A snapshot of the Radio Industry – April, 2014. 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 April, 2014. 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 April 2014

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 in the advertising category followed by Beverages in April, 2014.
• Unilever Pakistan was the top Advertiser in April, 2014
• Coca Cola was the top advertised brand

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Telecom 10.0
- 2 Beverages - Dextrose 8.4
- 3 Beverages - CSD 6.3
8 4 Financial Services 5.4
- 5 Ice Cream 5.4
3 6 Food 4.8
- 7 Petroleum 4.3
5 8 Hotel & Restaurants 4.3
- 9 Electronics 3.8
- 10 Skin Care 3.7
*Top 10 Categories contributed 56.4% of the total Ad Volume.
INDUSTRY TOP 10
[CATEGORY]
(BASED ON NUMBER OF MINUTES)

5. Last
Month
Rank
No. CORPORATIONS
(MINS)
(%)
1 1 Unilever Pakistan 13.0
5 2 Pepsi 6.2
- 3 Engro Foods 6.2
3 4 Coca Cola 6.2
- 5 Mobilink 4.5
- 6 Shell Pakistan 4.3
4 7 Telenor 4.2
8 8 Ufone GSM 3.4
- 9 Qarshi Industries 3.0
- 10 Jubilee Insurance 2.3
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)
(%)
6 1 Coca Cola 5.7
9 2 Ufone 3.4
- 3 Tarang Milk 3.1
- 4 Kurkuree Nimco 3.0
- 5 Jam-e-Shereen 3.0
- 6 Mango Slice Juice 2.8
- 7 Mobi Cash 2.8
- 8 Fair&Lovely Face Wash 2.5
- 9 Shell Super 2.5
10 10 DJuice 2.3

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Chaye ka Sahi Jor Engro Foods 3.1
2 Khushiyan Jeetay Jayen Coca Cola 3.0
3 Pure Pleasure Pepsi 3.0
4 Summer ko Refresh Karona Coca Cola 2.6
5 FAL Face wash 30 sec Unilever Pakistan 2.5
6 UBL Signature & Premium Debit Master Card UBL 2.1
7 Omore Ice On Radio Engro Foods 2.0
8 Life Mein Freshness Anay Do Hilal Confectionery 1.9
9 Sim Activation 500 Min, SMS, MB Free Ufone GSM 1.8
10 Behter Kefaiyat Shell Pakistan 1.8

8. Trend Analysis
Jan-Feb 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities

9. Share in Millions
Trend Analysis
Jan-Feb 2014
Based on 28 Radio Stations in 6 Cities

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

11. CITY WISE SHARE
%Share of Advertising

12. FM Channels Share
Advertising in Minutes
• Total spent in April, 2014 was PKR 84,842,213/-
• Total Minutes of Advertising ran were 35,510 (minutes)

13. Average Nos. of Ads / Day
An average of 2,510 ads were aired in Karachi on FM stations per day

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