Country Profile

& Media Scene

Pakistan
 Country Profile
Capital: Islamabad
Area: 803,944 sq. km. (310,403 sq.
miles)
Population: 168.8 million (96 %
Muslims)
Average Household size: 6.6
Rate of population growth: 2.1 percent
Currency: Pakistani Rupees
Source: Economic Survey 2000 – 2002 Government of Pakistan
Pakistan Media Scene
Widely Used Media in
Pakistan
1. T.V
2. Print
3. Outdoor
4. Radio
5. Cinema
6. Internet
 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/Satellite
Popular Channels are:

• ARY Digital (Ent./News) • KTN (Reg. Lang. – Sindhi)

• ARY One World (News) • AVT Khyber (Reg. Lang – Pushto)
• ARY QTV (Islamic) • APNA TV (Reg. Lang – Punjabi)
• Indus Vision • Star Plus (Entertainment)
(Entertainment) • Star Sports (Sports)
• Indus Music (Music) • Ten Sports (Sports)
• Indus News (News) • ESPN (Sports)
• GEO TV (News/Ent.)
• Hum TV (Entertainment)
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
Print
 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.

Channels Available
18+ FM channels available. Popular Channels are:

• PBC-AM (nationwide) • FM-101 (Isb, Lhe, Khi,

• FM-89 (Khi, Lhe, Isb, Fsd) Hyd, Qta, Fsd, Pew, S’kot)

• FM-91 (Khi, Lhe, Isb) • FM-103 (Khi, Lhe, Fsd,

Mul)
• FM-96 (Karachi only)
• FM-100 (Khi, Lhe, Isb) • FM-107 (Karachi only)
• FM Power 99
(Islamabad only)
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 39.8
Print 3.6 36.7
Outdoor 1.4 14.3
Radio 0.25 2.6
Direct Mktg./POP/Misc.0.65 6.6
TOTAL 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 50.80
Satellite 1.910 49.20
 
• 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.