A snapshot of the Radio Industry – January 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 January 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. 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.

1. Radio
Monthly Report Jan 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
• Telecom topped the advertising on Radio followed by Garments and Broadband
category in January 2015.
• Bonanza was the top advertiser in January 2015.
• Bonanza was the top advertised brand.

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Telecom 11.8%
- 2 Garments 7.3%
- 3 Broadband 7.0%
- 4 Medicine 6.3%
10 5 Confectionary 5.9%
- 6 Detergent 5.4%
7 7 Government 5.2%
4 8 Cell Phones 3.4%
- 9 Financial Branchless Banking 3.4%
3 10 Financial Institution 3.2%
*Top 10 Categories contributed 58.9% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORIES]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
- 1 Bonanza 6.0%
3 2 PTCL 6.0%
6 3 Telenor 5.4%
- 4 Pepsi 5.3%
- 5 P&G 3.9%
- 6 Mobilink 3.8%
- 7 GSK 3.1%
2 8 Samsung 2.9%
- 9 Unilever Pakistan 2.6%
- 10 Chevron 2.5%
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 Bonanza 6.0%
3 2 Ariel 3.9%
- 3 Telenor 3G 3.0%
- 4 Galaxy Grand Prime 2.9%
- 5 Pakistan Polio Campaign 2.8%
- 6 Lays New 2.7%
- 7 Mountain Dew 2.6%
- 8 Havoline Engine Oil 2.5%
- 9 Fantasy Chocolate 2.5%
5 10 Sui Northern Gas Pipeline 2.3%

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Shandar Safai 10 Sec. Procter & Gamble 3.8
2 Winter Sale Products Prices (Eng) Bonanza 3.1
3 MD Neon Radio Pepsi 2.6
4 Rich Milk Chocolate Hilal Confectionery 2.3
5 Dr. Koff Herbal Syrup Himont Pharmaceuticals 2.1
6 Wavy Lays Thematic 15 Pepsi 1.9
7 Fawad Khan (Just In Rs.20.999) Samsung 1.6
8 New & Improved Unilever Pakistan 1.5
9 500 Free Minutes, SMS & MB Mobilink 1.5
10 Bones Strong Tou Mein Strong Nestle Pakistan 1.7
Total Minutes: 46,373

8. Trend Analysis
Dec 14 – Jan 15
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

9. Share in Millions
Trend Analysis
Dec 14 - Jan 15
Based on 28 Radio Stations in 6 Cities

10. FM Channel Share
Advertising in Minutes
Jan 2015 Dec 2014

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 3,188 ads were aired in Karachi on FM stations per day
Faisalabad 35,585
Hyderabad 24,823
Islamabad 79,242
Karachi 109,126
Lahore 89,483
Multan 19,280
Total 357,539

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