radio advertising industry snapshot – feb 2015
TRANSCRIPT
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 followed by Milk & Diary and Financial Branchless Banking in February 2015.
• Telenor was the top advertiser in Feb 2015.
• Telenor 3G was the top advertised brand.
Last Month Rank
No. CATEGORIES(MINS)
(%)
1 1 Telecom 15.4%
- 2 Milk and Dairy 8.8%
9 3 Financial Branchless Banking 5.7%
- 4 Beverages - CSD 4.9%
- 5 Corporate Ads 4.6%
7 6 Government 4.6%
- 7 Hair Care 3.6%
- 8 Hotel & Restaurants 3.2%
- 9 Automotive 2.9%
5 10 Confectionary 2.7%
*Top 10 Categories contributed 56.2% of the total Ad Volume.
INDUSTRY TOP 10 [CATEGORIES]
(BASED ON NUMBER OF MINUTES)
Last Month Rank
No. CORPORATIONS(MINS)
(%)
3 1 Telenor 11.4%
9 2 Unilever Pakistan 5.5%
6 3 Mobilink 5.3%
- 4 Nestle Pakistan 5.0%
- 5 Engro Foods 4.2%
4 6 Pepsi 3.9%
- 7 K & Ns 3.2%
2 8 PTCL 2.6%
- 9 PTA 2.5%
5 10 P&G Pakistan 2.2%
INDUSTRY TOP 10 [Advertisers]
(BASED ON NUMBER OF MINUTES)
INDUSTRY TOP 10 [BRANDS]
(BASED ON NUMBER OF MINUTES)
Last Month Rank
No. BRANDS(MINS)
(%)
3 1 Telenor 3G 5.5%
- 2 TalkShawk 4.6%
- 3 Tarang Milk 3.9%
- 4 K & Ns 3.2%
- 5 Nestle Milk Pack 2.7%
- 6 Mobi Cash 2.7%
- 7 Mobilink 3G 2.7%
- 8 PTA 2.5%
- 9 PTCL Broadband 2.5%
5 10 Pantene 2.2%
INDUSTRY TOP 10 [CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS(MINS)
(%)
1 Pakistan Ka K & Ns K & Ns 3.1
2 4 Step To Save Milk (Urdu) Nestle Pakistan 2.7
3 Unlimited Internet Weekly Offer Telenor 2.5
4 SIM Apnay Naam Karo PTA 2.4
5 Water Damage Procter & Gamble 2.2
6 Tarang’s Latest Maganum Opus Engro Foods 2.2
7 Lakhoun ke Call 2 Offer Telenor 1.8
8 World Cup Party Pack Pepsi 1.7
9 Munafa Rozana Account 6.5% P.A. Silkbank 1.7
10Pay Through Omni Mobile App, SMS Code, ATM Card
UBL 1.7
Total Minutes: 46,373
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
Average Nos. of Ads / Day
An average of 3,410 ads were aired in Karachi on FM stations per day
Faisalabad 34,357Hyderabad 19,769Islamabad 76,058Karachi 102,294Lahore 87,674Multan 20,519Total 340,671
THE ENDTHE END
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