Pakistan Consumer Boom Driving Media Advertising Revenue

Rising buying power of rapidly expanding middle class in Pakistan drove the nation's media advertising revenue up 14% to a record Rs. 76.2 billion ($727 million), making the country's media market among the world's fastest growing for FY 2015-16. Half of this ad spending (Rs. 38 billion or $362 million) went to television channels while the rest was divided among print, outdoor, radio and digital media.

Media Ad Revenue by platform. Source: Aurora

Digital media spending rose 27% in 2015-16 over prior year, the fastest of all the media platforms. It was followed by 20% increase in radio, 13% in television, 12% in print and 6% in outdoor advertising, according to data published by Aurora media market research

HUM TV channel had the highest revenue at Rs. 3.84 billion, followed by ARY Digital's Rs. 3.802 billion, PTV Sports Rs. 3 billion, Geo Entertainment Rs. 2.93 billion, Geo News Rs. 2.6 billion, Urdu1 2.5 billion, PTV Home Rs. 2.5 billion, Samaa Rs. 1.9 billion, and Dunya News, ARY News and Express News Rs. 1.8 billion each.

The television channels with the highest revenue increases in 2015-16 were: Samaa (88%), Geo News (82%), Geo Entertainment (81%) and ARY News (76%).

Global Advertising Growth 2016. Source: Magna

The current media boom in Pakistan started in early 2000s when Pakistan had just one television channel, according to the UK's Prospect Magazine. Today it has over 100. Together they have begun to open up a country long shrouded by political, moral and religious censorship—taking on the government, breaking social taboos and, most recently, pushing a new national consensus against the Taliban. The birth of privately owned commercial media has been enabled by the Musharraf-era deregulation, and funded by the tremendous growth in revenue from advertising targeted at the burgeoning urban middle class consumers.

Pakistan has managed to significantly reduce poverty and rapidly grow its middle class since 2001 in spite of major political, security and economic challenges. The foundation for the rise of the middle class and the electronic media boom was laid on President Musharraf's watch by his government's decisions to invest in education and infrastructure projects and deregulate the media that led to the expansion of both human and financial capital. My hope is that the continued improvement in security situation and implementation of China-Pakistan Economic Corridor (CPEC) related projects will bring in higher long-term investments and accelerate Pakistan's progress toward prosperity for all of its citizens.

Related Links:

Haq's Musings

Credit Suisse Wealth Report 2016

Pakistan: A Majority Middle Class Country

Pakistan Mass Media Boom

State Bank: Pakistan's Actual GDP Higher Than Officially Reported

College Enrollment in Pakistan

Musharraf Accelerated Development of Pakistan's Human and Financial...

China-Pakistan Economic Corridor

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Comment by Riaz Haq on April 27, 2018 at 7:42am

Hair Removal Ad Makes Pakistani Women Go 'Wow' — But Not In A Good Way

https://www.npr.org/sections/goatsandsoda/2018/04/26/606013690/hair...

On the face of it, it was just another hair removal ad aimed at women in both Pakistan and India But this ad, like the others, would have slipped by unnoticed were it not for a social media uproar led by none other than Sana Mir, the former captain of the Pakistan women's cricket team.

First uploaded on the product's YouTube channel on April 5, the ad for Veet Perfect Silk hair removal cream shows Pakistani actress Mahira Khan slinking onto a basketball court on a college campus. Even though she's wearing a tight pink dress and high heels, she handles the ball with ease and sinks it into the basket. As she accomplishes this feat, her arm brushes up against one of the other players, in athletic garb, who declares "wow" and then exclaims breathlessly, "So smooth!"

"Not smooth," replies Khan. "Perfect!"

Skin lightening and hair removal creams are some of the subcontinent's best-selling products, playing on the familiar insecurities South Asian women share on both sides of the border about body hair and the color of their skin. But when Sana Mir commented on the ad in a Facebook post on April 22, her post went viral — shared over 700 times from her official page and liked 28,000 times at last count.

Mir opened her statement with a strong salvo: "To all young girls out there who aspire to take up sports. Make no mistake: you need strong arms, not smooth arms, on a sports field." She related how she'd refused to endorse similar beauty products because they objectify women "in different professional settings." Because this one involved sports and was clearly aimed at a younger crowd, Mir decided to speak up.

