Blue Book

KARACHI:
195-A, S.M.C.H. Society, Karachi-Pakistan.

UAN: (92-21) 111-444-555
Tel: (92-21) 4550184-86 (3 Lines), 4552842, 4556052
Fax: (92-21) 4550187
Email: omek@orientmccann.com
ISLAMABAD:
2nd & 4th Floor, Ghausia Plaza, Jinnah Avenue, Blue Area, Islamabad
UAN: (92-51) 111-444-555
Tel: (92-51) 2276532, 2270508, 2825909
Fax: (92-51) 2201884
Email: omei@orientmccann.com
LAHORE:
16-Park Lane Tower, 2nd Floor
Tufail Road, Lahore Cantt-54810
UAN: (92-42) 111-444-555
Tel: (92-42) 6622316-20 (5 lines)
Fax: (92-42) 6622322
Email: omel@orientmccann.com
QUETTA:
06-07, First Floor, Usman Complex,
Near TV Station, Hali Road, Quetta
UAN: (92-81) 111-444-555
Tel: (92-81) 2825920
Fax: (92-81) 2825920 Email: ome@qta.paknet.com.pk
PESHAWAR:
1st Floor, State Life Building,
34, The Mall, Peshawar Cantt.
UAN: (92-91) 111-444-555
Tel: (92-91) 5272697, 5271253
Fax: (92-91) 5278943
Email: mccann@cyber.net.pk
MUZAFFARABAD:
(Azad Kashmir)
Domel Road, Muzaffarabad, AJK
Tel: (92-58810) 42207 Fax: (92-58810) 42207
CONTENTS
FOREWORD 5
Pakistan - An Overview 6
Economy, Market & Investment 14
Advertising & Media Industry 48
Television 50
Radio 71
Press 87
Cinema 103
Outdoor 107
Evolution in Media 110
Media Planning & Research 116
Media Selling & Production 126
Best Business Performance 140
Companies, Affiliations & Projects 142
Top Advertising Agencies 156
Acknowledgements 159
The last couple of years have been very
eventful for Pakistan. There have been highs
and there have been lows. With the GDP
growth rate of 7% last year and the stock
market flourishing, Pakistan has become
one of the fastest growing economies in the
Asian region.
With foreign investment and workers’

remittances, and foreign exchange reserves
reaching an all time high, the advertising
industry is also growing by over 20% annually.
The credit for this boom in the advertising
industry will surely go to the Telecom, banking
and real estate sector. FMCG and consumer
durables have also had an unprecedented
growth rate in terms of sale and the service
sector has also been on the rise.
However, Pakistan still faces many

challenges. With terrorism as a major threat
and tension at the borders, the market seems SYED MAHMOOD HASHMI
a bit apprehensive and unpredictable. But, Chief Executive
like everything else, this too shall pass. We
will definitely have to work harder but that is
a challenge that we are willing to take. We
as a nation will work days and nights in order
to have a promising future for the generations
to come.
Over 60 years ago, on August 14, 1947 Pakistan became an independent country
and a sovereign state. Dubbed as the “ancient country … modern nation”, the fertile
Indus Valley that is part of modern Pakistan has been home to one of four of the
oldest human civilizations in the world.
A part of the South Asian subcontinent, this land has been at the crossroads of
history and seen the likes of great warriors, generals, sailors and tradesmen. The
Greeks under Alexander and the Mongols came from the North. Muslim traders,
emissaries and generals came through land and sea from Arabia, Central and
Western parts of Asia. For almost two hundred years prior to independence, the
subcontinent remained the “crown jewel” of the British monarchy.
Pakistan was carved out as a homeland for the Muslims of South Asia, after a
historic struggle that perhaps started with the Battle of Plassey in 1757. In its final
moments, it was Quaid-i-Azam Muhammad Ali Jinnah, a born leader and statesman,
who spearheaded the freedom movement and eventually succeeded in making
Pakistan a reality. The ideological basis for partition of India into two national
homelands, one for Hindus and the other for Muslims, was reflective of the desire
of Muslims to forge their separate identity. Geographically, Pakistan is a land of
fascinating contrasts. Few countries the size of Pakistan can boast such a glorious
variety in landscape. Three of the world’s greatest mountain ranges, the Hindukush,
Karakoram and Himalayas come together in the north and are crowned with 40 of
the 50 highest peaks in the world.
Below these lofty mountains are the green alpine valleys of Kaghan, Swat and the
Murree Hills where gushing white water streams flow amidst picturesque coniferous
forests. Towards the South, the topography divides into the Eastern Indus plain and
the Western mountainous plateaus. Stretching across 3000 kilometers, the Indus
River is one of the longest in the world. Its waters sustain the largest single man-
made irrigation system on the globe. The Southern coastline of Pakistan is sunny
and inviting.
Largely as a result of this diverse landscape, Pakistan’s population is not evenly
distributed. The arid plateaus of Balochistan, which form almost half of Pakistan’s
land-area are home to only about 5% of the population. On the other hand, the
Indus plain, which constitutes about a third, contains nearly 80% of the population
residing in the provinces of Punjab and Sindh. The rest of the people live in the
North West Frontier Province and the Northern Areas. Although the vast majority
of the people are engaged in agriculture, there is a growing trend of urban migration,
as is the case in other developing countries. The urban population is now over 52
Million.
The people of Pakistan exhibit great cultural diversity. As a melting pot of several
regional cultures, Pakistan exemplifies variety in architecture, lifestyles, dress, food,
music, literature and many other cultural aspects.
With 158.70 Million people estimated in 2007*, Pakistan is the sixth most populous
country in the world**. Although the current population growth rate slowed to 1.8
percent per annum, overall population has increased by 17 million people as
compared to last year which is considerably high compared to the average of 0.9
percent for the developed countries and 1.7 percent for the developing countries.
From an investment perspective, Pakistan is ready for a turnaround. It is already

endowed with enormous talent, plentiful untapped potential and a large indigenous
market that can support a wide range of business initiatives. The overall business
environment too has improved over the last couple of years, as a result of the
sagacity of the government in power and their success in managing what could
have been a potentially disastrous geopolitical situation.
*Population Census Organization, Federal Bureau of Statistics

**Economic Survey of Pakistan 2006-07
Official Name: Islamic Republic of Pakistan
President: Gen Pervez Musharraf
Prime Minister: Shaukat Aziz
Population: 158.70 million (estimated 2007)*
Rate of Population growth: 1.8 percent
Life Expectancy: 64 years (Males), 66 years (Females)
Land Area: 796,096 sq. km.
Administrative Divisions:
Province Land Population

(1998 census)
Balochistan 43.6% 4.96 %
N.W.F.P. 9.4% 13.41%
Punjab 25.8% 55.62 %
Sindh 17.7% 23.00 %
FATA 3.4% 2.4%
Islamabad 0.1 0.61%
0 0
Location: South Asia: Latitude: 23 -42’ N to 36 -55’ N
0 0
Longitude: 60 -45’ E to 75 -20’ E
Pakistan Country Code: (92)
Islamabad: (51)
Karachi: (21)
Lahore: (42)
**International dialers first dial country code, followed by city code and number.
Boundaries: South: Arabian Sea; West: Iran; North-West, North:
Afghanistan; North, North-East: China; East, South-East:
India.
Capital: Islamabad
Physical Features: Highest point: K-2 (Mt. Godwin Austen):
8,610 m; Lowest point: Sea level.
Mountain Ranges: Hindukush, Karakorum, Himalayas
*As on 1st Jan, 2007.

**International Telephone Dialing
Source: Federal Bureau of Statistics,
Census Report 1998.
Climate: Continental type with wide variation, sub-tropical in south
modified by sea breeze; areas close to mountain ranges in
north are cold; in most of the country temperatures rise
steeply in summer; monsoon rains: July-September.
Flag: Green field with a vertical white section on the left (hoist);
a white crescent and star centered on the green field.
National Anthem: "Pak sar-zameen shad bad" (Blessed be thou sacred land)
Languages: National: Urdu
Official & Business: English
Regional: Balochi, Punjabi, Pushto,
Siraiki, Sindhi, Dari, Gujrati.
Religion: Islam. Minorities: Christianity, Hinduism.
Monetary Rates: Pak Rupee (1 US$ = Pak Rs. 60.6; 4th Oct, 2007)
open market (Source: KKi)
Weights & Measures: Officially - Metric;
Local (for Weight): Seer = 908 grams;
Maund= 40 Seers or 36.320 kg;
Local (for Units): Lakh = 100,000;
Crore = 10 Million
National Holidays: March 23: Pakistan National Day August 14: Independence
Day Dec. 25: Birth Anniversary of Father of the Nation Quaid-
e-Azam Mohammad Ali Jinnah. Muharram 9 & 10, Eid-e-
Milad, Shab-e-Barat, Jumatul Wida, Eidul Fitr (2 days) &
Eid-ul-Adha (2 days) are Islamic holidays observed according
to sighting of moon.
Roads: In 2007, total length of roads is approximately 259,197 km,

which includes 10,849 km of National Highways, and
Motorways. The road density in Pakistan is 0.31 km per
square km and it is planned to enhance it to 0.64 km per
square km. From 2001 to 2007 the road network grew at
an average rate of 3.3 percent.
Source: Census Report 1998

Economic Survey 2006-07
Railways: A positive growth of 5.7% and 6.9% has been recorded in
passenger and freight traffic, respectively during 2005-06.
Further, the passenger and freight carried by railways
increased by 6.3% and 7.0% respectively during July-March
2006-07.
Pakistan has awarded a contract to an international

consortium to carry out a feasibility study for establishing
a rail link with China. A rail link could further boost trade
relations between the two countries by facilitating the already
growing trade with China and operations with Gwadar Sea
Port.
Major Seaports: Karachi Port has handled 22.4 million tonnes of cargo during
July-March, 2006-07, compared to 24.6 million tonnes
during the same period last year, showing decrease
of 8.7 percent. The Port Qasim has handled 19.7 million
tonnes of cargo during July-March 2006-07 as against 16.8
million cargo handled during corresponding period last year,
registering a growth of 17 percent.
The Gwadar Port was inaugurated on 20th March 2007.
Air Lines: PIA carried 4.2 million passengers during July-March 2006-
07 as against 4.3 million in the same period last year showing
decrease of 2.5 percent. Its fleet consists of 39 aircrafts of
various types. Along with PIA, there are three private airlines
operating in the country and providing both domestic and
international services.
Major International
Airports: Karachi, Islamabad, & Lahore.
Dry ports: Faisalabad, Lahore, Rawalpindi, Peshawar, Quetta, Sialkot.
Source: Economic Survey 2006-07

Telecommunications: During the year 2007 up till April a record of 24.1 million
new subscribers added to the growing customer base
of Pakistan’s cellular telephone industry, taking the total
cellular subscribers to 58.6 million in the country. This
means that there are, on an average, 40 cellular users
for every 100 people in Pakistan. This testifies to the
country’s improving economic conditions and expanding
infrastructure growth.
Four years ago, when the telecom sector was deregulated,

Pakistan’s teledensity was only 4.3 percent, which now
stands at 40.17 percent. The number of cellular users
grew by a massive 83 percent to 58.6 million in the
country, making Pakistan one of the world’s fastest growing
telecom markets.
Health: At Present there are 924 hospitals, 4712 dispensaries,

5336 basic health units & sub health centers and 906
maternity and child health centers in Pakistan. With the
existing number of 122798 doctors, 7388 dentists and
57646 nurses, the population and health facilities ratio
turned out to be 1254 persons per doctor, 20839 persons
per dentist and 2671 persons per nurse, which shows
an improvement over the last year. During the fiscal year
2006-07, 63 basic health units and 24 rural health centers
have been constructed. While 20 rural health centers and
45 basic health units have been upgraded. Some 5000
new doctors, 450 dentists, 2300 nurses and 4800
paramedics have completed their academic courses.
The total outlay on health sector is budgeted at Rs.50

billion (Rs.20 billion development and Rs. 30 billion current
expenditure) which is equivalent to 0.57% of GDP.
Source: Economic Survey 2006-07

AREA, POPULATION, DENSITY AND HOUSEHOLD SIZE
BY ADMINISTRATIVE UNITS, 1998*
Admin. Unit Area (Sq. Km) Population Percent Population Density Household Size
Pakistan 796096 132352279 100 166 6.8
N.W.F.P 47521 17743645 13.41 238 8.0
FATA 27220 3176331 2.40 117 9.3
Punjab 205345 73621290 55.62 358 6.9
Sindh 140914 30439893 22.99 216 6.0
Balochistan 374190 6565885 4.96 19 6.7
Islamabad 906 805235 0.61 889 6.2
Population** (in millions)
Year Population Male Female

1951 (census) 33.78 18.17 15.61
1961(census) 42.88 22.96 19.92
1972 (census) 65.31 34.83 30.48
1981(census) 84.25 44.23 40.02
1998 (census) 132.35 68.87 63.48
2000 (estimated) 137.53 71.56 65.97
2001(estimated) 140.36 73.04 67.32
2002 (estimated) 143.17 74.50 68.67
2003 (estimated) 145.95 75.95 70.00
2004 (estimated) 148.72 77.93 71.33
2005 (estimated) 151.55 78.86 72.69
2006 (estimated) 155.36 80.63 74.73
2007 (estimated) 158.70 82.08 76.09

Estimated as on 1st January 2007
Source: *Census Report 1998

** Population Census Organization, Federal Bureau of Statistics
Pakistan is in the midst of its strongest economic expansion phase and its growth
momentum is broad based. All the three major sectors, namely, agriculture, industry
and ser vices have provided support to strong economic growth.
The commodity-producing sectors (agriculture and industry) contributed 2/5th and

services sectors contributed remaining 3/5th to the real GDP growth of 7.0 percent
in 2006-07. Within the commodity-producing sectors, the contribution of agriculture
alone has been 15 percent (or 1.1 percentage point) while 25 percent (or 1.8
percentage point) contribution to this year’s growth came from industry. Services
sectors as a whole contributed almost 60 percent (or 4.2 percentage points) to this
year’s strong economic growth.
Growth and investment
Pakistan’s economy continues to maintain its strong growth momentum for the fifth
year in a row in the fiscal year 2006-07. With economic growth at 7.0 percent in the
current fiscal year, Pakistan’s economy has grown at an average rate of almost 7.0
percent per annum during the last five years. This brisk pace of expansion on
sustained basis has enabled Pakistan to position itself as one of the fastest growing
economies of the Asian region.
Growth of value addition in Commodity Producing Sector (CPS) is estimated to

increase by 6.0% in 2006- 07 as against 3.4% in 2005-06. Within the CPS, agriculture
and manufacturing grew by 5.0 percent and 8.4 percent, respectively. Large-scale
manufacturing registered a growth of 8.8% in 2006-07 against the target of 12.5%
and last year’s achievement of 10.7%. As a result of structural transformation, the
share of agriculture in GDP has declined by 3.2 percentage points in the last 6 years
alone and the share of the manufacturing sector has increased by 3.1 percentage
points in the same period.
The performance of all the sub-sector of agricultural remained robust with the
exception of minor crops and fishing. Major crops witnessed an impressive growth
of 7.6 percent as against a negative growth of 4.1 percent last year. Livestock, a
major component of agriculture, exhibited signs of moderation from its buoyant
growth of 7.5 percent last year to 4.3 percent in 2006-07.
Source: Pakistan Economic Survey 2006-07

Pakistan’s per capita real GDP has risen at a faster pace during the last four years
(5.5% per annum on average in rupee terms) leading to a rise in average income of
the people. Such increases in real per capita income have led to a sharp increase in
consumer spending during the last three years. As opposed to an average annual
increase of 1.4 percent during 2000-2003, real private consumption expenditure grew
by 12.1 percent in 2004-05 but declined in the subsequent two years to 3.3 percent
in 2005-06 and 4.1 percent in 2006-07.
The per capita income in dollar term has grown at an average rate of 13.0 percent per
annum during the last five years rising from $ 586 in 2002-03 to $ 833 in 2005-06
and further to $ 925 in 2006-07.
The main factor responsible for the sharp rise in per capita income include acceleration
in real GDP growth, stable exchange rate and four fold increase in the inflows of
workers’ remittances.
The commodity producing sectors (agriculture and industry) has contributed 30.2
percent or 2.9 percentage points to this year’s growth while the remaining 59.8 percent
or 4.2 percentage point’s contribution came from services sector. Within the CPS,
agriculture contributed 1.1 percentage points or 15.1 percent to overall growth while
industry contributed 1.8 percentage points or 22.7 percent. The contribution of
wholesale and retail trade has increased to19.4 percent or 1.4 percentage points to
GDP growth in 2006-07. Finance and insurance has also contributed 13 percent or
0.9 percentage points to this year’s growth. If we analyze the contributions from
aggregate demand side for 2006-07, it emerged that consumption accounted for 49.8
percent or 3.2 percentage points to economic growth and while investment accounted
for 52.7 percent or 3.4 percentage points to growth.
Total investment has reached record level of 23.0 percent of GDP in the current fiscal
year (2006-07) as against 21.7 percent of GDP last year. Fixed investment has
increased to 21.4 percent of GDP from 20.1 percent last year. Total investment has
increased from 16.9 percent of GDP in 2002-03 to 23.0 percent of GDP in 2006-
07— showing an increase of 6.0 percent of GDP in five years. Fixed investment grew,
on average, by 17.3 percent in real terms and 30.3 percent in nominal terms per
annum during the last three years (2004-07). Private investment grew by 18.7 percent
per annum in real terms and 32.0 percent per annum in nominal terms during the
same period. The composition of investment between private and public sector has
changed considerably during the last three years.
The share of private sector investment in domestic fixed investment has increased
from less than two-third (64.2%) to more than three-fourth (76.0%) in the last seven

years clearly reflecting the growing confidence of private sector in the current and
future prospects of the economy.
Agriculture
Agriculture continues to be the single largest sector, a dominant driving force for
growth and the main source of livelihood for 66 percent of the country’s population.
It accounts for 20.9 percent of the GDP and employs 43.4 percent of the total work
force. As such agriculture is at the center of the national economic policies and has
been designated by the Government as the engine of national economic growth and
poverty reduction. Agriculture contributes to growth as a supplier of raw materials
to industry as well as a market for industrial products and also contributes substantially
to Pakistan’s exports earnings. Thus any improvements in agriculture will not only
help country’s economic growth to rise at a faster rate but will also benefit a large
segment of the country’s population.
The agriculture growth has experienced mixed trends over the last six years. The
country witnessed unprecedented drought during the first two years of the decade
i.e. (2000-01 and 2001-02) which resulted in contraction of agricultural value added.
Hence agriculture registered negative growth in these two years.
In the following years (2002-03 to 2004-05), relatively better availability of irrigation

water had a positive impact on overall agricultural growth and this sector exhibited
modest to strong recovery.
The performance of agriculture remained weak during 2005-06 because its crops
sector particularly major crops could not perform up to the expectations. Growth in
the agriculture sector registered a sharp recovery in 2006-07 and grew by 5.0 percent
as against the preceding year’s growth of 1.6 percent. Major crops posted strong
recovery from negative 4.1 percent last year to positive 7.6 percent, mainly due to
higher production of wheat and sugarcane. Wheat production of 23.5 million tons,
highest ever in the country’s history, registered an increase of 10.5 percent over last
year. Sugarcane production likewise improved by 22.6 percent over last year to 54.8
million tons, both being record high production.
Amongst major crops, cotton production estimated at 13.0 million bales for 2006-
07 remained mostly same at the last year’s production of 13.02 million bales. Wheat
production is estimated at 23.5 million tons in 2006-07, as against 21.3 million tons
last year, showing an increase of 10.5 percent. Rice production has, however,
decreased by –2.0 percent in 2006-07 from 5.547 million tons last year to 5.438
million tons in 2006-07. Sugarcane production increased from 44.666 million tons
in 2005-06 to 54.752 million tons in 2006-07, showing an increase of 22.6 percent.

Manufacturing, Mining and Investment Policies
The overall manufacturing sector continued on its strong positive trend during the
current fiscal year. Overall manufacturing recorded an impressive and broad based
growth of 8.45 percent, against last year’s growth of 9.9 percent. Large-scale
manufacturing, accounting for 69.5 percent of overall manufacturing registered an
impressive growth of 8.75 percent in the current fiscal year 2006-07 against last
year’s achievement of 10.68 percent.
The main contributors to this impressive growth of 8.75 percent in July-April 2006-
07 over last year are cotton cloth (7.0 percent) and cotton yarn (11.9 percent) in the
textile group; cooking oil (6.8 percent), sugar (19.6 percent) and cigarettes (4.14
percent) in the food, beverages and tobacco groups; cement (21.11percent) in the
non-metallic mineral products group and Jeeps & Car (3.0 percent), LCV’s (17.04
percent), motorcycles/scooters (12.30 percent) and tractors (11.40 percent) in the
automobile group. The individual items exhibiting negative growth include; both
nitrogenous and phosphatic fertilizers (0.08 percent and 3.10 percent), petroleum
products (5.59 percent) and galenicals (24.49 percent).
During the current fiscal year the mining and quarrying sector has registered a growth
rate of 5.6 percent as against 4.58 percent of last year. This increased growth rate
was propelled by strong positive growths recorded in magnetite, dolomite, limestone
and chromites.
During the period July 2006 to February 2007, the privatization commission completed
five transactions that fetched an amount of Rs. 67.664 billion. OGDCL’s 10 percent
listing and domestic offering was over subscribed yielding a total of $ 811 million,
which reflected the confidence of investors in the policies of present government.
Poverty and Income Distribution
As Pakistan’s economy entered the fourth year (FY 2006-07) of above 7.0 percent
growth, its poverty headcount had fallen from one-third to less than one-fourth of the
population. The confluence of growth accelerating government policies, nature’s
blessings and annual growth of 21% in pro-poor expenditures during the period
contributed to approximately 13 million people moving out of poverty.
However growth alone does not suffice to reduce poverty levels. It has to be reinforced
by job creation. Since FY 02, the economy created 10.62 million jobs, thereby
reducing the open unemployment rate to 6.2 percent by FY 05-06. Foreign inflows

in the form of remittances also have salutary impact on poverty. Development
expenditure as a ratio of GDP, increase in human capital base, and openness of the
economy are some of the other important factors that reduce the absolute poverty
levels in Pakistan.
On the debit side, food inflation increases poverty levels. The economy has witnessed
a gradual increase in all the former set of determinants, while food inflation remained
benign till 2004-05. An appreciable decline in poverty rates has occurred between
2000-01 and 2004-05. At the national level, headcount decreased from 34.46
percent in 2000-01 to 23.94 percent in 2004-05, depicting a substantial reduction
of 10.52 percentage points over this period. In absolute numbers the count of poor
persons has fallen from 49.23 million in 2001 to 36.45 million in 2004-05. The
absolute fall in poverty headcount in rural areas from 39.3 percent in 2001 to 28.1
percent in 2005 was much higher than in urban areas.
However in percentage terms, urban poverty fell by 34 and rural poverty by 28

percent during the period.
Consumption
Pakistan’s economy is undergoing structural shift that is fueling rapid changes in

consumer spending patterns. In particular, the middle class is becoming an increasingly
dominant force.
Pakistan’s real per capita GDP has increased at an average rate of 5.5 percent per
annum over the last four years, giving rise to the average income of the people.
Such increases of this magnitude in real per capita income have led to a sharp
increase in consumer spending during the last four years. As opposed to an average
annual increase of 1.4 percent during 2000-03, the real private consumption
expenditure has grown at an average rate of 7.4 percent per annum during the last
four years. The extra-ordinary strengthening of domestic demand during the last four
years points to several factors. Firstly, the higher consumer spending feeding back
into economic activity is supporting the ongoing growth momentum.
Secondly, it suggests the emergence of a strong middle class with growing purchasing
power supporting domestic demand thus expanding domestic markets. Together
with investment demand it is emerging as a critical driver of economic growth. Thirdly,
Pakistan is currently witnessing changes in its demographic structure as the share
of working age population has increased and the share of dependent population
has declined, thus increasing disposable incomes and current consumption.
Accordingly, the contribution of private sector consumption in real GDP growth, on
average, has been 75 percent over the last four years. However, this year the

contribution of private consumption expenditure has declined to 47 percent partly
as a result of the tight monetary policy being pursued by State Bank of Pakistan to
shave off excess demand.
Investment
It is a key determinant of economic growth. During the fiscal year 2006-07, the real
gross fixed capital formation (real investment) grew by 20.6 percent as against 17.6
percent last year. Over the last three years, real fixed investment grew at an average
rate of 17.3 percent. As percentage of GDP, total investment reached new heights
touching 23 percent in 2006-07 increasing from 21.7 percent last year.
Over the last four years, total investment has increased 6.4 percentage points of
GDP, rising from 16.6 percent in 2003-04 to 23 percent this year, reflecting the
buoyant mood of domestic as well as foreign investors. Real private investment grew
by 19.6 percent this year as against 20.0 percent last year. Major private sector
investment has taken place in mining and quarrying, manufacturing, construction,
transport and communication, banking and finance and wholesale and retail trade.
Real private investment in these sectors grew at a high double-digit levels. In the
meantime, public sector investment grew by 31.7 percent this year as against 7.3
last year. Public sector investment has mostly been directed towards physical and
human infrastructure for supporting the ongoing buoyant mood of the private sector.
Foreign direct investment (FDI) has also emerged as a major source of private external
flows in Pakistan as well as contributing to the growth of domestic fixed capital
formation. FDI grew by almost 37 percent in the first ten months of the current fiscal
year to US$ 4.16 billion as against US$ 3 billion in first ten months of last fiscal year.
Almost 78 percent of FDI has come from five countries namely UAE, USA, China,
UK and Netherlands.
Nearly 80 percent of FDI was destined for four main sectors namely
IT/Telecom sector, banking and financial services, energy sector including oil, gas
and power, food, beverages and tobacco sector. Petroleum refining, chemicals and
petrochemicals, textile and cement have also attracted FDI in the current fiscal year.
This year’s economic growth is mainly driven by strong domestic demand with
investment taking lead over consumption for the first time in the last three years.
Almost 53 percent contribution to this year’s growth came from investment. National
savings also increased to 18 percent of GDP this year from 17.2 percent of last year
contributing to 84 percent of financing of domestic fixed investment.

