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Media
June 2019
Media - Definition
“Communication channels through which news,
entertainment, education, data, or promotional messages are
disseminated. Media includes every broadcasting such
as newspapers, magazines, TV, radio, billboards, direct fax,
and internet”
Segments of Media
Three broad forms of Media are;
I. Print Media
II. Electronic Media
III. Digital Media
•Newspaper, Magazines etc
•TV, Cable, Internet, Fax etc
•Social Media (Facebook, Twitter etc)
Overview of Media Industry in Pakistan
Brief History
Pre- partition mainly the medium constitutes Newspapers.
Establishment of Pakistan Broadcasting Corporation on 14th August
1947. (Radio Pakistan)
Pakistan Television Network (PTV) state owned channel aired first
time on November 26, 1964. The only Channel remained till 1990.
Post 2002 era, emergence of Private TV channels.
Current Status
Total no. of Newspaper & Magazines in Pakistan - more than 400.
Total no. of TV channels in Pakistan – more than 129
Total no. of FM radio stations in Pakistan - more than 180
Media IndustryKey Facts
Total TV Viewers 160million (75% of total population)
Total Cable outreach 96million (60% of total viewership)
2018 2017 2016 2015 2014
-00
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Total Viewers Vs Cable Outreach
TV Viewers Cable outreach
There is unprecedented hike in TV Viewers during 2018. As per the market knowledge, this could be attributed to combined
counting of mobile viewership and TV viewership in 2018, which might have led to uncalled for hike in the reported
viewership number
0%
10%
20%
30%
40%
50%
60%
70%
80%
Regular Viewer Occasional Viewer Casual Viewer
TV Viewers
TV Viewership – Viewing Time
Regular Viewers: More than equal to 480mins / weekOccasional Viewers: More 240mins but less than 480mins /WeekCasual Viewers: Less 40mins / Week
68%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Males Females
Genderwise Users
Internet Users – Gender wise
25%
30%
20%
0%
5%
10%
15%
20%
25%
30%
35%
19-34 years 35-49 years 50+ years
Internet Usage - by Age
Internet Users – Age wise
90%
6% 4%1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Laptop Computers Tablets
Devices - Internet
Internet Devices
Radio Listeners – Listening Time
Regular Listeners: More than equal to 180mins / weekOccasional Listeners : More 90mins but less than 170mins /WeekCasual Listeners : Less 90mins / Week
Regular Listener Occasional Listener Casual Listener
0%
5%
10%
15%
20%
25%
30%
35%
40%
Radio Listeners
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
19-34 years 35-49 years 50+ years
Radio Listeners - Agewise
Radio Listeners – Age wise
Advertisement Industry
0
10
20
30
40
50
60
70
80
90
100
2018 2017
PKR bln
Advertisment Spend
Advertisement Spend – Medium wise
Key FactsTotal Advertising Market PKR 81.6bln
TV Advertising PKR 38bln
Print Media Advertising PKR 19.5bln
Out of Home Advertisement PKR 7bln
Digital Advertising PKR 8bln
Brand Activation PKR 6bln
Radio Advertising PKR 2.5bln
Cinema Advertising PKR .6bln
46%
24%
9%
10%
7%3%1%
% of Advert Spend
TV Advertising
Print Media Advertising
Out of Home Advertisement
Digital Advertising
Brand Activation
Radio
Cinema Advertising
0 2 4 6 8 10 12 14
ARY Digital
Geo News
Dunya News
Samaa
Express News
TV One
Geo Kahani
Dawn News
PKR bln
Chan
nels
% Amount Spend on TV Adverts
ARY Digital
10%Hum TV
10%
Geo News7%
Geo Entertainment6%
Dunya News
4%PTV Home
4%Samaa
4%ARY News
4%
Express News
4%
PTV Sports3%
TV One
3%
Urdu13%
Geo Kahani
2%
A PLUS
2%
Dawn News2%
Other Channels32%
% of TV Advert Spend
ARY Digital
Hum TV
Geo News
Geo Entertainment
Dunya News
PTV Home
Samaa
ARY News
Express News
PTV Sports
TV One
Urdu1
Geo Kahani
A PLUS
