Market Insights Advertising & Media Advertising

TV & Video Advertising - Pakistan

Pakistan

Ad spending in the TV & Video Advertising market in Pakistan is forecasted to reach US$368.90m by 2024.
The largest market is Traditional TV Advertising, with a market volume of US$341.30m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$5.89 in 2024.
The number of TV Viewers in Pakistan is anticipated to reach 63.3m users by 2029.
The rise of digital streaming platforms in Pakistan is shifting TV & video advertising strategies towards online channels for targeted audience engagement.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Pakistan is experiencing significant growth and development.

Customer preferences: Customers in Pakistan are increasingly turning to TV and video advertising as a means of entertainment and information. With the rise of digital platforms and the increasing availability of high-speed internet, more people have access to online content, including TV shows, movies, and videos. This has led to a shift in customer preferences towards consuming content through digital channels, which in turn has increased the demand for TV and video advertising.

Trends in the market: One of the key trends in the TV & Video Advertising market in Pakistan is the increasing popularity of online streaming platforms. These platforms offer a wide range of content, including TV shows, movies, and videos, which are often ad-supported. As more people in Pakistan subscribe to these platforms, advertisers are recognizing the opportunity to reach a large and engaged audience through TV and video advertising. Another trend in the market is the growing use of social media for video advertising. Social media platforms such as Facebook, Instagram, and YouTube have become popular channels for sharing and consuming video content. Advertisers are leveraging the reach and targeting capabilities of these platforms to deliver their messages to a highly engaged audience. This trend is expected to continue as social media usage in Pakistan continues to grow.

Local special circumstances: Pakistan has a large and growing population, which presents a significant market opportunity for advertisers. The country also has a young demographic, with a large percentage of the population under the age of 30. This demographic is highly tech-savvy and spends a significant amount of time consuming digital content, including TV shows, movies, and videos. Advertisers are targeting this demographic through TV and video advertising to capture their attention and drive brand awareness.

Underlying macroeconomic factors: The growing TV & Video Advertising market in Pakistan is also supported by favorable macroeconomic factors. The country's economy has been growing steadily in recent years, leading to an increase in disposable income and consumer spending. This has resulted in higher demand for products and services, and advertisers are capitalizing on this by increasing their investment in TV and video advertising to reach a larger audience. In conclusion, the TV & Video Advertising market in Pakistan is developing rapidly due to changing customer preferences, including the increasing popularity of online streaming platforms and the use of social media for video advertising. The country's large and young population, coupled with favorable macroeconomic factors, further contribute to the growth of the market. Advertisers are recognizing the potential of TV and video advertising in Pakistan and are investing in these channels to reach a wider audience and drive brand awareness.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.