Fiscal Developments
Pakistan has succeeded in reducing fiscal deficit from an average of 7.0 percent of
the GDP in the 1990s to an average of 3.5 percent during the last seven years.
The associated public debt accumulation also declined sharply from over 100 percent
of GDP to 53 percent this year. Pakistan’s hard earned macroeconomic stability is
therefore, underpinned by fiscal discipline.
Total revenues are budgeted at Rs. 1163.1 billion in 2006-07 compared to Rs.
1087.0 billion in 2005-06, showing an increase of 7.0%. This was primarily due to
a rise of 15.5 percent in tax revenue on the back of increases in federal tax revenues
are projected to rise by 17.5 percent. Provincial tax revenue is projected to decline
by 12.6 percent. Non-tax revenue are targeted to decline by 13.3 percent by moving
to Rs.277.3 billion in 2006-07 as against Rs.320.0 billion last year.
During the last seven years tax collection by the Central Board of Revenue (CBR) has
increased by 112.8 percent. During the current fiscal year (2006-07), CBR has
exceeded the revenue target of Rs. 645.2 billion fixed for the first ten months of
current fiscal year (July-April) by Rs. 11.3 billion. The net collection stood at Rs. 656.5
billion as against Rs.547.0 billion in the comparable period of last year, thereby
showing an increase of 20 percent. The direct taxes contributed most of the increase
as they have surpassed the target by Rs.52.4 billion and recorded massive growth
of 50.9 percent.
The gross and net collection has increased by 17.9% and 20.0% respectively during
July-April 2006-07. The overall refund/ rebate payments during first ten months of
current fiscal year have been Rs. 73.0 billion relative to Rs. 71.9 billion paid back
during the corresponding period of past fiscal year. Among the four federal taxes, the
highest growth of 50.9% has been recorded in the case of direct tax receipts, followed
by FED (20.7%) and sales tax (7.5%). On the other hand, customs duties have
witnessed a negative growth of 2.3%. The share of direct taxes in total taxes (collected
by the CBR) has increased from 18 percent to over 38.5 percent in July-April 2006-
07.
The public debt-to-GDP ratio, which stood at almost 85 percent in end June 2000,
declined substantially to 56.9 percent by the end of June 2006 - 28.0 percentage
points decline in country’s debt burden in 7 years. By end March 2007, public debt
further declined to 53.4 percent of the GDP for the year. In absolute terms public
debt grew by 7.6 percent during July-March 2006-07. Public debt was 562.5 percent
of revenue by the end of the 1990s. Following the debt reduction strategy in which
raising revenue was one of the key elements, the public debt burden in relation to
total revenue has declined substantially to 401.0 percent by end-June 2006 and
further to 400 percent by end-March 2007.

Foreign Investment
Foreign investment has emerged as a major source of private external flows for
developing countries. Developing countries have attempted to liberalize their foreign
investment regime and pursued investment-friendly economic policies for the last
two decades. Pakistan, like many other countries, also undertook a wide-ranging
structural reform in various sectors of the economy and pursued sound macroeconomic
policies for the last seven/eight years. Pakistan has now emerged as a favorite
destination for foreign investors, both direct and portfolio.
Total foreign investment during the first ten months (July-April) of the current fiscal
year amounted to $6.0 billion which is almost 48 percent higher than last year in the
same period. There are indications that total foreign investment would touch $ 6.5
billion (or 4.5% of GDP) by the end of the current fiscal year – over 13 to 14 times
higher than seven/eight years ago.
Within total foreign investment, foreign direct investment (FDI) amounted to $ 4.16
billion which is 37 times higher than last year. The remaining $ 1.8 billion is the
portfolio investment which includes the proceeds from the GDRs of OGDC and
MCB bank.
FDI has primarily come in four major areas: telecom, energy (oil and gas, power,
petroleum refineries), banking and finance, and food and beverages. These four
groups accounted for over 80 percent of FDI inflows. Other areas such as textile,
chemicals and petro-chemicals, automobiles, construction and trade are also
attracting FDI.
Almost 78 percent of FDI has come from five countries, namely the UAE, US, UK,
China and Netherlands. Pakistan’s equity market is also attracting huge portfolio
investment and has created brisk activity in stock markets of Pakistan. Foreign
investment of this magnitude reflects the confidence of global investors on the current
and future prospects of Pakistan economy.
Money & Credit
The development of financial markets and institutions is a critical and inextricable

part of the economic growth. As a result of successful reforms in the financial sector
the M2/GDP ratio, which is an indicator of financial deepening and development has
been showing rising trend since 1990-91. M2/GDP ratio has increased from 39.3
percent in 1990-91 to 45 percent in 2005-06. Credit to private sector/GDP ratio
is also rising from 21.7 percent in 1990-91 to 27.4 percent in 2005-06.

The State bank of Pakistan prepared the Credit Plan for the year 2006-07 with a
view to maintain price stability and promoting economic growth. The money supply
during Jul-May 12, 2007 of the current fiscal year expanded by Rs.477.9 billion
or 14 percent as against an expansion of Rs. 358.2 billion or 12.1 percent in the
same period last year. Pakistan has seen large foreign inflows during the period,
which has resulted in an expansion of the NFA of the banking system. The NFA
portrayed an expansion of Rs.88.1 billion as against the target of Rs.9.8 billion
The NDA of the banking system registered an expansion of Rs.389.68 billion Jul-
May FY 07 compared with Rs.314.38 billion expanded during the corresponding
period of the preceding year. The sustainability of private sector credit take-off
(Rs.273.9 billion) and sizable government borrowings for budgetary support (Rs.212
billion) were the major factors responsible for the current hefty buildup in NDA.
The SBP not only raised reserve requirements for banks with effect from July 22,
2006 but also increased the discount rate by 50bps to 9.5 percent from 9 percent.
Capital Market
Pakistan’s capital and stock markets have witnessed impressive growth over the
last several years on account of market-friendly and investment-friendly policies
pursued by the government. The KSE-100 index (Pakistan’s benchmarked stock
market) has increased from 1521 points in June 2000 to 12370 points in April
2007 – a rise of over 10,800 points or an increase of 713 percent. Similarly
aggregate market capitalization has increased from Rs 392 billion ($ 7.6 billion)
in June 2000 to Rs 3604 billion ($ 59.4 billion) in April 2007, showing a rise of
over Rs 3200 billion (or $ 53 billion) or an increase of 819 percent.
The KSE 100-index reached all time high of 12961 points on 31st May 2007.
Aggregate market capitalization also increased by 35.0 percent from Rs 2801
billion in June 2006 to Rs 3781 billion ($ 62.3 billion) as of 31st May 2007.
Portfolio investment has increased from a negative $ 140 million in fiscal year
2000-01 to $ 1819 million during July-April 2006-07
Inflation
During the first ten months (July–April) of the current fiscal year 2006-07, the
average inflation rate as measured by the change in consumer prices index (CPI)
stood at 7.9 percent compared with 8.0 percent last year. Food inflation during
this period increased to 10.2 percent from 6.9 percent in the same period last
year whereas the non-food inflation is estimated at 6.2 percent against 8.8 percent
in the comparable period of last year. The core inflation which represents the rate
of increase in cost of goods and services excluding food and energy prices also
subdued from 7.7 percent to 6.0 percent.

It may be pointed out that although inflationary pressure has been eased considerably
and the current level of inflation at 7.9 percent is within manageable limits, it is still
above the target of 6.5% set for fiscal year 2006-07. However, due to a bumper
crop of wheat and steps taken by government to ease the pressure on supply side
factors it is expected that inflation will decelerate in coming months.
Trade and Payments
Pakistan has recorded laudable export performance during the last several years,
with exports growing at an average rate of almost 16 percent per annum over the
last four years (2002-03 to 2005-06).
Pakistan’s export growth witnessed abrupt and sharp deceleration to less than 4.0
percent in the first ten months (July-April) of the current fiscal year after growing at
an impressive rate of 16.0 percent per annum in recent years. Exports were targeted
at $ 18.6 billion or 12.9 percent higher than last year. Exports during the first ten
months (July-April) of the current fiscal year are up by 3.4 percent – rising from $
13457.0 million to $ 13909.0 million in the same period last year.
After growing at an average rate of 29 percent per annum during 2003-2006

Pakistan’s import growth slowed to a moderate level in the current fiscal year.
Pakistan’s imports grew by 8.9 percent or $ 2047 million in the first ten months of
the current fiscal year. Imports were targeted to decline by 2.1 percent in 2006-
07 to $ 28.0 billion from last year’s level of $ 28.6 billion. As expected, growth in
import decelerated to 8.9 percent during the first ten months (July-April) of the
current fiscal year as against hefty increase of 40.4 percent in the same period last
year.
Pakistan’s total liquid foreign exchange reserves stood at $ 13,738 million at the
end of April 2007, considerably higher than the end-June 2006 level of US$ 13,137
million. A number of factors contributed towards the accumulation of reserves. The
most prominent among these are; private transfers that include remittances, floatation
of bonds, higher foreign investment and privatization proceeds.
External debt and liabilities
The external debt component of public debt (excluding private non-guaranteed

debt and liabilities) has decreased from 40.8 at end-FY02 to 24.6 at end-March
FY07. External debt and liabilities (EDL) at the end of March FY07 were US$ 38.86
billion. This is an increase of US$ 1.6 billion which represents a 4.3 percent increase
over the stock at the end of FY06. Pakistan has succeeded in reducing the country’s
debt burden by ensuring that the growth in EDL is less than the GDP growth.

The external debt and liabilities (EDL) declined from 50.9 percent of GDP at the
end of FY02 to 26.3 percent of GDP by end-March 2007. Similarly, the EDL were
236.8 percent of foreign exchange earnings but declined to 119.7 percent in the
same period. The EDL were nearly 5.8 times foreign exchange reserves at the
end of FY02 but declined to 2.8 by end March 2007. Interest payments on external
debt were 7.8 percent of current account receipts but declined to 3.2 percent
during the same period.
Continuing the credible debt policy, Pakistan successfully issued a US$ 750 million
10 year note at a fixed rate of 6.875% on May 24, 2007 lead managed by
Deutsche Bank, Citi Group and HSBC. This was the largest 10 year deal to date,
beating the previous deal of US$ 500 million.
Education
Education is the driving force of growth and progress in an increasingly interconnected

and globalizing world.
In the recent years, the literacy levels in Pakistan have improved over time albeit
at a moderate pace. The overall literacy rate (10 years & above) was 45 percent
in 2001 which has increased to 54 percent in 2005- 06, indicating a 9.0 percentage
points increase over a period of only five years.
The literacy rate for non-poor went up from 51 percent in 2001 to 59 percent in
2005, whereas for poor it improved from 30 percent to 40 percent in the same
period. The rate of improvement is higher for poor as compared to non-poor.
Males literacy rate (10 years & above) increased from 58 percent in 2001 to 65
percent in 2005-06 while it increased from 32 to 42 percent for females during
the same period highlighting the gender gaps that still persist in access to education.
The percentage of children aged 10-18 that left before completing primary level
has decreased from 15 percent in 2001 to 10 percent in 2005.
This underlines the government’s effort to improve the access and quality of
education. According to the Education Census 2005, there are currently 227791
institutions in the country.
The over all enrolment is recorded at 33.38 millions with teaching staff of 1.357
million. The total institutions 151,744 (67 percent) are in public sector catering to
22 million (64 percent) of enrolled students and 0.723 million (53 percent) of the
teaching staff. In case of private sector, there are 76047 institutions (33 percent)

catering to 12 million students and 0.632 (47 percent) of the teaching staff. In terms
of physical infrastructure out of the total covered institutions 12737 (5 percent) have
been found nonfunctional.
From the covered institutions 12737 (11589 schools and 1148 others) almost all
in the public sector have been reported as non-functional.
Health and nutrition
Access to essential health care is a basic human need and a fundamental human
right. A considerable improvement in health sector facilities over the past year is
reflected in the existing vast network of health care facilities which consist of 4712
dispensaries, 5,336 basic health units/sub health centers (BHUs/SHCs) , 560 rural
health centers (RHCs) ,924 hospitals, 906 maternal and child health centers( MCHs),
and 288 TB centers (TBCs). Available Human resource for the fiscal year 2006-07
turns out to be 122798 doctors, 7388 dentist and 57646 nurses which make the
ratio of population per doctor as 1254, population per dentist as 20839 and population
per nurse as 2671. The new health facilities added to overall health services include
construction of 87 new facilities (63 BHU and 24 RHCs), upgrading of 65 existing
facilities (20 RHCs and 45 BHUs) and addition of 5000 new doctors, 2300 nurses
and 14000 lady health workers. The total outlay on health sector is budgeted at
Rs. 50 billion, which shows an increase of 25% over the last year and turns out to
be 0.57 % of GDP. To reduce incidence of disease and to alleviate people’s suffering
and pain so as to improve their health status, various health programs remained
operative during fiscal year 2006-07. These include the national programs for the
prevention and control of tuberculosis, malaria, HIV/AIDS, hepatitis, blindness and
program on maternal, neonatal and child health etc.
During the fiscal year 2006-07 the caloric availability per day is likely to increase from
2423 to 2425.
Population, Labour Force & Employment
At the time of independence in 1947, 32.5 million people lived in Pakistan. By 2006-
07, the population is estimated to have reached 156.77 million. Thus in roughly
three generations, Pakistan’s population has increased by 124.27 million or has
grown at an average rate of 2.6 percent per annum. However, Pakistan is witnessing
changes in age structure with proportion of working age population increasing and
offering a lifetime window of opportunity to turn demographic transition into demographic
dividend.
Where exactly is Pakistan in this demographic transition? Pakistan appears to have

entered the second phase of demographic transition from 1981 onward. As a result
in decline in fertility rate from 6 percent to 3.8 percent during 1981 and until 2006
the share of working age (15-59) population continued to rise from 48.5 percent
to 57.2 percent and accordingly the share of young age (0-14) continued to exhibit
declining trend (from 44.5% to 36.8%).
In Pakistan, The labor force participation rate is measured on the basis of Crude
Activity Rate (CAR) and Refined Activity Rate (RAR). Pakistan’s RAR has also started
to increase from past trend of 43.3% in 2001-02 to 46% in 2006-07. Participation
rates are highest in Punjab and lowest in NWFP. These rising rates of participation
point towards an increasing optimism in the labor market.
Agriculture remains the dominant source of employment in Pakistan. The share of

agriculture in employment has increased from 43 percent in 2003-04 to 43.37
percent by the year 2005-06. Agriculture is followed by wholesale and retail trade,
Community and Social Services and Manufacturing sector. These sectors employ
14.67%, 14.35% and 13.84% workforce, respectively. An increase in the share of
agriculture and manufacturing sector, however, is an indication that employment
opportunities are created in both rural and urban dominated sectors.
Transport and Communication
A well functioning Transport and communication system is a critical pre-requisite

for a country’s development. The total length of roads in Pakistan was 259,197
Km, including 172,827 Km of high type (67 percent) and 86,370 Km of low type
roads (33 percent) by the end of March, 2007. During the outgoing fiscal year, the
length of high type roads has increased by 3.2 percent over the last year but the
length of low type roads has declined by 5.6 percent.
The Pakistan Railways have carried 66 million passengers and 4.5 million tons
freight. Its gross earnings stood at Rs.14.1 billion during July-March 2006-07.
PIA carried 4.2 million passengers during July-March 2006-07 as against 4.3 million
in the same period last year showing decrease of 2.5 percent. Its fleet consists of
39 aircrafts of various types. Along with PIA, there are three private airlines that are
operating in the country and providing both domestic and international services.
Karachi Port has handled 22,427 thousand tons of cargo during July-March, 2006-
07, compared to 24,572 thousand tons during the same period last year, showing
decrease of 8.7 percent. The Port Qasim has handled 19.7 million ton of cargo
during July-March 2006-07 as against 16.8 million cargo handled during
corresponding period last year, registering a growth of 17 percent. The Gwadar
Port was inaugurated on 20th March 2007.

Energy
Pakistan’s economy has been growing at an average rate of over 7.6 percent per
annum over the last three years and the government is making efforts to sustain the
momentum going forward.
Production of crude oil per day has increased to 66,485 barrels during July-March
2006-07 from 65,385 barrels per day during the same period last year, showing an
increase of 1.7 percent. The overall production of crude oil has increased to 18.2
million barrels during July-March 2006-07 from 17.9 million barrels during the
corresponding period last year, showing an increase of 1.7 percent. On average, the
transport sector consumes 50.7 percent of the petroleum products, followed by power
sector (32.1 percent), industry (11.4 percent), household (2.2 percent), other government
(2.3 percent), and agriculture (1.3 percent) during last 10 years i.e. 1996 to 2006
The average production of natural gas per day stood at 3,876 million cubic feet during
July-March, 2006- 07, as compared to 3,825 million cubic feet over the same period
last year, showing an increase of 1.33 percent.
On average, the power sector consumes 36.4 percent of gas, followed by fertilizer
(21.6 percent), industrial sector (19.1 percent), household (17.8 percent), commercial
sector (2.7 percent) and cement (1.1 percent) during last 10 years i.e. 1996-97 to
2005-06.
Environment
Pakistan recognizes the importance of incorporating environmental concerns as a

cross-cutting theme in its sustainable development strategy.
The Government has also committed itself to achieving the Millennium Development
Goals (MDGs) as adopted by the UN member states in the year 2000. The MDG
target for “land area to be protected for the conservation of wildlife” is 12 percent by
2015. Pakistan already has 11.3 percent of its area under protection for conservation
of wildlife. Thus, it is very likely that this target can be met by 2015.
The Government’s MDG target for number of vehicles using CNG (which previously
used diesel and petrol) is 920,000 whereas the current estimate for 2005-2006 is
1.4 million.
As a consequence, urban areas of Pakistan are experiencing deterioration in air quality.

The Government’s response to vehicular pollution and to improve ambient air quality
has been to promote CNG as a cleaner alternative. Currently, 1,450 CNG stations

were operational throughout the country while another 1,000 are under construction.
To date, Oil and Gas Regulatory Authority (OGRA) has issued more than 5700
provisional licenses for the establishment of CNG Stations in the country.
Pakistan’s CNG fleet is the largest in Asia and the third largest in the world after
Argentina and Brazil.The sector has already attracted the investment of Rs. 60 billion
and more is expected.
The increased groundwater utilization for domestic and agricultural use has adversely
affected groundwater quality particularly in the irrigated areas with almost 70 percent
tube wells now pumping hazardous sodic water. Currently, only 54 percent of the
population of Pakistan has access to safe sanitation and 66 percent to safe drinking
water, whereas the targets for 2015 are 90 percent and 93 percent respectively.
Even though there has been an improvement in water supply coverage from 53
percent in 1990 to 66 percent in 2005, however, the MDG target of 93 percent
poses a considerable challenge.
Fixing Millennium Development Goals, Pakistan has committed to increasing forest

cover to 5.7 percent by 2011 and to 6 percent by the year 2015. An increase of 1.2
percent implies that an additional 1.051 m.ha area has to be brought under forest
cover within the next ten years. This will include all state lands, communal lands,
farmlands, private lands and municipal lands.
In terms of the MDG target with respect to protected areas established to conserve
rapidly declining wildlife species in their natural environment, Pakistan has committed
to improve and enhance its existing network of protected areas in terms of quality
and quantity from 11.25 percent in 2001 to 12 percent by 2015.
Exports
Exports were targeted at $ 18.6 billion or 12.9 percent higher than last year. Exports
during the first ten months (July-April) of the current fiscal year are up by 3.4 percent
– rising from $ 13.46 billion to $ 13.9 billion in the same period last year. Export of
food group declined by 3.5 percent. This decline is caused by a 2.6 percent and
14.3 percent decline in exports of rice and fruits. Export of rice declined due to lesser
production caused by adverse weather condition which kept the domestic price
higher. It was more profitable to sell within the country than to export. Exports of textile
manufactures grew by 6.2 percent. Prominent among these are export of knitwear
(13.9%), readymade garments (6.8%), made up articles (8.9%), cotton yarn (4.6%),
and towels (2.6%).
Exports of other textile materials registered a high double digit growth of 17.2 percent.

Export of raw cotton, cotton cloth and bed wear on the other hand registered a
decline.
Exports of engineering goods increased by 6.7 percent while exports of petroleum

products declined by 2.7 percent. In other manufactures’ categories of exports, all
items including carpets, rugs & mats, sports goods, leather products, surgical
equipments and chemical & pharmaceutical products registered negative growth.
Exports of most of these items have been on the decline for quite sometime. In
absolute term the overall exports posted an increase of $ 452.1 million in the first
ten months of the current fiscal year over the same period last year. Of this increase,
114.1 percent or $ 516.1 million was contributed by textile manufactures while ‘all
other items’ increased by 64.8 percent or $ 293.2 million. This increase of $ 809
million was offset by a decline of exports of rice ($ 59.3 million) and other manufacturers
($ 296.6 million) leaving a net increase of $ 452 million.
The less than satisfactory export performance of textile manufacturers can be

attributed to a variety of factors. First, it appears that Pakistan’s textile exporters
could not compete with its traditional competitors. Second, the discriminating and
tied-dumping duty of 5.8 percent on the bed linen export also affected Pakistan’s
competitiveness. Third, poor quality of cotton on account of contaminated cotton
issue has also adversely affected the export of spinning industry. Fourth, the rise
in prima cotton price (a genetically modified version) which is imported from the US
is a critical input for producing higher quality bed wear and fabrics, has made these
items less competitive in the international market.
Pakistan’s export suffers from serious structural issues which need to be addressed
primarily by textile manufacturers with government playing its role of facilitating and
providing some financial support on temporary basis. Pakistan textile products are
low value added and of poor quality therefore fetches low international price. The
machinery installed in recent years are old relative to Pakistan’s competitors therefore,
these machines are power intensive, less productive and carry higher maintenance
cost.
Increased wastage of inputs also adds to their costs. Pakistan’s labour are less
productive because little or no efforts have been made to impart training or improving
their skills. Pakistan’s exporters spend little money on research and development.
Pakistan export houses lack capacity to meet bulk orders as well as they are unable
to meet requirements of consumers in terms of fashion and design. It is generally
argued that Pakistan’s exporters are uncompetitive in terms of adherence to
contracted quality and delivery schedule.
Pakistan’s competitors are investing heavily and creating better economies of scale.
These are structural issues and must be addressed by the industry itself with

government playing its role of a facilitator and providing some temporary financial
assistance to address short term issues mentioned earlier.
Pakistan's exports are highly concentrated in a few items namely, cotton, leather,
rice, synthetic textiles and sports goods. These five categories of exports account
for 77.2 percent of total exports during the first nine months of 2006-07 with cotton
manufacturers alone contributing 61.5 percent, followed by leather (4.5%), rice
(6.6%), synthetic textiles (3.0%) and sports goods (1.6%). The degree of concentration
has changed little from last fiscal year. Pakistan’s exports are highly concentrated
in few countries including the US, UK, Germany, Japan, Hong Kong, Dubai and
Saudi Arabia.
These countries account for one-half of Pakistan’s exports with US alone accounting
for 28 percent. Pakistan needs to diversify its exports not only in terms of commodities
but also in terms of markets. Heavy concentration of exports in few commodities
and few markets can lead to export instability.
Imports
Imports were targeted to decline by 2.1 percent in 2006-07 to $ 28.0 billion from
last year’s level of $ 28.6 billion. As expected, growth in import decelerated to 8.9
percent during the first ten months (July-April) of the current fiscal year as against
hefty increase of 40.4 percent in the same period last year.
The deceleration in import growth is caused by several factors which include: the
pursuance of tight monetary policy to shave off excess demand, softening of
international price of oil, decline in imports of cars as a result of change in policy,
decline in the imports of fertilizer because of large carryover stock of last year, and
decline in the imports of iron & steel as Pakistan Steel coming back to its normal
production level.
Disaggregating of total imports suggests that food imports grew by 5.3 percent -
up from $ 2241.5 million to $ 2360.6 million. Imports of machinery rose by 18.6
percent – up from $ 3303 million to $ 3916 million.
All categories machinery registered impressive growth with the exception of textile
machinery and construction & mining machinery. Imports of petroleum group
registered an increase of 12.0 percent.
However, within the petroleum group, imports of petroleum products registered

sharp increase of 38.6 percent on account of massive surge in furnace oil import,
primarily for electricity generation purpose.