"The worst thing is that instead of sending a message to young girls that the colour or texture of their skin does not matter, we are promoting body shaming and objectification," Mir wrote. She ended her post by requesting companies and the celebrities who endorse products to try and give girls the confidence to fulfill their dreams rather than making them feel self-conscious about their bodies.

Both Indian and Pakistani women reacted enthusiastically to Mir's post, which she paired with jubilant images of the Pakistani women cricket's team performing on the field. Women called her a strong role model and bemoaned the pressure that women feel to look "perfect", thanks to advertisements for beauty products like these. Others lauded her for refusing sponsorship deals in the name of resisting body-shaming. "You're a real hero for refusing to compromise on values for sponsorship money," said Shahbano Aliani, from Karachi.

Mir's protest comes at a time when Pakistani women are becoming increasingly aware of the sexism that keeps them in a position of lesser status. But there has been backlash. Some media painted Mir's statement as "slamming" Mahira Khan, predictably pitting two of Pakistan's most recognizable celebrities against each other.

Comment by Riaz Haq on June 16, 2018 at 4:50pm

The dawn of advertising in Pakistan (1947-2017)
AURORA
THE 21ST CENTURY: THE AGE OF THE MILLENNIAL
HARMONISE OR GO BUST


https://www.dawn.com/news/1398497

A new dynamic
According to a study conducted by Standard Chartered Bank last year, between 2011 and 2015, the size of the retail pie in Pakistan jumped from $96 to $133 billion, a 38.5% increase.

The current value of Pakistan’s retail sector is estimated at $152 billion, as per Planet Retail (a global retail consultancy). It is the third largest contributor to the economy (after agriculture and industry), accounts for 18% of the total GDP and is the second largest employer (after agriculture) providing jobs to more than 16% of the total labour force. (NB: As most of retail in Pakistan is unorganised, therefore undocumented, industry analysts agree that the on-ground figures are much higher).

With an annual growth of eight percent, retail sales are expected to cross the $200 million mark by the end of 2018. The main factor fuelling this, apart from increasing urbanisation, is an improving employment-to-population ratio which has led to higher disposable incomes, thereby expanding the middle class and increasing consumer spending manifold (estimated at $293 million in 2017 and projected to cross $333 million by 2018).

The other trend disrupting traditional retail is e-commerce. Although still at a nascent stage, internet retail is expected to become a significant complement to brick-and-mortar grocery and non-grocery retailing in the coming years.

The morphing of ‘mall’ culture
Dolmen Centre in Tariq Road (established in the nineties), was the first vertical shopping complex in Pakistan built on a multiple floor layout. Before that the concept of indoor air-conditioned shopping areas was alien in Pakistan. If people wanted branded products, Zainab Market or Panorama and Rex Centres were the go-to places.

However, the mall did not turn out the way it had been envisioned. There were not enough local brands because many did not want to assume the high rents Dolmen Centre demanded. It was almost a decade later that Pakistan had its first shopping mall, when Park Towers opened in Karachi.

The mall morphed into a social venue, where people went to enjoy the amenities rather than to buy. The opening of Dolmen Mall Tariq Road in 2002 proved to be a game changer. Dolmen Group’s prior experience had taught them that the only way to convince the big names to come onboard as tenants was to ensure customer traffic.

The two strategic decisions that paid off were the establishment of Sindbad’s Wonderland and a food court. Positioned as a family recreational spot, the mall began to bustle with activity convincing retailers to invest in space. Over the next 15 years, a number of malls were established (mostly in Karachi), redefining the shopping experience. The entry of Hyperstar in 2012 (operated by the Carrefour retail chain) as an anchor tenant at Dolmen Mall Clifton was another game changer.

Hyperstar became a retail success, prompting other mall operators to adopt the idea of having anchor tenants. North Pakistan is now at the forefront of the retail race and several multipurpose malls are under construction in Bahawalpur, Faisalabad, Gujranwala, Islamabad, Lahore, Multan and Rawalpindi.

