pakistan radio industry snapshot may 2013

RadioMonthly Report May13

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 MilesLaunched 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)

About the Report

Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.

SNAPSHOT

• Beverages topped in the advertising category followed by Telecom and Election Campaign in May, 2013

• Unilever Pakistan was the top Advertiser in May, 2013

• PTI emerged as a top advertised brand

Last Month Rank

No. CATEGORIES (MINS)(%)

1 1 Beverages 15.4

3 2 Telecom 14.4

6 3 Election Campaign 8.5

- 4 Dextrose 6.8

- 5 Bouillon 5.9

- 6 Financial Institution 4.5

5 7 Milk 4.2

4 8 Petroleum 3.9

- 9 Hair Care 3.8

- 10 Skin Care 3.1

*Top 10 Categories contributed 70.5% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORY]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

3 1 Unilever Pakistan 11.1

1 2 Pepsi 8.1

8 3 Engro Foods 7.5

4 4 Ufone GSM 6.8

5 5 Pakistan Tehreek-e-Insaf 6.6

2 6 Nestle Pakistan 5.4

- 7 Mobilink 3.8

- 8 Coca Cola 3.1

- 9 Qarshi Industries 3.1

- 10 Faysal Bank 3.0

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

*Only 2 of the top advertisers belong to Telecom Sector

INDUSTRY TOP 10 [BRANDS]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. BRANDS(MINS)

(%)

4 1 PTI 6.6

10 2 Mirinda 4.9

- 3 Omung Lassi 4.8

- 4 Uth Pack 3.9

- 5 Jam-e-Shereen 3.1

- 6 Mobit 3.0

3 7 Ufone GSM 2.8

- 8 Mobilink 2.6

- 9 Lipton Yellow Label 2.4

- 10 Garnier Baby Cream 2.0

*Only 2 of Top 10 brands belong to Telecom Sector

Trend AnalysisApril-May 2013

Advertising in Minutes*

Based on 28 Radio Stations in 3 Cities

Share in Millions

Trend AnalysisApril-May 2013

Based on 28 Radio Stations in 3 Cities

TIME BAND SHAREAdvertising in Minutes

CITY WISE SHARE%Share of Advertising

FM Channels ShareAdvertising in Minutes

•Total spent in May, 2013 was PKR 73,734,228 •Total Minutes of Advertising ran were 29,197 (minutes)

Average Nos. of Ads / Day

An average of 1,857 ads were aired in Karachi on FM stations per day

THE ENDTHE END

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For other queries, please contact PAS at:secretariat@pas.org.pk

Mr. Nasir ud Din nasir@mediamiles.biz nasir@mediamiles.biz

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