Advertisement Spend – TV
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Jang
Express
Nawa I Waqt
Dunya
Daily Ausaf
Kawish
The Nation
Others
PKR bln
Newp
aper
% Amount Spend on Newspaper Adverts
24%
13%
9%5%5%
4%3%
3%3%
2%2%2%1%1%
23%
% of NewsPaper Advert Spend
Jang
Dawn
Express
The News
Nawa I Waqt
Business Recorder
Dunya
Express Tribune
Daily Ausaf
Khabrain
Kawish
Pakistan
The Nation
Ibrat
Others
Advertisement Spend – Newspaper
13%
4%
8%
6%2%
5%4%
11%13%
34%
% of Radio Advert Spend
FM 106.2
FM 89.4
FM100
Radio PakistanFM 101
FM 103
FM 105
FM 107
CityFM89
FM 107.4
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8
FM 106.2
FM 89.4
FM100
Radio PakistanFM 101
FM 103
FM 105
FM 107
CityFM89
FM 107.4
Others
PKR bln
Chan
nels
% Amount Spend on Radio Adverts
Advertisement Spend – Radio
0 0.5 1 1.5 2 2.5 3 3.5 4
Dawn
Youtube
Hamari Web
Jang
Geo
Other
PKR bln
Med
ia
% Amount Spend on Digitald Adverts
45%
38%
2%4%2%1%1%1%6%
% of Digital Advert Spend
Dawn
Youtube
Hamari Web
Jang
Geo
Other
Advertisement Spend – Digital Advert
0%
5%
10%
15%
20%
25%
Advertisment - Category wise
Advertisements – Sector wise
0%
5%
10%
15%
20%
25% TOP 15 Players - % Advert Share
2018 2017 2016
Advertisements – Company wise
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%TOP 15 Brand - % Advert Share
Advertisements – Brand wise
Sports4%
Kids2%
Music5%
Movies2%
News42%
Entertainment29%
Regional14%
Religious2%
Sports
Kids
Music
Movies
News
Entertainment
Regional
Religious
Advertisements – Genre wise
Regulator
Pakistan Electronic Media Regulatory Authority (PEMRA)Established on March 1, 2002, An independent and constitutionally established federal
institution responsible for regulating and issuing channel licenses for establishment of the
mass-media culture, print and electronic media.
MandateImprove the standards of information, education and entertainment.
Enlarge the choice available to the people of Pakistan in the media for news, current affairs,
religious knowledge, art, culture, science, technology, economic development, social sector
concerns, music, sports, drama and other subjects of public and national interest.
Facilitate the devolution of responsibility and power to the grass roots by improving the
access of the people to mass media at the local and community level.
Ensure accountability, transparency and good governance by optimization the free flow of
information.
Risks
1. Rapid Emergence of Mobile TV due to 3G/4G
2. Emergence of Streaming sites like Such.TV, Baghi.TV etc.
3. Regulatory Risk
4. Online Channels
5. Online Advertisements
6. Blogs/Video blogs
7. Controlled Freedom of Speech
Bibliography
1. PEMRA Annual Report: http://http://www.pemra.gov.pk/pemra/images/docs/pub-
rep/PEMRA_REPORT_2014/index.html
2. Pakistan Advertisers Society: http://www.pas.org.pk/cable-tv-advertising-yearly-industry-report-2015-14/
3. All Pakistan : Newspaper Society: www.apns.com.pk
4. Morenews.pk : https://www.morenews.pk/online-advertising-pakistan-ignoring-billion-dollar-industry/
5. http://pc.gov.pk/uploads/annual2017/Ch12-MassMedia.pdf
6. https://aurora.dawn.com/news/1142827
7. https://aurora.dawn.com/news/1143364
Analysts
Jhangeer Hanif
Unit Head Ratings
Jhangeer@pacra.com
Rohail Amjad
Senior Financial Analyst
rohailamjad@pacra.com
Contact Number: +92 42 3586 9504
DISCLAIMERPACRA has used due care in preparation of this document. Our information has been obtained from sources
we consider to be reliable but its accuracy or completeness is not guaranteed. The information in this
document may be copied or otherwise reproduced, in whole or in part, provided the source is duly
acknowledged. The presentation should not be relied upon as professional advice.
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