A snapshot of the Radio Industry – March 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 March 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 March 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. 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 followed by Garments and Milk & Diary and in
March 2015.
• Telenor was the top advertiser in Feb 2015.
• Telenor 3G was the top advertised brand.

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Telecom 19.9%
- 2 Garments 9.4%
2 3 Milk and Dairy 6.9%
3 4 Banking and Finance 5.0%
- 5 Cell Phones 4.2%
9 6 Automotive 3.7%
4 7 Beverages - CSD 3.5%
7 8 Hair Care 3.1%
8 9 Hotel & Restaurants 2.9%
- 10 Electronics 2.8%
*Top 10 Categories contributed 61.2% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORIES]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
1 1 Telenor 11.7%
2 2 Unilever Pakistan 7.5%
4 3 Nestle Pakistan 7.4%
- 4 China Mobile 5.3%
- 5 Samsung 4.2%
- 6 Bonanza 3.9%
6 7 Pepsi 3.4%
- 8 Ufone GSM 3.1%
8 9 PTCL 2.7%
3 10 Mobilink 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)
(%)
3 1 Telenor 3G 5.4%
- 2 Zong 4G 5.1%
- 3 Bonanza 3.9%
- 4 everyday Milk 3.5%
- 5 Ufone 3G 3.1%
- 6 Mobi Cash 2.4%
- 7 Pepsi 2.4%
- 8 TalkShawk 2.3%
- 9 Easy Paisa 2.2%
5 10 New Lahore City 2.0%

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Satrangi Summer Collection 2015 Bonanza 3.8
2 Khaas Mazaydar Chaye Song Nestle Pakistan 3.5
3 Telenor Apps Store Telenor 3.0
4 Pepsi 1.75L New Edit Pepsi 2.3
5 500 Telenor Minutes Free/Month Telenor 2.2
6 Song Nestle Pakistan 1.9
7 All Calls Free After 1st Call Telenor 1.8
8 International Call 12 Countries In Rs.1/m China Mobile 1.7
9 New Lahore City (Song) Rafi Group 1.7
10 Rango Ke Dunya Lawn Collection Alkaram Studio 1.5
Total Minutes: 55,582

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

9. Share in Millions
Trend Analysis
Jan 15 - Feb 15
Based on 28 Radio Stations in 6 Cities

10. FM Channel Share
Advertising in Minutes
March 2015

11. 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

12. CITY WISE SHARE
%Share of Advertising

13. Average Nos. of Ads / Day
An average of 3,995 ads were aired in Karachi on FM stations per day
Faisalabad 49,685
Hyderabad 29,832
Islamabad 88,880
Karachi 119,860
Lahore 101,330
Multan 20,946
Total 410,533

14. THE ENDTHE END
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Mr. Nasir ud Din
nasir@mediamiles.biznasir@mediamiles.biz
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