Media Track Pakistan, the media monitoring and research organization responsible for the collection and compilation of data from all forms of advertisement, has released the data for the total expenditure made by the country’s leading advertising agencies on print media advertising, i.e. advertisements in newspapers, magazines, and journals.
Similar to the OOH Media Analysis by the same team, the data has been collected from leading newspapers and magazines, such as DAWN, Jang, The News, The Express Tribune, and Nawa-e-Waqt, and the findings are not only astonishing, considering the money involved, but are also surprising with respect to the leading players involved in this exercide.
Here, Brandsynario looks at the Print Media Advertising stats for the year 2014.
• A total of Rs. 11.1 Billion was spent on Publications alone, making print media advertising the second largest spending medium in Pakistan.
• Out of the Rs. 11.1 Billion, about 0.4 Billion rupees were spent on Weekly and Monthly magazine publications.
• Perhaps surprisingly, the education sector are the chief spenders, followed by Construction companies and the banking sector.
• The Government of Punjab has the biggest hand in print advertisements and is the highest spender amongst all the provincial governments.
As previously stated, the education sector is the leading spender in print advertisement, with educational institutes spending 14.0% of the total expenditure, followed by construction companies with 13.5% and the banking sector with 11.0%. Government of Punjab (4.9%), Federal Government (4.4%), Garments/Lawns (3.9%), and Government of Sindh (2.1%) make up the top spenders.
Top Print Media Advertisers
The top advertisers in terms of the volume of their publications, are as follows:
1. Government of Punjab – 4.8%
2. Government of Pakistan – 4.5%
3. Muslim Commercial Bank (MCB) – 2.0%
4. Treet Corporation Limited – 1.9%
5. Bahria Town – 1.8%
Government of Sindh (1.7%), Pakistan Telecommunications Limited (1.5%), DAMAC Properties (1.5%), Unilever Pakistan Limited (1.4%), and Metro Cash & Carry Pakistan (1.0%) make up the list of the top 10 advertisers.
Top Print Media Brands
The leading print media brands for the year 2014 are as follows:
1. Government of Punjab – 2.7%
2. Muslim Commercial Bank (MCB) – 1.9%
3. Bahria Town – 1.5%
4. Government of Pakistan – 1.4%
5. Metro Cash & Carry – 1.1%
6. Lahore Development Authority (LDA) – 1.0%
• About 97% of the total money was spent on publications, while the rest was spent on magazines and digests.
• Of all the print advertisements, the percentage of English ads and Urdu ads was 47 and 53 respectively.
• The breakdown of advertisements in newspapers is as follows:
o Inside – 54%
o Front Page – 27%
o Front Inside – 10%
o Back Page – 8%
o Back Inside – 1%
• In terms of regions, Karachi leads the way with 45% of the total expenditure on print advertising, followed closely by Lahore (30%) and Islamabad (23%). Hyderabad comes in the list with 2% of the total expenditure.
• Jang, Express, Nawa-e-Waqt, and Khabrain are the leading Urdu newspapers for 2014, while Akhbar-e-Jahan and Family are the two main Urdu magazines in terms of the volume of published print ads.
• Dawn, The News, The Express Tribune, and Business Recorder are the main English newspapers, with SHE and Herald the leading English magazines for print advertisements.
• August and December were the busiest months comprising of 24% (or 12% each) of the total expenditure, followed by November with 11%. January, February, and May saw the least activity with 5% each.
Advertisement in terms of Category
Out of 104 players in this category, Gul Ahmed Textile Mills with 21% of the expenditure share leads the way, followed by Bonanza (17%), Khaadi Lawn (7%), Ittehad Textile (6%), Nishat Linen Garments (5%), Textiles Mills Association (4%), and Sana Safinaz Garments (4%).
Samsung leads the way in this category with 41% of the total expenditure, with the Apple iPhone next with 14%. Lenovo (9%), Q Mobile (8%), and Huawei (5%) make up the top 6.
Telecommunication Service Providers
PTCL (46%) leads the way in the TSP category, followed by China Mobile (19%), Telenor (11%), Warid Telecom (10%), and Ufone and Mobilink (7% each) completing the list.
Out of the 198 active players in this category, Bahria Town and DAMAC Properties lead the way with 13% and 11% of the total expenditure, followed by Emaar Pakistan (7%) and DHA (6%).
52 Banks were active participants in print media advertisements during the year 2014, with Muslim Commercial Bank (MCB) leading the way with a staggering 19% of the total expenditure. MCB is the highest spender in the private sector. Habib Bank Limited is next on the list with 8% followed by The Bank of Punjab, Bank Islami Ltd., and Meezan Bank with 6% each.