A snapshot of the Radio Industry – February 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 February 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.

1. Radio
Monthly Report Feb 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 followed by Milk & Diary and Financial Branchless
Banking in February 2015.
• Telenor was the top advertiser in Feb 2015.
• Telenor 3G was the top advertised brand.

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Telecom 15.4%
- 2 Milk and Dairy 8.8%
9 3 Financial Branchless Banking 5.7%
- 4 Beverages - CSD 4.9%
- 5 Corporate Ads 4.6%
7 6 Government 4.6%
- 7 Hair Care 3.6%
- 8 Hotel & Restaurants 3.2%
- 9 Automotive 2.9%
5 10 Confectionary 2.7%
*Top 10 Categories contributed 56.2% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORIES]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
3 1 Telenor 11.4%
9 2 Unilever Pakistan 5.5%
6 3 Mobilink 5.3%
- 4 Nestle Pakistan 5.0%
- 5 Engro Foods 4.2%
4 6 Pepsi 3.9%
- 7 K & Ns 3.2%
2 8 PTCL 2.6%
- 9 PTA 2.5%
5 10 P&G Pakistan 2.2%
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)
(%)
3 1 Telenor 3G 5.5%
- 2 TalkShawk 4.6%
- 3 Tarang Milk 3.9%
- 4 K & Ns 3.2%
- 5 Nestle Milk Pack 2.7%
- 6 Mobi Cash 2.7%
- 7 Mobilink 3G 2.7%
- 8 PTA 2.5%
- 9 PTCL Broadband 2.5%
5 10 Pantene 2.2%

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Pakistan Ka K & Ns K & Ns 3.1
2 4 Step To Save Milk (Urdu) Nestle Pakistan 2.7
3 Unlimited Internet Weekly Offer Telenor 2.5
4 SIM Apnay Naam Karo PTA 2.4
5 Water Damage Procter & Gamble 2.2
6 Tarang’s Latest Maganum Opus Engro Foods 2.2
7 Lakhoun ke Call 2 Offer Telenor 1.8
8 World Cup Party Pack Pepsi 1.7
9 Munafa Rozana Account 6.5% P.A. Silkbank 1.7
10
Pay Through Omni Mobile App, SMS Code,
ATM Card
UBL 1.7
Total Minutes: 46,373

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

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

10. FM Channel Share
Advertising in Minutes
Feb 2015

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 3,410 ads were aired in Karachi on FM stations per day
Faisalabad 34,357
Hyderabad 19,769
Islamabad 76,058
Karachi 102,294
Lahore 87,674
Multan 20,519
Total 340,671

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