A snapshot of the Radio Industry – July, 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 July, 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 July 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 the advertising followed by Financial Services and Beverages –
Dextrose in July 2014.
• Unilever Pakistan was the top advertiser
• 7up was the top advertised brand

4. Last
Month
Rank
No. CATEGORIES
(MINS)
(%)
1 1 Telecom 18.8
- 2 Financial Services 11.0
3 3 Beverages – Dextrose 9.5
6 4 Beverages – CSD 7.9
- 5 Corporate Ads 5.6
4 6 Hair Care 4.2
7 7 NGO 4.1
- 8 Milk and Dairy 3.5
10 9 Shoes 3.2
- 10 Financial Branchless Banking 3.1
*Top 10 Categories contributed 70.9% 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 9.7
- 2 Habib Bank Limited 7.8
4 3 Telenor 7.0
9 4 Pepsi 5.5
3 5 Ufone GSM 4.7
6 6 Mobilink 4.5
7 7 China Mobile 4.0
5 8 Qarshi Industries 4.0
- 9 Procter & Gamble 2.7
- 10 Coca Cola 2.4
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)
(%)
7 1 7up 5.5
2 2 Ufone 4.3
- 3 HBL Fast Transfer 4.3
3 4 Jam-e-Shereen 4.0
- 5 HBL 3.5
- 6 Zong 3G 3.0
4 7 Mobilink 2.9
- 8 Head & Shoulders 2.7
- 9 Surf Matic 2.6
- 10 Coca Cola 2.4

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 HBL Fast Transfer Habib Bank 4.2
2 HBL Pos 30 Habib Bank 3.5
3 Foodie 7UP Chaska 30 Pepsi 2.9
4 H&S Silky Black Radio Copy Procter & Gamble 2.6
5 Foodie 7UP Masala 30 Pepsi 2.6
6 Matic MMR Unilever Pakistan 2.5
7 Aur Kia Chahia (Zara Sa Sabar) Hamdard Laboratories 2.1
8 Donate Zakat Multiple 2.1
9 Sehar o Iftar Qarshi Industries 2.0
10 MCB Barq Raftar Muslim Commercial MCB 1.9

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

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

10. Advertising in Minutes %
Top 10 Advertisers
July 2014
Based on 28 Radio Stations in 6 Cities

11. Advertising in Minutes %
Top 10 Brands
July 2014
Based on 28 Radio Stations in 6 Cities

12. TIME BAND SHARE
Advertising in Minutes
Evening time and Pre-Drive 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

13. CITY WISE SHARE
%Share of Advertising

14. FM Channels Share
Advertising in Minutes
• Total spent in July, 2014 was PKR 94,291,611/-
• Total Minutes of Advertising ran were 37,884 (minutes)

15. Average Nos. of Ads / Day
An average of 2,490 ads were aired in Karachi on FM stations per day
Faisalabad 20,945
Hyderabad 11,297
Islamabad 54,430
Karachi 74,703
Lahore 63,427
Multan 12,438

16. 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