A snapshot of the Radio Industry – August 2015. 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 Augut 2015. 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. Data Source: MediaMiles

1. Radio
Monthly Report August 2015

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. a
Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.
SNAPSHOT
• Beverages-CSD topped the advertising followed by Telecom and Entertainment
category in August 2015.
• Pepsi was the top advertiser in August 2015.
• Pepsi was the top advertised brand in August 2015.

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
2 1 Beverages - CSD 20%
1 2 Telecom 13.8%
- 3 Entertainment 11.3%
8 4 Corporate Ads 6.3%
6 5 Petroleum 4.7%
5 6 Financial Institution 3.5%
- 7 Government 3.1%
- 8 Nutrition Supplement 2.8%
3 9 Financial Services 2.6%
7 10 Shoes 2.4%
INDUSTRY TOP 10
[CATEGORIES]
(BASED ON NUMBER OF MINUTES)
*Top 10 Categories contributed 70.5% of the total Ad Volume.

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
1 1 Pepsi Cola International (Pvt) Ltd 20.9%
- 2 Coca Cola Pakistan 11.9%
2 3 China Mobile (CMPak) 5.0%
5 4 PTCL 4.6%
6 5 Telenor Pakistan 4.5%
- 6 Tetra Pak Pakistan 3.5%
4 7 Nestle Pakistan 3.3%
- 8 Chevron Pakistan 3.0%
- 9 Government of Pakistan 2.8%
- 10 GSK Pakistan 2.7%
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 1 Pepsi 15.5%
- 2 Coke Studio 11.2%
3 3 PTCL 4.3%
- 4 Tetra Pak 3.5%
2 5 Zong 4G 3.4%
- 6 Mountain Dew 2.4%
- 7 Ministry of Religious Affairs 2.1%
- 8 Freshup Bubble 2.0%
- 9 Telenor 3G 2.0%
- 10 Easy Paisa 1.7%

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Chaand Sitara Song Radio Pepsi 15.4
2 Coke Studio (Atif Aslam, Tajdar-e-Haram) Coca Cola 2.9
3 Aur Ziyada Doodh Piyo Tetra Pak 2.3
4 Hajj Instructions Gov of Pakistan 2.1
5 Recharge Your EVO With Mobi Cash & Win Mobilink 1.9
6 MD Polar Radio Pepsi 1.8
7 Circle bundle with free whatsapp CMPak Limited 1.6
8 Little Joys of Life Pepsi 1.6
9 Easy cards Rs. 300, 500 Telenor Ptcl Minutes Telenor Pakistan 1.5
10 Life main Freshness Hilal Confectionary 1.5

8. Trend Analysis
July 15 – August 15
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

9. Share in Millions
Trend Analysis
July 15 – August 15
Based on 28 Radio Stations in 6 Cities

10. FM Channel Share
Advertising in Minutes
August 2015

11. 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

12. CITY WISE SHARE
%Share of Advertising

13. Average Nos. of Ads / Day
An average of 2,847 ads were aired in Karachi on FM stations per day
Karachi 85,420
Lahore 71,055
Islamabad 60,833
Faisalabad 34,151
Hyderabad 21,747
Multan 11,184

14. 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