A snapshot of the Radio Industry for the month of August 2013. Who’s leading the industry with radio campaigns? Who’s getting the best return from radio?

1. Radio
Monthly Report Aug13

2. About the Report
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)

3. SNAPSHOT
• Beverages topped in the advertising category followed by Telecom and Food in
August, 2013
• Pepsi Pakistan was the top Advertiser in July, 2013
• Pepsi also emerged as a top advertised brand
Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.

4. INDUSTRY TOP 10
[CATEGORY]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
(MINS)
(%)
No.
CATEGORIES
2
1
Beverages
22.4
1
2
Telecom
15.4
6
3
Food
11.5
3
4
Financial Institution
8.7
5
5
Milk
6.6
-
6
Shoes
5.2
-
7
Health
3.4
-
8
Hotel & Restaurant
3.0
-
9
Education
2.3
-
10
Insecticides
2.1
*Top 10 Categories contributed 80.6% of the total Ad Volume.

5. INDUSTRY TOP 10
[Advertisers]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
(MINS)
(%)
No.
CORPORATIONS
-
1
Pepsi
14.9
1
2
Nestle Pakistan
10.1
3
3
Unilever Pakistan
7.0
5
4
PTCL
5.2
-
5
Shezan International Ltd.
4.0
-
6
Servis Industries
4.0
-
7
Warid
3.6
4
8
Ufone GSM
3.1
-
9
Askari Bank Ltd
3.0
-
10
McDonalds
2.6

6. INDUSTRY TOP 10
[BRANDS]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
(MINS)
(%)
No.
BRANDS
-
1
Pepsi
7.5
-
2
7up
6.1
-
3
Blue Band Margarine
3.9
-
4
PTCL Broadband
3.9
-
5
Nestle Nido Bunyad
3.6
3
6
Ufone GSM
3.1
-
7
Shezan All Pure
3.1
6
8
Milk Pak
3.0
-
9
Askari Bachat Account
3.0
-
10
McDonalds
2.6
*Only 1 of Top 10 brands belong to Telecom Sector

7. Trend Analysis
July-August 2013
Advertising in Minutes*
Based on 28 Radio Stations in 3 Cities

8. Trend Analysis
July-August 2013
Share in Millions
Based on 28 Radio Stations in 3 Cities

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

10. CITY WISE SHARE
%Share of Advertising

11. FM Channels Share
Advertising in Minutes
• Total spent in August, 2013 was PKR 49,752,773
• Total Minutes of Advertising ran were 18,358.57 (minutes)

12. Average Nos. of Ads / Day
An average of 1,313 ads were aired in Karachi on FM stations per day

13. For query on DATA, please contact:
Mr. Nasir ud Din
nasir@mediamiles.biz
92-42-366 86170 -71
M: +92-300-517-7861
For other queries, please contact PAS at:
secretariat@pas.org.pk
THE END