Imports of crude petroleum declined by 6.7 percent because refineries were not
operating at their full capacity. The import of crude petroleum in quantity term also
registered a decline of almost 10 percent. It is important to note that since refineries
were not operating at their full capacity, their import of crude was lower and accordingly
their production of petroleum products was lower too.
Low production of petroleum products within the country forced the government
to import more petroleum products putting pressures on the country’s balance of
payments. Imports of consumer durables registered a decline mainly on account
of lower imports of automobiles.
Imports of electrical machinery & appliances (a component of consumer durables)

however registered a hefty increase of 35 percent. Imports of raw materials registered
a marginal (2.4%) decline mainly on account of 49.4 percent decline in the import
of fertilizer. Import of fertilizer declined this year because of the large carryover stock
of last year.
Import of iron & steel also declined because Pakistan steel gradually came back
to its capacity production level after the repair of coke oven battery.
Telecom imports continue to maintain its momentum, though at a slower pace this
year. Imports of telecom (cell phone as well as equipments, towers etc.) grew by
17.3 percent this year as cellular companies continue to expand their network.
Further analyses suggest that almost 31 percent contribution alone came from
petroleum group, mainly on account of the surge in imports of petroleum products
both in value and quantity. Imports of machinery contributed almost 30 percent to
this year’s rise in imports bills. This is followed by imports of telecom which accounted
for 13 percent to the overall rise in imports. Almost three-fourth contribution came
from three categories (machinery, petroleum and telecom) to this year’s rise in
imports.
Interestingly, consumer durables’ contribution was negative (-1.8%) mainly on account

of a decline in the imports of cars. Therefore, contrary to the general perception,
the contribution of consumer durables was negative.
Like exports, Pakistan's imports are also highly concentrated in few items namely,
machinery, petroleum & petroleum products, chemicals, transport equipments,
edible oil, iron & steel, fertilizer and tea.
These eight categories of imports account for 75.5 percent of total imports during
2006-07. Among these categories machinery, petroleum & petroleum products

and chemicals accounted for 57.7 percent of total imports. Concentration of imports
remained, by and large, unchanged over the last one decade.
Pakistan’s imports are highly concentrated in few countries. Over 40 percent of

them continue to originate from just seven countries namely, the USA, Japan, Kuwait,
Saudi Arabia, Germany, the UK and Malaysia. Saudi Arabia is emerging as a major
supplier to Pakistan followed by the USA and Japan.
GDP Growth
Real GDP growth accelerated to 7.0 percent in 2006-07 as against the revised
estimates of 6.6 percent last year and the 7.0 percent target for the year. The final
estimate for 2004-05 has also been revised upward to 9.0 percent as against the
revised estimate of 8.6 percent for the year.
Thus, over the last four years the real GDP has grown at an average rate of 7.5
percent per annum. This year’s growth has been broad-based as agriculture,
manufacturing and services have grown robustly. Agriculture registered a sharp
recovery from as low as 1.6 percent last year to 5.0 percent this year and therefore
enhanced its contribution to real GDP growth from 6.0 percent (or 0.4 percentage
points) to 15 percent (1.1 percentage points). Overall manufacturing grew at a
somewhat more moderate pace at 8.4 percent in 2006-07 as against a strong
growth of 10.0 percent last year. Accordingly, its contribution to this year’s real GDP
growth declined to 23 percent (1.6 percentage points) from 27 percent (1.8
percentage point) last year.
Within overall manufacturing, large-scale manufacturing accounts for 70 percent

and continues to post robust growth, although at somewhat less torrid pace than
last year. This sector grew by 8.8 percent against the target of 12.5 percent and
last year’s achievements of 10.7 percent, perhaps exhibiting the signs of moderation
on account of higher capacity utilization on the one hand and a strong base effect
on the other.
This year’s real GDP growth was also powered by stellar growth in construction and
banking and insurance sectors, respectively growing by 17.2 percent and 18.2
percent. Brisk pace of activities in housing and high rise buildings along with large
public sector spending on physical infrastructure, and the on-going reconstruction
activities in the earthquake affected areas contributed to the sharp pick up in
construction value-added.
The emergence of growing middle class along with strong buying power and on-
going reforms in banking and financial sector have made this sector highly attractive

to foreign investors. This sector is growing at an average rate of 27 percent per
annum over the last three years and its contribution in overall GDP growth is
increasing overtime.
Electricity and gas distribution continues to be a drag on growth for third year in a
row. This sector has registered a negative growth of 15.2 percent purely on account
of high operating expenses of the WAPDA offsetting its gross value added.
Per capita income
Per capita income is regarded as one of the key indicators of economic well being
of any country. It simply indicates the average level of prosperity in the country or
average standard of living of the people in the country.
Per capita income, defined as GNP at market price in dollar terms divided by the
country’s population, grew by 11 percent this year to US$925 up from US$833
last year. The per capita income in dollar terms has grown at an average rate of 13
percent per annum during the last five years, rising from US$ 586 in 2002-03 to
US$ 925 in 2006-07. Per capita income grew at a much slower pace of 1.4 percent
per annum in the 1990s.
The main factors responsible for the sharp rise in per capita income in the recent
years include: acceleration in real GDP growth, a stable exchange rate, and five
fold increases in the inflows of workers remittances. Real per capita GDP is also
an important indicator of the general well being of the people in the country. Real
per capita GDP grew by 5.2 percent in 2006-07 and 5.5 percent on average during
the last four years as against 1.4 percent in decade of the nineties.
Trade Balance
Despite sharp deceleration in imports the merchandise trade deficit widened on the
back of abrupt and sharp deceleration in exports. The merchandise trade deficit
widened to $11.1 billion in the first ten months (July-April) of the current fiscal year
as against $9.5 billion in the same period last year.
However, as percentage of GDP, trade deficit is likely to be 9.0 percent in 2006-

07 as against 9.5 percent last year. Thus, trade deficit is expected to improve this
year despite less than satisfactory performance of exports.
Current Account Balance
Pakistan’s balance of payments shows a record increase in capital flows that has

substantially offset a gradual widening of the current account deficit. The magnitude
of the inflows has overwhelmed the State Bank of Pakistan and complicated monetary
policy. Pakistan’s current account deficit further widened to $ 6.2 billion (4.3% of
GDP) in the first nine months (July-March) of the current fiscal year from $ 4.6 billion
(3.6% of GDP) in the same period last year. A striking feature of this year’s current
account deficit is that it has widened even though the import growth has slowed
to 10.2 percent but the performance of exports has been lack luster at best, resulting
in widening of trade deficit.
Month wise trend in current account deficit suggests that much of the deterioration
has taken place in the first quarter (July-September) of the current fiscal year when
current account deficit averaged $ 935 million per month. During the remaining
period (October-March) the current account deficit has narrowed to an average of
$ 568 million per month – an improvement of 39.3 percent. If this trend continues,
the current account deficit for the year is likely to be around 5.0 percent of GDP
as against 4.4 percent last year. The strong inflows in capital account will more than
offset the current account deficit and add to the stock of foreign exchange reserves.
The Privatization Program
Privatization is the cornerstone of the successful economic reforms of the Government.

As a result of these reforms which also included liberalization and de-regulation
accompanied by transparency, good governance and continuity and consistency
of policies, the economy has been completely transformed and the country has
been placed on the path of rapid and sustained growth.
The government is fully committed to the implementation of its approved privatization

program through an open, fair, transparent, and competitive process, as laid down
in the Privatization Commission Ordinance 2000 and the rules and regulation
presented there under. The government is pursuing privatization policy vigorously
and has achieved unprecedented success during the past seven years. From 1999
to date, a total amount of US$ 6.1 billion have been realized from 61 transactions,
which represents 87 percent of the total privatization proceeds of US$ 7 billion from
1991 to date (from 163 transactions).
During the period July 2006 to February 2007, the Privatization Commission
completed five transactions that fetched an amount of Rs.67.664 billion. OGDCL’s
10 percent listing and domestic offering was over subscribed yielding a total amount
of $ 811 million, which reflected the confidence of investors in the policies of
government.

The privatization transactions of Pakistan State Oil (PSO), Roosevelt Hotel, New
York, Services International Hotel, Lahore, National Investment Trust Limited (NITL),
Genco-1 Jamshoro, Hazara Phosphate Fertilizers Limited are at various stages of
processing and are likely to be brought to the bidding soon.
Going forward: Challenges and Opportunities
Pakistan’s economy is experiencing the longest spell of its strongest growth in years.
The economic landscape of Pakistan has changed and therefore its challenges are
also different today. How to sustain the ongoing growth momentum within the stable
macroeconomic framework is the biggest challenge. Linked with this are the
challenges of job creation, poverty alleviation, improving social indicators and
strengthening the country’s physical infrastructure to sustain the growth in the range
of 7-8 percent in the medium-term. To convert the ongoing demographic transition
into demographic ‘dividend’ is another major challenge.
This will require massive investment in human capital which will, in turn, enhance
productivity. The rising average per capita income and the growing middle class
along with higher inflows of workers’ remittances will continue to fuel domestic
demand which will, in turn, sustain growth momentum. The ongoing demographic
transition is increasing the share of working age population and therefore, leading
to a decline in dependency ratio. A decline in dependency ratio will increase savings
and therefore, investment will be a key determinant of strong economic growth and
employment generation.
The supply side improvement will be critical to match growing domestic demand
being fueled by demographic dividend. The supply side response can be improved
through private sector development which will require strengthening of institutions,
improving the competitiveness of our industry, strengthening of physical infrastructure,
building a robust banking and financial system, further strengthening of tax
administration, a continuing transparency in economic policy making, consistency
and continuity in policies and removing irritants and impediments to private sector
development. In other words, the pace of implementing second generation reforms
would need to be accelerated.
It is in this background that the government has prepared a new Poverty Reduction
Strategy. The new strategy will ensure that, as the country makes this inevitable
demographic transition, clear cut priorities and sectoral strategies are in place.

MARKET CAPITALIZATION OF ORDINARY SHARES
(Rs. in billion)
July
Sector / Industry 1998 1999 2000 2001 2002 2003 2004 2004 2005 2006 2007
Cotton and Rs. million
Other Textiles 25.13 27.43 43.78 38.40 41.09 65.68 88.78 83.92 119.25 987.1 132.7
Pharmaceuticals 47.33 48.06 56.05 47.97 50.75 108.2 158.74 160.90 195.78 2218.9 282.9
Engineering 1.48 1.34 1.53 1.52 2.06 4.3 6.75 6.12 11.50 113.2 19.4
Auto & Allied 6.23 6.52 8.02 7.93 10.19 30.55 38.72 43.98 47.33 705.8 107.5
Cables and
Electric Goods 2.02 1.61 2.10 2.12 2.36 4.45 7.20 5.77 9.30 186.2 25.1
Sugar and Allied 4.19 4.13 3.83 4.53 4.52 7.22 11.08 8.59 14.78 172.9 19.4
Paper and Board 2.50 2.82 3.94 4.54 6.54 12.0 16.40 15.35 15.14 217.8 30.5
Cement 6.51 6.11 10.21 10.21 15.76 33.54 65.11 57.00 75.51 1331.1 153.5
Fuel and Energy 46.52 51.96 87.45 79.68 104.48 191.54 485.75 495.50 909.04 10814.7 1122.2
Transport and
Communication 64.00 80.27 106.17 70.77 70.09 123.29 193.62 184.04 309.70 2094.5 292.5
Banks and Other
Financial Institutions 28.67 29.26 36.10 38.38 55.01 99.67 187.11 180.60 298.95 7148.2 1498.8
Miscellaneous Sectors 24.74 26.70 32.69 33.20 44.79 65.99 98.20 91.42 108.49 1672.9 272.7
Aggregate Market
Capitalization 259.28 286.22 391.86 339.25 407.64 746.43 1357.48 1333.1 2114.76 27664 3957.7
Source: State Bank of Pakistan

Profile of Stock Exchanges
Karachi Stock Exchange

2003-04 2004-05 2005-06 2006-07
(July-March)
Number of Listed Companies 668 659 658 655
New Companies Listed 16 15 14 11
Fund Mobilized (Rs Billion) 70.7 54 41.4 22.3
Listed Capital (Rs Billion) 374.1 439 496 535.5
Turnover of Share (Rs Billion) 97 88.3 104.7 33.5
Average daily Turnover of Share (Rs Million) 386.7 351.9 319.6 208.8
Aggregate Market Capitalization (Rs Billion) 1357.5 2013.2 2801 3065.8
Lahore Stock Exchange

2003-04 2004-05 2005-06 2006-07
(July-March)
Number of Listed companies 534 524 518 519
Fund Mobilized (Rs Billion) 3.1 42.1 24.5 7
Listed Capital (Rs Billion) 361.5 402.9 469.5 491.4
Turnover of Share (Rs Billion) 19.9 17.5 15.1 5.6
Average daily shares (Rs Million) 80.9 69.5 61.3 31.0
LSE-25 Index* 2828.3* 3762.3 4379.3 4249.3
Market Capitalization (Rs Billion) 1406.2 1995.2 2693.3 2948.2
Islamabad Stock Exchange

2003-04 2004-05 2005-06 2006-07
(July-March)
Number of Listed Companies 248 236 240 240
Fund Mobilized (Rs Billion) 14.5 23.2 - 12
Listed Capital (Rs Billion) 287.5 337.3 374.5 389.7
Turnover of Share (Rs Billion) 1.5 0.7 0.4 0.04
Average Daily Turnover of shares (Rs Million) 6.0 2.6 - 4.6
ISE 10 Index 1587.8 2432.6 2522.6 2568.8
Market Capitalization (Rs.Billion) 1082.9 1558.4 2101.6 2247.6
*The LSE launched the new LSE-25 Index in Dec 2002

Source: Economic Survey of Pakistan 2006-07
Economic Indicators
ITEM Unit / Base Feb 2007 Mar 2007

1. Currency in Circulation Billion Rs. … …
2. Monetary Assets (M2) Billion Rs. … …
3. Scheduled Banks' Advances Billion Rs. 2,228.2 2,251.9
4. Government Deposits with SBP Billion Rs. 104.9 127.0
5. Ways and Means Advances

to Government Billion Rs. 265.6 265.8
6. Deposits and other Accounts Billion Rs. 3,034.3 3,151.9
7. Scheduled Banks' Investment Billion Rs. 872.4 929.5
8. Banks' Clearings Billion Rs. 1,699.7 1,906.6
9. Call Money Rate % 10.05 10.05
10. Ratio of Scheduled Banks'

Advances to Deposits % 73.43 71.45
11. Ratio of Scheduled Banks'

Investment to Deposits % 28.75 29.46
12. Consumer Price Index 2000-01=100 142.47 143.17
13. Wholesale Price Index 2000-01=100 145.07 146.55
14. SBP Indices of Share Prices:

i. General Index 2000-01=100 425.31 407.79
ii. Sensitive Index 2000-01=100 490.56 474.52
15. Market Capitalisation of

Ordinary Shares Billion Rs. 3,124 3,033
16. Industrial Production:

i. Cotton Cloth Million Sq.M … …
ii. Cotton Yarn ‘000‘ Tonnes … …
iii Quantum Index of Manufacturing 1999-2000=100 … …
17. Foreign Trade:

1. Exports Million US $ 1,295.9 …
2. Imports 2,572.3 …
3. Balance of Trade (-)1,276.4 …
18. Exchange Rate (End month SBP

rate to Authorised Dealers *) Rs. Per US $ 60.6875 60.709
Excluding re-exports and re-imports
* Mid-point of spot buying and selling
Source: State Bank of Pakistan

Major Exports Markets
2006-07*
# COUNTRIES % Share
1. U.K 5.8
2. JAPAN 0.8
3. USA 28.4
4. DUBAI 4.0
5. HONG KONG 4.0
6. GERMANY 4.1
7. SAUDI ARABIA 1.8
Major Sources of Imports
2006-07**
# COUNTRIES % Share
1. USA 8.1
2. JAPAN 5.7
3. KUWAIT 5.4
4. SAUDIA ARABIA 11.5
5. GERMANY 4.1
6. UK 2.3
7. MALAYSIA 3.0
*July - November
**July-March
Production of Selected Industrial Items in Large Scale
20000
18426.0
18000
Cotton Yarn
16000 15214.0
000 tonnes
14000 Sugar
12000 000 tons
10000 Cement
000 tonnes
8000
6000 T.V Sets
2941.1 000 Nos
4000 3517.5
2115.8 2369.3
2000 Caustic Soda
799.6 487.0
180.4 201.3 000 tonnes
2005-06 July-April 2006-07 July-April
Structure of Taxes 2006-07 July-April
(8%) Fed
(16%) Customs
(39%)
Direct Tax
(37%) Sales Tax

GDP Growth%
10%
Target
8%
6%
4%
2%
0%
2002-03 2003-04 2004-05 2005-06 2006-07
Enrolment in educational Institutions by Kind, level & Sex
250000
221541 Primary
207290
200000
Middle
150000 High
College
100000
Professional
College
50000
25226
Universities
5318 2181 1047

0
2005 - 2006

Major Exports 2006-07 (Jul-Mar) % Share
22.8%
Others
1.6% Sports Goods

3.0% Synthetic textiles
61.5% 6.6% Rice

Cotton
4.5% Leather
Major Imports 2006-07 % Share*
(22.5%)
Machinery
(24.5%)
Others
Tea (0.7%)
Fertilizer(1.2%)
(5.0%)
Iron & Steel
(2.9%)
Edible
Oil (22.5%)
Petroleum & Products
(8.0%)
Transport Equipments
(12.7%)
Chemicals
*July-March (provisional)
Cellular Mobiles Subscribers
58.6
60
50
40
34.5
Million
30
20
12.8
10
5.0
1.6 2.4
0
2002 2003 2004 2005 2006 Apr. 2007
Per Capita Income ($)
940 925
880
833
820
760
733
700 669
640
2003-04 2004-05 2005-06 2006-07

Unemployment Rate%
10
8.2
8
7.8 7.7
7
6.2
5
1999-2000 2001-2002 2003-2004 2005-2006
Annual Energy Consumption

1000000
922112 929516
900000
800000 Coal
(000MT)
700000 Gas (MMCFT)
Petroleum
(000 Tonnes)
600000
Electricity
(Giga Watt Hour)
500000
400000
300000
200000
100000 49416 52246

10164 4345 12114 5414
0
2005-06 2006-07

Inflation Rate (CPI General)
10%
9.3 %
July-April
8% 7.9 % 8.0% 7.9 %
6%
4%
2%
0%
2004-05 2005-06 2005-06 2006-07
Foreign Exchange Reserves (End Period)
14000
13500
13000
Million
12500
12000
11500
11000
10500
Jan ,04
March
May
July
Sep
Nov
Jan ,05
March
May
July
Sep
Nov
Jan ,06
April

Population
Population Pyramid for

Pakistan, 2006 (E)
Male% Female%
50 and over
55-59
50-54
45-49
40-44
Age Group
35-39
30-34
25-29
20-24
15-19
10-14
05-09
0-04
8 3 2 7
Total population (Percent) 156.77 Million
Length of Roads in km
High Type Low Type

180000
172827
167530
170000
162841
160000
150000
140000
130000
120000
110000
100000 95373
91491
90000 86370
80000
2004-05 2005-06 2006-07 (estimated)

Advertising Expenditure (Year 2006)
Radio
18 Outdoor
Print 0.56
16 TV
2.62
14
0.20
Billion Rupees
12 1.60
6.55
10 0.20
1.20
0.16 5.70
8
0.14 0.98
0.15 0.91 4.40

6
0.76 3.77
3.29
4
2.86 7.29
5.50
2 4.20
2.66 3.28
2.19
0
2001 2002 2003 2004 2005 2006
For TV and Print, estimates are based on Gallup Ad Tracking Data on rate card
basis treated with different discount factors for different year. For TV additional
discounts applied on ads other than full screen ads including scrolls, animations,
logos, backdrop, window ads etc. in consultation with industry experts.
Source: Gallup Pakistan

With the mediums of entertainment being revived with every passing year, television
in Pakistan has grown tremendously. The propagation of satellite and cable channels
along with the terrestrial channel networks has actually made it possible for a large
number of Pakistanis to have access to information around the world. The number
of channels, both satellite and cable is projected to increase in the coming years as
a lot of them are waiting to join the thriving field.
Pakistan Electronic Media Regulatory Authority (PEMRA) was established in 2002

with the charter to establish a new vision of electronic media in the private sector.
PEMRA is the sole governing body to issue licenses to different TV/Cable channels
for their establishment and operations of broadcast.
Around 47 local Satellite Channels are now available and viewers have a broad choice.
Within the local firms getting Licenses for Satellite Channels operations in Pakistan,
many of them are the ones who are already into the business of Print Publications
and are now entering TV Media.
The channels are thriving with business, as advertisers are queued up to promote
their products. The thing still lacking in some of these channels is quality of content,
though channels are grooming at a very fast rate but programming is not up to the
standards.
TV - Highlights
High TV penetrations >>> More hours consumed >>> High TV Consumption across
SECs & age groups.
Increasing Satellite channels >>> Increasing C&S penetration>>> Satellite TV emerging

as a cost efficient option to maximize reach specially for Metros and Urban audiences.
More local channels >>> Diversified programming >>> More communication

opportunities other than spot buys.
Television Hot Issues
INCREASING TV AUDIENCE FRAGMENTATION

Necessitating the need for...
- ’Metered’ data to better understand audience’s channel consumption & viewership
behavior.
- Environment and Content driven planning.
QUALITY OF TAM DATA
– Internationally, the diary model is used in fewer regions now and hence, the
efficiency figures derived (including Reach, GRPs and CPRPs) are grossly
over or understated and are usually taken as indicators for viewership figures
in general terms.
– Limits the usage of Planning tools - The GIGO principle
– Should be primarily used to identify trends and actual measurements should
be supplemented by a sense check.
INCREASING CLUTTER LEVELS WHICH DEMAND

- Careful assessment of the Effective Frequency levels
- Cost efficient copy strategy to ensure frequency builders specially for low-
involvement products.
Genre Bifurcations
Following all genres, the most successful genre has been the news channels.
They have really blossomed in the past couple of years, since big events like
9/11, Iraq War, and then recent events like Lal Masjid and similar terrorist and civil
wars. Channel viewership in this genre has really elevated and the news channels
are doing extremely well with the business, and hence they are part of every media
plan regardless of whatever the brand may be.
The Following TV Channels shown are genre wise, from top to bottom and they
have been placed rating wise. The top ones having the better rating than the later.
The ratings are as per Gallup, TA: 18-44, ABC, Urban.
Pakistani Television Market 2007
Terrestrial Sports Family Ent. Music/Cartoon News/Bus Regional Lang. Movies/Food

/Religious
*Channel currently not available in Gallup TV Ratings Diary.

