1. RADIO INDUSTRY
ANALYSIS
January 2011 – December 2011
A Joint Radio Tracking Report by
PAS and Media Miles

2. Credits
DATA & ANALYSIS BY:
MEDIA MILES
ABOUT THE COMPANY
Media Miles monitors radio across 3 metros and is the only
source of radio airplay information in Pakistan.
Using state of the art audio fingerprint technology, radio
content is identified and reported in real time.
It started its operations in 2007 with coverage of 6 FM
stations in Lahore, and expanded to Karachi and Islamabad
covering 25 channels in 2010.
For query on DATA, contact
Mr. Mustafa Farooqi, Media Miles at:
mustafa.farooqi@mediamiles.biz
For other queries, contact PAS at:
secretariat@pas.org.pk

3. SLIDE
Report Summary 4
Period: Jan – Dec 2011
Total Advertising Minutes 5
Total minutes of advertising in 2011 vs. 2010
Industry Monthly Trend 6
Total minutes of advertising per month across 3 cities
Advertising Share by City 7
City Break-up in Minutes
Industry Toppers 8 - 12
Categories / Players / Brands
Advertising Share by Channels 13 - 14
Channel Break-up Minutes & Ad Spend
Ad Occurrence 15 - 16
Day and Day-Part Wise
Brand Clutter 17
Nos. of Brands Advertised – 2011 vs. 2010
Avg. Nos. of Ads / Day 18
City Split
CONTENT

4. Report Summary
 In terms of minutes, advertising on Radio saw a single
digit an increase of 4% from 2010.
 The month of July saw a significant increase,
which may be due to the Ramazan factor.
 Karachi has seen a major drop from 64% to 47% in its share of advertising in
minutes. Contrary Islamabad saw a sharp increase from 6% to 24%.
 This year Pepsi has made in to Top 10 players and brand
that were prominent on Radio.
 Advertising across days is fairly constant with no particular day
taking precedence over the others.
 In terms of day-parts, it is seen that morning, evening drive-time and
late evening have been preferred slots of advertisers.

5. TOTAL
ADVERTISING MINUTES
2011 vs. 2010
435,000 434,993
430,000
425,000
420,000
418,893
415,000
410,000
2011 2010
2011 saw an increase of almost 4% from last year in volume i.e.
number of minutes.

6. INDUSTRY MONTHLY TREND
BASED ON NUMBER OF MINUTES ACROSS 3 CITIES
2011 vs. 2010
55,000
50,000
45,000
40,000
35,000
30,000
25,000
20,000
January February March April May June July August September October November December
2011 29,154 41,181 38,606 37,556 43,291 38,341 49,325 44,744 28,050 33,137 28,653 22,955
2010 30,396 31,345 43,268 41,689 39,615 40,486 34,924 37,869 23,922 35,651 30,107 29,623
Average Minutes / Month in 2011: 36,249
Approx. 4% increase from 2010

7. ADVERTISING SHARE BY CITY
% Share of Total Minutes
3 STATIONS
2011 2010
70%
64%
60%
47%
50%
40%
30% 31%
30% 24%
20%
6%
10%
0%
Karachi Lahore Islamabad
Share of minutes in % for Islamabad has grown approx. 290%
from last year. However, for Karachi the share has declined more
than half.

8. INDUSTRY TOP 10 CATEGORIES
BASED ON NUMBER OF MINUTES
(MINS in %)
No. CATEGORIES 2011 2010
1 Telecom 19.1% 23.2%
2 Beverages 8.8% 6.1%
3 Financial Institutions 7.0% 5.6%
4 Cell Phones 4.7% 3.4%
5 Milk 4.0% 2.9%
6 Ice Cream 3.8% 3.4%
7 Petroleum 3.7% 4.1%
8 Cosmetics 3.6% 2.8%
9 Laundry Detergent 3.54% 3.1%
10 Food 3.52% 3.3%
Cosmetics category has made in top 10 in 2011, replacing the
Tea category this year.

9. INDUSTRY TOP 10 PLAYERS
BASED ON NUMBER OF MINUTES
(MINS in %)
No. CORPORATIONS 2011 2010
1 Unilever Pakistan 11.2% 12.0%
2 Ufone GSM 6.9% 3.3%
3 Nestle Pakistan Limited 5.3% 3.3%
4 Mobilink 4.3% 2.9%
5 Telenor 3.9% 9.3%
6 China Mobile 3.7% 5.2%
7 Pepsi 3.3% 1.2%
8 UBL 3.0% 1.4%
9 Nokia 2.9% 3.2%
10 Engro Foods 2.6% 3.3%
Pepsi and UBL were not in Top 10 in 2010. They climbed up this
year replacing P&G and Caltex Oil.

