This radio industry report provides statistics on advertising in Pakistan for February 2012. Telecom was the top advertising category, while Unilever Pakistan was the top advertiser. Nestle Everyday was the most advertised brand. Karachi had the largest share of total advertising minutes at 45% and highest number of individual brand advertisements compared to Lahore and Islamabad.

1. Media Miles Radio Industry Report − February 2012
Snapshot
• Telecom topped the advertising followed by Milk and Food in February 2012.
• Unilever Pakistan was the top advertiser
• Nestle Everyday was the top advertised brand
TOP 10 CATEGORIES
Top 10 Categories contributed 73.3% of the total Ad Volume.
(MINS)
LM TM CATEGORIES
(%)
2 1 Telecom 17.1
1 2 Milk 12.9
3 3 Food 12.3
- 4 Services 6.5
5 5 Shampoos 4.8
4 6 Financial Institutions 4.2
8 7 Cosmetics 4.1
- 8 Oral Care 4.0
- 9 Soaps 4.0
- 10 Shops 3.4
TM=This month / LM= Last month

2. Media Miles Radio Industry ReportFebruary 2012
TOP 10 ADVERTISERS
Only 3 of the top advertisers belong to Telecom Sector
(MINS)
LM TM ADVERTISERS
(%)
2 1 Unilever Pakistan 17.5
1 2 Nestle Pakistan 15.5
3 3 Ufone GSM 5.4
- 4 Procter & Gamble 5.2
- 5 Warid 3.7
8 6 PTCL 2.7
10 7 Engro Foods 2.7
- 8 United Bank Limited 2.6
- 9 English Biscuit Manufacturers 2.3
- 10 Nishat Lennon 2.2
TM=This month / LM= Last month
TOP 10 BRANDS
1 of the top 10 brands belong to Telecom Sector
2 of the top 10 belong to Nestle
(MINS)
LM TM BRANDS
(%)
1 1 Nestle Everyday 8.2
9 2 Knorr Noodles 7.2
2 3 Ufone GSM 5.4
- 4 Nestle Professional 5.2
- 5 Safeguard 3.4
5 6 Sunsilk 2.7
- 7 Olper’s Milk 2.7
- 8 UBL Omni 2.6
- 9 Pepsodent 2.3
- 10 Nishat Lennon 2.2
TM=This month / LM= Last month

3. Media Miles Radio Industry ReportFebruary 2012
TIME BAND SHARE
Morning, Evening and Night time attracted more advertisers throughout all cities.
Time Band Share
40,000 34,717
33,591
35,000 31,258
30,000
25,000
20,000 17,186 18,403 16,623
15,000 11,557
10,000
5,000 1,283 1,205
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CITY-WISE SHARE
Karachi has the maximum share of advertising
City-wise Share
Islamabad
26%
Karachi
45%
Lahore
29%

4. Media Miles Radio Industry ReportFebruary 2012
BRAND CLUTTER
Karachi has the maximum share of advertising
Brand Clutter
137
129
150 113
100
50
0
Karachi Lahore Islamabad
No. of Ads
AVG. NOs of Ads per Day
An average of 2,494 ads were aired on Karachi FM Stations per day
No. of Ads / Day
3,000 2,494
1,631
2,000 1,402
1,000
0
Karachi Lahore Islamabad
No. of Ads
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 21 Radio Stations in 3 Cities (Karachi, Lahore and
Islamabad)
info@mediamiles.biz
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