1. Radio Market
Share Analysis
Year 2011
MONINTORING FOR 3 CITIES

2. CITI WISE SHARE ANALYSIS
Courtsey by: AD Viewer Pakistan
70%
60%
KARACHI, 58%
50%
40%
LAHORE, 24%
30% ISLAMABAD, 18%
20%
10%
0%
0 0.5 1 1.5 2 2.5 3 3.5
• KARACHI, LAHORE AND ISLAMBAD ARE THE MAJOR CITIES WHERE RADIO CHANNEL MONITORING WAS DONE
• KARACHI HAS 58 % OF SHARE IN ADVERTISMENT WHILE LAHORE AND ISLAMABAD HAS 24% AND 18%
RESPECTIVELY.

3. TOP CHANNELS % WISE ANALYSIS
7%
18%
12%
5%
13%
7%
11% 12%
11% 3%
Courtesy by: AD Viewer Pakistan
FM 89 FM 91 FM 96 FM 99 FM 100 FM 101 FM 103 FM 105 FM 106.2 FM 107
• FM 107 is the top most advertised channel among it’s competitors.
• They have aired 234, 044 NO. OF SPOTS.
• FM 106.2 is the second most advertisement channels in the Radio Industry

4. Month Wise Advertised by FM CHANNELS
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
-
JAN'11 FEB'11 MAR'11 APR'11 MAY'11 JUNE'11 JULY'11 AUG'11 SEP'11 OCT'11 NOV'11 DEC'11
Coutrsey by: AD Viewer Pakistan
FM 89 FM 91 FM 96 FM 99 FM 100 FM 101 FM 103 FM 105 FM 106.2 FM 107

5. % OF TIME SLOTS ON ALL FM CHANNELS
22%
13%
12%
10%
14%
25% 4%
Courtsey by: Ad Viewer Pakistan
7:00:11:59 12:00 TO 14:59 15:00 TO 16:59 17:00 TO 19:59 20:00 TO 21:59 22:00 TO 23:59 00:00 TO 6:59
• 7:00 TO 11:59 TIME SLOT IS THE MOST AIRED ADVERTISED SLOT. COMPANIES PREFER TO AIRED THEIR ADS
AT THIS TIME SLOT.
• 17:00 TO 19:59 IS THE ANOTHER HIGHEST ADVERTISED TIME SLOT. MAJOR REASON FOR ADVERTISMENTS
IN THIS TIME SLOT IS PEOPLE DRIVE BACK TO THEIR HOME.

6. % OF TOP SEGMENTS ON ALL FM CHANNELS
22%
13%
12%
10%
14%
25% 4%
Courtsey by: Ad Viewer Pakistan
MORNING SHOW LUNCH TIME SPECIAL AFTER NOON SHOW EVENING SHOW PRIME TIME SHOW NIGHT SHOW LATE NIGHT SHOW
• COMPANIES PREFER TO ADVERTISE IN MORNING AND EVENING SHOWS.
• MAJOR REASON FOR ADVERTISEMENT IN THESE TIME SLOTS ARE PEOPLES ARE DRIVING TOWARDS THEIR OFFICES
AND THEN RETURN BACK TO THEIR HOMES
• THIS YEAR ONE OF THE MAJOR EVENT WAS THE CRICKET WORLD CUP 2011 WHICH FORCE COMPANIES TO
ADVERTISE IN EVENING
• MORNING SHOWS ON RADIO ARE MOST POPULAR AMONG LADIES ESPECIALLY HOUSE WIFES WHICH ATTRACTS
COMPANIES FOCUS AS WELL

7. TOP 10 COMPANIES ADVERTISED ON
ALL FM CHANNELS – % Wise Analysis
PEPSICO, 5%
SERVIS SHOES, 6%
UNILEVER, 27%
CALTEX, 7%
UBL, 7%
COCA COLA, 8%
NESTLE, 12%
MOBILINK, 8%
UFONE, 9% NOKIA, 11%
Courtsey by: AD Viewer Pakistan
• Among Top 10 Companies Unilever is one of Top. They have 27% share among all
• NESTLE AND NOKIA are the other major stake holders. They have 12% and 11% share of advertisement among top
10.
• Unilever Aired their Ads usually in the Top most TIME SLOTS and Segments.

8. TOP 10 INDUSTRIES ADVERTISE
IN ALL FM CHANNELS
300,000 24%
250,000
16%
200,000 14%
150,000 9%
8% 8% 8%
100,000 6%
3% 3%
50,000
- OTHERS
HOUSE HOLD
MOBILE PHONE
HOME APPLIANCES
PHARAMCEUTICAL
TELECOMMUNICATION
SHOES INDUSTRY
INSTITUTIONS
OIL & GAS MARKETING
FOOD & BEVERAGES
INDUSTRY
FINANCIAL
CHEMCIAL &
COMPANY
Courtsey by: AD Viewer Pakistan
• FOOD & BEVERAGES ARE THE TOP MOST INDUSTRY. THEIR SHARE AMONG ALL OTHER INDUSTRIES ARE 24%
• HOUSE HOLD
• Unilever Aired their Ads usually in the Top most TIME SLOTS and Segments.

9. % Product Wise Analysis – TOP 10
30%
26%
25%
22%
20%
15%
10%
9%
10%
7% 6%
6%
5% 5% 4%
5%
0%
NOKIA UFONE UBL LIPTON WALL'S NESTLE SUNSILK 7UP ARIEL MOBILINK
MOBILE YELLOW PESHAWARI CERELAC JAZZ
LABLE CRUNCH

10. ANALYSIS &
RECOMMENDATIONS – Highlights
• Our analysis are based on three cities which are:
• Karachi
• Lahore
• Islamabad
• Karachi has major share among all other cities which is 58% of total market. Lahore
has 24% while Islamabad has 18% market share.
• These analysis are based on companies and as well as industry wise portfolio.
• Unilever is one of the TOP companies who aired their advertisements during the
financial year. They have 27% aired share among other competitors. Major
concentration of their advertisements are in FM 107.
• Another Major Industry which is playing a pivotal role is Telecommunication and
they need to focus more and can produce variety of Ads according to Radio
demands (Short and more focused).
• UBL is one of the leading Advertisers among all other Financial Institutions in Radio
Channels which help them to reach to many.
• FM 107 is one of the leading advertisement Channel among their competitors.
They have significantly gained the market among their competitors.

11. ANALYSIS &
RECOMMENDATIONS – Highlights
• Major concentration of companies to aired their Ads are during Morning and Evening
Time Slots.
• Morning Time are one of the best times for Advertisements, the major reasons are
Peoples are driving towards their offices second House wives love to hear Morning
shows specially from 9:00 am to 11:59 am because Husbands left for offices while
children's are in school and they have leisure time in between.
• Companies can drive Ads and aired in Morning Slots according to Women demands
which will have a strong influence in there family.
• Evening slots are one of the hottest slots as well because Professionals are driving back
to their home. In this time slot financial institutions can play a major role and provide
their financial products in a better way to these professionals.
• Companies should not focus on one Radio Channel, they have to diversify their Ads to
different Radio Channels as well. The major reason of this point is that every radio
channel is producing different variety of programs according to peoples needs and
demands. So their Ads will have different impact during their diversification and may
reach to millions which is segmented according to FM Channels.

12. OFFICE LOCATIONS
ADDRESS:
D-294 BAGH-E-KORANGI SECTOR 10 KORANGI INDUSTRIEL AREA
KARACHI.
PHONE NO:
0300-925-88-36
0345-825-8836
EMAIL:
adviewerpakistan@yahoo.com
adviewerpakistan@gmail.com