A Snapshot of the Radio Industry – October 2010

Top 10 Categories

S. No.	Advertiser	% Mins	Ranking
			TM	LM
1	Soaps	13.5	1	–
2	Telecom	12.4	2	1
3	Financial Institution	9.3	3	8
4	Laundry Detergent	9.1	4	4
5	Petroleum	7.9	5	–
6	Shoes	4.8	6	3
7	Health	3.9	7	9
8	Appliances	3.8	8	–
9	Biscuits	3.6	9	–
10	Beverages	3.6	10	5

Top 10 Advertisers

S. No.	Advertiser	% Mins	Ranking
			TM	LM
1	Unilever Pakistan	13.6	1	–
2	Procter & Gamble	13.0	2	3
3	Caltex Oil Pakistan	7.2	3	–
4	Telenor	4.2	4	1
5	China Mobile	3.6	5	6
6	Servis Industries	3.6	6	8
7	English Biscuit Manufacturers	2.7	7	–
8	PTCL	2.6	8	–
9	Engro Food Corporation	2.6	9	–
10	Nestle Pakistan Limited	2.5	10	4

Top 10 Brands

S. No.	Advertiser	% Mins	Ranking
			TM	LM
1	Safeguard	10.2	1	–
2	Surf Excel	9.1	2	–
3	Havoline Engine Oil	6.3	3	–
4	Zong	3.6	4	7
5	Lifebuoy Soap	3.3	5	–
6	Pantene	2.8	6	–
7	Talkshawk	2.8	7	3
8	PTCL Broadband	2.6	8	–
9	Engro Rupaiya Certificate	2.6	9	–
10	Gluco	2.6	10	–

Time Band Share

S. No.	Time Band	Advt. Mins
1	Morning	30,081
2	House Show / Lifestyle	16,698
3	Afternoon Drive	13,392
4	Pre-Drive Time	7,773
5	Drive Time Evening	26,864
6	Late Evening	30,525
7	Night Time	15,736
8	Early Night	1,502
9	Late Night	1,030

City-Wise Share

S. No.	City	% Share
1	Karachi	44.25%
2	Lahore	32.01%
3	Islamabad	23.75%

Brand Clutter

S. No.	City	No. of Ads
1	Karachi	101
2	Lahore	105
3	Islamabad	89

Average Number of Ads/Day

S. No.	City	No. of Ads
1	Karachi	2,068
2	Lahore	1,581
3	Islamabad	1,138

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