A snapshot of the Radio Industry – August, 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 August, 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 August 2014

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) and currently monitoring 38 stations in 6 cities
(Adding Hyderabad, Multan and Faisalabad)

3. SNAPSHOT
• Telecom topped the advertising on Radio during August 2014 followed by Tea and
Websites. Combined the top three advertisers share amount to a total of 32.8%.
Interestingly both Tea and Websites had no advertising share on Radio in July, 2014
• Unilever Pakistan was the top advertiser
• Lipton Yellow Label was the top advertised brand
• Beverages category that was among the top 4 last month now moves to bottom
with a decreased share of 5%
Ad volume is based on minutes and ad occurrences. The figures should be taken
only as indicative not as absolute figures.

4. Last
Month
Rank
INDUSTRY TOP 10
(BASED ON NUMBER OF MINUTES)
No. CATEGORIES
(MINS)
(%)
[CATEGORY]
1 1 Telecom 14.6
- 2 Tea 9.2
- 3 Websites 9.0
10 4 Financial Branchless Banking 8.1
- 5 Detergent 7.3
- 6 Government 6.4
- 7 Educational Institution 5.7
5 8 Corporate Ads 5.6
4 9 Beverages-CSD 5.0
- 10 Shaving 3.5
*Top 10 Categories contributed 74.4% of the total Ad Volume.

5. Last
Month
Rank
INDUSTRY TOP 10
(BASED ON NUMBER OF MINUTES)
No. CORPORATIONS
(MINS)
(%)
[Advertisers]
1 1 Unilever Pakistan 16.1
3 2 Telenor 7.2
5 3 Ufone GSM 6.8
- 4 Asani.com.pk 5.6
4 5 Pepsi 5.0
6 6 Mobilink 4.3
- 7 Government of Sindh 4.3
9 8 Procter & Gamble 3.9
- 9 Gilette 3.5
- 10 OLX 3.4

6. INDUSTRY TOP 10
[BRANDS]
(BASED ON NUMBER OF MINUTES)
Last
Month
Rank
No. BRANDS
(MINS)
(%)
- 1 Lipton Yellow Label 7.9
- 2 Asani.com.pk 5.6
- 3 Sting energy drink 5.0
- 4 Govt.of Sindh 4.3
- 5 Gilette Blue 2 Plus 3.5
- 6 Ariel 3.5
9 7 Surf Matic 3.5
2 8 Ufone 3.4
- 9 OLX 3.4
- 10 U Paisa 3.4
Ecommerce Websites competing with each other such as Asani.com.pk and OLX
have also chosen Radio for advertising.

7. INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS
(MINS)
(%)
1 Buy/Sell Anything in Pakistan Asani.com.pk 5.5
2 Sting Ka Jhatka Pepsi 5.0
3 Lipton Song Unilever Pakistan 4.6
4 Sindh Govt. Progress Govt. Of Sindh 4.2
5 Yellow To Blue Radio Gilette 3.5
6 New Technology Procter & Gamble 3.5
7 Revised Lip Dance Unilever Pakistan 3.2
8 Active SIM Get Free Calls For 1 Month Ufone GSM 3.0
9 Sony (Easy As ABC) OLX 2.8
10 Matic MMR Radio Unilever Pakistan 2.7
Ecommerce Websites competing with each other such as Asani.com.pk and OLX
have also chosen Radio for advertising.

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

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

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

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

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

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

14. CITY WISE SHARE
%Share of Advertising

15. Average Nos. of Ads / Day
An average of 1,662 ads were aired in Karachi on FM stations per day

16. For query on DATA, please contact:
Mr. Nasir ud Din
nnaassiirr@@mmeeddiiaammiilleess..bbiizz
92-42-366 86170 -71
M: +92-300-517-7861
For other queries, please contact PAS at:
secretariat@pas.org.pk
TTHHEE EENNDD