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A Joint Radio Tracking Report by PAS and Media Miles RADIO INDUSTRY ANALYSIS January 2011 – December 2011
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A Joint Radio Tracking Report by
PAS and Media Miles
RADIO INDUSTRYANALYSIS
January 2011 – December 2011
CreditsDATA & ANALYSIS BY:
MEDIA MILESABOUT THE COMPANY
Media Miles monitors radio across 3 metros and is the only source of radio airplay information in Pakistan.
Using state of the art audio fingerprint technology, radio content is identified and reported in real time.
It started its operations in 2007 with coverage of 6 FM stations in Lahore, and expanded to Karachi and Islamabad
covering 25 channels in 2010.
For query on DATA, contactMr. Mustafa Farooqi, Media Miles at:
For other queries, contact PAS at:[email protected]
SLIDE
Report Summary 4Period: Jan – Dec 2011
Total Advertising Minutes 5Total minutes of advertising in 2011 vs. 2010
Industry Monthly Trend 6Total minutes of advertising per month across 3 cities
Advertising Share by City 7City Break-up in Minutes
Industry Toppers 8 - 12Categories / Players / Brands
Advertising Share by Channels 13 - 14Channel Break-up Minutes & Ad Spend
Ad Occurrence 15 - 16Day and Day-Part Wise
Brand Clutter 17Nos. of Brands Advertised – 2011 vs. 2010
Avg. Nos. of Ads / Day 18City SplitCONTENT
In terms of minutes, advertising on Radio saw a singledigit an increase of 4% from 2010.
The month of July saw a significant increase,which may be due to the Ramazan factor.
Karachi has seen a major drop from 64% to 47% in its share of advertising in minutes. Contrary Islamabad saw a sharp increase from 6% to 24%.
This year Pepsi has made in to Top 10 players and brandthat were prominent on Radio.
Advertising across days is fairly constant with no particular day taking precedence over the others.
In terms of day-parts, it is seen that morning, evening drive-time andlate evening have been preferred slots of advertisers. Re
port
Sum
mar
y
TOTAL ADVERTISING MINUTES
2011 vs. 2010
2011 2010 410,000
415,000
420,000
425,000
430,000
435,000 434,993
418,893
2011 saw an increase of almost 4% from last year in volume i.e. number of minutes.
Average Minutes / Month in 2011: 36,249Approx. 4% increase from 2010
January February March April May June July August September October November December
2011 29153.63 41180.93 38606.4 37556.12 43291.4 38341.38 49325.3 44743.95 28049.5 33136.8 28652.78 22954.57
2010 30395.7 31345.4 43268.1 41689.1 39614.5 40486 34924.2 37868.8 23921.8 35650.6 30106.9 29622.9
22,500
27,500
32,500
37,500
42,500
47,500
52,500
INDUSTRY MONTHLY TRENDBASED ON NUMBER OF MINUTES ACROSS 3 CITIES
2011 vs. 2010
ADVERTISING SHARE BY CITY% Share of Total Minutes
3 STATIONS
Karachi Lahore Islamabad0%
10%
20%
30%
40%
50%
60%
70%
47%
30%
24%
64%
31%
6%
2011 2010
Share of minutes in % for Islamabad has grown approx. 290% from last year. However, for Karachi the share has declined more than half.
No. CATEGORIES 2011 20101 Telecom 19.1% 23.2%2 Beverages 8.8% 6.1%3 Financial Institutions 7.0% 5.6%4 Cell Phones 4.7% 3.4%5 Milk 4.0% 2.9%6 Ice Cream 3.8% 3.4%7 Petroleum 3.7% 4.1%8 Cosmetics 3.6% 2.8%9 Laundry Detergent 3.54% 3.1%
10 Food 3.52% 3.3%
INDUSTRY TOP 10 CATEGORIESBASED ON NUMBER OF MINUTES
(MINS in %)
Cosmetics category has made in top 10 in 2011, replacing the Tea category this year.
INDUSTRY TOP 10 PLAYERSBASED ON NUMBER OF MINUTES
No. CORPORATIONS 2011 2010
1 Unilever Pakistan 11.2% 12.0%2 Ufone GSM 6.9% 3.3%3 Nestle Pakistan Limited 5.3% 3.3%4 Mobilink 4.3% 2.9%5 Telenor 3.9% 9.3%6 China Mobile 3.7% 5.2%7 Pepsi 3.3% 1.2%8 UBL 3.0% 1.4%9 Nokia 2.9% 3.2%
10 Engro Foods 2.6% 3.3%
Pepsi and UBL were not in Top 10 in 2010. They climbed up this year replacing P&G and Caltex Oil.
