RADIO ANALYSISAugust 2017
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 Financial Institutions and
Beverages-CSD in August 2017.
Pakistan Mobile Communications Limited was the top advertised player
Jazz was the top advertised brand
Total Minutes: 70,830
TOP 10 CATEGORIES
Top 10 Categories contributed 64.5% of the total Ad Volume.
CATEGORIES (MINS)
(%) LM TM
Telecom 14.5% 1 1
Financial Institution 13.1% 9 2
Beverages-CSD 7.7% 4 3
Real Estate 7.0% 3 4
Garments 4.8% - 5
Websites/Apps 4.1% 2 6
Financial Services 3.8% - 7
Electronics 3.3% - 8
Petroleum 3.1% 10 9
Confectionary 3.1% - 10
TM=This month / LM= Last month
TOP 10 ADVERTISERS
Only 2 of the top advertisers belong to Telecom Sector
ADVERTISERS (MINS)
(%) LM TM
Pakistan Mobile Communications Limited 10.4% 1 1
The Coca-Cola Export Corporation 5.4% - 2
Pepsi-Cola International (Pvt) Ltd 4.1% 3 3
Habib Bank Ltd 4.0% - 4
Pakistan Telecommunication Company Ltd 3.1% - 5
Packages Construction (Pvt.) Ltd. 3.0% 4 6
United Bank Limited 2.8% - 7
Standard Chartered Bank 2.6% - 8
Nestle' Pakistan Limited 2.6% 7 9
Careem Networks Pakistan (Pvt.) Ltd. 2.3% 9 10
TM=This month / LM= Last month
TOP 10 BRANDS
Only 2 of the Top 10 brands belong to Telecom Sector
TM=This month / LM= Last month
BRANDS (MINS)
(%) LM TM
Jazz 7.6% 1 1
Coca Cola 3.6% - 2
Pepsi 3.5% 8 3
PTCL 3.1% - 4
Packages Mall 3.0% 3 5
Jazz Cash 2.8% 7 6
UBL 2.8% - 7
HBL 2.4% - 8
Careem 2.3% 9 9
Coke Studio 1.8% - 10
No. CAMPAIGNS CORPORATION Total
1 Aye Khuda (Father & Daughter) State Life Insurance Corporation of Pakistan 4.31%
2 Winter Collection 2015 (Song) Girl Nishat Linen (Private) Limited 2.87%
3 The Banker Award 2015 National Bank of Pakistan 2.59%
4 DANEDAR FAWAD KHAN -45 Tapal Tea (Pvt.) Ltd. 2.58%
5 Naya Nestle Cerelac With Iron Nestle' Pakistan Limited 2.53%
6 Bay Fekar Mustaqbil Jubilee Life Insurance Company Limited 2.24%
7 Mobilink Introduces Jazz X Mobile phones Pakistan Mobile Communications Limited 2.16%
8 Mehfooz Andaz Nestle' Pakistan Limited 2.10%
9 Easy Card Rs.300 & 500 Telenor & PTCL Minutes Telenor Pakistan (Pvt) Limited 2.03%
10 Better Cleaning Experience Packages Limited 1.87%
INDUSTRY TOP 10 [CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
1 Azadi Song United Bank Limited 2.78%
2 HBL Shop Fest 2017 With Daraz. Habib Bank Ltd 2.43%
3 The National Anthem of Pakistan The Coca-Cola Export Corporation 2.23%
4 Celebrating Independence Day Packages Counstruction (Pvt.) Ltd. 2.22%
5 Monthly Browzer Offer Pakistan Mobile Communications Limited 2.18%
6 For 1 Year Age Nestle' Pakistan Limited 1.64%
7 Share Karo Hilal Confectionary (Pvt) Ltd 1.58%
8 Ferozepur City Housing Scheme Lahore Ferozpur City 1.57%
9 Send 50,000 by Biomatric System Pakistan Mobile Communications Limited 1.56%
10 Quaid-e-Azam Muhammad Ali Jinnah 117 Sec. Pakistan Telecommunication Company Ltd 1.55%
• 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 Evening7 pm – 10 pm • Night Time 10 pm – 12 am • Early Night 12 am – 1 am • Late Night 1 am – 7 am
TIME BAND SHARE
Morning and Evening attracted more advertisers throughout all cities.
Time Band Share
42,823
30,343
43,620
1,666 1,397
31,599
97,491107,238
81,509
0
20,000
40,000
60,000
80,000
100,000
120,000
Mor
ning
Hous
e Sho
w /
Life S
tyle
Afte
rnoo
n Driv
e
Pre –
Driv
e Tim
e
Driv
e Tim
e Even
ing
Late Even
ing
Nig
ht T
ime
Early
Nig
ht
Late N
ight
No. of Ads
CITY-WISE SHARE
Karachi has the maximum share of advertising
City-wise Share
Islamabad
24%Lahore
26%
Multan
2%
Faisalabad
10%
Hyderabad
7%Karachi
31%
BRAND CLUTTER
Lahore had the maximum share of advertising
192 189 187
152
117
75
0
50
100
150
200
Lahore Karachi Islamabad Faisalabad Hyderabad Multan
Brand Clutter
No. of Brands
No. of distinctive brands per station
BRAND CLUTTERLahore had th e maximum share of advertising
58
61
79
19
22
22
Faisalabad
56
22
55
56
Hyderabad
58
79
22
78
112
110
51
98
28
Islamabad
56
57
79
22
78
36
112
110
98
65
5
36
Karachi
59
62
80
23
78
113
111
51
99
20
Lahore63
22
Multan
FM101
FM103
FM89
FM90
FM94
FM94.6
FM100
FM105
FM106.2
FM107.4
FM89.4
FM91
Pow er99
FM107
FM96
Josh99
FM93
No. of distinctive brands per time slot
BRAND CLUTTERLahore had th e maximum share of advertising
71
133
12
116
129
9
129
89
77
Faisalabad
49
105
4
69
97
3
93
66
53
Hyderabad
125
168
70
156
164
77
166
131
149
Islamabad
123
164
72
160
163
79
165
130
156
Karachi
132
167
71
161
163
78
163
130
154
Lahore
32
60
3
49
54
2
53
37
32
Multan
Afternoon Drive
Drive Time Evening
Early Night
House Show / Life Style
Late Evening
Late Night
Morning
Night Time
Pre – Drive Time
AVG. NOs of Ads per Day
An average of 4,303 were aired on Karachi FM Stations per day
4,3033,894
3,581
1,513968
330
0
1,000
2,000
3,000
4,000
5,000
Karachi Lahore IslamabadFaisalabadHyderabad Multan
No. of Ads / Day
No. of Ads
Karachi 129,083Lahore 116,821Islamabad 107,427Faisalabad 45,401Hyderabad 29,053Multan 9,902
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