Comment by Riaz Haq on June 16, 2018 at 4:54pm

The dawn of advertising in Pakistan (1947-2017)
AURORA
THE 21ST CENTURY: THE AGE OF THE MILLENNIAL
HARMONISE OR GO BUST


https://www.dawn.com/news/1398497

Throughout Pakistan’s tumultuous 70-year history, the advertising sector has undergone significant changes, reflecting changing global consumer patterns as well as the development and evolution of local trends. Indeed, as a developing economy poised at the intersection of South and Central Asia and the Middle East, Pakistan’s changing advertising landscape is a witness and an archive of changing mindsets and practices, as well as of wider socio-economic trends.

Throughout these changes, Pakistan’s oldest advertising medium – Pakistan’s print industry – has continued to maintain its position not only as the source of record for news and analysis, but as a medium of choice for advertisers seeking high-impact and high-visibility solutions.

In addition to changing consumers, Pakistan’s advertising landscape has been transformed by the introduction of new media. From 1947 to date, Pakistan has witnessed the growth of radio stations and outdoor advertising options, in addition to the mushrooming of private TV stations in the last 20 years, as well as the more recent explosion of digital advertising. Indeed, as internet penetration continues to grow, particularly on mobile devices, Pakistani consumers are now irrevocably linked to the wider world.

Throughout these tectonic shifts in the media industry, the ability among audiences to access content relevant to their interests (and increasingly on the go) continues to expand further, facilitating the flow of information and ideas.

Despite the introduction of new media for content delivery, Pakistan’s print media has continued to flourish, with advertisers placing their faith in a medium that will gain them visibility and deliver results. The resilience of print advertising can be attributed to three main factors. The lack of advertisement clutter versus other media, the higher attention and engagement rate of readers and the prestige and permanence attached to advertising in print versus other media.

As print publications focus on providing easy-to-read designs centred on providing readers an engaging reading experience, newspapers and magazines are increasingly limiting the quantum of advertising per page, focusing their efforts on delivering high-quality content and maximising the visibility of insertions.

Indeed, the clutter in advertising in other media further enhances the effectiveness of print advertising – while TV commercials or radio spots may be aired a few times, their impact is limited to those moments during which they are aired. As a result, print emerges as the place of record for advertisers to announce new products or lines, driven by the permanence of a print insertion.

A large part of the resilience of print advertising can also be attributed to the dynamics of print readers compared to radio or TV audiences, because print remains (in a world increasingly focused on multi-tasking) a high-engagement medium, requiring the full attention of readers compared to more passive media. For advertisers, print advertising thus provides an opportunity to reach consumers while they give their undivided attention and focus.

As Pakistani consumers have evolved over the last 70 years, the advertising industry has kept pace, providing brands with new and innovative opportunities to target consumers. Throughout all this, with the introduction and mass availability of TV (initially restricted to a few terrestrial channels but now expanding to a multitude of cable channels) as well as the growth of digital advertising options, Pakistan’s oldest advertising medium continues to flourish.

Leveraging the hallowed relationship between readers and their morning newspaper, print continues to provide advertisers across Pakistan the opportunity to reach out and leave an impact on an engaged and loyal readership. 

Comment by Riaz Haq on December 5, 2018 at 6:47pm

The dawn of advertising in Pakistan (1947-2017)

https://www.dawn.com/news/1398497

Pakistan’s first digital companies were born from small departments, developing websites within larger software development companies. From thereon, until as late as 2006, two years after the entry of Facebook and a year after YouTube came into existence, it never occurred to anyone how user-unfriendly these websites were.

They were fully functional, but they lacked aesthetics and did not even attempt to make the user experience easy. The flaw was that technology people are very good with coding but useless at design and communication.

In 2008, the multinational companies began to wake up to the opportunity and did the smart thing – they asked their advertising agencies to develop their websites or at the least, design them so that the software houses could build a better user experience.

Oddly, most agency owners failed to spot the opportunity this presented. However, along the way, something happened independently that forced the advertising agencies to look at digital as a viable source of revenue.

Between 2000 and 2010, agency revenues had started to shrink. Revenues from print jobs had gone as clients preferred to work directly with the printing presses. Then came the media buying houses and the agencies lost their commission revenue on media. Finally, as more and more film directors started to work directly with clients, TVC production also went, resulting in the closure of in-agency AV departments.