Target Audience: 18-45 SEC ABC - Urban.

Insights
59% of the population are the ones who have access to TV on a national level.
Equates to 62.82 million including 21.6 million children (10-17) & 40.99 million adults
(18+). Over 12.22 Million TV Sets with a split of 74% Color & 26% Black & White TV.
National TV Access
41%
59%
Total Population base 10+: 107 M
Access to TV No Access to TV
Gallup TV Report 2004

Rural TV Access*
51%
49%
34.91 million 10+ viewers

Access to TV No Access to TV
Urban TV Access**
17%
83%
27.39 million 12+ viewers

Source: *Gallup TV report 2004, **AC Nielsen MHS 2005

Average time spent watching TV - Total Individuals (National)
Minutes/Days
Viewership Trends - Satellite vs. Terrestrial
The gap between Terrestrial Channels and Satellite Channels Ratings is closing
up every Quarter on a National basis, where Satellite penetration nationally is
increasing and so is the viewership.
Prime Time Average Ratings - Total Audience, All homes, National

Ratings of Satellite Channels are increasing every quarter, whereas of Terrestrial Channels
are declining. Major declining effect is on PTV, whereas ATV is gaining ratings gradually
(mainly due to better Programming Content)
Prime Time Average Ratings - Total Audience, All homes, Urban
The gap of viewership widens between Satellite and Terrestrial Channels as we move on
to Metros, ratings of Satellite channels are almost double. Terrestrial channels maintain low
viewership and PTV holds a major part in it.
Prime Time Average Ratings - Total Audience, All homes, Metros

TV Hours Watched Daily
Adult Males Adult Females Boys 10 - 17 Girls 10 - 17 All Adults Total Youth
3.2 3.56 3.02 3.52 3.38 3.27
TV Advertising
Top Ten Advertiser Spent vs. Avg. Seconds bought (July ‘06-June ‘07)
Airtime includes Spots only. No animation airtime is taken care of.

Channels business vs. Avg. Seconds sold (July ‘06-June ‘07)
3,500 4,500
4,099
Millions
4,000
Thousands
3,000
3,276
3,172 3,500
3,034
2,500
2,766 3,000
2,448 2,650 2,544
2,000 2,401
2,500
2,366 2,412
1,742 2,186 2,000
1,500
1,414 1,424
1,255 1,321
1,139 1,500
1,000 999 960
698 1,000
540
500 274
500
0 0
PTV Home
PTV News
Indus Vision
ARY Digital
IP/IN
IM/MTV Pakistan
GEO Entertainment
Ten Sports
KTN
AryOneWorld
THE Musik
Apna Channel
Hum TV
Sindh TV
Cartoon Network
TV One
AAJ TV
ATV
Business Plus
HBO
CNBC PAKISTAN
GEO News
GEO Super
Amount Sec Sold
Genre-wise Spent vs. Avg. Seconds bought (July ‘06-June ‘07)


Spending in Time Slot vs. Avg Seconds bought (July ‘06-June ‘07)
Industry Commercial Minutes Sold
Minutes Sold

Ratings Analysis
The following graphs give out Viewership trends of channels of all genres separately
for the last 18 months. The graphs will help in giving a bird’s eye-view of how the
channels have been performing and how viewership has been shifting from one
channel to the other. Opportunity areas have been highlighted, along with the areas
to be focused alongside the mainstream channels and the ones with which brands
can build frequency.
Please note that the viewership trends may vary for specific Brands’ Target Audiences
and the graphs may not be the exact representation of all brands and should ideally
be seen as a trend-maker.
The Target Audience for the ratings analysis is 18-45 MF SEC ABC (Urban). However,
the data has not been weighted and the source of the data is Gallup Pakistan’s
Reporter Software.
Channel Ratings Analysis (Terrestrial)
24
22
20
18 More Cricket Focused

16
Viewership
14
12
Terrestrial TV still viable for mostly rural TV Audience as cable is not
10
affordable and usually taken to achieve reach numbers.
8
4 Good for Reach and Freq.

2
0
Jan- Feb- Mar- Apr- May- Jun- Jul-06 Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul-07 Aug-
06 06 06 06 06 06 06 06 06 06 06 07 07 07 07 07 07 07
ATV PTV

Channel Ratings Analysis (Entertainment)
3.5
2.5
Focused Area
Viewership
Opportunity Area
1.5
Freq. Builder
0.5
0
06 06 06 06 06 06 06 06 06 06 06 07 07 07 07 07 07 07
ARYDigital GEOEntertainment Hum TV Indus Vision Rung TV TVOne
Channel Ratings Analysis (News)
3.5
Focused Area
2.5
Viewership
1.5
Opportunity Area
0.5
Freq. Builder
0
06 06 06 06 06 06 06 06 06 06 06 07 07 07 07 07 07 07
AAJ TV AryOneWorld GEONews Indus News/Indus Plus

Channel Ratings Analysis (Music)
1.4
1.2 The Musik has a clear edge over others
1
Viewership
0.8
0.6
0.4
0.2
0
06 06 06 06 06 06 06 06 06 06 06 07 07 07 07 07 07 07
AAGTV Channel G MTV(included in diaryfrom Apr 8,2007) THE Musik
Channel Ratings Analysis (Regional)
1.5
KTN is a regional channel for Sindhi speaking audience
1.2
0.9
Viewership
0.6
0.3
0
06 06 06 06 06 06 06 06 06 06 06 07 07 07 07 07 07 07
Apna Channel AVTKhyber Kashish TV KTN Sindh TV

Channel Ratings Analysis (Sports)
1.2
Ten Sports for cricket & events like wrestling & football
Geo Super took the World Cup airing rights since the launch of the
channel and hence the graph went up with the increased viewership
0.9 achieved during that time
Viewership
0.6
0.3
0
06 06 06 06 06 06 06 06 06 06 06 07 07 07 07 07 07 07
ESPN GEOSuper Star Sports Ten Sports
Channel Ratings Analysis (Others)
2.1
QTV is a religious channel and has high viewership specially during Ramadan
1.8
Ramadan
1.5
1.2
Viewership
0.9
0.6
0.3
0
Jan-06 Feb-06 Mar-06 A pr-06 May- Jun-06 Jul-06 A ug- Sep-06 Oc t-06 Nov -06 Dec -06 Jan-07 Feb-07 Mar-07 A pr-07 May - Jun-07 Jul-07 A ug-
06 06 07 07
Cartoon Network Fashion TV Filmazia HBO NICKELODEON QTV

Television Advertising Rates
Following are the advertising rates for major channels:
PTV-Home
TIME SLOT Rate Per Minute Rate Per Seconds
7:00 AM TO 9:00 AM Rs. 15,000.00 Rs. 250.00
9:00 AM TO 11: 00 AM Rs. 30,000.00 Rs. 500.00
11:00 AM TO 3:00 PM Rs. 18,000.00 Rs. 300.00
3:00 PM TO 6:00 PM Rs. 25,000.00 Rs. 416.67
6:00 PM TO 7:00 PM Rs. 60,000.00 Rs. 1,000.00
7:00 PM TO 7:30 PM Rs. 75,000.00 Rs. 1,250.00
7:30 PM TO 7:45 PM Rs. 100,000.00 Rs. 1,666.67
7:45 PM TO 9:00 PM Rs. 225,000.00 Rs. 3,750.00
9:00 PM TO 10:00 PM Rs. 132,226.00 Rs. 2,203.77
10:00 PM TO 11:00 PM Rs. 60,000.00 1,000.00
11:00 PM TO 12:00 AM Rs. 35,000.00 Rs. 583.33
12:00 AM TO 1:00 AM Rs. 10,000.00 Rs. 166.67
1:00 AM TO 7:00 AM Rs. 7,500.00 Rs. 125.00
-After News Headlines in khabarnama 400% of ordinary rates.

-Island Spot during prime time play for 30-sec costs Rs. 175,000/-
-Last Spot before khabarnama 300% of ordinary rates.
-Mid Break News 200% of the ordinary rates.
-Fixed Spot before and after specified program 200% of ordinary rates.
PTV-News
TIME SLOT Rate Per Minute Rate Per Seconds
7:00 AM TO 8:00 AM Rs. 10,000.00 Rs. 166.67
8:00 AM TO 10: 00 AM Rs. 15,000.00 Rs. 250.00
10:00 AM TO 11:00 AM Rs. 20,000.00 Rs. 333.33
11:00 AM TO 3:00 PM Rs. 10,000.00 Rs. 166.67
3:00 PM TO 6:30 PM Rs. 15,000.00 Rs. 250.00
6:30 PM TO 8:00 PM Rs. 40,000.00 Rs. 666.67
8:00 PM TO 9:00 PM Rs. 40,000.00 Rs. 666.67
9:00 PM TO 10:00 PM Rs. 40,000.00 Rs. 666.67
10:00 PM TO 11:30 PM Rs. 25,000.00 Rs. 416.67
11:30 PM TO 1:00 AM Rs. 25,000.00 Rs. 416.67
1:00 AM TO 7:00 AM Rs. 7,500.00 Rs. 125.00
ATV NETWORK
Time Slot Rate per minute
07:00 am - 03:59 pm 25,000 + GST
04:00 pm - 05:59 pm 50,000 + GST
06:00 pm - 06:59 pm 5,000 + GST
07:00 pm - 09:59 pm 100.000 + GST
10:00 pm - 11:59 pm 50,000 + GST
12:00 am - 06:59 am 15,000 + GST
GEO NEWS GEO ENTERTAINMENT

Time band (PST) Rate per 30 seconds Time band (PST) Rate per 30 seconds
(PKR) (PKR)
0000-0059 10,000
0100-0759 3,750 0000-0859 3,750
0800-1559 5,000 0900-1059 10,000
1600-1759 7,500 1100-1759 5,000
1800-1859 10,000 1800-1859 20,000
1900-1959 25,000 1900-1959 37,500
2000-2059 50,000 2000-2059 62,500
2100-2159 75,000 2100-2159 37,500
2200-2259 25,000 2200-2359 25,000
2300-2359 12,500
AAG TV
Part of the day Time band Spot rack rate per minute
01:00 - 01:59 40,000
02:00 - 02:59 5.000
Late Night 03:00 - 03:59 5.000
04:00 - 04:59 5.000
05:00 - 05:59 5.000
06:00 - 06:59 5.000
07:00 - 07:59 10,000
08:00 - 08:59 10,000
09:00 - 09:59 10,000
Early Day
10:00 - 10:59 10,000
11:00 - 11:59 10,000
12:00 - 12:59 10,000
13:00 - 13:59 10,000
14:00 - 14:59 10,000
15:00 - 15:59 10,000
Late Day
16:00 - 16:59 10,000
17:00 - 17:59 10,000
18:00 - 18:59 10,000
19:00 - 19:59 40,000
20:00 - 20:59 40,000
21:00 - 21:59 50,000
Prime Time
22:00 - 22:59 70,000
23:00 - 23:59 70,000
00:00 - 00:59 40,000
1- Agency commission applicable.

2- Fixed position will be charged premium ranging from 15%.
3- Capping on AAG (a youth dedicated channel): 12 minutes per hour.
4- Above rated are not applicable on special occassions, transmissions and events.
5- Standard terms and conditions apply.
ARY DIGITAL ARY ONE WORLD

Time band (PST) Rate per minute Time band (PST) Rate per minute
(PKR) (PKR)
Morning Slot
9:00 am to 11:00 am 35,000
7:00 am to 17:59 pm 15,000
11:00 am to 4:00 pm 10,000
Early Prime Time
4:00 pm to 6:00 pm 15,000
18:00 pm to 19:59 pm 25,000
6:00 pm to 6:45 pm 50,000
Prime Time
6:45 pm to 8:00 pm 60,000
20:00 pm to 22:59 pm 40,000
8:00 pm to 10:00 pm 90,000
Late Prime Time
10:00 pm to 11:00 pm 60,000
23:00 pm to 23:59 pm 25,000
11:00 pm to 12:00 am 40,000
Midnight
12:00 am to 8:00 am 10,000
00:00 am to 06:59 am 10,000
THE MUSIK
Time band (PST) Rate per minute
(PKR)
07:00 to 16:00 10,000
16:00 to 18:00 10,000
18:00 to 20:00 20,000
20:00 to 23:00 30,000
23:00 to 01:00 15,000
01:00 to 07:00 7,000
HBO RODP Rates

Time band (PST) Rate per minute
(PKR)
10:00 - 17:00 12,500
17:00 - 19:00 25,000
19:00 - 23:00 30,000
23:00 - 01:00 20,000
01:00 - 10:00 12,500
Segment Day Time Package Cost
Friday Block Buster Friday 20:30 Sponsorship 900,000
Friday Block Buster Friday 20:30 Co-Sponsorship 500,000
Package Rates
Saturday Nights Special Saturday 20:30 Sponsorship 1,000,000

Saturday Nights Special Saturday 20:30 Co-Sponsorship 6,00,000
Sunday Super Hits Sunday 19:30 Sponsorship 1,000,000

Sunday Super Hits Sunday 19:30 Co-Sponsorship 6,00,000
Block Buster of the Month Friday 20:30 Sponsorship 6,00,000

Block Buster of the Month Friday 20:30 Co-Sponsorship 350,000
HUM TV TV - ONE
Time Band Rate per 60 seconds Time Band Rate per minute
(PKR) (PKR)
0000 - 0859 7,500 0:00 - 06:59 7,500
0900 -1229 20,000 07:00 - 09:59 11,000
1230 - 1759 15,000 10:00 - 15:59 13,000
1800 - 1929 45,000 16:00 - 17:59 18,000
1930 - 2129 70,000 18:00 - 18:59 30,000
2130 - 2259 50,000 19:00 - 21:59 70,000
2300 - 0000 25,000 22:00 - 23:59 40,000
INDUS VISION
KTN Time Slot Rate per minute
Time Slot Rate per minute Base rate morning & afternoon
(8:30 AM TO 3:00 PM) 12,000
07:00 a.m. - 06:00 p.m. Rs. 18,000 + GST Base rate chotu
06:00 p.m. - 12:00 a.m. Rs. 25,000 + GST (3:00 PM TO 6:00 PM) 10,000
12:00 a.m. - 07:00 a.m. Rs. 15,000 + GST Base rate evening
(7:00 PM TO 11:00 PM) 20,000
MTV
Time Slots Weekdays Rate per minute* Weekends Rate per minute* Airtime Utilization
25% premium
6 pm - 12 am Rs.45,000 Rs.56,250 50%
1 am - 7 am Rs.14,000 Rs.17,500 10%
7 am - 6 pm Rs.40,000 Rs.50,000 40%
Sponsorship Duration Commitment Telops Break Promos CAT Rate*

Bumpers
Main Sponsorship 30 Min Min. 6 months Opening & Closing 2 6-8 x 7 days 6 min/week Rs.175,000
Support Sponsorship 30 Min Min. 6 months Opening & Closing 2 6-8 x 7 days 3 min/week Rs.125,000
Main Sponsorship 60 Min Min. 6 months Opening & Closing 4 6-8 x 7 days 12 min/week Rs.300,000
Support Sponsorship 60 Min Min. 6 months Opening & Closing 4 6-8 x 7 days 9 min/week Rs.250,000
Special Value Benefit Duration Rate*
SCROLLS Per 10 seconds appearance Rs.15,000
* These rates are only applicable on advance payment.
SINDH - TV
Prime time Rs. 35,000/- (Per 60 Seconds) DHOOM TELEVISION NETWORK

18:00 to 22:00 Time Slot Rate per minute
Off: Prime Time -1(16:00 pm to 18:59 pm) Rs.15,000
Prime Time (19:00 pm to 21:30 pm) Rs.30,000
Scrolls & logos Rs. 3,000/- (Per 10 Seconds)
Off: Prime Time -2(21:30 pm to 23:59 pm) Rs.18,000
Island spot Rs. 40,000/- (Per 60 Seconds)
Midnight & Afternoon Rs.12,000
AVT Khyber KASHISH MUSIC
Rates Time Slot Rate per minute
Prime Time Rs. 24000 per 60 Sec. 06:00 am - 09:59 am 15,000
Non Prime Time Rs. 18000 per 60 Sec. 10:00 am - 01:59 pm 15,000
02:00 pm - 04:49 pm 15,000
Mid-Break News Rs. 15000 per 30 Sec.
05:00 pm - 06:59 pm 15,000
Before Headline News Rs. 12500 per 30 Sec. 07:00 pm - 08:59 pm 15,000
Scroll & Logos (Prime Time) Rs. 5000 per 10 Sec. 09:00 pm - 10:59 pm 15,000
Scroll & Logos (Non Prime Time) Rs. 3500 per 10 Sec. 11:00 pm - 01:59 am 15,000
02:00 am - 05:59 am 15,000
Island Spot (Between 7.30 pm - 10.30 pm) Rs. 30000 per 60 Sec.
Cartoon Network Rotational Spots (ROS) Packages

Category PKR Rate per minute
RODP (0900 - 0900) 55,000
RODP (0900 - 1400) 36,000
RODP (1400 - 1800) 70,000
RODP (1800 - 2100) 90,000
ROS (0700 - 2200) 30,000

Star Plus
MID BREAK SPOT PACKAGES
Comm. Air Time Amount

PACKAGES:
STAR PLATINUM 20:00 HRS. TO 22:30 HRS. 600-secs. US$ 12,000

Kasauti Zindagi Ki, Kyonki Saas Bhi Kabhi Bahu Thi,
Kahani Ghar Ghar Ki, Kahin To Hoga, Sanjivani &
Des Main Nikla Hoga Chand
PRIME OF PRIME 19:00 HRS. TO 22:30 HRS. 600-secs. US$ 10,000

Kehta Hai Dil, Saara Akaash, Son Pari - Org., Shararat,
Hello Dollie, Dekho Magar Pyaar Se, K. Street Pali Hill,
Kkavyanjali, Star Super Hit & Star Sunday Magic
FREQUENT FLYER 18:30 HRS. TO 23:30 HRS. 600-secs. US$ 8,000

Kumkum - Rpt., Kabhi Khushi Kabhi Dhoom,
Pardey Ke Peechey, Karma, Piya Bina - Org. &
Kuch Kar Dikhana Hai, Aatish & Ssshhh Koi Hai
ECONOMY DRIVE 12:30 HRS. TO 18:30 HRS. 600-secs. US$ 6,000

Kumkum - Org., Bhabhi - Org., Kesar - Org, Saarrthi
& Maan
STAR VALUE 12:00 HRS. TO 18:00 HRS. 600-secs. US$ 4,000

Kasauti Zindagi Ki, Kahin To Hoga, Kahin Kisi Roz,
Kyonki Saas Bhi Kabhi Bahu Thi, K. Street Pali Hill,
Star Bestsellers, Perday Ke Peechay, Hit Filmein
Hit Sangeet, Kabhi Khushi Kabhi Doom, Mall Hai To
Taal Hai, Musafir Hoon Yaroon, Mirch Masala, Des Mein
Nikla Hoga Chand, Piya Bina - Rpt. Chalti Ka Naam
Antakshiri, Kehta Hai Dil, Sanjivani, Saara Akaash,
Hasna Mat, Tea Time Cinema & Star Sunday Matinee.
Last few years have seen a tremendous growth in the number of radio stations,
catering to different segments of the market. This has yet again opened an avenue
for advertising whose impact and reach had been on the decline during past
couple of decades.
From the revival of radio, because of the popularity of FM 100 and FM 101, FM
stations such as 89, 91, 96, 103, 104 and 107 have joined the league to provide
quality entertainment to the masses in the form of specialized music shows,
celebrity shows, road shows, live call-in shows and various talk-shows.
Another reason for radio’s popularity is the boom in technology, where people
can now listen to it even on their cell phones and computers via the Internet as
well.
For the busy shopkeeper, sportsperson, housewife, office worker or student,

radio now provides custom-made talk-shows and non-intrusive music.
The outlook for Radio in the future is therefore promising, as advertisers and
advertising agencies discover and adapt to new ways of increasing the level of
effectiveness of the medium. Some people still regard radio as niche, but it is
rapidly establishing its position as a low cost, compelling medium for an increasingly
deeply segmented market of the future.
Listenership
• It was assumed that a positive shift might be seen in the listenership of radio
channels last year.
• The results were surprisingly opposite – gone down from 25% in 1998 to only 18%
in 2005.
• One reason could be the major increase in TV ownership and TV viewership habits.
Male, 24%
Female, 12%
Male, 31%
Urban Pakistan - 2005

Female, 18%
Urban Pakistan - 1998

Overall, 25%
Overall, 18%
Major cities where radio is being listened to are now Islamabad/Rawalpindi

and Multan compared to 1998 when it was Karachi, Lahore and
Rawalpindi/Islamabad.
Unchanged
Relatively low
Listenership due 37%
to high C&S 30% 30%
penetration
25% 23%
21%
17%
Karachi Lahore RWP/lsl Multan
Urban Pakistan - 2005 Urban Pakistan - 1998
Source: AC Nielsen Media Habits Survey 2005

Place of Listenership
Home is still the favorite place for listening to the radio. However, the percentage of
individuals listening to radio at the workplace has increased. The assumption here is
that now more of the FM channels which play music 24 hours are being listened to
through mobile sets.
79% 81%
15% 11%
5% 6% 3% 5%
At home Work place In Vehicles Others
Urban Population - 2005 Urban Pakistan - 1998
Radio Stations Listened To
Compared to year 1998 the percentage of previously most listened to radio channels
has gone down, but at the same time the influx of the various other channels has
also grown which is being depicted by the graph below. Among the listed channels
in the graph certain channels are being aired at number of cities.
For example City FM 89 is being listened to in Karachi, Lahore, Faisalabad and

Islamabad. FM 100 still shares the same percentage of listenership as of year 1998.
Males listen to radio more than females. This ratio is constant throughout all the radio
channels.
47%
33%
22% 21%
12%
7%
4% 2% 4%
Radio BBC All India FM89 FM91 FM100 FM101 FM103 FM107
Pakistan Radio

Radio
S.No. Name Stations Covered
1. PBC Islamabad, Karachi, Lahore, Rawalpindi, Multan, Hyderabad, Peshawar,
Faisalabad, Quetta, Khuzdar, Bhawalpur, Khairpur, D.I. Khan, Muzafarabad,
Gilgit, Skardu,Turbat, Chitral, Abottabad, Larkana, Kohat, Loralai, Zhob,
Mirpur, AJK, Sarghoda, Mithi, Mianwali, Bannu.
2. FM 100 Islamabad, Karachi, Lahore.
3. FM 101 Islamabad, Karachi, Lahore, Hyderabad, Faisalabad, Sialkot, Quetta.
Lahore, Faisalabad, Multan, Karachi.

4. FM 103
Sialkot, Liyah, D.G. Khan.

5. FM 104 Radio Buraq
Karachi, Quetta, Hyderabad, Nawabshah, Larkana, Rawlakot.

6. FM 105
7. FM 106.2 Islamabad, Karachi, Lahore, Sukkur. (Peshawar in Process)
Karachi.
8. FM 107 Apna Karachi
Laki Marwat, Karak, Bannu, Hungu, D.I. Khan, Mianwali, Isa Khael,
9. FM 88 Laki Marwat Waziristan, Miranshah, Mirali, Kalabagh.
10. FM 89 Lahore, Karachi, Islamabad.
11. FM 91 Lahore, Karachi, Islamabad.
12. FM 95 Multan, Liyah, D.G. Khan.
13. FM 96 Karachi.
14. FM 99 Islamabad, Wihari, Abottabad, Gujjar Khan, Haripur.
15. FM Sunrise Jehlum, Sarghoda, Sahiwal, Hasanabdal.
Gujrat, Gujranwala, Shekhupura, Bhalwal, Sarghoda, Jhang, Pakpattan,

16. FM Awaz
Sadiqabad, Khanpur, Rajanpur.
17. FM (Jeevay Pakistan) Khanewal, Lodraan, Rahim Yar Khan, Ahmadpur Sharkiya.
18. FM Hamsafar Tandoadam, Khairpur, Nooriabad.
19. FM 92 Doaaba Renala, Okara, Khanewal.
20. FM 93 Multan, Islamabad.

