A snapshot of the Radio Industry – May 2017. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from the radio? RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of May 2017. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on the share of FM channels, share of each genre and ad-spend split over the time slots. Data Source: MediaMiles

2. RADIO ANALYSIS
MAY 2017
Snapshot
• Garments topped the advertising followed by
Telecom & Financial Instituitions in May 2017
• Pepsi-Cola International (Pvt) Ltd was the top
advertised player
• Zong 4G was the advertised brand

3. TOP 10 CATEGORIES
Top 10 Categories contributed 53.7% of the total Ad Volume.
CATEGORIES
(MINS)
(%)
LM TM
Garments 9.8% 2 1
Telecom 9.6% 4 2
Financial Institution 7.0% 6 3
Financial Services 5.8% - 4
Beverages-Dextrose 4.1% - 5
Beverages-CSD 3.9% 1 6
Petroleum 3.7% - 7
Hotel & Restaurants 3.3% - 8
Milk and Dairy 3.3% 3 9
Financial Branchless Banking 3.3% - 10
TM=This month / LM= Last month

4. TOP 10 ADVERTISERS
Only 2 of the top advertisers belong to Telecom Sector
ADVERTISERS
(MINS)
(%)
LM TM
Pepsi-Cola International (Pvt) Ltd 5.9% 1 1
Pakistan Mobile Communications Limited 4.5% - 2
CMPak Limited 4.4% 5 3
Nestle' Pakistan Limited 4.1% 2 4
Gul Ahmed Textile Mills Limited 2.8% - 5
United Bank Limited 2.6% 6 6
Azhar Corporation (Pvt) Ltd. 2.4% 4 7
Glaxo SmithKline Pakistan Limited 2.3% - 8
Chevron Pakistan Limited 2.0% - 9
Nishat Hotels and Properties Limited 1.7% - 10
TM=This month / LM= Last month

5. TOP 10 BRANDS
Only 2 of the Top 10 brands belong to Telecom Sector
TM=This month / LM= Last month
BRANDS
(MINS)
(%)
LM TM
Zong 4G 4.4% 3 1
Pepsi 3.9% 1 2
Gul Ahmed 2.8% - 3
Jazz Cash 2.6% - 4
Gai Power Wash 2.4% 2 5
Jazz 1.9% - 6
Mukammal Current account 1.9% - 7
HBL 1.6% - 8
Rooh Afza 1.5% - 9
Engro Fertilizers 1.3% - 10

6. No. CAMPAIGNS CORPORATION Total
1 Aye Khuda (Father & Daughter) State Life Insurance Corporation of Pakistan 4.31%
2 Winter Collection 2015(Song) Girl Nishat Linen (Private) Limited 2.87%
3 The Banker Award 2015 National Bank of Pakistan 2.59%
4 DANEDAR FAWAD KHAN -45 Tapal Tea (Pvt.) Ltd. 2.58%
5 Naya Nestle Cerelac With Iron Nestle' Pakistan Limited 2.53%
6 Bay Fekar Mustaqbil Jubilee Life Insurance Company Limited 2.24%
7 Mobilink Introduces Jazz X Mobile phones Pakistan Mobile Communications Limited 2.16%
8 Mehfooz Andaz Nestle' Pakistan Limited 2.10%
9 Easy Card Rs.300& 500Telenor & PTCL Minutes Telenor Pakistan (Pvt) Limited 2.03%
10 Better Cleaning Experience Packages Limited 1.87%
INDUSTRY TOP 10
[CAMPAIGNS]
(BASEDON NUMBEROF MINUTES)
1 F11 Anthem (Radio) Pepsi-Cola International (Pvt) Ltd 2.95%
2 Now Jazz Cash For Warid Customers Pakistan Mobile Communications Limited 2.59%
3 Mahira Khan in Gai Power Wash Azhar Corporation (Pvt) Ltd. 2.43%
4 Aadhi Adhoori Khwaishein Sub Kab Honge Poori United Bank Limited 1.92%
5 HBL Shop Fest Habib Bank Ltd 1.62%
6 Hero Jaise Kasian Ki Shan Engro Fertilizers Limited 1.34%
7 Home Finance_With Free Shopping_5 Lac. Standard Chartered Bank 1.26%
8 Refreshing Glow Every Day ZIL Limited 1.22%
9 Telenor 4G Hotspot Devices Telenor Pakistan (Pvt) Limited 1.13%
10 Ready Line Silkbank Limited 1.06%

7. TIME BAND SHARE
Morning and Evening attracted more advertisers throughout all cities.
Time Band Share
54,185
31,165
41,887
2,874 2,445
36,543
104,198
115,672
97,216
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
M
orning
House Show
/ Life Style
Afternoon
Drive
Pre –D
rive Tim
e
Drive Tim
e Evening
Late Evening
Night Tim
e
EarlyN
ight
Late N
ight
No. of Ads
• 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 Evening7 pm – 10 pm
• Night Time 10 pm – 12 am
• Early Night 12 am – 1 am
• Late Night 1 am – 7 am

8. CITY-WISE SHARE
Karachi has the maximum share of advertising
City-wise Share
Islamabad
24%
Lahore
25%
Multan
3%
Faisalabad
11%
Hyderabad
8% Karachi
29%

9. BRAND CLUTTER
Karachi had the maximum share of advertising
225 218 213
168
139
71
0
50
100
150
200
250
Karachi Lahore Islamabad Faisalabad Hyderabad Multan
Brand Clutter
No. of Brands

10. No. of distinctive brands per station
BRAND CLUTTER
Lahore had the maximum share of advertising
64
70
82
26
20
19
Faisalabad
60
19
73
67
Hyderabad
62
82
19
98
122
152
60
100
26
Islamabad
61
60
82
19
99
47
122
152
100
97
10
30
Karachi
67
56
82
19
98
122
152
60
100
30
Lahore
57
19
28
Multan
FM101
FM103
FM89
FM90
FM94
FM94.6
FM100
FM105
FM106.2
FM107.4
FM89.4
FM91
Pow er99
FM107
FM96
Josh99
FM93
FM88

11. No. of distinctive brands per time slot
BRAND CLUTTER
Lahore had the maximum share of advertising
94
147
4
108
133
5
136
75
88
Faisalabad
65
137
3
74
107
5
129
45
75
Hyderabad
162
195
69
177
190
104
191
144
180
Islamabad
167
207
72
188
202
108
202
150
187
Karachi
165
194
69
179
188
105
187
142
186
Lahore
33
68
1
36
48
2
64
23
34
Multan
Afternoon Drive
Drive Time Evening
Early Night
House Show / Life Style
Late Evening
Late Night
Morning
Night Time
Pre – Drive Time

12. AVG. NOs of Ads per Day
An average of 4,609 were aired on Karachi FM Stations per day
4,609
4,126
3,776
1,649
1,130
401
0
1,000
2,000
3,000
4,000
5,000
Karachi Lahore IslamabadFaisalabadHyderabad Multan
No. of Ads / Day
No. of Ads
Karachi 138,284
Lahore 123,779
Islamabad 113,276
Faisalabad 49,467
Hyderabad 33,902
Multan 12,028

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