Desperate, the agency owners looked for anything that seemed like an opportunity and the fact that the software houses were so bad creatively, was a good way to generate some revenue.

Of course, in typical Pakistani agency tradition, they did it in the most unprofessional way. Interns, fresh out of college, were hired to handle their clients’ digital requirements. By 2010, blue-chip companies began to take an interest in social media.

Although the first digital agencies had started popping up in early 2000s, it was not until 10 years later that they began receiving serious business propositions. Along the way, clients experienced many frustrating moments, not least because if the software houses lacked creativity, the agencies lacked technological know-how in equal measure.

It has been a long journey. However, today, the frustration has shifted from the client end to the digital agency end, which, to their credit, eventually managed to evolve at a breathtaking speed. It was the clients that were lagging behind.

Even as late as 2015, 26 years after the birth of the World Wide Web, most clients still thought a digital presence meant only having lots of ‘likes’ on Facebook posts; quite astonishing, considering that the version of the software I am using to write this article will be outdated in less than six months. So imagine the frustration digital agencies experience when their clients are still living in 2006.

So, while during the late nineties and early 2000s, agencies spent much of their time trying to catch up with their clients’ digital requirements, today, the clients are the ones who need to catch up with global trends. And they must do so quickly. There was a time when each country could conceivably choose to adopt technology at their own pace; today, this is no longer practical, simply because the speed in the evolution of technology does not permit this any longer.

What is required is the rapid synchronisation in the digital capabilities of the digital agencies and of their clients in Pakistan.

Comment by Riaz Haq on January 29, 2019 at 6:46am

AdAsia to come to Pakistan after 30 years

https://www.thenews.com.pk/print/424447-adasia-to-come-to-pakistan-...

This was announced here Sunday at the unveiling ceremony of event's logo and creative identity. AdAsia is the largest and most prestigious advertising congress in Asia, organised bi-annually by the Asian Federation of Advertising Associations (AFAA). Started off in 1958, AdAsia 2019 is the 31st advertising congress that is being hosted by Pakistan in Lahore from December 2-5 this year. It is the second AdAsia to be held in Pakistan. In 1989, Pakistan hosted the 16th AdAsia, which was a roaring success.

Speaking at the unveiling ceremony, Sarmad Ali, Chairman, Organising Committee, AdAsia 2019 and Secretary General, All Pakistan Newspapers Society (APNS) said it is an honour for Pakistan to host AdAsia 2019 after 30 years. We have had a tremendous event 30 years back which is still talked about in the advertising circles and we hope to bring the same magic back but in a bigger and better way, he added. AdAsia 2019 will be a motivating and stimulating Congress with diverse topics and speakers from all walks of life, each sharing their experiences and helping others to learn from those, said Ali who is also President of Pakistan Chapter of International Advertising Association.

Sarmad Ali was of the view that AdAsia is almost a 60-year-old brand and the first event was held in Tokyo. In midway through this journey, 30 years back, this mega event came to Pakistan in 1989 for the first time. Now, after another 30 years, again something very big in communication world is going to showcase developments happening at Asian advertisement arena in the country. While holding this event successfully by putting all efforts, he opined, it is time to pay back what we have gained from the media and marketing & advertising industry of the country. Let us all come together, whether it is advertisement agencies, media organisations, print and electronic media, and make this event a great show. This is an opportunity for all of us to display Pakistan advertising and marketing industry. Let world know Pakistan for the right reasons through holding of such mega event, he said. Sharing his memories of attending the event, he said, the role played by Javed Jabbar in highlighting contribution of Pakistan at Asian advertisement scene was commendable. He especially had made tireless effort in the establishment of Asian Federation of Advertising Associations (AFAA). About choosing Lahore for holding event, Ali said that Lahore is cultural capital of the country and we thought that advertising and culture go hand in hand. So the celebration of advertising and culture should be held in Lahore.

Talking about present advertising scenario of the country, Ali said that with recent measures announced by Federal Finance Minister Asad Umar for revival of economy, we hope that economic growth would improve and consequently there would be positive development in advertising industry as well. The advertising industry is barometer of economy. We are optimistic that the downward trend of economy would be arrested as a result of steps taken by the present government, he expressed the hope. The mega event of AdAsia 2019 is an

opportunity for all of us to display Pakistan advertising and marketing industry.