Radio Content
The chart below shows the type of programs that are being listened to on radio. Music,
general knowledge and news are the most listened to program descriptions. Among
all the types males are the majority of listeners. However, when it comes to cooking
programs females are the top most listeners.
Music 72%
General Knowledge Programs 70%
News 50%
Sports Documentary 24%
Religious Programs 23%
Cooking Shows 8%
Primarily driven through
Quiz Programs 5% FM channels
Drama Serials 5%
Radio - Inference
Radio could be used primarily for tapping key metros and act as a frequency
builder.
Keeping the low level of listenership in mind, key drive times should be kept
heavy and used as frequency builders.
Four prominent contents that could be explored to relate better with our TG:
• Music
• News
• Cooking based / women based programs
• Content development

Radio Advertising Rates
Radio Pakistan Spot Advertisement Rates

STATION 7 15 30 45 60
Seconds Seconds Seconds Seconds Seconds
World Service 600 1000 1500 1800 2000

Islamabad 600 1000 1500 1800 2000
Karachi 600 1000 1500 1800 2000
Lahore 600 1000 1500 1800 2000
Rawalpindi 300 500 750 900 1000

Multan 300 500 750 900 1000
Hyderabad 300 500 750 900 1000
Peshawar 300 500 750 900 1000
Faisalabad 300 500 750 900 1000
Quetta 150 250 400 450 500
Bahawalpur 150 250 400 450 500
Muzaffarabad 150 250 400 450 500
Khairpur 150 250 400 450 500
D. I. Khan 150 250 400 450 500
Khuzdar 150 250 400 450 500
Larkana 150 250 400 450 500
Gilgit 150 250 400 450 500
Skardu 150 250 400 450 500
Turbat 150 250 400 450 500
Loralai 150 250 400 450 500
Abbottabad 150 250 400 450 500
Chitral 150 250 400 450 500
Zhob 150 250 400 450 500
Sibi 150 250 400 450 500
Current Affairs 2800 4500 7000 8500 9500
Radio Pakistan Programme Sponsorship Rates
STATION 5 Minutes 10 Minutes 15 Minutes 20 Minutes 30 Minutes
including including including including including
20 secs. 45 secs. 75 secs. 90 secs. 150 secs.
Commercial Commercial Commercial Commercial Commercial
World Service 1750 2700 4400 5400 7100

Islamabad 1750 2700 4400 5400 7100
Karachi 1750 2700 4400 5400 7100
Lahore 1750 2700 4400 5400 7100
Rawalpindi 900 1450 2350 2870 3800

Multan 900 1450 2350 2870 3800
Hyderabad 900 1450 2350 2870 3800
Peshawar 900 1450 2350 2870 3800
Faisalabad 900 1450 2350 2870 3800
Quetta 600 1050 1600 1950 2560

Bahawalpur 600 1050 1600 1950 2560
Muzaffarabad 600 1050 1600 1950 2560
Khairpur 600 1050 1600 1950 2560
D. I. Khan 600 1050 1600 1950 2560
Khuzdar 350 600 900 1100 1450

Larkana 350 600 900 1100 1450
Gilgit 350 600 900 1100 1450
Skardu 350 600 900 1100 1450
Turbat 350 600 900 1100 1450
Loralai 350 600 900 1100 1450
Abbottabad 350 600 900 1100 1450
Chitral 350 600 900 1100 1450
Zhob 350 600 900 1100 1450
Sibbi 350 600 900 1100 1450
Current Affairs 10000 17000 25000 32000 42000
(All rates in Pakistani Rupees)

FM 100
Category “A”
TIME 10:00 p.m. to 07:00 a.m. Branding Sponsorship
DURATION 15” 30” 45” 60” 1/2 hr 1 hr 1/2 hr 1 hr

NETWORK 2,200 4,100 6,250 8,750 22,000 42,000 15,600 31,500
KARACHI 950 1,900 2,800 3,750 11,500 21,000 7,500 15,000
LAHORE 800 1,550 2,400 3,250 7,300 16,600 6,250 12,500
ISLAMABAD 500 1,000 1,500 2,000 5,200 10,500 4,000 8,200
Category “B”
TIME 10:00 a.m. to 04:00 p.m. Branding Sponsorship
DURATION 15” 30” 45” 60” 1/2 hr 1 hr. 1/2 hr 1 hr.

NETWORK 2,500 5,000 7,500 9,400 26,000 50,000 18,750 37,500
KARACHI 1,100 2,200 3,100 4,400 13,500 25,000 9,400 18,750
LAHORE 950 1,900 2,800 3,500 11,000 20,000 7,650 15,300
ISLAMABAD 600 1,200 1,700 2,250 7,500 12,500 4,700 9,400
Category “C”
07 a.m. to 10:00 a.m. &

TIME 04:00 p.m. to 10:00 p.m. Branding Sponsorship
DURATION 15” 30” 45” 60” 1/2 hr 1 hr 1/2 hr 1 hr

NETWORK 3,000 6,000 8,100 10,000 32,000 60,000 22,500 45,000
KARACHI 1,250 2,600 3,600 4,600 16,000 30,000 10,800 21,600
LAHORE 1,100 2,250 3,000 3,750 13,000 24,000 9,000 18,000
ISLAMABAD 600 1,400 1,900 2,400 8,500 15,000 5,500 11,000
1. Program duration less than 1/2 hour will be charged on 30% extra.
2. Govt. Duties and Taxes are exclusive.
3. Free Commercial time branded programs 300 sec/hr.
4. Free Commercial time for sponsored programs 200 sec/hr.
5. Rates of Road Shows are not included.

FM101
RATES FOR SINGLE BROADCAST
(7:00 AM TO 10:00 AM & 4:00 PM TO 10:00PM)
STATION 15 Sec 30 Sec 45 Sec 60 Sec 15 Mts. Com. 30 Mts Com. 60 Mts Com.
Time (75 Sec) Time (150 Sec) Time (300 Sec)
Islamabad 600 1000 1300 1700 5000 9000 16000
Lahore 900 1600 2400 3300 6000 11000 20000
Karachi 1000 1800 2900 3500 7500 14000 25000
Network 2300 4200 6500 8300 18000 32000 56000
Hyderabad 400 600 850 1000 4000 7000 12000
Quetta 400 600 850 1000 4000 7000 12000
Faisalabad 500 800 1100 1400 4000 7000 12000
Peshawar 500 800 1100 1400 4000 7000 12000
Sialkot 400 600 850 1000 4000 7000 12000
Nationwide 4500 8000 10000 14000 31000 53000 90000
(10:00 AM TO 4:00 PM)

Islamabad 500 850 1200 1500 3500 6700 12000
Lahore 750 1400 2000 3000 5000 8500 15000
Karachi 850 1600 2500 3300 6500 12000 20000
Network 2000 3700 5500 7500 14000 26000 45000
Hyderabad 300 500 700 900 3500 5500 9000
Quetta 300 500 700 900 3500 5500 9000
Faisalabad 450 700 900 1100 3500 5500 9000
Peshawar 450 700 900 1100 3500 5500 9000
Sialkot 300 500 700 900 3500 5500 9000
Nationwide 3500 6500 9000 12000 21000 35000 65000
(10:00 PM TO 7:00 AM)

Islamabad 400 700 1000 1300 3000 5500 7500
Lahore 700 1300 1850 2600 4000 6500 1200
Karachi 800 1500 2200 3100 4700 8000 1500
Network 1800 3300 5000 6500 11000 18000 34000
Hyderabad 200 380 500 750 3000 5000 8000
Quetta 200 380 500 750 3000 5000 8000
Faisalabad 350 600 700 900 3000 5000 8000
Peshawar 350 600 700 900 3000 5000 8000
Sialkot 200 380 500 750 3000 5000 8000
Nationwide 3000 5500 7500 10000 17000 26000 48000

FM101
RATES FOR REGIONAL NETWORK
(7:00 AM TO 10:00 AM & 4:00 PM TO 10:00 PM)
STATION 15 Sec 30 Sec 45 Sec 60 Sec 15 Mts Com. 30 Mts Com. 60 Mts Com.
Time (75 Sec) Time (150 Sec) Time (300 Sec)
Karachi 1000 1800 2900 3500 7500 14000 25000
Hyderabad 400 600 850 1000 2500 4000 7000
Quetta 400 600 850 1000 2500 4000 7000
Regional Network 1700 3000 4200 5000 11000 20000 35000
Lahore 900 1600 2400 3000 6000 11000 20000
Sialkot 400 600 850 1000 2500 4000 7000
Faisalabad 500 800 1100 1400 3000 5000 9000
Islamabad 600 1000 1300 1700 5000 9000 16000
Peshawar 500 800 1100 1400 2500 4000 8500
(10:00 AM TO 4:00 PM)

Karachi 850 1600 2500 3350 6500 12000 20000
Hyderabad 300 500 700 900 1700 2500 4000
Quetta 300 500 700 900 1700 2500 4000
Lahore 750 1400 2000 3000 5000 8500 15000
Sialkot 300 500 700 900 1700 2500 4000
Faisalabad 450 700 900 1100 2000 3300 5400
Islamabad 500 850 1200 1500 3500 6700 12000
Peshawar 450 700 900 1100 2000 3300 5400
(10:00 PM TO 7:00 AM)

Karachi 800 1500 2200 3100 4700 8000 15000
Hyderabad 200 380 380 750 1200 1900 2800
Quetta 200 380 380 750 1200 1900 2800
Lahore 700 1300 1300 2600 4000 6500 12000
Sialkot 200 380 380 750 1200 1900 2800
Faisalabad 350 600 600 900 1400 2200 3500
Islamabad 400 700 700 1300 3000 5500 7500
Peshawar 350 600 600 900 1400 2200 3500

FM101
RATES FOR SPONSORSHIP
(7:00 AM TO 10:00 AM & 4:00 TO 10:00 PM)
STATION 15 Mts 30 Mts 60 Mts
Com.Time Com.Time Com.Time
(75 Sec) (150 Sec) (300 Sec)
Islamabad 2800 5300 10000
Lahore 4100 6200 13000
Karachi 5000 10500 16000
Network 11000 20000 35000
Hyderabad 1500 2400 4000
Quetta 1500 2400 4000
Faisalabad 1700 2700 5700
Peshawar 1700 2700 5700
Sialkot 1500 2400 4000
Nationwide 18500 32000 55000
(10:00 AM TO 4:00 PM)
Islamabad 2300 4500 8000
Lahore 3500 5600 10200
Karachi 4400 8000 13500
Network 9500 17000 30000
Hyderabad 1000 1700 2700
Quetta 1000 1700 2700
Peshawar 1300 2200 3500
Sialkot 1000 1700 2700
Nationwide 15000 23500 44000
(10:00 PM TO 7:00 AM)
Islamabad 2000 3500 5000
Lahore 2500 4200 8000
Karachi 3000 5000 9000
Network 7000 12000 22000
Hyderabad 800 1200 1900
Quetta 800 1200 1900
Peshawar 900 1400 2300
Sialkot 800 1200 1900
Nationwide 11000 17500 31500

FM101
RATES FOR REGIONAL SPONSORSHIP

(7:00 AM TO 10:00 AM & 4:00 TO 10:00 PM)
STATION 15 Mts 30 Mts 60 Mts
Com.Time Com.Time Com.Time
(75 Sec) (150 Sec) (300 Sec)
Karachi 5000 10500 16000
Hyderabad 1500 2400 4000
Quetta 1500 2400 4000
Regional Network 8000 15000 23000
Lahore 4100 6200 13000
Sialkot 1500 2400 4000
Islamabad 2800 5300 10000
Peshawar 1700 2700 5700
(10:00 AM TO 4:00 PM)
Karachi 4400 8000 13500
Hyderabad 1000 1700 2700
Quetta 1000 1700 2700
Lahore 3500 5600 10200
Sialkot 1000 1700 2700
Islamabad 2300 4500 8000
Peshawar 1300 2200 3500
(10:00 PM TO 7:00 AM)
Karachi 3000 5000 9000
Hyderabad 800 1200 1900
Quetta 800 1200 1900
Lahore 2500 4200 8000
Sialkot 800 1200 1900
Islamabad 2000 3500 5000
Peshawar 900 1400 2300

FM 89
Network Std Rate Discounted Rate Minutes From To
200,000-299,999 3,575 3,218 62.16 93.24
300,000-399,999 3,575 3,146 95.36 127.15
400,000-499,999 3,575 3,075 130.10 162.63
500,000-599,999 3,575 3,003 166.50 199.80
600,000-699,999 3,575 2,932 204.67 238.79
700,000-799,999 3,575 2,860 244.76 279.72
800,000-899,999 3,575 2,789 286.89 322.75
900,000-999,999 3,575 2,717 331.25 368.05
1,000,000 3,575 2,646 378.00
Xtreme Hours Spent Discounted 2 Time Single TB* 2 TB*+ Single

Network Amount Rate Bands Time Band within TB* TB*+TB*
15% 20% TB* within within
10% TB* TB*
25% 30%
250,000-349,999 3,850 3,465 3,985 4,158 3,812 4,331 4,505
350,000-449,999 3,850 3,388 3,896 4,066 3,727 4,235 4,404
450,000-549,999 3,850 3,311 3,808 3,973 3,642 4,139 4,304
550,000-649,999 3,850 3,234 3,719 3,881 3,557 4,043 4,204
650,000-749,999 3,850 3,157 3,631 3,788 3,473 3,946 4,104
750,000-849,999 3,850 3,080 3,542 3,696 3,388 3,850 4,004
850,000-949,999 3,850 3,003 3,453 3,604 3,303 3,754 3,904
950,000-1,049,999 3,850 2,926 3,365 3,511 3,219 3,658 3,804
1,050,000-1,149,000 3,850 2,849 3,276 3,419 3,134 3,561 3,704
1,150,000-1,249,000 3,850 2,772 3,188 3,326 3,049 3,465 3,604
1,250,000-1,349,000 3,850 2,695 3,099 3,234 2,965 3,369 3,504
1,350,000-1,449,000 3,850 2,618 3,011 3,142 2,880 3,273 3,403
1,450,000-1,549,000 3,850 2,541 2,922 3,049 2,795 3,176 3,303
1,550,000-1,649,000 3,850 2,464 2,834 2,957 2,710 3,080 3,203
1,650,000- 3,850 2,387 2,745 2,864 2,626 2,984 3,103
Karachi
100,000-149,999 2,350 2,115 2,432 2,538 2,327 2,644 2,750
150,000-199,999 2,350 2,092 2,405 2,510 2,301 2,614 2,719
200,000-249,999 2,350 2,068 2,378 2,482 2,275 2,585 2,688
250,000-299,999 2,350 2,045 2,351 2,453 2,249 2,556 2,658
300,000-349,999 2,350 2,021 2,324 2,425 2,223 2,526 2,627
350,000- 2,350 1,998 2,297 2,397 2,197 2,497 2,597
Lahore
100,000-149,999 1,550 1,395 1,604 1,674 1,535 1,744 1,814
150,000-199,999 1,550 1,380 1,586 1,655 1,517 1,724 1,793
200,000-249,999 1,550 1,364 1,569 1,637 1,500 1,705 1,773
250,000-299,999 1,550 1,349 1,551 1,618 1,483 1,686 1,753
300,000-349,999 1,550 1,333 1,533 1,600 1,466 1,666 1,733
350,000- 1,550 1,318 1,515 1,581 1,449 1,647 1,713
Islamabad
100,000-149,999 1,450 1,305 1,501 1,566 1,436 1,631 1,697
150,000-199,999 1,450 1,291 1,484 1,549 1,420 1,613 1,678
200,000-249,999 1,450 1,276 1,467 1,531 1,404 1,595 1,659
250,000-299,999 1,450 1,262 1,451 1,514 1,388 1,577 1,640
300,000-349,999 1,450 1,247 1,434 1,496 1,372 1,559 1,621
350,000- 1,450 1,233 1,417 1,479 1,356 1,541 1,602
Faisalabad
100,000-149,999 950 855 983 1,026 941 1,069 1,112
150,000-199,999 950 846 972 1,015 930 1,057 1,099
200,000-249,999 950 836 961 1,003 920 1,045 1,087
250,000-299,999 950 827 950 992 909 1,033 1,074
300,000-349,999 950 817 940 980 899 1,021 1,062
350,000- 950 808 929 969 888 1,009 1,050
* Time Band
FM 89
Sponsored Programmes
Duration Extreme Hours Volatile

1 Hour 40,000 30,000
1.5 Hours 55,000 40,000
2 Hours 70,000 50,000
3 Hours 100,000 70,000
FM 91
Prime Time 7:00 am - 12:00 pm & 5:00 pm - 9:00 pm
Commercial Advertisement Branding Sponsorship
Duration Rate per Min. 1/2 hour 1 hour 1 hour 2 hour
Network (K, L & I) 7500 32000 50000 30000 50000

Karachi 3000 20000 30000 20000 35000
Lahore 2500 16000 25000 16000 30000
Islamabad 2000 12000 20000 12000 22000
Gwadar 1000 7500 12000 10000 18000
Semi - Prime Time 12:00 pm - 5:00 pm & 9:00 pm - 12:00 am

Network (K, L & I) 6000 26000 45000 25000 45000

Karachi 2500 18000 26000 18000 32000
Lahore 2000 14000 22000 15000 26000
Islamabad 1500 10000 18000 10000 20000
Gwadar 1000 6000 10000 8000 15000
Off - Prime Time 12:00 am - 7:00 am
Network (K, L & I) 4000 20000 35000 20000 30000

Karachi 1500 15000 25000 15000 25000
Lahore 1200 12000 20000 12000 20000
Islamabad 1000 10000 18000 10000 18000
Gwadar 800 5000 10000 6500 10000

FM103
Prime Time
(6 am - 11 am) Family Time Night Time
SPOTS (11 am - 4 pm) (11 pm - 6 am)
(4 pm - 11 pm)
Station 60 sec 30 sec 60 sec 30 sec 60 sec 30 sec
Network 6000 3000 5000 2500 4000 2000

Karachi 2000 1000 1800 900 1500 750
Lahore 2000 1000 1800 900 1500 750
Faisalabad 2000 750 1800 900 1500 750
Multan 2000 750 1800 900 1500 750
Prime Time
SPONSORED (6 am - 11 am) Family Time Night Time
PROGRAM (4 pm - 11 pm) (11 am - 4 pm) (11 pm - 6 am)
Station 1 hour 30 min 1 hour 30 min 1 hour 30 min
Network 70,000 35,000 60,000 28,000 25,000 15,000

Karachi 20,000 12,000 18,000 10,000 10,000 6,000
Lahore 20,000 12,000 18,000 10,000 10,000 6,000
Faisalabad 20,000 12,000 18,000 10,000 10,000 6,000
Multan 20,000 12,000 18,000 10,000 10,000 6,000
FM 104 Radio Buraq

Commercial Prime Time
Spots (7 am - 12 pm) (4 pm - 8 pm) Branding Sponsorship
Duration 15 Second 30 Second 45 Second 60 Second 30 min 60 min 30 min 60 min
Network 1,700 3,200 4,700 6,200 27,000 46,500 15,000 31,000

Sialkot 500 1,000 1,500 2,000 8,500 15,000 5,000 10,000
Peshawar 400 800 1,200 1,600 7,000 12,000 4,000 8,000
Mardan 400 600 800 1,000 4,500 7,500 2,000 5,000
Mansehra 400 800 1,200 1,600 7,000 12,000 4,000 8,000
Commercial Normal Time

Spots (12 pm - 4 pm) (8 pm - 7 am) Branding Sponsorship
Duration 15 Second 30 Second 45 Second 60 Second 30 min 60 min 30 min 60 min
Network 1,200 2,400 3,600 5,000 22,500 42,000 8,000 16,500

Sialkot 400 800 1,200 1,800 7,000 13,500 3,000 5,500
Peshawar 300 600 900 1,200 6,000 11,000 2,000 4,000
Mardan 200 400 600 800 3,500 6,500 1,000 3,000
Mansehra 300 600 900 1,200 6,000 11,000 2,000 4,000

FM105
Commercial Spot Duration 10 Sec 15 Sec 30 Sec 45 Sec 60 Sec
Network 2050 3025 5750 8475 11500

Karachi 800 1200 2400 3600 4800
Hyderabad 300 450 900 1350 1800
Quetta 250 375 750 1125 1500
Nawabshah 300 450 650 950 1200
Larkana 300 450 650 950 1200
Rawlakot 300 400 500 600 1000
Sponsored Program Duration 15 30 45 60

Minutes Minutes Minutes Minutes
Commercial Time 75 Sec 150 Sec 225 Sec 300 Sec
Network 23250 40000 57000 75500

Karachi 6750 13500 20250 27000
Hvderabad 6000 9000 11250 12000
Quetta 3500 6500 8500 10500
Nawabshah 3000 5000 7500 9000
Larkana 2500 3500 5500 7000
Rawlakot 1500 2500 4000 5000
FM 107
Time Slot Duration
From To 15 sec 30 sec 60 sec
12:00 am 6:00 am 354 644 1170

6:00 am 8:00 am 709 1287 2340
8:00 am 12:00 pm 1338 2431 4420
2:00 pm 5:00 pm 866 1573 2860
5:00 pm 8:00 pm 1495 2717 4940
8:00 pm 12:00 am 1023 1859 3380

Newspapers or Print media still has a strong influence over the common man. The
reason being accessibility of more news in an undersized place, amalgamated with the
ease and convenience of reading it at a time and place of one’s own choice. Another
reason of its influence is the lack of state control over the print media content in Pakistan.
As compared to last year a manifest change and increase was anticipated this year, but
there was no major arrival of any significant publication in the country. However, its
importance remains the same. Despite the fact that the country has a low literacy rate
as compared to other countries, the advertising spend in the print media remains at par
with international standards. Quite recently publications like Express increased their
publication stations, previously three, now they cover major ten stations of the country.
Jang group is also planning to start a few more stations under Jang Umbrella in the
coming months. This shows the importance advertisers accord to the print media and
how it helps in selling new ideas and creating awareness and hence generating demand
for the products.
With over 245 registered publications nationwide, the industry is growing constantly and
becoming more specialized in the category of news it offers. With the freedom of speech
comes freedom of press and therefore more specific, liberal and non-biased news is
printed. This is supported by printing innovations and un-conventional advertisement
content. With an in-depth editorial content focusing on every aspect of life, may it be
political scenario of the country or news related to everyday issues, print media is
gradually soaring to new heights.
However, two major threats lie for the newspapers. The threats are the flourishing outdoor
industry and inventive BTL activities. The latter, however can be controlled and poses
no major threat to the newspaper industry. The major threat that has surfaced with time
is the mushroom growth of satellite channels, particularly the specialized news channels
that are quicker in terms of providing breaking news and live coverage of important
events. There has been a remarkable improvement in the quality of advertisements being
placed in the print media which has necessitated and encouraged the industry to improve
its technology level and produce quality output.
Print Readership Statistics
Est. Adult Readers Est. Youth Readers

Karachi 3,098,134 757,010
Interior Sindh 3,425,310 384,057
Southern Punjab 2,804,618 388,332
Central Punjab 4,240,816 645,909
Western Punjab 2,056,875 249,198
Northern Punjab 1,380,233 175,183
NWFP 2,077,838 264,987
Balochistan 687,951 98,056
Daily Adult Readership Daily Youth Readership

Karachi 2,292,619 507,197
Interior Sindh 2,397,717 304,326
Southern Punjab 1,935,187 240,766
Central Punjab 2,671,714 368,168
Western Punjab 1,336,969 147,027
Northern Punjab 8,419,42 96,351
NWFP 1,309,038 151,043
Balochistan 4,127,71 52,950
Purchase of Newspapers
Purchased: 51%
Neighbours/Friends: 13%
Public Places: 24%
Offices: 7%
Miscellaneous: 5%

Newspaper Readership:
Newspaper readership in urban Pakistan has slummed slightly from year 1998.
In Year 1998 urban Pakistan had 37% regular users, latest figures show a 10%
decrease in newspaper readership. However, overall readership in 12+ urban
population is 50% (regular plus occasional readers).
51% 49%
37%
27%
23%
14%
Regular Readers Occaslonal Readers Do Not Read
Gender / Age wise Readership
Further analysis among the age brackets for gender shows a majority of
readers in the age bracket of 12 to 35 years. The graph below shows the
relative gender via age break-up for readership.
45% 47%
41% 43%
35% 37%
32% 31%
23% 27%
21% 20% 17% 18%
20% 18%16% 14%
11% 10% 11% 13% 9%
8% 9% 6%7% 4% 7%
2%
12-25 Years 26-35 Years 36-45 Years 46-55 Years 55+ Years 12-25 Years 26-35 Years 36-45 Years 46-55 Years 55+ Years
Male Female
Regular Readers Occasional Readers Do Not Read

