Download - Radio Industry Report 2009-10
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A Joint Radio Tracking Report by
PAS and Media Miles
RADIO INDUSTRYANALYSIS
July 09 – June 10
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About the reportThis document focuses on the various aspects of commercial airtime on
Radio for the period July 2009-June 2010. The report includes various formof analysis on monthly trends, top categories and brands, the total share
of voice and spend channel and city wise. It also gives information onaverage number of ads by days and day-parts . In addition,
it will also gives information on brand clutter.
ANALYSIS BY: MEDIA MILES
NOTE:Ad volume is based on minutes and ad occurrences.
The figures should be taken only as indicativenot as absolute figures.
For query on DATA, please contact Mr. Annas Ahmed, Media Miles at:[email protected]
If you have any other questions, please contact PAS at:[email protected]
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SLIDEAbout Radio Industry 4Facts & figures
Industry Monthly Trend 5Total minutes of advertising per month across 3 cities
Industry Top 10 ‘s 6 - 10Categories / Players / Brands
Advertising Share & Spend 11 – 16Channel / City Break-up
Ad Occurrence 17 - 19Day and Day-Part Wise / City Split
Brand Clutter 20 - 22Nos. of Brands Advertised – Monthly & City Split
Avg. Nos. of Ads / Day 23 – 24City and Monthly Split
CONTENT
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More than 110 commercial radio licenses have been issued by PEMRA
100 stations are operational
There are about 25 non-commercial licenses issued to universities
Radio spends have increased at approx 25 to 30% annually
12% of population listen to Radio in urban Pakistan
45% listen to Radio everyday*
On an average in a day, 14% of listeners, listen to radio for at least 30-60minutes*
47% of people listen radio on their mobile set while 41% listen it at home*
Punjab with 47% has the highest listenership of radio, followed by Sindh at 39%, Khyber Pakhtun Khwa with 10% and Balochistan with 5% *
* Base is the 12% listeners in Urban PakistanSource: CMi (MEMRB Pakistan) and Media Miles
ABOUT RADIO MILESRadio Miles digitally monitors radio across 3 metros and is the only source of radio airplay information in
Pakistan. It started its operations in 2007 with coverage of 6 FM stations in Lahore, and expanded toKarachi and Islamabad covering 25 channels in 2010. Using state of the art audio fingerprint
technology, radio content is identified and reported in real time. Fact
s & F
igur
es
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July
August
September
October
November
December
January
February
March AprilMay
June 20,000
25,000
30,000
35,000
40,000
45,000
24,918
29,935
25,020 24,143
29,388
27,308
30,395 31,345
43,268 41,692
39,615
40,486
INDUSTRY MONTHLY TREND(BASED ON NUMBER OF MINUTES ACROSS 3
CITIES)July 2009 – June 2010
• Despite of Having Lesser Brands Advertising In 2010, Average Minutes Are More Than That of 2009• The Share of Telecom In January 2010 Crossed 33% of The Total Radio Industry• The Share of Telecom In May 2010 Surprisingly Decreased To 12% of The Total Radio Industry
Average Minutes (2009): 21,887 Average Minutes (2010) : 38,347
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No. CATEGORIES (MINS in %)1 Telecom 25.52 Beverages 5.63 Financial Institutions 5.54 Food 4.15 Hotel & Restaurants 3.86 Ice Cream 3.77 Shampoos 3.48 Petroleum 3.19 Cell Phones 3.0
10 Tea 2.8
INDUSTRY TOP 10 CATEGORIESBASED ON NUMBER OF MINUTES
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INDUSTRY TOP 10 PLAYERSBASED ON NUMBER OF MINUTES
No. CORPORATIONS (MINS in %)1 Unilever Pakistan 11.3
2 Telenor 8.9
3 China Mobile 4.5
4 Mobilink 3.7
5 Ufone GSM 3.4
6 Engro Foods 3.0
7 Nokia 2.8
8 Nestle Pakistan 2.6
9 PTCL 2.2
10 KFC 2.1
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No. CORPORATIONS (Occurrence %)1 Unilever Pakistan 13.12 Telenor 6.93 Nestle Pakistan 3.04 Mobilink 3.05 Ufone GSM 2.76 Engro Foods 2.67 Nokia 2.68 China Mobile 2.49 PTCL 2.0
10 English Biscuit Manufacturers 2.0