Sharing his views about the Congress, President PAA, Ali Mandviwalla observed "AdAsia Lahore will focus on technology and communication in the new world. It will serve as a platform for global leaders to share the practices that lead industries in their regions so that we can benefit from it and help them in areas of our strength. The congress will be a great learning experience for not just the creative industry but for all. The logo of AdAsia 2019, which has been designed by well-known Pakistani communication practitioner Shahzad Nawaz, was unveiled by the AdAsia Organising Committee and Pakistan Advertising Association (PAA) to the creative and marketing communication industry of the country.

Comment by Riaz Haq on April 10, 2019 at 7:43am

Pakistan #digital #media a threat to broadcast industry. Digital media will soon be replacing broadcast media in #Pakistan. Pak digital media credited for taking up issues that are not covered by #broadcast or #print media which adhere to different rules. https://www.asiatimes.com/2019/04/opinion/pakistans-digital-media-a...

Last year, one of Pakistan’s most watched television news channels, Waqt News, shut down, citing financial reasons. Tribune 24/7, an English-language news channel owned by Express Media Group, one of Pakistan’s largest media conglomerates, fired more than 100 employees and shut down in a similar fashion. The fact that two news channels owned by two of Pakistan’s most well-established media groups shut down abruptly was a warning sign that more channels might shut down in the future and that digital media are set to replace Pakistan’s broadcast-media landscape.

However, what really frustrated Pakistan’s broadcast industry was when emerging digital-media outlets got the opportunity for an exclusive press conference with Finance Minister Asad Umer. This did not sit well with broadcast journalists, and they criticized the press conference and referred to digital-media journalists as “social-media activists” and “Asad Umer’s social-media team” among other things.

But their frustration was not actually regarding being unable to score an important press conference, but the fact that digital media are the future and will soon be replacing broadcast media in Pakistan. The broadcast media are engaging in an “us vs them” debate as described by the website Bolo Jawan, which commented that they are being threatened by the rising trend in digital media and, because of the financial crunch in the country, when it comes to the broadcast-media landscape, things do not look promising.

Pakistan’s digital media are credited for taking up issues that would not be otherwise covered by broadcast or print media as they adhere to different rules. This does not necessarily mean that the digital media are entirely free from restrictions, as attacks on journalists and those associated with the media are common and digital media do not get any special privileges either. Despite that, Pakistan’s digital media have touched upon topics that have often been considered taboo, such as the debate regarding the blasphemy law, normalizing relations with Israel and LGBTQIA rights. This has not saved digital media from any criticism, since Pakistan is a highly conservative country religiously and culturally, but debates regarding such topics are something the digital media need to be credited for.

There were about 44.6 million Internet users in Pakistan in 2017, with an Internet penetration rate of 21.8%. Those numbers are expected to rise in coming years. It might look like a dark future for the state of the broadcast industry, but in order to keep up with the rising trend of digital media, broadcasters must quickly immerse themselves in the country’s digital-media landscape, as print did when broadcast media were a new phenomenon. The broadcast industry does possess the resources to do so, but if it fails to take steps, people serving in that industry will suffer, and no amount of criticism of digital media will be able to save them.

Comment by Riaz Haq on May 23, 2019 at 11:02am

#Pakistan electronic media regulator auctions 70 licenses for #satellite TV: 8 new channels in #news category, 27 in #entertainment, 12 channels of #regional languages, 12 in #education, 5 in #sports, four in #health and 2 in the #agriculture category. https://www.dawn.com/news/1479795

The Pakistan Electronic Media Regulatory Authority (Pemra) on Wednesday initiated an auction at its headquarters in Islamabad for the issuance of 70 more licences for satellite TV broadcast stations.

The auction will continue until tomorrow during which licences will be auctioned in seven categories — news, current affairs, education, sports, health, entertainment and agriculture.

Representatives from 187 companies have been participating in the auction.

According to the details, licences for eight new channels will be offered in news category, 27 in entertainment, 12 channels of regional languages, 12 in education, five in sports, four in health and two in the agriculture category.

