RadioMonthly Report December 2014

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

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

• Telecom topped the advertising on Radio followed by Food and Milk category in December 2014.

• Nestle Pakistan was the top advertiser in December 2014.

• Milk Pack Cream was the top advertised brand.

Last Month Rank

No. CATEGORIES (MINS)(%)

1 1 Telecom 13.6%

- 2 Food 12.8%

- 3 Milk 8.8%

- 4 Insurance Companies 7.3%

7 5 Financial Institution 6.7%

3 6 Financial Services 6.7%

2 7 Government 4.2%

- 8 Medicine 3.5%

- 9 Airline-Travelling 2.7%

8 10 Broadband 2.5%

*Top 10 Categories contributed 68.6% of the total Ad Volume.

INDUSTRY TOP 10 [CATEGORIES]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. CORPORATIONS(MINS)

(%)

3 1 Nestle' Pakistan Limited 17.6%

1 2 Telenor 11.0%

4 3 Mobilink 4.1%

- 4 State Life 3.4%

- 5 Jubilee Insurance 3.1%

- 6 Qarshi Industries (Pvt) Ltd 3.0%

- 7 Shalimar Food Products 2.9%

7 8 PTCL 2.5%

- 9 Habib Bank Limited 2.2%

- 10 Ideas By Gul Ahmed 2.0%

INDUSTRY TOP 10 [Advertisers]

(BASED ON NUMBER OF MINUTES)

INDUSTRY TOP 10 [BRANDS]

(BASED ON NUMBER OF MINUTES)

Last Month Rank

No. BRANDS(MINS)

(%)

- 1 Milk Pack Cream 6.2%

1 2 Telenor 3G 5.2%

- 3 Nestle Nesvita Calcium Plus 3.8%

- 4 State Life 3.4%

- 5 Nestle Milk Pack 3.2%

- 6 Jubilee Insurance 3.1%

- 7 Tulsi Pan Masala 2.9%

- 8 Johar Joshanda 2.8%

- 9 Djuice 2.7%

4 10 Pakistan Polio Eradication 2.2%

INDUSTRY TOP 10 [CAMPAIGNS]

(BASED ON NUMBER OF MINUTES)

No. CAMPAIGNS ORGANIZATIONS(MINS)

(%)

1 Ghar Aye Mehman (Song) Nestle' Pakistan 7.7

2 Anwar Maqsood Nestle Pakistan 3.2

3 La Jawab Song 120 Sec. Shalimar Foods 2.9

4 Three Time's A Day Qarshi Industries 2.8

5 Djuice Double Offer Radio Telenor 2.7

6 Online Pakistan Telenor 2.5

7 Bones Strong to Mein Strong Nestle Pakistan 2.0

8 Winter Sale Upto 70% Off Gul Ahmed 2.0

9 Pre Payment Plan (Father & Saad) State Life 1.9

10 Telenor Music Direct Telenor 1.7

Total Minutes: 46,373

Trend AnalysisJanuary - December 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Trend AnalysisNov – Dec 2014

Advertising in Minutes*

Based on 28 Radio Stations in 6 Cities

Share in Millions

Trend AnalysisNov - Dec 2014

Based on 28 Radio Stations in 6 Cities

FM Channel ShareAdvertising in Minutes

Dec 2014

TIME BAND SHAREAdvertising in Minutes

Evening time and Morning 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

CITY WISE SHARE%Share of Advertising

Average Nos. of Ads / Day

An average of 3,188 ads were aired in Karachi on FM stations per day

Faisalabad 26,928Hyderabad 20,867Islamabad 69,374Karachi 95,639Lahore 76,313Multan 13,387Total 302,508

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.biz nasir@mediamiles.biz

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