A Snapshot of the Radio Industry – October 2010

Monthly Reports

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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