Telecom sector nurturing radio industry in Pakistan

By Yasir Ameen Feb 14th, 2012 ( 9 Comments )

Islamabad: Telecom sector is one of the leading sectors having diversified and widespread impacts on the economy through direct and indirect channels for the past one decade. The sector has been nurturing the big media industry for past many years though it is electronic media or print or social media with significant number of outlets.

Its indispensible role to run media industry is tremendous and could not be forgettable particularly at times of economic slowdown when majority of the different sectors have cut down their marketing and promotional budgets and commercials on media were decreased unprecedentedly.

In a survey reports prepared by Media Miles and Pakistan Advertisers Society (PAS) jointly, it was revealed that telecom operators particularly cellular phone companies’ advertisements were dominated on Radio channels in 2011, which translated into handsome revenue earning and lifeline to voice media.

The advertising, in terms of minutes, on Radio saw a single digit increase of 4% in 2011 as compared with 2010.

Top 10 Categories based on Number of Minutes

No.	CATEGORIES	2011	2010
1	Telecom	19.1%	23.2%
2	Beverages	8.8%	6.1%
3	Financial Sector	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%

Top 10 Players Based on Number of Minutes

No.	CORPORATIONS	2011	2010
1	Unilever Pakistan	11.2%	12.0%
2	Ufone GSM	2 6.9%	3.3%
3	Nestle Pakistan	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 but they climbed up this year replacing P&G and Caltex Oil in 2011.

Karachi Lahore Islamabad Share of minutes in percent for Islamabad has grown approx. 290% from last year. However, for Karachi the share has declined more than half.

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. On a contrary, Islamabad saw a sharp increase from 6% to 24%.

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 and late evening have been preferred slots of advertisers.

Top 10 brands based on Number of Minutes

NO.	BRANDS	2011	2010
1	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	28%	0.02%
9	Coca Cola	1.25%	0.8%
10	Surf Excel	1.20%	1.54%

Pepsi, McDonalds, UBL Omni, LU Bakeri and Coca Cola replaced this year Telenor, Talkshawk, djuice, Walls Cornetto and Lipton, making to the top 10 this list of 2011.

Top 10 brand based on Number of Campaigns

No.	BRANDS	2011	2010
1	Jazz	68	53
2	Ufone GSM	35	18
3	UBL Omni	21	23
4	Telenor Talkshawk	18	29
5	Pepsi	16	4
6	Samaa TV	15	10
7	Nokia	14	20
8	Zong	14	45
9	Azm-e-Aalishan	13	17
10	HUM TV	13	3

The leading radio station that enjoyed the major share of the advertisement are Josh99, FM96 and FM101, followed by FM107, FM89, and FM103. Other includes FM105, FM100, FM91, and FM106.2.