As many as 21 companies participated in the open-bid round for auction of eight licences for news and current affairs. Out of the 35 companies pre-qualified for the auction, 14 didn't take part. Al Kamal Media Private Company placed the highest bid in the sector at Rs283.5 million.

Pemra Chairman Saleem Baig inaugurated the auction. In his speech, he said that 70 licences will be issued today. He hoped that each TV channel would provide livelihood to a large number of people.

He said that the authority works in consultation with all stakeholders. Currently 88 local TV channels and 227 radio channels are being operated in the country. He said that eight Internet Protocol TV licences have been issued, besides one DTH which is expected to be operational soon.

The Pemra chairman expressed his hope that today's auction would be held in a transparent manner.

Out of the total 70, 47 licences in three categories — news and current affairs, entertainment and regional satellite TVs — will be auctioned today.

The base price for news and current affairs TV licence has been fixed at Rs63.5m, entertainment TV licence at Rs48.5m, and regional at Rs10m. The successful bidder will have to submit 15 per cent of the bidding price today.

Pakistan Broadcasters Association's objection
A day earlier, the Pakistan Broadcasters Association (PBA) had criticised Pemra's decision to conduct an auction without taking up a petition filed by PBA against the proposal.

The association has now appealed to the prime minister to intervene and stop the process. According to a press release, the PBA had filed the petition in compliance with an order of the Sindh High Court.

“The present cable network in Pakistan is based on the analogue system, which has a capacity to carry a maximum of 80 channels at a given time. But since Pemra has already issued 121 licences for satellite TV broadcast stations, at least 40 channels cannot be aired," it read.

“Therefore, issuance of more licences will put a large number of channels off the air, resulting in irrecoverable losses to the media industry at a time when it is already suffering due to the economic slowdown,” the press release said.

Comment by Riaz Haq on December 6, 2019 at 2:05pm

Pakistan Ad Revenue 2018...Digital ad revenue increased by Rs. 2.5 billion (46%)


Total Ad spend (revenue) decreased by Rs 6.1 billion (7%) to Rs. 81.6 billion


The percentage share of TV has decreased by 2%.

https://aurora.dawn.com/news/1143364

Comment by Riaz Haq on November 23, 2022 at 8:31am

Pakistan: Newspapers fight for survival as sales plunge
Jamila Achakzai Islamabad
11/22/2022November 22, 2022
Print journalism subscriptions and readership have been plummeting as people increasingly get their information from digital sources.

https://www.dw.com/en/pakistans-newspapers-fight-for-survival-as-sa...


Mujahid Hussain, a news hawker in Islamabad, says he is afraid of losing his job amid a downturn in newspaper sales in Pakistan, where people are increasingly getting their information from digital and social media platforms.

"My employer often talks about a slump in newspaper sales and a possible business shutdown. So even if he doesn't close shop, my job is definitely on the line," the 42-year-old father of three told DW.

Hussain pointed out he has already experienced massive pay cuts over the past three years and that his family is struggling to make ends meet.

Many other news vendors in the South Asian country share similar woes.

It was not always like this, however.

Even until a decade ago, the newspaper industry thrived in the country. Daily newspapers, weeklies and magazines used to be a must in offices, living rooms and cafes.

But print publications were first eclipsed by the dozens of private TV news channels that were launched during the presidency of General Pervez Musharraf between 2001 and 2008.

Then came affordable smartphones, social media networks and widespread internet connectivity, which further dented newspaper sales as more and more people began to consume news on online platforms.


Hawkers' lives hit hard
Since the downturn in the newspaper industry has particularly affected hawkers, who mostly work part-time for meager wages, these low-paid workers are taking on other informal jobs to make ends meet.

"Successive governments haven't taken interest in the welfare of newspaper hawkers, so they are generally disheartened, insecure and always on the lookout for better options to make money," said Aqeel Abbasi, the general-secretary of the Newspaper Hawkers Union.

He explained that before Musharraf's government liberalized the broadcast media and telecom sector, Rawalpindi had around 1,600 newspaper vendors and Islamabad 700.

But with the plunge in sales, the number of vendors has dropped to 900 and 480 respectively, he said, stressing that the COVID-19 pandemic and ongoing economic crisis had accelerated the trend.