INDUSTRY TOP 10 PLAYERSBASED ON NUMBER OF OCCURRENCES
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INDUSTRY TOP 10 PLAYERSBASED ON NUMBER OF CAMPAIGNS
No. BRANDS CAMPAIGNS1 Telenor 126
2 Unilever Pakistan 86
3 Mobilink 68
4 Warid 52
5 China Mobile 50
6 Nokia 44
7 Engro Foods 41
8 Government 32
9 English Biscuit Manufacturers 24
10 Nestle Pakistan & Ufone 23
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No. BRANDS (MINS%)1 Zong 4.52 Jazz 3.13 Telenor Corporate 3.14 Djuice 2.65 Ufone GSM 2.56 Talk Shawk 2.27 KFC 2.08 Wall’s Cornetto 1.79 Sunsilk 1.5
10 Knorr 1.3
INDUSTRY TOP 10 BRANDSBASED ON NUMBER OF MINUTES
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FM 9119%
FM 10018%
FM 10315%
FM 106.215%
FM 8911%
FM 1079%
FM 993%
FM 1053%
FM 1013%
FM 963%
ADVERTISING SHARE BY CHANNELS% Share of Total Minutes
TOTAL RADIO INDUSTRY – 3 CITIES
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FM 1013% FM 91
16%
FM 106.216%
FM 10015%
FM 8913%
FM 10313%
FM 10712%
FM 996%
FM 1054% FM 96
3%
ADVERTISING SPEND BY CHANNELS% Share of Ad Spend
TOTAL RADIO INDUSTRY – 3 CITIES
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Karachi
44%
Lahore31%
Is-lam-abad24%
ADVERTISING SHARE BY CITY% Share of Total Minutes
3 STATIONS
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ADVERTISING SHARE BY CITY% Share of Total Minutes
KARACHI
FM 10721%
FM 10316%
FM 9114%
FM 10013%
FM 106.211%
FM 898%
FM 1057%
FM 967%
FM 1013%
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FM 10326%
FM 10021%
FM 9121%
FM 106.217%
FM 8912%
FM 1012%
ADVERTISING SHARE BY CITY% Share of Total Minutes
LAHORE
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FM 9125%
FM 10023%
FM 106.219%
FM 8915%
FM 9914%
FM 1015%
ADVERTISING SHARE BY CITY% Share of Total Minutes
ISLAMABAD
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RADIO AD OCCURANCE BY DAYS OF WEEKAverage Nos. of Ads / Day
Monday Tuesday WednesdayThursday Friday Saturday Sunday -
500
1,000
1,500
2,000
2,500
2,072 2,031 2,207 2,257
2,153 2,121
1,851
*Based on Unique Channels Across 3 Cities
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TIME DEFINITIONS
• 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
1,043
554
381 339
935
1,115
489
66 700
200
400
600
800
1000
1200
RADIO AD OCCURANCE BY DAYPARTAverage Nos. of Ads / Day part
• Late Evening 7 pm – 10 pm • Night Time 10 pm – 12 am • Early Night 12 am – 1 am • Late Night 1 am –
7 am
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RADIO AD OCCURANCE BY DAY-PARTAverage Nos. of Ads / Day-part
CITY WISE BREAK-UP
Morning
House Show / L
ife...
Afternoon Drive
Pre-Driv
e Time
Drive Tim
e Evening
Late Eve
ning
Night T
ime
Early N
ight
Late Nigh
t0
50
100
150
200
250
300
350
400
450
500
550
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BRAND CLUTTERNos. of Brands Advertised In 2009-2010
Karachi Lahore Islamabad0
200
400
600
800
1000
403494
409
345
383
331
2009 (July-Dec) 2010 (Jan-June)
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BRAND CLUTTERNos. of Brands Advertised: 2009 (July – December)
City Wise Split
July August September October November December Total0
100
200
300
400
500
600
700
800
900
1000
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January February March April May June Total0
100
200
300
400
500
600
700
800
900
1000
BRAND CLUTTERNos. of Brands Advertised: 2010 (January – June)
City Wise Split
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AVERAGE NUMBER OF ADS / DAYJuly 2009 – June 2010
Karachi Lahore Islamabad0
500
1,000
1,500
2,000
2,500
3,000
2,243
1,626
1,124
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AVERAGE NUMBER OF ADS / DAY
July August Sep-tember
October November December January February March April May June0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
TOTAL 3,324 4,733 4,061 3,840 4,711 3,791 4,055 4,920 6,128 4,836 5,752 9,766
July 2009 – June 2010
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For query on DATA, please contact Media Miles at:Tel: (042) 574 3526Cell: (0345) 440 8883Email: [email protected] or
For other questions, please contact PAS at:[email protected]
THE END