk TTHHEE EENNDD