A snapshot of the Radio Industry – July 2017. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from the radio? RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of July 2017. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on the share of FM channels, share of each genre and ad-spend split over the time slots. Data Source: MediaMiles

2. RADIO ANALYSIS
MAY 2017
Snapshot
 Telecom topped the advertising followed by Website/Apps and Real Estate in
July 2017.
 Pakistan Mobile Communications Limited was the top advertised player
 Jazz 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.

3. TOP 10 CATEGORIES
Top 10 Categories contributed 57.6% of the total Ad Volume.
CATEGORIES
(MINS)
(%)
LM TM
Telecom 12.9% 3 1
Websites/Apps 11.7% - 2
Real Estate 6.1% 10 3
Beverages-CSD 5.0% 4 4
Hotel & Restaurants 4.4% - 5
Corporate Ads 3.8% - 6
Cerelac 3.6% - 7
Financial Branchless Banking 3.5% 8 8
Financial Institution 3.4% 1 9
Petroleum 3.2% 7 10
TM=This month / LM= Last month
Total Minutes: 35,342

4. TOP 10 ADVERTISERS
Only 2 of the top advertisers belong to Telecom Sector
ADVERTISERS
(MINS)
(%)
LM TM
Pakistan Mobile Communications Limited 9.7% 4 1
CMPak Limited 5.1% 2 2
Pepsi-Cola International (Pvt) Ltd 5.0% 1 3
Packages Counstruction (Pvt.) Ltd. 4.6% 5 4
Glaxo SmithKline Pakistan Limited 4.3% - 5
R-SC Internet Services Pakistan (Pvt.) Limited 4.0% - 6
Nestle' Pakistan Limited 3.6% 3 7
Leisure League 3.6% - 8
Careem Networks Pakistan (Pvt.) Ltd. 3.0% - 9
Augmentech Business Solutions (Pvt) Ltd 2.7% - 10
TM=This month / LM= Last month

5. TOP 10 BRANDS
Only 2 of the Top 10 brands belong to Telecom Sector
TM=This month / LM= Last month
BRANDS
(MINS)
(%)
LM TM
Jazz 6.2% - 1
Zong 4G 5.1% 1 2
Packages Mall 4.6% 3 3
Food Panda 4.0% - 4
Nestle Cerelac 3.6% 10 5
Leisure League 3.6% - 6
Jazz Cash 3.5% 4 7
Pepsi 3.3% 2 8
Careem 3.0% - 9
CarFirst 2.7% - 10

6. No. CAMPAIGNS CORPORATION Total
1 Aye Khuda (Father & Daughter) State Life Insurance Corporation of Pakistan 4.31%
2 Winter Collection 2015(Song) Girl Nishat Linen (Private) Limited 2.87%
3 The Banker Award 2015 National Bank of Pakistan 2.59%
4 DANEDAR FAWAD KHAN -45 Tapal Tea (Pvt.) Ltd. 2.58%
5 Naya Nestle Cerelac With Iron Nestle' Pakistan Limited 2.53%
6 Bay Fekar Mustaqbil Jubilee Life Insurance Company Limited 2.24%
7 Mobilink Introduces Jazz X Mobile phones Pakistan Mobile Communications Limited 2.16%
8 Mehfooz Andaz Nestle' Pakistan Limited 2.10%
9 Easy Card Rs.300& 500Telenor & PTCL Minutes Telenor Pakistan (Pvt) Limited 2.03%
10 Better Cleaning Experience Packages Limited 1.87%
INDUSTRY TOP 10
[CAMPAIGNS]
(BASEDON NUMBEROF MINUTES)
1 50% Discount R-SC Internet Services Pakistan (Pvt.) Limited 3.74%
2 Nanay Pait ki Bari Ghiza (Sweet Song) Nestle' Pakistan Limited 3.62%
3 Live At PTV Sports Leisure League 3.60%
4 Send 50,000 by Biomatric System Pakistan Mobile Communications Limited 3.50%
5 Pepsi Battle of The Band 2017 Pepsi-Cola International (Pvt) Ltd 3.15%
6 Rs.5000 Bonus Offer Careem Networks Pakistan (Pvt.) Ltd. 2.96%
7 150 Brands 150 Ways To Shop_Girl Packages Counstruction (Pvt.) Ltd. 2.29%
8 Largest 4G Coverage_Man_Urdu CMPak Limited 2.02%
9 Saudi Arabia & UAE Offer CMPak Limited 1.83%
10 Active Your Jazz Or Warid SIM (1st June 17) Pakistan Mobile Communications Limited 1.80%

7. • 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 Evening7 pm – 10 pm
• Night Time 10 pm – 12 am
• Early Night 12 am – 1 am
• Late Night 1 am – 7 am
TIME BAND SHARE
Morning and Evening attracted more advertisers throughout all cities.
Time Band Share
22,553
13,544
19,821
162 346
13,390
56,224 56,543
46,382
0
10,000
20,000
30,000
40,000
50,000
60,000
M
orning
HouseShow
/LifeStyleAfternoon
DrivePre–D
riveTim
e
DriveTim
eEvening
LateEvening
NightTim
e
EarlyN
ight
LateN
ight
No. of Ads

8. CITY-WISE SHARE
Karachi has the maximum share of advertising
City-wise Share
Islamabad
26%
Lahore
27%
Multan
3%
Faisalabad
10%
Hyderabad
6% Karachi
28%

9. BRAND CLUTTER
Karachi had the maximum share of advertising
130 129 128
94
84
46
0
20
40
60
80
100
120
140
Karachi Lahore Islamabad Faisalabad Hyderabad Multan
Brand Clutter
No. of Brands

10. No. of distinctive brands per station
BRAND CLUTTER
Lahore had the maximum share of advertising
25
44
46
9
7
16
Faisalabad
22
16
43
32
Hyderabad
25
46
16
58
61
77
36
55
20
Islamabad
22
36
46
16
58
20
61
78
55
52
2
14
Karachi
27
38
47
16
58
62
78
37
56
17
Lahore
37
16
Multan
FM101
FM103
FM89
FM90
FM94
FM94.6
FM100
FM105
FM106.2
FM107.4
FM89.4
FM91
Pow er99
FM107
FM96
Josh99
FM93

11. No. of distinctive brands per time slot
BRAND CLUTTER
Lahore had the maximum share of advertising
47
79
4
64
78
4
72
47
49
Faisalabad
28
73
3
37
60
3
64
25
39
Hyderabad
66
115
9
101
118
30
113
80
96
Islamabad
69
114
9
108
115
31
110
76
100
Karachi
72
110
9
102
112
29
109
79
100
Lahore
24
30
1
26
33
2
26
18
20
Multan
Afternoon Drive
Drive Time Evening
Early Night
House Show / Life Style
Late Evening
Late Night
Morning
Night Time
Pre – Drive Time

12. AVG. NOs of Ads per Day
An average of 2,221 were aired on Karachi FM Stations per day
2,221 2,124
1,922
761
407
199
0
500
1,000
1,500
2,000
2,500
Karachi Lahore IslamabadFaisalabadHyderabad Multan
No. of Ads / Day
No. of Ads
Karachi 66,620
Lahore 63,711
Islamabad 57,645
Faisalabad 22,828
Hyderabad 12,203
Multan 5,958

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