(MINS in %)
No. CORPORATIONS 2011 20101 Unilever Pakistan 13% 13%2 Nestle Pakistan 5% 3%3 Ufone GSM 5% 2%4 United Bank Limited 3% 1%5 Nokia 3% 3%6 Mobilink 2% 2%7 Telenor Pakistan 2% 7%8 Coca Cola 2% 2%9 Service Sales Corporation 2% 1%
10 Pepsi 2% 1%
INDUSTRY TOP 10 PLAYERSBASED ON NUMBER OF FREQUENCY
Occurrence %
UBL, Coca Cola and Pepsi replaced China Mobile, Engro Foods and Caltex Oil making in Top 10 in 2011.
No. BRANDS 2011 20101 Ufone GSM 6.86% 2.69%2 Zong 3.46% 5.18%3 Jazz 3.32% 2.20%4 Pepsi 2.58% 0.57%5 Nestle Cerelac 1.68% 1.62%6 McDonalds 1.45% 0.75%7 UBL Omni 1.31% 1.46%8 LU Bakeri 1.28% 0.02%9 Coca Cola 1.25% 0.8%
10 Surf Excel 1.20% 1.54%
INDUSTRY TOP 10 BRANDSBASED ON NUMBER OF MINUTES
(MINS in %)
Pepsi, McDonalds, UBL Omni, LU Bakeri and Coca Cola replaced this year Telenor, Talkshawk, djuice, Walls Cornetto and Liption, making to the top 10 this list of 2011.
INDUSTRY TOP 10 BRANDSBASED ON NUMBER OF CAMPAIGNS
No. BRANDS 2011 2010
1 Jazz 68 532 Ufone GSM 35 183 UBL Omni 21 234 Talkshawk 18 295 Pepsi 16 46 Samaa TV 15 107 Nokia 14 208 Zong 14 459 Azm-e-Aalishan 13 17
10 HUM TV 13 3
CAMPAIGNS
In 2011 Pepsi, Samaa TV, Nokia and Hum TV reached the Top 10 replacing Telenor, djuice and government advertising.
FM10717%
FM10313%
FM10013%
FM9112%FM106.2
10%
FM1058%
FM897%
Power996%
Josh996%
FM965%
FM1012%
ADVERTISING SHARE BY CHANNELS% Share: TOTAL MINUTES
TOTAL RADIO INDUSTRY – 3 CITIES
FM10317%
FM106.216%
FM10016%
FM10714%
FM9112%
FM8911%
Power994%
FM1054% FM101
2%
FM962%
Josh991%
ADVERTISING SPEND BY CHANNELS% Share: AD SPEND
TOTAL RADIO INDUSTRY – 3 CITIES
*Based on Tariff Rates
RADIO AD OCCURANCE BY DAYS OF WEEKAverage Nos. of Ads on a Day
ACROSS 3 CITIES
*Based on Unique Channels Across 3 Cities
Monday
Tuesday
Wednesd
ay
Thursday
Friday
Saturd
ay
Sunday -
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
1,704 1,790
1,604 1,479
1,694 1,742 1,695
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
RADIO AD OCCURANCE BY DAYPARTAverage Nos. of Ads in Day part
ACROSS 3 CITIES
• Late Evening 7 pm – 10 pm • Night Time 10 pm – 12 am • Early Night 12 am – 1 am • Late Night 1 am –
7 am
Morning House Show / Life
Style
Afternoon Drive
Pre – Drive Time
Drive Time Evening
Late Evening Night Time Early Night Late Night -
50
100
150
200
250
300
350
400
353
157 139 126
333 330
196
18 17
BRAND CLUTTERNos. of Brands Advertised In 2011 vs. 2010
Karachi Lahore Islamabad0
100
200
300
400
500
600
700
583613
519
469
539
459
2011 2010
AVERAGE NUMBER OF ADS / DAYComparison 2011 vs. 2010
Karachi Lahore Islamabad0
500
1,000
1,500
2,000
2,500
2,306
1,508
1,190
2,153
1,580
1,155
2011 2010
For query on DATA, please contact Mustafa Farooqi at:Tel: (042) 3668 6170 / 3668 6171
Cell: (0321) 4022240Email: [email protected]
For other questions, please contact PAS at:[email protected]
THE END