City Wise Breakup
City wise breakup for the top 10 cities and their relevant readership base
is being shown in the graph below. The top city with highest percentage of
regular readers is Islamabad (37%) with Quetta being the second city with
greater number of regular readers that is 33%.
51% 42% 47% 48% 46% 49% 53% 46% 55% 55% 53%
23% 27% 25% 25% 22% 15% 24% 31% 14%

20% 20%
27% 31% 28% 27% 32% 37% 24% 23% 25% 25% 33%
Urban Karachi Lahore Faisalabad Rawalpindi Islamabad Multan Gujranwala Hyderabad Peshawar Quetta
Pakistan
2005
Regular Readers Occasional Readers Do Not Read
Languages Read
Majority of the readers read newspaper in Urdu (98%). Same is the situation
in all provinces. However, in Sindh, Sindhi newspapers have a considerably
higher readership with 19% readers.
99% 98% 98%

93%
84%
19%
7% 7%
5% 4% 6% 2% 2% 3%
Urdu English Sindhi Pashto
Urban Pakistan - 2005 Punjab Sind NWFP Balochistan

Newspapers Readers
Knowing which of the newspapers are being read in urban

Past 6 month Newspapers Pakistan is an insight that all the media planners and advertisers
The News 3%
would be looking forward to. The later part of this survey will
1%
Aghaz show the overall urban readership for various newspapers,
2%
Ausaaf 3% gender wise readership.
3%
Mashriq
4%
Ummat
5%
The top 3 newspapers as of last establishment report are
Dawn 5%
5% once again Jang with 45%, Nawa-e-Waqt with 20% and
Kawish
7%
6%
Khabrain with 16% readership among readers.
Qaumi Akhbar
7%
Din 9%
Awam
7%
12%
There are a few new newspapers with considerable readership
7%
Awaz 8% base like Express (13%), Kawish (7%) and Ummat (5%).
9%
Express
13%
Khabrain 16% Urban Pakistan - 2005
16%
Nawa-e-Waqt 23%
20%
Jang 51%
45%
Contents being Read

84%
Headlines 87%
86%
52%
Local News of Pakistan 66%
61%
44%
Local City News 47%
46%
19%
Sports News 52%
40%
28%
International News 46%
40%
Ads For Miscellaneous 26%
products 18%
21%
9%
Business/Trade News 19%
15%
12%
Job Vacancy Pages 14%
13%
16%
Movie News 10%
12%
17%
Movie Ads 9%
12%
6%
Editorial Pages 10%
9%
Weekly Magazines of 9%
Newspapers 7%
8% Female
5%
Classified Pages 4%
Males
4% Urban Pakistan-2005

Magazines
In urban Pakistan, magazine readership is quite low with only 19% magazine
readers. Among the readers, female readers are more as far as magazine
readership is concerned. The graph below shows the breakup of magazine.
Female 54% 45%
Male 46% 55%
Urban Pakistan - 2005 19% 81%
Yes No
Newspaper & Magazine Readership
90
77
80
70 69
70
58
60
49 47
50
40
33 31 30
30 24
19 19
20
10
0
Overall Urban SEC-A1 SEC-A2 SEC-B SEC-C SEC-D
Read Newspaper Read Magazines

Newspaper Readership
60
50
40
30
20
10
0
SEC-A1 SEC-A2 SEC-B SEC-C SEC-D
Awam Awaz Dawn Express Jang Khabrain Nawa-e-Waqt
Magazine Readership
50
45
40
35
30
25
20
15
10
0
SEC-A1 SEC-A2 SEC-B SEC-C SEC-D
Akhbar-e-Jahan Family Magazine Fashion Magazine MAG Sunday Magazine

Principal Urdu Dailies
Daily Place Telephone No Casual Rate Extra Charges

Per col.cm Front Back
Rs Page Page
Aaj Peshawar 2570501 500 100% 50%

Al-Akhbar Islamabad 4438861 600 150% 75%
Amn Karachi 2634451 410 Rs.400 Rs.205
Ausaf Islamabad 2279881 400 200% 100%
Ash Sharq Karachi 5312181-3 500 200% 75%
Beopar Karachi 2630785 500 100% 50%
Business Report Faisalabad 629668 450 100% 50%
Din Karachi 2631333-5 400 200% 100%
Din Lahore 5883540-9 650 200% 100%
Din Rawalpindi 598306 350 200% 100%
Express Karachi 5800052 900 200% 100%
Lahore 5878700 600 200% 100%
Islamabad 2879123 525 200% 100%
Multan 4783344 400 200% 100%
Faisalabad 2637304-5 450 200% 100%
Peshawar 5260578-9 350 200% 100%
Gujranwala 3733712-3 435 200% 100%
Sargodha 719993 275 200% 100%
Rahim Yar Khan 5887956 275 200% 100%
Sukkur 5633472 275 200% 100%
Combined - 3364 200% 100%
Intekhab Hub 303536 300 100% 50%
Jang (Weekdays) Karachi 2637111 1360 200% 100%
(5% extra on Major National Lahore 6367480 1300 200% 100%
Holidays) Rawalpindi 5962444 950 200% 100%
Quetta 841078 530 200% 100%
Multan 547970 450 200% 100%
Combined - 3550 150% 100%
Jang (Sunday) Karachi 2637111 1565 200% 100%
Lahore 6367480 1495 200% 100%
Rawalpindi 5962444 1090 200% 100%
Quetta 841078 610 200% 100%
Multan 547970 520 200% 100%
Combined - 3905 150% 100%
Jinnah Lahore 111-448-844 700 200% 100%
Islamabad 111-448-844 500 200% 100%
Jasarat Karachi 2630391 400 200% 100%
Jurrat Karachi 2637641 950 150% 100%
Khabrain Karachi 111-558-855 500 200% 100%
Lahore 111-558-855 950 200% 100%
Islamabad 111-558-855 700 200% 100%
Multan 111-558-855 600 200% 100%
Peshawar 111-558-855 400 200% 100%
Sukkur 111-558-855 400 200% 100%
Hyderabad 111-558-855 400 200% 100%
Muzaffarabad 111-558-855 400 200% 100%
Combined - 1800 200% 100%
For details please see the advertisement tariff

Principal Urdu Dailies

Rs Page Page
Mashriq Quetta 2827345 550 100% 50%

Peshawar 2651150 500 200% 100%
Musalman Islamabad 2875183 525 100% 50%
Musawat Lahore 6371836 400 100% 50%
Nawa-i-Waqt Lahore 6367551-54 1000 200% 100%
Karachi 5843720 575 200% 100%
Islamabad 2202641-44 750 200% 100%
Multan 545571 650 200% 100%
Combined - 1850 200% 100%
Pakistan Lahore 7576301 650 200% 100%
Islamabad 272727 300 200% 100%
Subh Peshawar 2323553 450 100% 50%
Ummat Karachi 5655270 690 100% 50%
Waqt Lahore 111-111-108 525 200% 100%
Principal Urdu Evening Dailies

Rs Page Page
Aghaz Karachi 2722125 690 100% 50%

Awam Karachi 2637111 600 50% 25%
Awaz Lahore 6367480 550 150% 75%
Inquilab Lahore 6367580 300 50% 25%
Qaumi Akhbar Karachi 2633381 750 100% 50%
Naya Akhbar Karachi 5805201 450 200% 100%

Principal English Dailies
Daily Place Telephone Casual Extra charges

No. rate Front Back
Per col. cm. Page Page
Rs.
Balochistan Express Quetta 2451981 450 100% 50%

Balochistan Times Quetta 2821153 500 150% 100%
Business Recorder Karachi 111-010-010 600 x x
Lahore 111-010-010 500 x x
Islamabad 111-010-010 400 x x
Combined 111-010-010 850 Rs.400 Rs.50
Daily Times (Weekdays) Karachi 5377133-6 550 100% 50%
10% extra on Sunday
Lahore 5878614 750 100% 50%
Combined - 950 100% 50%
Dawn (Weekdays) Combined 5670001 1800 Fixed Fixed
Dawn (Sunday) Combined 5670001 2300 Fixed Fixed
Financial Post Karachi 5381626 300 100% 50%
Frontier Post Peshawar 270501 450 200% 100%
Pakistan Observer Islamabad 2852027 450 100% 50%
The Nation Lahore 111-222-007 650 150% 100%
Islamabad 111-222-007 500 150% 100%
Karachi 111-222-007 350 150% 100%
Combined - 1200 150% 100%
The News (Weekdays) Karachi 2637111 750 150% 100%
(5% extra on Major National
Holidays) Lahore 6367480 750 150% 100%
Rawalpindi 5962444 720 150% 100%
Combined 1500 150% 100%
The News (Sunday) Karachi 2637111 805 150% 100%
Lahore 6367480 805 150% 100%
Rawalpindi 5962444 780 150% 100%
Combined - 1800 150% 100%
The Post Lahore 6285441 550 150% 100%
Islamabad 111-558-855 450 150% 100%

Principal Sindhi Dailies
No. rate Front Back
Rs.
Awami Awaz Karachi 5672941 590 100% 50%

Hilal-e-Pakistan Karachi 2624997 300 100% 50%
Ibrat Hyderabad 2728703 800 Rs.600 Rs.400
Kawish Hyderabad 780026 700 Rs.500 Rs.300
Taameer-e-Sindh Karachi 2779980 470 100% 50%
Sukkur 5625580 360 100% 50%
Khabroon Karachi 111-558-855 450 200% 100%
Sukkur 111-558-855 400 200% 100%
Islamabad 111-558-855 350 200% 100%
Combined 111-558-855 800 200% 100%
Principal Gujrati Dailies

No. rate Front Back
Rs.
Millat Karachi 2620216 500 100% 50%
Vatan Karachi 2401170 450 100% 50%

Principal Pushto Dailies

No. rate Front Back
Rs.
Wahdat Peshawar 2214154 450 100% 50%

Khabroona Peshawar 2323553 400 100% 50%
Principal Urdu Weeklies
Weekly Place Telephone Ordinary Full Page

No. B/W 4 - colour
Rs. Rs.
Akhbar-e-Jehan Karachi 2634673 93,000 98,000

Family Magazine Lahore 6367551 x 50,000
Nida-e-Millat Lahore 6367551 x 9,000
Takbeer Karachi 2626613 12,000 15,000
Principal English Weeklies
Weekly Place Telephone Ordinary Full Page

No. B/W 4 - colour
Rs. Rs.
The Friday Times Lahore 5763510 72,510 144,300

Mag Karachi 2637111 x 30,000
Pakistan & Gulf Economist Karachi 5838572 15,000 20,000
Principal English Fortnightlies
Fortnightly Place Telephone Ordinary Full Page

No. B/W 4 - colour
Rs. Rs.
Businessmen Karachi 2627222 Rs. 250 per cm Rs.500 per cm

Money Magazine Karachi 5804976 x 20,000
Good Times Lahore 5763510 x 20,000
Computer World Karachi 5686240 20,000 36,000

Principal Urdu Monthlies
Monthly Place Telephone Ordinary Full Page
No. B/W 4-Colour
Rs. Rs.
Aanchal Karachi 2628014 9,000 x

Bawarchikhana Karachi 4531122-33 x 22,000
Cricketer Karachi 5805391 10,000 15,000
Dastak Karachi 4919321 10,000 15,000
Dosheeza Digest Karachi 4930470 6,000 9,000
Fashion Mag Karachi 4529737 6,500 12,500
Ideal Karachi 4939823 5,000 8,000
Jaltarang Multan 584364 8,000 12,000
Jasoosi Digest Karachi 5802552 7,000 10,000
Khawateen Digest Karachi 2726617 22,000 x
Kiran Digest Karachi 2726617 22,000 x
Kitchen Karachi 2727222 x 18,000
Mazedar Khaney Karachi 4382146 x 18,000
Monsalva Karachi 4965692 5,000 8,000
Pakistan Post Karachi 5866750 10,000 15,000
Pakeeza Digest Karachi 5802552 7,000 8,000
Qaumi Digest Lahore 7576301 8,000 14,000
Raabta Karachi 5686240 6,000 12,000
Rasoi Ghar Karachi 4525642 x 12,000
Sachchi Kahanyan Karachi 4939823 6,000 x
Sarguzisht Karachi 5802552 7,000 10,000
Sayyarah Digest Lahore 7245412 5,000 8,000
Shuaa Digest Karachi 2721777 22,000 x
Star and Style Karachi 4529737 5,500 11,000
Super Star Dust Karachi 2767945 10,000 15,000
Suspense Digest Karachi 5802552 7,000 10,000
Urdu Digest Lahore 7589957 10,000 15,000

Principal Urdu Monthlies For Children

No. B/W 4-Colour
Rs. Rs.
Hamdard Naunehal Karachi 6616001 8,000 10,000

Phool Lahore 6367551 x 7,000
Aankh Macholi Lahore 7578803 3,000 7,500
Go Go Karachi 5214012 5,000 8,000
Principal English Monthlies

No. B/W 4-Colour
Rs. Rs.
@internet Karachi 5800052 12,000 22,000
Blue Chip Islamabad 2653160 50,000 75,000
Defence Journal Karachi 111-911-911 10,500 18,500
Diva Karachi 5804976 - 20,000
Economic Review Karachi 5346791 14,000 20,000
Fashion Collection Karachi 5804976 - 25,000
Herald (First Half) Karachi 5670001 - 37,000
(Second Half) 17,000 32,000
Investment & Marketing Karachi 2312410 16,000 18,000
Mr. Karachi 5304423 - 16,000
Newsline Karachi 5873947 15,000 33,000
Pink Karachi 5304423 - 16,000
She Karachi 5212544 14,000 27,000
Slogan Karachi 4521639 - 86,400
Social Pages Karachi 5842361 - 22,500
Spider Karachi 5670001 14,000 25,000
The Cricketer Karachi 5805391 10,000 15,000
The Voice Islamabad 2653372 13,000 25,000
Women's Own Karachi 5805391 12,000 23,000

Principal Sindhi Monthlies/Fortnightlies
No. B/W 4-Colour
Rs. Rs.
Affair Karachi 4816399 11,000 15,000

Naon Niapo Karachi 6803300 5,000 8,000
Ibrat (Fortnightly) Hyderabad 2728703 35,000 43,000
Hazar Dastan Hyderabad 2728703 8,000 10,000
English Quarterlies/Bi-monthlies
Quarterly/ Place Telephone Ordinary Full Page

Bi-Monthly No. B/W 4-Colour
Rs. Rs.
Aurora Karachi 5670001 - 75,000

Beauty Karachi 5805391 - 25,000
Brand Wagon Karachi 5823694 - 35,000
Brides & You Lahore 5839463 - 18,000
Good Food Karachi 5805391 - 20,000
Jewel Time Karachi 2621000 - 20,000
Libas (Pak Edition) Lahore 5717364 - 30,000
Marketing Review Karachi 7760032 7,500 10,000
Me & My Wedding Lahore 5871116 - 18,000
Visage Karachi 5861787 10,000 22,000
Gen-y Lahore 5888747 - 15,000
Food Line Karachi 453-112-233 - 24,000
Niche Lahore 6682535 - 30,000
Motherhood Islamabad 5850894 - 25,000
Synergyzer Karachi 4551420 - 55,000
Faceon Lahore 5764413 - 18,000

Total Print Spend Rs. (Bln)
6.0
6
4.2
4 3.6 +67% in 3 years
2
2003-2004 2004-2005 2005-2006
Cinema has traditionally existed as a very undervalued medium in Pakistan. During
the 1950s and 1960s, it was considered as a source of entertainment by middle-
class and low-income households. The medium lost its attractiveness, once
television consolidated its position in the market during the late 1960s and early
1970s. The arrival of VCRs also proved to be a major disincentive to cinema-
goers.
Inadequate investment in infrastructure, equipment, talent creation as well as

production values compromised the quality of cinema. On the other hand, the fear
of the censorship code and its inconsistent application left little encouragement
for new and more enterprising individuals or groups to venture into the world of
cinema.
As time passed, conditions deteriorated inside the theatres as well as outside,

which in turn discouraged families from going to cinema-houses. Hence, only the
lowest socio-economic classes continued to patronize cinemas. Consequently,
investors were discouraged and high-rise apartments, office blocks or wedding
halls replaced many cinemas.
In smaller towns and in suburban areas, cinema still is a popular medium particularly
among lower income males looking for low-cost entertainment. Local as well as
regional language movies generate attention to this "category of customers".
Cigarette companies that are faced with restrictions on TV advertising, consequently
have a significant presence in Cinema advertising. For a few other widely distributed
FMCGs as well, such as soaps or tea, cinema remains a viable medium.
AC Nielsen media habits survey 2005 estimates cinema viewership at 3%.
The Kara Film Festival
The Kara Film Festival is an internationally recognized film festival of Pakistan

annually held in Karachi. It is organized under the aegis of the Kara Film Society,
a grouping of filmmakers from Karachi. The Kara Film Society is a not-for-profit, non-
political and non-governmental body, headed by Hasan Zaidi. The society organizes
the annual Kara Film Festival, screenings, talks and workshops.
Kara Film Festival was first held in 2001. Since then, it has been held regularly in
December in Karachi. The success of Kara Film Festival within a short span of time
has caught the attention of world filmmakers and renowned film critics and now it
is ranked amongst some of the most prestigious film festivals of the region.
Revival of Cinema
The blockbuster movie “Khuda Kay Liye” has brought hope for the Pakistani cinema
industry. Directed by the brilliant Shoaib Mansoor, the movie has finally shown light
at the end of the tunnel that tells us that Pakistan can also produce brilliant scripts
supported by excellent direction and execution. Thanks to Jang Group, the movie
received a lot of extended support regarding promotion, which stimulated the
audience to go to cinemas and made this movie the talk of the town.
This film has been a true revival of Pakistani cinema as now more and more literate
class is visiting the cinema. Although such masterpieces won’t be coming every
other day, but the journey has started. Let’s hope that the road to this journey makes
every Pakistani proud.
Cineplex
The Universal Multiplex in Karachi opened in 2002, and now the multiplex culture
is set to take Pakistan by storm. The future viability of filmmaking business in Pakistan
is evidenced by the fact that now many global companies are interested in investing
in the theatre business in the country. Cineplex is the first dedicated cineplex company
in Pakistan that is building the country’s first nationally branded cineplex chain. The
firm says that it is dedicated to introducing a world-class film-going experience to
the people of Pakistan by building state-of-the-art film theatres in the urban areas.
Cineplex will have multiple cinemas in each location and is committed to screening
premium content in a family-friendly environment. Eventually, all the theatre managers
would like to bring families back into the theatres by providing a quality experience.
Cinema Going Habits of Urban Pakistan
Cinema going habits of the urban Pakistan has further reduced from 7% in
1998 to 3% in 2005. Still the urban male goes more to cinema than the urban
female. Faisalabad has the highest percentage of cinema goers 7%.
Yes No
97% 99%
93% 95%
7% 3% 5%
1%
Urban Pakistan - 1998 Urban Population - 2006 Male Female
Frequency of Cinema Visits
Cinema going habits have further reduced and a large majority does not visit cinemas
at all. Of the ones who do visit cinema are not those regular goers. Only 2% are
regular goers. One main finding that came across is that in Balochistan the regular
goers of cinemas are zero. Balochistan now has the most infrequent cinema goers.
The graph shows a comparison of the year 2005 to year 1998 cinema habits
5%
Did not mention 9%
Twice/More than Twice in a Week 3%
2%
5%
Once in Two Weeks
3%
Once a Week 8%
6%
Once In Two to Three Months 13%
10%
Once In Four to Six Months 15%
11%
Once a Year 30%
18%
Once a Month 22%
19%
Less than Once a Year 21%
0% 5% 10% 15% 20% 25% 30% 35%
Urban Population - 2005 Urban Population - 1998

No. of Cinemas
Data relates to number of cinemas and seating capacity during the year by
Division/District and Provinces. Data has been collected from Divisional Directorates
of Excise and Taxation of Punjab, Sindh, NWFP and Balochistan as well as the
cantonment Boards of all the four provinces.
Punjab Sindh N.W.F.P Balochistan Islamabad Total
1997-1998 302 137 34 16 4 493
1998-1999 293 124 35 15 4 471
1999-2000 288 114 35 16 4 457
2000-2001 277 102 35 15 4 433
2001-2002 271 91 35 14 2 413
2002-2003 266 89 35 14 2 406
2003-2004 245 82 33 13 2 375
2004-2005 240 56 30 10 1 337
2005-2006 197 51 28 8 1 285
Sources:
1. Divisional Directorates of Excise & Taxation Punjab, Sindh, NWFP and Balochistan,
2. Cantonment Board of the Punjab, Sindh, NWFP and Balochistan.
In the last few years, Outdoor media has made its presence felt in two divergent ways.
While on one hand some visible improvements have been seen in the quality, variety
and image value of these signs, on the other hand, some problems of the past have
continued to nag the advertisers as well as members who constitute the industry.
Innovation and technology has made this medium reach another level in the past
couple of years. Substantially, heavy spending is done on the outdoor advertising and
new ideas and creativity is coming up with every new billboard. Transit advertising has
seen a tremendous growth, which has turned out to be a really good support medium.
New locations are being discovered and because of the development in road network
and construction of flyovers, the advertisers have found newer sites and opportunities
to promote their message in a more effective manner.
There is a growing awareness among advertisers about the role of Outdoor in the
overall media mix, and the introduction of innovative technology is clearly helping the
process. The better Outdoor companies now back their sales presentations with basic
research data and a fair amount of detail in terms of location, traffic count, competitive
placements and visibility. Consequently, there has been a healthy growth in the market,
particularly in value terms, and a more professional basis for competition has been
created. It is estimated that the total spend on this medium leaves it with an 11 – 12%
share of the pie.
New and more innovative ideas are becoming increasingly conspicuous. Large Formats
(LFs) continue to remain in vogue and are placed in strategic locations in major cities.
There has also been a spurt in the growth of new Small Format signs (SFs).
New vertical signs or Pylons are appearing at traffic signals and in selected commercial
and business districts. The new technology covering material and design features has
added to richness, quality and visibility of these signs.
Despite such positive developments, there is still a need to resolve the taxation issues
as well as provide clear guidelines with regard to locations, sizes and placement
standards for Outdoor. The interest of the advertisers and the industry has to be
protected. Haphazard sprouting of billboards that block each other from view and mar
the environment must be disallowed.
The city of Karachi has been divided into 5 zones. Guidelines with regard to the kind
and size of billboards that may be erected have been clearly specified, and the zones
where either greater restrictions apply or billboards just cannot be installed are specified.
Substantial investments are being made by a number of local companies and JVs to
elevate industry standards in terms of materials and organizational skills. By its very
nature, this industry calls for upfront investment which is forthcoming. Care should be
taken at the level of the investors and the government that the fledgling industry is
strengthened on solid lines.
Total Outdoor Spend Rs. (Bln)
3.5
2.5
2.5
2
1.75
+79% in 3 years
1.5 1.4
1
2003-2004 2004-2005 2005-2006
Media Evolution and Trends
Newspapers
Qtr Page, Half Page, Full Page Ads,
Inside front & back Print Media Exposures
Various other sizes and creative options
Strip ads
Ear Panels
Magazines
Full page ads
Inside front
Inside back
Centre Spread
Book Fold
Book Mark
Billboards Outdoor Media Exposures

Pole Signs
Branded Buses, Cabs and trains (Transit
Advertising)
Branded Shop Boards, Standees, Flyers
Branding within restaurants, play-areas,
hangout places.
Digital Advertising Evolution
Active
Advertising power of online portals

Year 2006-07
Program Production and Airing
Program Sponsorship/Time checks

Station Brandings
Year 2000-05 Reality Based Shows
Celebrity/Host endorsements
Product Placement
Multi-Channel Subscription revenues for pay TV

