Country Profile& Media Scene
Pakistan
Country ProfileCapital: IslamabadArea: 803,944 sq. km. (310,403 sq.
miles)Population: 168.8 million (96 %
Muslims)Average Household size: 6.6Rate of population growth: 2.1 percentCurrency: Pakistani Rupees
Source: Economic Survey 2000 – 2002 Government of Pakistan
Pakistan Media Scene
1. T.V
2. Print
3. Outdoor
4. Radio
5. Cinema
6. Internet
Widely Used Media in Pakistan
Media in Pakistan
Following are independent statistics on Media in Pakistan for 2002-2003, that includes print, electronic and broadcast.
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Television
TV Ownership in Pakistan• 5 million urban TV homes• 5 million rural TV homes• 10 million TV homes in the country(Since some TV homes have more than
one TV set, the total number of TVs can be estimated to be 11 million)
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
TV Viewer ship• Urban areas: 69% • Rural areas: 37%• Total: ~ 40 million Total TV Viewers
(including regular and casual viewers and those who view from own homes or public place /neighbors / friends)
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Cable and Satellite Penetration• Among urban TV viewers 42%• Among rural TV viewers 16%• Among all Pakistan TV viewers 29%
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Channels Available (Terrestrial)
• PTV• STN/Channel 3• PTV World
Channels Available (Cable/satellite)80+ channels available on Cable/SatellitePopular Channels are:
• ARY Digital (Ent./News)
• ARY One World (News)
• ARY QTV (Islamic)
• Indus Vision (Entertainment)
• Indus Music (Music)
• Indus News (News)
• GEO TV (News/Ent.)
• Hum TV (Entertainment)
• KTN (Reg. Lang. – Sindhi)
• AVT Khyber (Reg. Lang – Pushto)
• APNA TV (Reg. Lang – Punjabi)
• Star Plus (Entertainment)
• Star Sports (Sports)
• Ten Sports (Sports)
• ESPN (Sports)
Others
• Close Circuit TV (Airports, Railways)
• Cable Adverting (In-house movie channels)
• Video Advertising
Opportunities On TV
1. Sponsorships
2. Fixed Spots
3. Branding of Programs
4. Day branding
5. Floating Spots
Newspaper Readership• Urban: 60%• Rural: 35%• All Pakistan: 45%• (Note: Overall newspaper
readership corresponds with national literacy rates)
Readership on a Given Day• 30 %
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Readership From a Purchased Newspaper
• Purchased: 51%• Neighbors/Friends: 13%• Public Places: 24%• Offices: 7%• Miscellaneous: 5%
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Newspaper Delivery• Through hawker delivery: 52%• Shops: 31%• Roadside / Miscellaneous: 17%
Magazine Readership• 10% of national population
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Opportunities In Print
1. Standard size advertisements
2. Creative advertisements
3. Reader Interactive
4. Joint Promotions
5. Product Write-ups etc..
Radio
Radio Audience in Normal Times• Urban: 21%• Rural: 27%• All Pakistan: 23%
Cinema Going• 13% of national population
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
• PBC-AM (nationwide)
• FM-89 (Khi, Lhe, Isb, Fsd)
• FM-91 (Khi, Lhe, Isb)
• FM-96 (Karachi only)
• FM-100 (Khi, Lhe, Isb)
• FM-101 (Isb, Lhe, Khi, Hyd, Qta, Fsd, Pew, S’kot)
• FM-103 (Khi, Lhe, Fsd, Mul)
• FM-107 (Karachi only)
• FM Power 99 (Islamabad only)
Channels Available
18+ FM channels available. Popular Channels are:
Opportunities On Radio • Floating Spots• Fixed Spots• Sponsored Programs • Branded Programs• On-Line (Live) Consumer interactive• Road Shows
Outdoor, Cinema & Internet
Opportunities In Outdoor• Billboards, Trivisions, Unipoles• POS• Roundabout renovations• Taxi, Rickshaw, Bus, etc advertising• Long Vehicle advertising
Cinema • This Medium has taken a new turn
with the screening of ‘A’ quality Urdu and latest English Movies
• Shift of trend (More & more youngsters going to Cinemas)
• Highly entertaining Medium
Opportunities In Cinemas
1. Contract Spots
2. Special Sponsored Shows
Opportunities On Internet• Banner advertising (Link towards desired
site)• Button advertising (Link towards desired
site)• Pop-up windows
Advertising Spend (2003 -’04)
Advertising Spend (2003-’04)
Spend (billion) Share %TV 3.9 39.8Print 3.6 36.7Outdoor 1.4 14.3Radio 0.25 2.6Direct Mktg./POP/Misc. 0.65 6.6TOTAL 9.8 100
• Total adspend has increased 21% from 2002-03• Fastest growing medium is outdoor around 192% increased from 2002-03• Adspend on print and TV have grown by 12.5% and 5.4% respectively
since 2002-03• Adspend on radio has also increased, by nearly 50% from 2002-03,
signifying the increase in the number of radio stations over the last year.
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Advertising Spend (2003-’04)
TV Spend Break-up (Satellite vs Terrestrial)
Spend (billion) Share %Terrestrial 1.981 50.80Satellite1.91049.20 • Compared to 2002-03, the share of adspend on
satellite has increased from 30% to 49.20%
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Advertising Spend (2003-’04)
Top 10 Product Category That Advertise in the Print Media
Telecom 6.48%TV channels & radio stations 6.28%Institutions/Educational 5.95%Banks 5.65%Housing projects/constructions 4.42%Airlines 1.96%Magazines 1.60%Films 1.58%Airconditioners 1.24%Household appliances 1.05%Others 63.83%
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.
Advertising Spend (2003-’04)
Top 10 Product Category That Advertise on TV Telecom 6.71%Shampoos 6.64%Tea 6.18%Chocolates/Candies 6.10%Toothpastes 3.54%Beauty Creams/Lotions/Face wash 3.52%Detergent Powder 3.45%Carbonated soft drinks 3.05%Beauty soaps 2.56%Medicated soaps 2.55%Others 55.70%
Source Gallup Pakistan, the Pakistan affiliate of Gallup International.