Another problem compounding the woes of newspapers is their reliance on government advertizing for economic survival.Outlets that are critical of government and military policies have had a tough time generating enough advertizing revenue in recent years.

Will they survive?
News hawker Hussain warned that if the fall in sales did not stop, the print media would have no other option but to get rid of most of its workforce.

Some senior journalists share a similar view.

Salim Bokhari, who once edited the leading English-language newspapers The News and The Nation and currently heads the digital media team at the City News broadcast network, said that "no one wanted to spend time reading through newspaper columns" given "the ocean of information available on mobile phones."

He said newspapers might disappear if the trend continued, although he did not believe that this would happen that soon.

"The electronic media era will ultimately make newspapers' doom. The advertizers have diverted their money to TV channels and even the government prefers electronic media for advertisements," he pointed out.

Hassan Gillani, a media development professional, was more optimistic.

"Newspaper readership might have declined after the emergence and development of electronic media but it's unfair to suggest that print media could soon become a thing of the past," he said.

Comment by Riaz Haq on February 11, 2023 at 8:21pm

Ad revenue in Pakistan


https://aurora.dawn.com/news/1144596#:~:text=OOH%20ad%20revenue%20i...(5%25).


Total Ad Revenue Rs. 88.73 billion in 2021-22

Total ad spend (revenue) has increased by Rs 13.09 (17%); in FY 2020-21, it increased by 17.04 (29%).


---------


In FY 2020-21, the combined revenues of Facebook, Google and YouTube accounted for 85% of the total ad spend on digital; this year, they account for 87%.

----------

TV ad revenue increased by Rs 4.64 billion (14%).
Digital ad revenue increased by Rs 3.15 billion (19%).
Print ad revenue increased by Rs 0.21 billion (2%).
OOH ad revenue increased by Rs 3.7 billion (44%).
Brand Activation/POP ad revenue increased by Rs 1.26 billion (50%).
Radio ad revenue increased by Rs 0.07 billion (5%).
Cinema ad revenue increased by Rs 0.06 billion (60%).

TV percentage share decreased by 1.4.
Digital percentage share increased by 0.27.
Print percentage share decreased by 2.19.
OOH percentage share increased by 2.51.
Brand Activation/POP percentage share increased by 0.93.
Radio percentage share decreased by 0.17.
Cinema percentage share increased by 0.05.

------

TV percentage share decreased by 1.4.
Digital percentage share increased by 0.27.
Print percentage share decreased by 2.19.
OOH percentage share increased by 2.51.
Brand Activation/POP percentage share increased by 0.93.
Radio percentage share decreased by 0.17.
Cinema percentage share increased by 0.05.

-----------------

Compared to FY 2020-21, the rankings of the Top Three newspapers remain the same.
Most newspapers have registered slight increases in their revenues.

-------

Compared to FY 2020-21, the Top Five channels have retained their positions.
In FY 2020-21, Radio Awaz Network was #7; this year it is #9.
In FY 2020-21, FM 105 was #9; this year it is #7.

-----------

Compared to FY 2020-21, the rankings of the Top Seven channels remain unchanged.
In FY 2020-21, PTV Home was #8 and Samaa was #9. This year, their positions are inverted.
In FY 2020-21, PTV Sports was #14. This year, it is #10.


-------

In FY 2020-21, the combined revenues of Facebook, Google and YouTube accounted for 85% of the total ad spend on digital; this year, they account for 87%.

-------------

Compared to FY 2020-21, the rankings of Lahore (#1), Karachi (#2) and Hyderabad (#8) remain the same.
In FY 2020-21, Rawalpindi, Faisalabad, Gujranwala, Islamabad and Multan were #3, #4, #5, #6 and #7, respectively. This year, they are #4, #5, #7, #3 and #6.

---------

Product categories that were introduced this year are Real Estate (#1) and Retail/Online (#5).
In FY 2020-21, Beverages, FMCGs and Telecoms were #1, #2 and #3, respectively. This year they are #2, #3 and #4.
In FY 2020-21, Fashion and Electronic Appliances were #4 and #5 respectively. This year, they are #6 and #7.

----------

Compared to FY 2020-21, the rankings of all the elements remain the same.

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