TV Traditional Advertising Break
1990’s Program Sponsorships
Fix/Island Spots
Traditional
TV Traditional Advertising Break
1980’s Limited Program Sponsorship
Passive Time
Globally - Drivers of Online Advertising Growth
100%
90%
80%
70%
60% Online Households/ Total Households
Increased Internet Penetration 50%
= more people online 40%
30%
20%
10%
0%
2003 2004 2005 2006 2007
100%
90%
80%
70%
Broadband Households/ Total Households
Broadband doubles the time 60%
50%
consumers spend online and 40%
30%
increases minutes online 20%
10%
0%
2003 2004 2005 2006 2007
6+ Yrs 15.8
Experience of the internet 4-6 Yrs 10.9
increases with the number of 2-4 Yrs 9.2

years a consumer has been
1-2 Yrs 6.7
online
Less than
1 Yr 5.5
16%
14% 15%
12%
10%
Global Online % of Total
8%
Media Consumption
6%
4%
4.5%
2%
0%
2003 2004 2005 2006 2007
Pakistan - Online Advertising Audience & Spends
9000000
8000000
7000000
6000000
5000000
4000000 Internet World Stats
3000000
2000000
An increase of 6621.4%
1000000
0
Year 2000 Year 2007
700,000
600,000
Increase of
116.6%
500,000
400,000
300,000
200,000
100,000
-
Year 2004 Year 2005 Year 2006
The increase in spends and increasing online audience shows the

growing market of Pakistan towards online media. The more the
audience over the internet, the more spending by the advertisers.
Online Digital Media
ATL Medium
The traditional ATL media of TV, Print and Radio FMs have become a regular part of
all campaigns. Nevertheless, Online-Digital Media has also stepped up quite significantly
in the year 2006-07. The online scene in Pakistan has become very healthy. Online
advertising was very limited to some very local portals like Jang.com and Dawn.com
initially, but now it has expanded to a number of local and international portals.
Websites like, Yahoo, MSN, Google, Cricinfo.com, Youtube.com, Jang.com, Dawn.com,

Brandsynario.com, Brecorder.com, Kalpoint.com and even some of the Social Networks
like Facebook.com, Myspace.com, Hi5.com, apnakarachi.com and apnalahore.com
and some more are now into good business through the domain of Pakistan.
The Audience
The Internet audiences have jumped from a hopeless approx 130,000 in the year
2000 to approximately 12 Million in the year 2006-07 (an increase of over 6,000%).
This increase is the Second biggest in the whole of South Asia.
More and more advertisers are now realizing the importance of this online medium
being less cluttered and a medium where more experiments can be done with different
creatives, and interactivity with the consumers can be elevated to a great extent.
The Dial up ISPs have increased with the rate per hour now as low as Rs.5.00 and
even the DSL users have increased tremendously with the rates being less than
Rs.1000, making it much more affordable for home users apart from the regular
corporate and MNCs subscribers for the same.
Clientele
Mobilink, Telenor, Warid, CocaCola, UBL, Sony Erickson, Nokia, Gillette etc. have
become regular advertisers on this medium, realizing the importance of it and the fact
that the advertising on this medium is very focused to the desired audience and
wastage is close to NIL.
The need of the hour now is to design campaigns specifically for online audience
rather than just replicating the TV and billboard ads. Much more interactivity can be
done with specifically designed campaigns for digital media. Nevertheless, this new
medium is a breather and adds great value to the brands although, it is still the medium
which has to be taken as an alternate medium to the other ATL vehicles. But sooner
than later, it will become a strong part of all media plans in the years to come.
Media Planning & Strategy
The goal of a Media Plan is to find a combination of media that will enable the marketer
to communicate the message in the most effective manner possible at the minimum
cost. For example, television may be required to implement certain types of creative
campaigns.
A basic consideration that faces all Advertisers is the allocation of their Television Media
Budget among network versus local or spot announcements.
The Purpose of Media Planning is to Conceive, Analyze, and Select Channels of

Communication that will direct Advertising Messages to the right people in the right
place at the right time. Increasing fragmentation of the audience - consumers are
selective in choosing what to read, watch, and listen to.
As part of the process of developing media strategies and objectives, strategic media
planning utilizes a marketing program coupled with the selection of specific media that
will effectively and efficiently reach target audiences for a particular product or service.
Media Planning requires matching the target audience to the appropriate media.
Selection of media is then made based on cost and benefit analysis.
In Strategic Media Planning, the Planner makes recommendations to the Client consisting
of a combination of Media that will be most effective in reaching the target audience
and the marketing objectives. Successful Media Planning requires the ability to identify,
plan and act upon the best mix for the business.
Media Research Needs
The population of a country changes over time and patterns in geographic location,
gender, age, education and income tend to shift as well. These, along with the ever
changing stimuli in the marketplace cause changes in behavioural patterns including
likes and dislikes of different market segments.
Media Research can indicate key changes and trends while providing critical information
about the business environment, competition, and customers.
Media Habits
The Establishment Survey conducted by Aftab Associates for the Pakistan Advertisers
Society (PAS) in 1999, provides the first judicious basis for classifying the population
from a commercial perspective. The Survey classifies Urban households (the Rural
market was not covered in that study) not on the traditional basis of income, which
was often wrongly assessed, but by taking into account the education of the head
of household / housewife, and ownership of durables - factors which better reflect
consumption behaviour and lifestyles.
Classification Rationale
Usage, income and lifestyle of a household co-relates to how educated the chief
earner is, and what profession he has.
Reason for non income based Classification
Income can be over/understated

Income data becomes obsolete fast
Non-response is a problem
Only official and legitimate income is stated
Housewife may not know the income
Can be an embarrassing question
Profile of Socio Economic Classes

A1
A1
Most Educated and Affluent Class
70% (CWEs) are post Graduate
Most people with professional education like MBBS, MBA, CA lie in this class
Self employed or employed professionals
Medium / Large Businessmen or senior officers
Executives in Govt.,private/public Ltd., Companies.
87% of Housewives are literate (40% Graduates or Post Graduates)
Highest penetration of entertainment and household durables
Highest usage of FMCGs
Highest usage of PC, Internet, Credit Card and Mobile Phones
Highest Income Segment
High consumption of both electronic and print media.
Highest newspaper readership
Videos, English Movies, Elite Magazines can also be used to reach them.
A2
Well educated employed class
82% are post graduates
Mostly Lower / Middle Executives or Officers
82% housewives are literate (27% graduate or post graduate)
Highest penetration of household durables than lower classes
Reachable through Urdu, English dailies
TV viewership, Radio listenership and Magazine readership is substantial.
B
Can be defined as Upper middle class
Education level: FA/F.Sc. and Graduates (no post graduates)
50% Shopkeepers/ Small businessmen, 50% lower/middle officers, executives,
supervisors.
78% housewives are literate (18% are graduate or post graduate)
Substantial penetration of durables such as air conditioners, freezers, cooking
range and 20” TV sets than lower classes
90% can be reached through electronic or print media.
C
Small Shopkeepers & Businessmen
Majority of this class has education below Matric, some are graduates (17%)
Urdu newspapers, digests
Television
Radio are mediums through which this class can be reached
D
Can be termed as Lower middle class
Skilled workers,small shopkeepers and non-executive employees
Education Level is mostly Matric and FA/F.Sc., 22% are illiterate
Usage of packaged edibles and FMCGs is moderate
E1
Majority of this class have basic schooling but below Matric (Matric 17%)
Skilled/Unskilled workers and petty traders
50% housewives are literate (only 2% graduates)
Owns basic durables such as B/W TV sets, bicycles and sewing machines etc.
70% are accessible through TV and Urdu newspapers
E2
88% Illiterate; None above Primary
Unskilled/skilled workers and Petty Traders
Only 25% housewives are literate (1% graduates)
Usage of basic packaged items such as ghee, dishwashing soap, toilet soap
and tea
60% are media accessible through television
SEC Grid
EDUCATION
Less than School 5-9

OCCUPATION Illiterate Primary Years Matrlc Intermediate Graduate Post Graduate
UNSKILLED WORKER E2 E2 E1 E1 D D C
PETTY TRADER E2 E2 E1 E1 D C C
SKILLED WORKER E2 E2 E1 D D C C
NON-EXECUTIVE STAFF E2 E2 D D D C C
SUPERVISORY LEVEL D D C C B B A2
SMALL SHOPKEEPER/BUSINESSMEN D D C C B B A2
LOWER/MIDDLE: EXECUTIVE OFFICER D C C C B B A2
SELF-EMPLOYED/ EMPLOYED PROFESSIONAL B B A2 A2 A2 A1 A1
MEDIUM BUSINESSMEN B A2 A2 A2 A2 A1 A1
SENIOR EXECUTIVE/ OFFICER B A2 A2 A2 A1 A1 A1
LARGE BUSINESS/FACTORY OWNER A2 A2 A2 A1 A1 A1 A1
There was only one Ad-Monitoring and Tracking Agency in the Media Market,
Gallup Pakistan, but since the last 3-4 years, many new ventures have opened
up. With the influx of Tracking Agencies, the Media Agencies have now an option
to choose from.
Gallup Pakistan has still got an edge over others, as they have International Software
made for Commercial Activity Monitoring, Advertising Monitoring Browser (AMB).
AMB is feature rich Internationally used software for Ad spend analysis on

multiple dimensions and Tracking purposes for both TV and Print Media.
AMB can be linked with TV Ratings software (Reporter) to synchronize monitoring

and ratings data for ad campaigns evaluations – Post-Buys.
Provides both summary and detailed reports for in depth analysis and useful
insights, thus it can be used for planning and evaluation purposes.
TV Ratings in Pakistan
TV Viewership is gauged through Diary Method from a Panel run by Gallup Pakistan,
an affiliate of Gallup International.
The Gallup Diary Ratings are Obtained through a Continuous Panel of Individuals
The Panel was selected Through a Stratified Random Sampling Methodology

using a Disproportionate Sampling Approach
An Establishment Survey Conducted before-hand gave Proportions of Different

Gender, Age, Education and HH Income Groups in the Population.
Iteration Ratio: Around 20% Annual
Diaries Placed and Collected Back Every Week Through Personal Contact
Since April 2000, the GALLUP TV Ratings Panel is a National Panel covering both
Urban and Rural segments of Pakistan.
Urban Panel Distribution:
Urban locations in the country are classified into three broad categories:
Metropolitan cities:
Karachi, Lahore and Rawalpindi/Islamabad.
Large Cities:
Urban locations other than Karachi, Lahore and Rawalpindi/Islamabad, whose
population in 1998 census was more than 0.5 million.
Small Cities & Towns:

Urban locations whose population in 1998 census was less than 0.5 million.
The urban panel spans the following 13 cities, representing the urban Pakistan
categorized in the above three categories of urban locations, each having the
number of participants mentioned against it.
Metros:
1. Karachi 200
2. Lahore 200
3. Islamabad/Rawalpindi 200
Large Cities:
4. Faisalabad 100
5. Multan 100
6. Hyderabad 100
7. Peshawar 100
8. Quetta 100
Small Cities & Towns

9. Gujrat 100
10. Jacobabad 100
11. Sargodha 100
12. Sahiwal 100
13. Mardan 100
Total (Metros, Large Cities, Small Cities & Towns) 1,600

Rural Panel Distribution:
Punjab 330
Sindh 230
N.W.F.P. 160
Balochistan 130
Total (Rural Areas across Pakistan) 850
Peoplemeter Ratings in Pakistan
Peoplemeter based TV Audience Measurement (TAM) panel has been a long

awaited service in Pakistan. The project has been in the pipeline since 2001 but
kept getting delayed due to various reasons. Finally in 2006, Pakistan Advertisers’
Society (PAS) and Pakistan Broadcasters’ Association (PBA) constituted an ‘Audience
Measurement Technical Committee (AMTC)’ to invite fresh bids for the project and
to make sure that the project is implemented expeditiously. The AMTC awarded
the project to Medialogic Pakistan (Pvt.) Ltd. in Jan 2007 and the service began
in Sep 2007. Clients will start receiving Peoplemeter Ratings Data in the next couple
of months.
There are a total of 600 meters installed in approx. 500 homes across KHI, LHR
and RWP/ISB combined (about 10% of the homes have multiple TV sets and some
additional meters are installed to give a net panel size of 500 every day). The break-
up of homes is as follows:
Lahore 31% 180

RWP/ISB 20% 100
KHI 49% 220
Although population wise KHI comprises 57% of the population and RWP/ISL
comprise only 12% of the population, the panel size is weighted up for RWP/ISL
so that their sample becomes sizable for reporting purposes.
500 homes in Pakistan are giving us approx. 3,700 individuals as the total sample
size with the following break-ups on which the panel has been constructed. These
break-ups are based on an establishment survey constituting visits to more than
5,000 houses in these 3 cities.
Socio-Economic Classes (SEC)
SEC A 8%
SEC B 16%
SEC C 20%
SEC D 23%
SEC E 33%
Gender
Males 48%
Females 52%
Cable Penetration
Households with Cable 71%
Households without Cable 29%
Media Research & Monitoring Agencies
Gallup Pakistan (Media Research Division)

Shaheen Chambers, 1st and 2nd floor, KCH Society, Karachi
Tel: 4544519 (PABX) 4522953/4, 4534926 Fax: (92 – 21) 4541396
Website: www.gallup.com.pk
Media Bank
Media Innovations (Pvt.) Ltd. G-23/B-5, Park Lane Block 5, Clifton, Karachi
Tel: 5824325-6 Fax: (92 – 21) 5370755
Website: www.mediabankpakistan.com
Media Logic
134-A, Tipu Block, Garden Town, Lahore.
Tel: 042-5837147
Website: www.medialogic.com.pk
Media Master
Suite No. M1-03, 1st Floor,
Hong Kong Shopping Mall, Dr. Dawood Pota Road,
Near United Bakery, Saddar, Karachi.
Tel: 5218687, 5652100
SB&B Marketing Research

83/F – Model Town, Lahore - 54700
Tel: 5851962-63, 5884762-63 Fax: 5851965
Aftab Associates (Pvt.) Ltd.

50-L, Block 6, P.E.C.H.S., Karachi
Tel: 4522774, 4538186 Fax: 4538186
AC Nielsen Pakistan (Pvt.) Ltd.

Room No. 716, Progressive Plaza, Beaumont Road, Civil Lines, Karachi
Tel: 5650047, 111-111-226 Fax: 5651153
Media Marketing Companies
1. Comet Media Marketing (CMM)

Suite No. 215, 2nd floor, Clifton Centre, Karachi.
Tel: 5864487
2. Media Magic
223-A Street, G-I, Islamabad.
Tel: (051) 2825194
3. Tricom Entertainment
P.E.C.H.S Blk. 2, Karachi.
Tel:4553247
4. 21st Century
1st floor, Shafi Court, Mereweather Road, Karachi.
Tel: 5212445, 5651193
5. Eye Entertainment
11-A, Mohammad Ali Bogra Road, Bath Island, Karachi.
Tel: 5835341, 5835395
6. Creative Communication
119, 1st floor, Anum Blessings, Karachi.
Tel: 4313413
7. Vision World
3rd floor, Plot 15-C (above Subway), 4th Zamzama Boulevard,
DHA, Phase-V Karachi.
8. Sports Star International (SSI)
9-C. Lane 2, Zamzama Commercial, Off Clifton.
Tel: 5865201
9. Eveready
Eveready Chambers, I.I. Chundrigar Road, Karachi.
Tel: 2634820
10. Evernew
48-B, Mohammad Ali Housing Society, Karachi.
Tel: 4310336
11. Icon
D-47, MIran Mohammad Shah Road, KDA Scheme No. 1, Karachi.
12. International Media Co-ordinators (IMC)

701, Azayam Plaza, 5-A, S.M.C.H.S, Shahrah-e-Faisal, Karachi.
Tel: 4553261, 4556179
13. Advision Communications (PVT) Ltd.

Suite # 4-D, 4th floor, Rahat-Jo-Dero, Plot # 172-L, Blk. 2, PECHS,
Tariq Road, Karachi.
Tel: 4544588
14. Mastermind (Mastermind (PVT) Ltd.)

16-C, Fl - F3, 2nd floor, Lane No. 5, Zamzama Commercial, DHA,
Phase V, Karachi. Tel: 5879502, 5836309, 5835632
15. Telebiz Productions

Bungalow No. A-6, Ground floor,
Mohammad Ali Bogra Road, Bath Island, Karachi.
Tel: 5860744, 5875496
16. Macromedia Communications (PVT.)

229-E, Block 2, P.E.C.H.S, Karachi - 75400. Pakistan
17. Xsell Media Marketing

Xell Media Marketing, Plot No. 4/C, Sunset Lane No. 4, Phase 2 Ext.
D.H.A, Karachi. Pakistan
Media Representatives for Satellite Channels
1. Ten Sports
1st Floor, Office# 111, Sidco Avenue Centre, Ingle Road, Opp. YMCA,
Saddar, Karachi, Pakistan.
Tel: 5693457-9
Fax: (92-21) 5671187
2. Media Max (Pvt.) Ltd

C-88, Main Karsaz Road, K.D.A., Scheme # 1, Karachi, Pakistan.
Tel: 4382082-85
Fax: (92-21) 4382086
3. Geo Network (Geo News, Geo Entertainment, AAG, Geo Super)

Landmark Plaza, 7th Floor, II Chundrigar Road, Karachi.
Tel: 2629671, 2629698
Fax: (92-21) 2629672.
4. HUM TV & Masala

10/11, Hassan Ali Street, Off I I Chundrigar Road, Karachi.
Tel: 111-486-111
Fax: (92-21) 2219627.
5. Sony Media Access

407, Trade Tower, Abdullah Haroon Road, Karachi – 75530
Tel: 5689345, 5689348
Fax: (92-21) 5683225
6. Indus TV Network (IV, Indus News, MTV, Channel G)

2nd Floor, Shafi Court Building, Mereweather Road Karachi.
Tel: 5652284-5
Fax: (92-21) 5652285
7. TV One & Waseeb TV

Airwaves Media (Pvt.) Ltd., 94 JCHS, Tipu Sultan Road, Block 7/8, Karachi.
Tel: 4559320-25
8. ARY Network (ARY One-World, The Musik, QTV, NICK and HBO)
6th Floor, Madina City Mall, Abdullah Haroon Road,
Saddar, Karachi.
Tel: 111-279-111
Fax: (92-21) 5657314
9. KTN & Kashish

KTN Production, 6-9, Mezzanine Floor, West Point Tower, DHA, Phase II
Ext. Main Korangi Road, Karachi.
Tel: 111-586-111
Fax: (92-21) 5883482
10. Cartoon NNW

Ehtesham Centre, Building # 121/1, 3rd Floor, Main Korangi Road,
Phase I, DHA, Karachi.
Tel: 5387126
Fax: (92-21) 5387358
11. Aaj TV NNW & Play

531, Recorder House, Business Recorder Road, Karachi.
Tel: 111-010-010
Fax: (92-21) 2237067
12. Dawn News

11 Dockyard Road, West Wharf, Karachi.
Tel: 111-11 44 55
Fax: (92-21) 2311077
13. CNBC Pakistan

CNBC Pakistan, Techno City, Corporate Towers, 15th Floor, Altaf Hussain
Road, Off I.I. Chundrigar Road, Karachi.
Tel: 111-262-275
Fax: (92-21) 2270849
14. Sindh TV
1st Floor, 84-C, 11th Commercial Street, Phase II Ext. DHA, Karachi.
Tel: 5396731-32
Fax: (92-21) 5396713
15. AVT Khyber
C–8, Kehkashan Scheme V, Clifton Block 2, Karachi.
Tel: 5374395-97
Fax: (92-21) 5374424.
16. Apna TV & Kook

12th Mezzanine Floor, West Point Tower, Phase II Ext. DHA, Karachi.
Tel: 5392596-98
Fax: (92-21) 5888851
17. Sun Biz

V3-1, Country Club Apartment, Saba Avenue, Seaview, DHA, Karachi
Cell: 0321-2677726.
TV Commercials Producers / Sound Studios
1. Adiot.com
European TVCs - Footage
23, Naz Chamber, Shahrah-e-Liaquat, Karachi.
Cell: 0345-3225688
www.adiot.com
2. Ambience Films
10 K, Block 6, P.E.C.H.S., Karachi.
Tel: 4526390
3. Azad Films
Plot C-32, 26 Street, Tauheed Commercial Area,
Phase V, DHA, Karachi
Tel: 5375301
4. Commercial Films
5-J, Block-6, P.E.C.H.S., Karachi
Tel: 4521529, 4541436
5. Complete Sound Service
2/2, Almas Heights, 190/1-A, Block-2, P.E.C.H.S.,
Karachi
Tel: 4546975, 4556656
6. Creation 365
Office # M-10, Avanti Park View, Block-2,
Karachi.
Tel: 4311671, 4552733
7. Eastern Film Studio
Manghopir Road, S.I.T.E., Karachi.
Tel: 2573883
8. Graphic Image
40-U, Block-6, P.E.C.H.S., Karachi
Tel: 4381940
9. Graphic Vision
Flat No. M-1, Plot 14C
Commercial Street 7, Phase V
DHA, Karachi
Tel: 0300-2164467
10. Harmony Studio
13-M, Block-2, P.E.C.H.S., Karachi.
Tel: 4554487
11. Intergraphics C&A (Pvt.) Ltd.
A-404, Anum Classic, D.A.C.H.S., Shahrah-e-Faisal,
Karachi-753350
Tel: 45327571/8, 4311063
12. International Studios
L-A-2/22, Federal. B. Area, Karachi
Tel: 6344647, 6311536, 6363736,
13. Ishtiaq Audio Visual
Sea Rock Apartment M1, Block-2 Clifton, Karachi.
Mobile: 0300-2151374
14. M. A. Studios
936-937, Central Commercial Area, Block-2, P.E.C.H.S.,
Karachi.
Tel: 4541535, 0300-2279909
15. Magic Notes
119-E, Block-2, P.E.C.H.S., Karachi.
Tel: 4551417
16. Mass Graphics
141/D/2, P.E.C.H.S., Karachi.
Tel: 4522450
17. Micro Vision Inc.
16-C, 2nd Floor, Zamzama Commercial Lane, D.H.A.,
Karachi.
Tel: 5830004, 5830005.
18. Nucleus Entertainment
C-32/2-A/2, Tipu Sultan Road, KDA Scheme-1,
Karachi.
Tel: 4528863, 4525225
19. Page 33
No. 704-A, SB 3, KDA Scheme 1, Karachi.
Tel: 4546376
20. Post Amazers
Royal Appt., 614, Continental Trade Center, Block 8, Clifton, Karachi.
Tel: 5822604
21. Post House
258/1-A, Block 6, P.E.C.H.S. Karachi
Tel: 4525056, 4526593
22. Sharp Image
D-4, Westland Trade Centre, Shaheed-e-Millat Rd, Karachi
Tel: 4313741
23. SKB Productions
10-B, 10th South Street Ext. D.H.A, Phase-2, Karachi
Tel: 0300-8223777
24. Sounds Great
A-69, S.M.C.H.S.,Karachi.
Tel: 4557280
25. Studio 146
1-D 146, Sector 30
Korangi Industrial Area, Karachi.
Tel: 5068113-4
26. Telebiz (Private) Limited
A-6 Mohammad Ali Bogra Road, Bath Island, Karachi.
Tel: 5875496, 5860744
27. The Carrot Company (Pvt.) Ltd.
Town House # 12, FL, 19, Block-5, Clifton, Karachi.
Tel: 5862980.
28. The Film Company
Suite # 6, 2nd Floor, Shalimar Centre, Tariq Road, Karachi.
Tel: 4530208
29. The Vision Factory
91/1, 21st Street, Khayaban-e-Sehar, Defence Phase VI, Karachi
Tel: 5849844
30. Wam Films
503, Anum Blessings, Commercial Area, Block-7/8,
K.C.H.S., Shahrah-e-Faisal, Karachi
Tel: 4385016, 4526399, Fax: 4385017
E-mail: wamfilms@cyber.net.pk
31. XPerts
175-R, Block-2, P.E.C.H.S, Karachi,
Tel: 4382556-7
Private TV Production Companies
1. Combine Media (Pvt) Ltd.