10. INDUSTRY TOP 10 PLAYERS
BASED ON NUMBER OF FREQUENCY
Occurrence %
No. CORPORATIONS 2011 2010
1 Unilever Pakistan 13% 13%
2 Nestle Pakistan 5% 3%
3 Ufone GSM 5% 2%
4 United Bank Limited 3% 1%
5 Nokia 3% 3%
6 Mobilink 2% 2%
7 Telenor Pakistan 2% 7%
8 Coca Cola 2% 2%
9 Service Sales Corporation 2% 1%
10 Pepsi 2% 1%
UBL, Coca Cola and Pepsi replaced China Mobile, Engro Foods
and Caltex Oil making in Top 10 in 2011.

11. INDUSTRY TOP 10 BRANDS
BASED ON NUMBER OF MINUTES
(MINS in %)
No. BRANDS 2011 2010
1 Ufone GSM 6.86% 2.69%
2 Zong 3.46% 5.18%
3 Jazz 3.32% 2.20%
4 Pepsi 2.58% 0.57%
5 Nestle Cerelac 1.68% 1.62%
6 McDonalds 1.45% 0.75%
7 UBL Omni 1.31% 1.46%
8 LU Bakeri 1.28% 0.02%
9 Coca Cola 1.25% 0.8%
10 Surf Excel 1.20% 1.54%
Pepsi, McDonalds, UBL Omni, LU Bakeri and Coca Cola replaced
this year Telenor, Talkshawk, djuice, Walls Cornetto and
Liption, making to the top 10 this list of 2011.

12. INDUSTRY TOP 10 BRANDS
BASED ON NUMBER OF CAMPAIGNS
CAMPAIGNS
No. BRANDS 2011 2010
1 Jazz 68 53
2 Ufone GSM 35 18
3 UBL Omni 21 23
4 Talkshawk 18 29
5 Pepsi 16 4
6 Samaa TV 15 10
7 Nokia 14 20
8 Zong 14 45
9 Azm-e-Aalishan 13 17
10 HUM TV 13 3
In 2011 Pepsi, Samaa TV, Nokia and Hum TV reached the Top 10
replacing Telenor, djuice and government advertising.

13. ADVERTISING SHARE BY CHANNELS
% Share: TOTAL MINUTES
TOTAL RADIO INDUSTRY – 3 CITIES
Josh99 FM96 FM101
6% 5% 2%
Power99 FM107
7% 17%
FM89
7% FM103
13%
FM105
8%
FM100
13%
FM91
FM106.2 12%
10%

14. ADVERTISING SPEND BY CHANNELS
% Share: AD SPEND
TOTAL RADIO INDUSTRY – 3 CITIES
FM105 FM96 Josh99
FM101
4% 2% 1%
2%
Power99
5%
FM103
17%
FM89
11%
FM106.2
16%
FM91
12%
FM107 FM100
14% 16%
*Based on Tariff Rates

15. RADIO AD OCCURANCE BY DAYS OF WEEK
Average Nos. of Ads on a Day
ACROSS 3 CITIES
2,000
1,790
1,800 1,704 1,742
1,694 1,695
1,604
1,600 1,479
1,400
1,200
1,000
800
600
400
200
-
*Based on Unique Channels Across 3 Cities

16. RADIO AD OCCURANCE BY DAYPART
Average Nos. of Ads in Day part
ACROSS 3 CITIES
400
353
350 333 330
300
250
196
200
157
150 139
126
100
50
18 17
-
Morning House Show / Afternoon Pre – Drive Drive Time Late Evening Night Time Early Night Late Night
Life Style Drive Time Evening
TIME DEFINITIONS
• Morning Time 8 am – 10 am • Late Evening 7 pm – 10 pm
• House Show / Life Style 11 am – 01 pm • Night Time 10 pm – 12 am
• Afternoon Drive 1 pm – 3 pm • Early Night 12 am – 1 am
• Pre – Drive Time 3 pm – 5 pm • Late Night 1 am – 7 am
• Drive Time Evening 5 pm – 7 pm

17. BRAND CLUTTER
Nos. of Brands Advertised In 2011 vs. 2010
2011 2010
700
613
600 583
539
519
500 469 459
400
300
200
100
0
Karachi Lahore Islamabad

18. AVERAGE NUMBER OF ADS / DAY
Comparison 2011 vs. 2010
2011 2010
2,500
2,306
2,153
2,000
1,500 1,508 1,580
1,190 1,155
1,000
500
0
Karachi Lahore Islamabad

19. For query on DATA, please contact Mustafa Farooqi at:
Tel: (042) 3668 6170 / 3668 6171
Cell: (0321) 4022240
Email: mustafa.farooqi@mediamiles.biz
For other questions, please contact PAS at:
secretariat@pas.org.pk
THE END