A Joint Radio Tracking Report by

PAS and Media Miles

RADIO INDUSTRYANALYSIS

July 09 – June 10

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:annas.ahmed@mediamiles.biz

If you have any other questions, please contact PAS at:secretariat@pas.org.pk

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

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

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

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

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

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

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

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

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

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

Karachi

44%

Lahore31%

Is-lam-abad24%

ADVERTISING SHARE BY CITY% Share of Total Minutes

3 STATIONS

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%

FM 10326%

FM 10021%

FM 9121%

FM 106.217%

FM 8912%

FM 1012%

ADVERTISING SHARE BY CITY% Share of Total Minutes

LAHORE

FM 9125%

FM 10023%

FM 106.219%

FM 8915%

FM 9914%

FM 1015%

ADVERTISING SHARE BY CITY% Share of Total Minutes

ISLAMABAD

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

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

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

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)

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

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

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

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

For query on DATA, please contact Media Miles at:Tel: (042) 574 3526Cell: (0345) 440 8883Email: support@mediamiles.biz or

For other questions, please contact PAS at:secretariat@pas.org.pk

THE END