This document is a monthly report from Media Miles analyzing radio advertising in Pakistan for November 2013. Some key findings include: 1) Beverages was the top advertising category in November, with Pepsi Pakistan being the top advertiser. 2) Shell Advance was the top advertised brand for the month. 3) Analysis of advertising minutes across different cities and radio stations found that morning and evening time slots attracted the most advertisers. Karachi had the highest average number of ads per day on FM stations.

1. Radio
Monthly Report Nov13

2. About the Report
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 37 stations in 6 cities
(Adding Hyderabad, Multan and Faisalabad)

3. SNAPSHOT
• Beverages topped in the advertising category followed by Petroleum and Telecom in
November, 2013
• Pepsi Pakistan was the top Advertiser in November, 2013
• Shell Advance was the top advertised brand
Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.

4. INDUSTRY TOP 10
[CATEGORY]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
(MINS)
(%)
No.
CATEGORIES
2
1
Beverages
21.7
3
2
Petroleum
17.7
1
3
Telecom
7.2
-
4
Confectionary
6.4
6
5
Shampoos
5.8
7
6
Food
5.1
5
7
Financial Institutions
4.7
-
8
Health
3.1
8
9
Shoes
2.8
-
10
Coffee
2.3
*Top 10 Categories contributed 81.6% of the total Ad Volume.

5. INDUSTRY TOP 10
[Advertisers]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
(MINS)
(%)
No.
CORPORATIONS
1
1
Pepsi
16.9
4
2
Shell Pakistan
10.7
2
3
Nestle Pakistan
9.5
-
4
Hilal Confectionary
6.4
5
Pakistan State Oil
4.7
-
6
Procter & Gamble
4.3
3
7
Unilever Pakistan
4.0
-
8
Faysal bank
3.1
9
9
Servis Industries
2.8
7
10
Mobilink
2.3
-

6. INDUSTRY TOP 10
[BRANDS]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
(MINS)
(%)
No.
BRANDS
1
1
Shell Advance
-
2
Ding Dong Bubble
6.4
-
3
Carient Motor Enginer Oil
4.6
-
4
Head & Shoulder
4.3
-
5
Sting Energy Drink
4.2
-
6
Nestle Cerelac
4.2
-
7
Aquafina
3.7
5
8
7up
3.4
2
9
Slice Juice
3.2
-
10
Faysal Bank
3.1
10.7

7. Trend Analysis
Oct-Nov 2013
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

8. Trend Analysis
Oct-Nov 2013
Share in Millions
Based on 28 Radio Stations in 6 Cities

9. TIME BAND SHARE
Advertising in Minutes
Morning and Evening time slot attracted more advertisers throughout all cities

10. CITY WISE SHARE
%Share of Advertising

11. FM Channels Share
Advertising in Minutes
• Total spent in November, 2013 was PKR 520,886,28
• Total Minutes of Advertising ran were 204,18(minutes)

12. Average Nos. of Ads / Day
An average of 2,425 ads were aired in Karachi on FM stations per day

13. For query on DATA, please contact:
Mr. Nasir ud Din
nasir@mediamiles.biz
92-42-366 86170 -71
M: +92-300-517-7861
For other queries, please contact PAS at:
secretariat@pas.org.pk
THE END