radio advertising industry snapshot – august 2014
DESCRIPTION
A snapshot of the Radio Industry – August, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio? RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of August, 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots. 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.TRANSCRIPT
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RadioMonthly Report August 2014
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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
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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 during August 2014 followed by Tea and Websites. Combined the top three advertisers share amount to a total of 32.8%. Interestingly both Tea and Websites had no advertising share on Radio in July, 2014
• Unilever Pakistan was the top advertiser
• Lipton Yellow Label was the top advertised brand
• Beverages category that was among the top 4 last month now moves to bottom with a decreased share of 5%
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Last Month Rank
No. CATEGORIES (MINS)(%)
1 1 Telecom 14.6
- 2 Tea 9.2
- 3 Websites 9.0
10 4 Financial Branchless Banking 8.1
- 5 Detergent 7.3
- 6 Government 6.4
- 7 Educational Institution 5.7
5 8 Corporate Ads 5.6
4 9 Beverages-CSD 5.0
- 10 Shaving 3.5
*Top 10 Categories contributed 74.4% of the total Ad Volume.
INDUSTRY TOP 10 [CATEGORY]
(BASED ON NUMBER OF MINUTES)
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Last Month Rank
No. CORPORATIONS(MINS)
(%)
1 1 Unilever Pakistan 16.1
3 2 Telenor 7.2
5 3 Ufone GSM 6.8
- 4 Asani.com.pk 5.6
4 5 Pepsi 5.0
6 6 Mobilink 4.3
- 7 Government of Sindh 4.3
9 8 Procter & Gamble 3.9
- 9 Gilette 3.5
- 10 OLX 3.4
INDUSTRY TOP 10 [Advertisers]
(BASED ON NUMBER OF MINUTES)
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INDUSTRY TOP 10 [BRANDS]
(BASED ON NUMBER OF MINUTES)
Last Month Rank
No. BRANDS(MINS)
(%)
- 1 Lipton Yellow Label 7.9
- 2 Asani.com.pk 5.6
- 3 Sting energy drink 5.0
- 4 Govt.of Sindh 4.3
- 5 Gilette Blue 2 Plus 3.5
- 6 Ariel 3.5
9 7 Surf Matic 3.5
2 8 Ufone 3.4
- 9 OLX 3.4
- 10 U Paisa 3.4
Ecommerce Websites competing with each other such as Asani.com.pk and OLX have also chosen Radio for advertising.
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INDUSTRY TOP 10 [CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)
No. CAMPAIGNS ORGANIZATIONS(MINS)
(%)
1 Buy/Sell Anything in Pakistan Asani.com.pk 5.5
2 Sting Ka Jhatka Pepsi 5.0
3 Lipton Song Unilever Pakistan 4.6
4 Sindh Govt. Progress Govt. Of Sindh 4.2
5 Yellow To Blue Radio Gilette 3.5
6 New Technology Procter & Gamble 3.5
7 Revised Lip Dance Unilever Pakistan 3.2
8 Active SIM Get Free Calls For 1 Month Ufone GSM 3.0
9 Sony (Easy As ABC) OLX 2.8
10 Matic MMR Radio Unilever Pakistan 2.7
Ecommerce Websites competing with each other such as Asani.com.pk and OLX have also chosen Radio for advertising.
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Trend AnalysisJanuary - August 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities
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Trend AnalysisJuly-August 2014
Advertising in Minutes*
Based on 28 Radio Stations in 6 Cities
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Share in Millions
Trend AnalysisJuly-August 2014
Based on 28 Radio Stations in 6 Cities
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Advertising in Minutes %
Top 10 AdvertisersAugust 2014
Based on 28 Radio Stations in 6 Cities
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Advertising in Minutes %
Top 10 BrandsAugust 2014
Based on 28 Radio Stations in 6 Cities
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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
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CITY WISE SHARE%Share of Advertising
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Average Nos. of Ads / Day
An average of 1,662 ads were aired in Karachi on FM stations per day
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THE ENDTHE END
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