A snapshot of the Radio Industry – May 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 May 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 May 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
• Beverages-CSD topped the advertising followed by Telecom and Beverages
Dextrose
category in May 2015.
• Pepsi was the top advertiser in May 2015.
• Pepsi was the top advertised brand in May 2015.

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Beverages - CSD 14.2%
2 2 Telecom 13.9%
5 3 Beverages - Dextrose 7.4%
3 4 Baby Food 4.4%
8 5 Petroleum 4.0%
- 6 Insurance Companies 3.9%
7 7 Financial Branchless Banking 3.9%
6 8 Garments 3.9%
- 9 NGO 3.2%
- 10 Corporate Ads 2.9%
*Top 10 Categories contributed 61.5% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORIES]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
1 1 Pepsi 12.1%
5 2 Telenor 11.3%
3 3 Unilever Pakistan 5.6%
2 4 Nestle Pakistan 4.5%
- 5 Jubilee Life Insurance 3.8%
10 6 Qarshi Industries 3.6%
- 7 Shell Pakistan 3.5%
9 8 UNICEF Pakistan 3.1%
7 9 China Mobile 2.7%
- 10 Hamdard Laboratories 2.2%
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 7.0%
2 2 Nestle Cerelac 4.4%
- 3 Telenor 3G 3.8%
- 4 Jubilee Life Insurance 3.8%
8 5 Pakistan Polio Eradication 3.1%
- 6 Talkshawk 2.7%
6 7 Easy Paisa 2.7%
10 8 Jam-e-Sheeren 2.4%
- 9 Zong 4G 2.2%
- 10 Mountain Dew 2.0%

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Bay Fekar Mustaqbil Jubilee Insurance 3.8
2 Hum Banain Gay Apna Abhi 148 Sec Pepsi 3.3
3 Pepsi UTC Radio Pepsi 3.3
4 Naya Nestle Cerelac With Iron Nestle Pakistan 2.4
5 Natural Drink Qarshi Industries 2.4
6 Sting Open Waters radio 15 Sec Pepsi 1.6
7 Special Number Offer (Rani) Telenor 1.6
8 7UP Foodie Radio (Love) Pepsi 1.4
9 Male & Female Doctor GlaxoSmithKline 1.4
10 1 Mothers Day Song Nestle Pakistan 1.4

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

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

10. FM Channel Share
Advertising in Minutes
May 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 4,440 ads were aired in Karachi on FM stations per day
Karachi 133,194
Lahore 104,660
Islamabad 91,379
Faisalabad 45,381
Hyderabad 35,108
Multan 16,194

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