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TV viewership has undergone an amazing transformation since the arrival of satellite TV and is currently available in about 45% of all TV homes. Channels are accessed mainly via cable operators at a relatively low cost. In the past five years, TV viewing has risen considerably and varies dramatically by region. Increased availability at a relatively low cost has also led to higher consumption of satellite channels of both local and international origin. Satellite TV is now available to 38 million people across the country with STAR Plus and PTV leading the pack.
Pakistan
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Actual
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%
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Population
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164,223,500
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Total Homes
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24,150,515
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Household Size
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6.8
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TV Homes
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16,422,350
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68
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Multichannel Homes
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7,390,058
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45
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Internet Users
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18,500,000
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11
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Source: CASBAA, Gallup Pakistan, Internet World Statistics (as of September 2009)
In a recent survey conducted by Gallup Pakistan, 35% of respondents claimed to have watched STAR Plus in the previous week vs a 57% reach for subscription TV in all TV homes. In subscription TV homes, channels such as STAR Plus and Geo News regularly reach 60%. According to Gallup Pakistan, total advertising expenditure revenue has increased by 10% in the last fiscal year from Rs22.76 billion (US$289 million) to Rs25.05 billion (US$318 million). This is significantly lower than the 62% increase in 2005-06 and the 32% increase in 2006-07.
TV ad spend (revenue) has increased by 13% (from Rs10.55 billion to Rs11.91 billion), around 47% of total ad spend in the last fiscal year. This is also lower than the 88% increase in 2005-06 and the 55% increase in 2006-07. In terms of share of spend, however, TV’s share has increased by just 1%. Gallup Pakistan offers advertising expenditure services in Pakistan as well as national television viewing statistics. The latest data (June 2009) reports a notable rise in TV audience attributable to higher levels of electrification in rural areas Medialogic has installed a metro panel of approximately 600 meters across Karachi, Lahore, Rawalpindi and Islamabad to gauge second-to-second viewership data for more than 4,000 individuals residing in metropolitan Pakistan.
For overview of Pakistan advertising regulations please go to: http://www.casbaa.com/pakistan.aspx
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