Radio Advertising Monthly Analysis, May 2014

A snapshot of the Radio Industry – May, 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 May, 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.

Trend Analysis
April-May 2014
Advertising in Minutes

Trend Analysis
April-May 2014
Share in Millions

The Radio advertising trend indicated a dip of 13% from March to April 2014 that swelled by 59% in May 2014. Similarly the share in millions dropped by 10% in April; rising again in May 2014 by 66%. Total advertising minutes on Radio increased by 93% from May 2013 to May 2014 indicating a healthy growth pattern.

INDUSTRY TOP 10
[CATEGORY]
(BASED ON NUMBER OF MINUTES)

Last Month Rank	No.	CATEGORIES	(MINS) (%)
1	1	Telecom	11.0
2	2	Beverages – Dextrose	7.6
–	3	Hair care	5.7
–	4	Biscuits	5.3
–	5	Milk and Dairy	5.1
7	6	Petroleum	5.0
10	7	Skin Care	4.5
–	8	Garments	3.6
–	9	Corporate Ads	3.6
–	10	Water	3.5

For the last 3 months, Telecom category retains the top position as the most advertised category on Radio with a share of 10%. The top 10 categories contributed 55% to the total ad spend on Radio in May 2014.

INDUSTRY TOP 10
[Advertisers]
(BASED ON NUMBER OF MINUTES)

Last Month Rank	No.	CORPORATIONS	(MINS) (%)
1	1	Unilever Pakistan	13.8
–	2	Nestle Pakistan	10.5
–	3	Continental Biscuits	5.3
8	4	Ufone GSM	5.1
9	5	Qarshi Industries	3.7
2	6	Pepsi Pakistan	3.2
–	7	Caltex Oil Pakistan	3.1
–	8	Procter & Gamble	2.9
–	9	Mobilink	2.9
7	10	Telenor	2.7

Unilever Pakistan is the top advertiser on Radio in May 2014 followed by Nestle. The top 10 advertisers contributed 53% to the total ad spend on Radio in May 2014.

INDUSTRY TOP 10
[BRANDS]
(BASED ON NUMBER OF MINUTES)

Last Month Rank	No.	BRANDS	(MINS) (%)
–	1	Gala	5.3
2	2	Ufone	3.9
–	3	Tarang Milk	3.8
–	4	Nestle Pure Life	3.5
5	5	Jam-e-Shereen	3.3
–	6	Dove Shampoo	3.0
–	7	Safeguard	2.9
–	8	Nestle Maggi	2.7
–	9	Havoline	2.4
–	10	Dura Flux	2.4

Interestingly Coca Cola brand that advertised the most on Radio in April 2014 did not advertised at all during May 2014. Ufone and Tarang brands retained their position as number 2 and 3 respectively. Last year PTI was the top brand advertised on Radio in May 2013.

INDUSTRY TOP 10
[CAMPAIGNS]
(BASED ON NUMBER OF MINUTES)

No.	CAMPAIGNS	ORGANIZATIONS	(MINS) (%)
1	Mere Des Ka Biscuit(May14)	Continental Biscuits	5.2
2	SFG Anthem Radio Copy	Procter & Gamble	2.9
3	Pyar Ka Daira	Nestle Pakistan	2.5
4	NPL HOD	Nestle Pakistan	2.4
5	Weather Intelligence Technology	Diamond Paints	2.3
6	Buy & Win Cash	Caltex Oil Pakistan	2.3
7	Farmer (puj)	Nestle Pakistan	2.2
8	Pakistan’s No.1 Favorite Drink	Qarshi Industries	2.0
9	Win Trip To Dubai	Pepsi	1.8
10	Summer Sale	Bonanza	1.5

The top advertised campaign on Radio in May 2014 was that of Gala (Mere Des Ka Biscuit), enjoying a share of 5.2% followed by Safeguard anthem.

TIME BAND SHARE
Advertising in Minutes

Morning and Evening time slot attracted more advertisers throughout all cities

The most popular time slots for advertising on Radio remained Drive Time Evening, Late Evening and Morning Time throughout Pakistan.

CITY WISE SHARE
%Share of Advertising

The top 3 stations of Karachi, Lahore and Islamabad enjoy a combined share of 81% of advertising on Radio.

FM Channels Share
Advertising in Minutes

• Total spent in April, 2014 was PKR 141,141,663/-

• Total Minutes of Advertising ran were 56,604 (minutes)

Radio Channel FM 107 that consistently remained the most popular channel for advertisers in March and April dropped to position 4 in May, 2014. FM 106.2 switched to number one position in May 2014 mostly owing to a recent campaign of the channel heavily advertised.

Average Nos. of Ads / Day

Total number of ads across top 6 stations rose by 33% in May 2014 with Karachi enjoying the highest share of 32%.