4th Floor, Shafi Court, Merewether Road, Karachi.
Tel: 5681596, 5689475
2. Creative Communication
119, 1st floor, Anum Blessings,
K.C.H.S.U. Sultan Ahmed Shah Road, Off. Shahra-e-Faisal, Karachi.
Tel/Fax: 021-4313413
3. Creators Communications
IV-E, 1/6, Nazimabad, Karachi.
Tel: 6622159-6623836
E-mail: creatorscom@hotmail.com
4. Cross Current (Pvt) Ltd.
Al-Rehman Building. I.I. Chundrigar Road, Karachi.
Tel: 2629311-5
5. Evernew Entertainment
48-B, Miran Mohd. Shah Road, Mohd. Ali Housing Society, Karachi.
Tel: 4310336-8
6. Filmex
187/3, B-2, PECHS, Karachi-75400.
Tel: 4541576, 4533495, 4531164, 4524845 Fax: 4546742
7. Goldwater Media Communications
Suite 108, 1st floor, Progressive Plaza, Beaumont Road,
Civil Lines, Karachi-75530
Tel: 5211905-7 Fax: 5678686
E-mail: goldwater@cyber.net.pk
8. MNH Productions
27-L, Model Town, Lahore.
Tel: 5164780
E-mail: mnhpro@nexlinx.net.pk
9. Macro Media
Suite No. F-11, 6th floor, The Plaza, Main Shahrah-e-Faisal, Karachi.
Tel: 4380583 Fax: 4380583
10. Mastermind Marketing (Pvt) Ltd.
Flat No.105, 3rd Floor, Plot 11-G, Line No. 9,
Zamzama Commercial, D.H.A., Phase V, Karachi.
Tel: 5879502
11. Media Vision Marketing (Pvt) Ltd.
9-C, Lane 2, Zamzama Commercial, D.H.A., Phase V,
Karachi-75600.
Tel: 5836302-4 Fax: 5874559
12. Media Workers
House No. 135, 20A, Beadon Road, Lahore.
Tel: 042-7356088 Fax: 042-7210999
E-mail: deewane76@hotmail.com
13. Mir Partnership
3rd Floor, 53-D, Commercial Area ‘A’, Phase II, D.H.A., Karachi.
Tel: 5897271
14. Primary Contact
44-D, 1st floor, Block-6, Nursery Commercial Area, P.E.C.H.S., Karachi.
Tel: 4541290 Fax: 4540043
15. Synergy Marketing Corporation
171-Sheet, Block-3, P.E.C.H.S., Karachi.
Tel: 4551420-4557703 Fax: 4536277
16. Telebiz Productions
Bungalow No. A-6, Ground floor,
Mohammad Ali Bogra Road, Bath Island, Karachi.
Tel: 5860744, 5875496
17. Tele Channel
Apt.1, Badar Comm. St. 10, Plot 10-C, D.H.A., Phase V, Karachi.
Tel: (021) 5846535, 5843714
Fax: 5843715
18. Top End Productions
24-Masson Road, Lahore.
Tel: 6310350-6304775
19. TV2 Production
109-J, Firdous Market, Gulberg-II, Lahore.
Tel & Fax: 042-5862433.
Printing Houses
1. CAS Printers
House No. 832, Street 20-A, Mehmoodabad No. 5, Karachi.
Tel: 5391913
2. Elite Publishers
D-118, S.I.T.E, Karachi.
Tel: 2573435-9
3. Golden Graphics Ltd.
Plot 14, Sector 15, Korangi Ind. Area, Karachi.
Tel: 5053217 (3 Lines)
4. Hamdard Press (Pvt.) Ltd.
Hamdard Chambers, Mohd. Bin Qasim Road, Off I.I. Chundrigar Road,
Adjacent to “The Daily Jang”, Karachi.
Tel: 111-58-58-58
5. Kamdar Enterprise
18, Kousar Manzil, Near Pready Police Station, Ratan Talau, Karachi.
Tel: 7723060
6. Nikmat Printers
3, Farooq Terrace, Dr. Bilmoria Steet, Off. I.I. Chundrigar Road, Karachi.
Tel: 2633489
7. Noorani Packages
Plot E-41, Korangi Industrial Area P&T Colony, P.O. Box 684, Karachi.
Tel: 5053025-26 Fax: 5053027
8. Teamwork Packages
Plot 136-137, Sector-23, Korangi Industrial Area, Karachi.
Tel: 5064606-8 Fax: 5064610
9. Hamdard Packages
199, Sector #23, Korangi Industrial Area, Karachi
Tel: 5070199, 5072199 Fax: 5073199
10. United Trading Corpn.
115-C, Phase I, Ind. Area, D.H.A, Korangi Road, Karachi.
Tel: 5804761-3
Outdoor Advertising Houses
1. Champion Neon Signs

72/C, 13th Comm. Street, D.H.A., Phase 2, Ext. Karachi.
Tel: 5898444, 5898446 Fax: 5898443
2. Neon Signs Pakistan (Pvt) Ltd.
25, Ghafoor Chambers, Abdullah Haroon Road, Karachi.
Tel: 7724224, 7721370 Fax: 7730304
3. Primesite Pakistan (Pvt) Ltd.
Head Office: 200-A, S.M.C.H. Society, Karachi-Pakistan.
Tel: (92-21) 4313315-16 Fax: (92-21) 4313314
E-mail: info@primesite.com.pk
4. S.M.F. Innovative Signs
77-P, Block-6, P.E.C.H.S., Karachi.
Tel: 4538923
5. Selmore Advertising
C-42/C, Stadium Comm. Lane-1, Khayaban-e-Majeed, D.H.A.,
Phase V, Karachi.
Tel: 5844540, 5844541 Fax: 6637574
6. Sign Source
C-89, Block-2, Clifton, Karachi.
Tel: 5872182, 5871780 Fax: 5835992
E-mail: faraz.ghani@signsource.com.pk
7. Wonder Sign Advertising
5-E/5, Nazimabad Comm. Area, Paposh Nagar, Karachi.
Tel: 6614966, 6615316
8. Syma Publicity
Opp. Eidgah, Nazimabad No. 3, Karachi.
Tel: 6611071
Major Internet Service Providers
Fascom Dancom Online Services Pvt. Ltd.

13th Floor, Al-Rahim Tower, 2nd Floor, Block No. 2, FJ Plaza
I.I. Chundrigar Road, Karachi. 74000 F-7 Markaz (Opp F-7/2 Girls College)
Phone: 92-21-240-0366 Islamabad.
Fax: 92-21-240-0619 Fax: +92 51 265 0220
E-mail: sales@fascom.com UAN: 111-505-555
URL: www.fascom.com E-mail: info@dancom.net.pk
URL: www.dancom.net.pk
Maxcom
Suites 3 & 4, Al-Saeed Center Multinet
BC-13, Block 5, Clifton, Suite No. 603/604, The Forum,
Karachi, Pakistan Plot No. G-20, Block 9,
Phone: 111-111-375 Khayaban-e-Jami, Clifton, Karachi
URL: www.max.com.pk Phone: (92-21) 5301391-3,
5362360, 5362362
Nexlinx Fax: (92-21) 5361573
37C1/C Gulberg III URL: www.multi.net.pk
Lahore, Pakistan
Phone: 111-432-432 Micro Net
URL: www.nexlinx.net.pk West Mezzanine Floor, GD Arcade,
73 East, Fazal-e-Haq Road, Blue Area,
Supernet Islamabad
10th Floor, Tower B, Phone: 111-114-444
World Trade Center, URL: www.dsl.net.pk
10 Kh. Roomi, Block 5,
Clifton, Karachi. 75600 Comsats
Phone: 92-21-5871864-7 Comsats Headquarters Building,
Fax: 92-21-5871869 9, Shahra-e-Jamhuriyat, Sector-5/2,
URL: www.super.net.pk Islamabad-44000
Phone: 051-111-700-800
WorldCALL Telecom Limited Fax: 051-9208770
Suite No. 317, G-7, E-mail: info@comsats.net.pk
3rd Floor, The Plaza, URL: www.comsats.net.pk
Block 9, Clifton, Karachi
Phone: 92-21-7015555 Cybernet
URL: www.go4b.net.pk A, 904, 9th Floor,
Lakson Square Building No. 3,
Sarwar Shaheed Road, Karachi
Phone: 111-445566
URL: www.cyber.net.pk
APNS BUSINESS PERFORMANCE AWARD WINNERS
Year 1st Position 2nd Position 3rd Position

2003-2004 Orient McCann Midas (Pvt.) Ltd Manhattan Pakistan (Pvt.) Ltd
2001-2002*
Orient McCann JWT-Asiatic Maxim Advertising
2000-2001
1999-2000*
Orient McCann Interflow Communication Asiatic Advertising
1998-1999
1997-1998*
1996-1997 Orient McCann Interflow Communication Maxim Advertising
1995-1996
1994-1995*
Orient McCann Interflow Communication Maxim Advertising
1993-1994
1992-1993 Orient McCann Asiatic Advertising Interflow Communication
1990-1991 Orient McCann Interflow Communication Asiatic Advertising
1989-1990 Orient McCann Interflow Communication Asiatic Advertising
1987-1988 Orient McCann Interflow Communication Midas Advertising
1986-1987 Orient McCann Paragon Advertising Interflow Communication
1985-1986 Orient McCann Paragon Advertising Asiatic Advertising
1984-1985 Orient McCann Paragon Advertising Asiatic Advertising
1983-1984 Orient McCann Paragon Advertising I.A.L.
1982-1983 Orient McCann Paragon Advertising SASA
1981-1982 Orient McCann Paragon Advertising -
* Ave. figure
** These awards have only been awarded till the year 2004.
Creativity, dreams, ideas, imagination, vision, inspiration and innovation are words,
which come together as an entity at Orient McCann Erickson. From crafting an idea
to the grand finale, here dwells expertise and finesse at every step.
Founded in 1953 as Orient Advertisers (Pvt.) Limited, by the visionary team of two
brothers S.A.M. Hashmi and S. H. Hashmi, the agency achieved unrivaled success
and has remained Pakistan’s largest agency network for 20 consecutive years. With
its new CEO, Syed Mahmood Hashmi, Orient McCann is continuing its journey to
reach greater heights, keeping the legacy of S.H. Hashmi alive.
Following its affiliation in 1993 with McCann Erickson Worldwide, the world’s number
one advertising agency system, and the largest component of Inter-Public Group
Companies, the agency acquired the name of Orient McCann Erickson. This was
a major landmark in the history of the agency, and created a totally new perspective
in terms of doing business.
Today, the agency is equipped with highly competent teams of personnel across
departments and offices. The Account Management teams work hand-in-hand with
clients, understanding their business needs and objectives. The Strategic Planning
function supports the Account Teams in preparing detailed market analyses, developing
brand plans and using research to identify strategic options and opportunities.
The creative teams work in interactive groups, or as specialized teams dedicated

to specific clients, to produce campaigns of individual advertisements that match
the requirements of the client’s briefs. Close liaison between Account Managers,
Strategic Planning, Media and the Creative teams ensures superior quality product
and timely delivery.
The talent and facilities available within the broader area of Creative includes production
of audio as well as audio-visual campaigns or programs on a stand-alone basis or
as part of total campaigns. The expertise available for the production of branded
programs for Radio or TV is of a standard that is fast becoming the envy of the
industry. At least half a dozen clients now utilize these services on regular basis.
The AV capability is also adequate enough to produce documentaries and
commercials and even edit some of the work in-house.
The Media setup at Orient McCann Erickson has been constantly strengthened
and exposed to developments within the country and overseas. Participation in
Conferences and Workshops organized by McCann Erickson Worldwide, Universal
McCann or selected clients in the Region has been a regular feature. The current
organization is capable of providing a complete range of planning, buying and
placement services that are required by the most discerning clients. Some in-
house monitoring of electronic and print media supplements the departments’
work.
Orient McCann Erickson’s performance has been widely acknowledged over the
years particularly in the Creative area. The agency has received numerous awards
within the country and abroad from institutions like the New York Festivals, New
York, the All Pakistan Newspapers’ Society (APNS) and the Pakistan Advertising
Association (PAA). However, a saying in the agency is that “the award we value
most is the recognition we get from our clients, whose work we do with
professionalism, dedication and commitment.” Today, Orient McCann Erickson’s
client list includes some of the best multinational FMCGs and durable goods
companies, as well as Pakistan’s finest private companies and public sector
organizations.
McCann Worldgroup
Since its formation in 1997, McCann Worldgroup has grown to become one of
the world's leading marketing communications organizations. It currently operates
in more than 130 countries with best-in-class capabilities in seven branded
communications disciplines.
McCann Worldgroup is comprised of McCann Erickson Worldwide, the world's

largest advertising agency network and the leader in global advertising; Universal
McCann, innovative media planning/buying, and communications architects; MRM
Worldwide, direct/customer relationship management and on-line marketing
communications; Momentum, event marketing/sponsorship/sales
promotion/entertainment marketing and retail marketing; McCann Healthcare
Worldwide, with three global professional and DTC healthcare advertising agency
networks and two medical communications agencies. In addition, the Worldgroup
collaborative offering includes alliances with Future Brand, consulting/design and
Weber Shandwick, public relations through The Interpublic Group of Companies.
Headed by Chairman, CEO John Dooner, McCann Worldgroup now works with
40 of its top 50 worldwide client partners in three or more marketing communications
disciplines. Its client-focused commitment has also spurred it to a position of
leadership in developing proprietary tools and offerings. This includes its McCann
Demand ChainTM model. This model connects all marketing communications
programs to clients' demand creation goals and addresses the specific marketing
barriers.
McCann Erickson Worldwide Advertising
McCann Erickson Worldwide is the world's largest and most globally experienced
advertising agency network. With offices in over 130 countries and almost eight
decades of multinational experience, McCann Erickson handles more global
accounts than any other ad agency and is recognized by many as the gold standard
in global advertising.
McCann Erickson's worldwide strength is founded on its strong local roots in all
regions of the world. Its global resources, combined with its vast local expertise,
have made McCann Erickson a top five agency in almost every market in which
it operates. While McCann celebrated its U.S.-based centennial in 2002, it has
also operated on the ground with major market agencies in Europe for more than
75 years, in Latin America for 70 years, and in Asia Pacific for 45 years. Thus it is
not surprising that McCann has the unique distinction of having been named
'Global Agency of the Year' an unprecedented three years in a row by a major trade
magazine while many of its agencies are regularly honored as 'Agency of the Year'
in their own markets.
At the heart of McCann Erickson's powerful combination of local market, pan-

regional and global network strength is its commitment to creative effectiveness
on behalf of its clients, many of whom are among the largest and most sophisticated
in the world. For many years it has been a consistent winner of awards celebrating
effective advertising, including the EFFIEs and AME awards.
Universal McCann
The proliferation and influence on communication channels is arguably the most

dynamic variable in driving consumer change. Increasingly the role of "Media Agency"
is multi-faceted. Universal McCann's ambition is to act as a client's genuine business
partner, marketing communications advisor and provider/implementer of innovative,
effective and efficient media solutions.
The name "Universal" says it all, and the scale of the UM community is focused
on acting as an antidote to mass-produced media thinking by providing clients with
highly tailored, working solutions that deliver against their individual business needs.
Universal McCann launched in 1999 as the globally branded media services arm
of McCann Worldgroup. It has the privilege of serving some of the world's most
recognizable brands, such as The Coca-Cola Company, Johnson & Johnson,
L'Oreal, Nestle, Microsoft and Sony.
Weber Shandwick Worldwide
Weber Shandwick is one of the leading Public Relations and Communication

Management firms, present across the globe. In more than 75 owned offices through
out the world, Weber Shandwick relies on clear client focus, the finest talent in the
industry and a commitment to delivering outcomes, not just outputs.
Weber Shandwick is managed by a diverse senior team with professional backgrounds

in journalism, law, government, political consulting, finance, healthcare, technology
and much more.
Orient Public Relations (Pvt.) Ltd.
Affiliated with Weber Shandwick Worldwide, Orient Public Relations is a specialized

PR operation and continues to work with total commitment, towards providing
comprehensive and contemporary PR services to clients either under “Retainership”
arrangements or on “Project-to-Project” basis from its offices in Karachi, Lahore
and Islamabad.
The services include strategic counseling and advice, as well as execution of specific
media relations, community relations, government relations, internal communications
projects and events of diverse nature.
The Mission
Orient PR focuses on building, strengthening and leveraging the reputation capital

of its Clients and their Brands.
The Strategy
∑ Work with perception that surround our clients and their business
∑ Positively influence our client’s stakeholders and publics
∑ Strive to harmonize perceptions with reality and client’s desired objectives
Clients
During last year, Orient PR worked with major corporate clients including Nortel
Pakistan, Islamic Capital Partners and World Asia, MasterCard Worldwide, DFID
and Telecom Malaysia, to name a few. Orient PR worked on image building and
reputation management, founding its initiatives on a simple philosophy that ‘reputation
matters’.
Other milestones achieved by Orient PR in the years gone by include launch of 10-
year celebration of Pizza Hut in Pakistan and Launch of Siemens 65 series mobile
phones in Pakistan. Orient PR has also carried out activities for Card Tech Limited,
Pak Oman Investment Company, National Refinery Limited, Unilever and Habib Oil
Mills.
Primesite
Primesite Pakistan (Pvt.) Limited is an outdoor advertising organization, with access

to a wealth of resources and information related to outdoor media, and is also
renowned for its efficient Global Network.
Primesite has marked the beginning of a new era in the outdoor advertising industry
of Pakistan, by using a fresh approach towards the medium and focusing on
scintillating vision; international standards; innovative structures; functional aesthetics;
cost-efficient design systems; value added services; prompt maintenance and
customer support.
Primesite Pakistan started off in 1999 from Karachi Airport with large format
billboards. With time, it diversified its business by product (large formats, shop
fascias, wall signs, pylons etc) and by segment (Karachi, Lahore, Islamabad,
Rawalpindi, Peshawar, Multan etc). Therefore, a proficient management style,
decentralized decision-making, an efficient organizational structure, teamwork and
an effective control system, all enabled Primesite to exceed its annual target as
well as its annual budget.
Primesite enjoys exclusive rights of signage at the concourse area (waiting hall),
Avio Tunnel bridges, (walkway towards aircrafts) and FIDS (Flight Information Display
Schedule) besides grand format display at all the major Pakistani airports such
as Karachi, Lahore, Islamabad and Peshawar.
Through its “unprecedented value added services”, prompt maintenance and

customer support, Primesite is constantly trying to add more credibility to its
product-line by acquiring lucrative and striking sites (BTL Solutions) nationwide.
In keeping with International standards, the treatment that Primesite gives to
outdoor advertising structures makes it a well-equipped and outstanding organization.
Primesite’s competitive rates and quality customer care services has given it an
edge over other organizations.
Social and Commmunity Development Projects
Orient McCann Erickson continues to play a key role in contributing towards

social and community development issues.
Orient-Mir Khalil-ur-Rehman Memorial Gold Medal (Urdu)
This award has been dedicated to the memory of Pakistan’s pioneering journalist,
the Late Mir Khalil-ur-Rehman. Gold Medals and Cash awards of Rs. 10,000
each have been given to top position holders in M.A. Urdu, ever since the
awards were initiated in 1994. Students from the universities in Pakistan are
eligible to participate.
Orient-Hamid Nizami Memorial Gold Medal (Mass Communications)
This award was initiated in 1994 as a tribute to the memory of Pakistan’s

renowned journalist Hamid Nizami. Since 1994, top position holders in Mass
Communications have been awarded Gold Medals and cash awards of Rs.
10,000 each. Students belonging to all the universities in Pakistan are eligible
to participate.
Orient-Dr. Ata-ur-Rehman award for Chemistry
This award has been instituted in 2003 as a tribute to Pakistan’s eminent scientist
Dr. Ata-ur-Rehman for his exemplary services in the field of education and
science in general and Chemistry in particular. Top ranking students in Chemistry
from different universities in Pakistan are eligible to participate. The first award
ceremony was held at Islamabad in the year 2003. Gold Medals and cash
awards of Rs.10,000 each were given to 14 First Class First position holders
in Chemistry from different universities from Pakistan.
Other awards from Orient McCann Erickson
The company provides free insurance worth Rs.100,000 to photographers from

the journalism profession in Pakistan. In addition, it gives grants to different
colleges in the country to help deserving students meet their educational
expenses.
Professional Associations
All Pakistan Newspaper Society (APNS)

3rd Floor, Farid Chambers, Abdullah Haroon Road, Karachi
Tel: 5671314-5671256 Fax: 5671310
President: Mr. Hameed Haroon
International Advertising Association (IAA)

Pakistan Chapter, Mohammad Bin Qasim Road, Off: I.I. Chundrigar Road, Karachi
Tel: 2214406, 2216187, 2630960 Fax: 2637624, 2211823
President: Mr. Sarmad Ali
Management Association of Pakistan

36-A/4, 2nd Floor, Lalazar (Opp. Beach Luxury Hotel) Off M.T. Khan Road, Karachi
Tel: 5610903, 5611683, 5612023 Fax: 5611683, 5611980
President: Mr. Asif Qadir
Marketing Association of Pakistan (MAP)

403, Burhani Chambers, Abdullah Haroon Road, Karachi
Tel: 7760032 Fax: 7729952
President: Mr. S. Masood Hashmi
Pakistan Advertisers’ Society

2nd Floor, Nelsons Chambers, Abdullah Haroon Road, Karachi
Pakistan Advertising Association

232, Hotel Metropole, Karachi
Tel: 5671567-5672171 Fax: 5672171
Pakistan Broadcasters Association

177/2, 1st floor, IEP Building, Liaquat Barracks, Shahrah-e-Faisal, Karachi
Tel: 2793083, 2793089 Fax: 2793045
Chairman: Mir Shakil-ur-Rehman
The Arts Council of Pakistan

M.R. Kayani Road, Karachi
Tel: 9213090-91 Fax: 9213074
Elected Head: Mr. S. Masood Hashmi
All Pakistan Newspaper Society (APNS)
The All Pakistan Newspaper Society is the premier professional body representing
all major newspapers and periodicals of the country. Since 1981, the All Pakistan
Newspaper Society has been awarding Annual Commendation Awards to the
accredited advertising agencies. One of these is the ‘Best Business Performance
Award’ which is given to the top three agencies (by billing in all member publications
of APNS).
International Advertising Association (IAA)
The International Advertising Association is a one-of-a-kind strategic partnership which

champions the common interests of all the disciplines across the full spectrum of
marketing communications - from advertisers to media companies to agencies to
direct marketing firms - as well as individual practitioners. The IAA has become a
brand champion, because all elements which create a brand’s reputation require the
freedom to flourish without unwarranted restrictions. They have an established history,
having been founded in 1938 and have an unprecedented international network in
over 70 countries They have 4,000 individual members across corporate, marketing
services, organizational and academic sectors – all involved in the branding,
communications and marketing disciplines. IAA has also 56 corporate members, 57
Accredited Institutes and 27 Organizational Members.
IAA’s membership is diverse – comprising of individual members from across the

communications value chain:
∑
Corporate sector – including Dow Jones & Company, the Boeing Company, the
Procter & Gamble Company, Shell International, Unilever plc.
Organizational/Association sector – including American Advertising Federation

(USA), International Institute of Advertising (Russia).
Agency sector, including media – including Young & Rubicam Brands, Dentsu,
DDB.
Academic sector – including Charles Sturt University (Australia); Emerson

College (USA).
IAA offers to its members a platform for industry issues, networking opportunities and
education platform. The IAA has been running its accreditation program for over 20
years now. Thousands of students have graduated with the IAA Diploma in Marketing
Communications, through its 57 accredited institutes. The Diploma provides a sound
platform for future careers in the marketing, branding and communications industry.
Management Association of Pakistan
Management Association of Pakistan (formerly West Pakistan Management Association)

was formed in 1964 by a small group of dedicated entrepreneurs and senior
professional managers, who were keenly aware of the demands
that were likely to be made on managerial talent within the country, as a result of the
rapid increase in the tempo of industrial activity.
The need for such an Association had become pressing because of the important
role assigned to the private sector in Pakistan’s plan for development and the declared
policy of the Government to encourage the professional managerial class in the
country. In the last thirty-six years the Association has established itself as a major
forum for training and communication of ideas in the field of management in Pakistan.
Its status and contributions are widely recognised.
Marketing Association of Pakistan
MAP is a premier body representing marketing practitioners and professionals in the

country. Founded in 1967, this association has made significant contribution towards
promoting the understanding of the discipline, encouraged new entrants in the field
and also constantly supported those who either sought or found their career in
Marketing.
MAP has a permanent Secretariat in Karachi, as well as a chapter each in Lahore and
Islamabad. The Karachi office is manned by a complement of five permanent staff
members, and is closely managed by an elected Council consisting of 15 MAP
members, elected for a three-year term. Four office-bearers comprising a President,
a Vice-President, Honorary Secretary and Honorary Treasurer are in turn elected by
the members of the Council each year, on the basis of a simple vote.
Pakistan Advertisers’ Society
The objective of the Pakistan Advertisers’ Society (PAS) is to enhance the ethical and
professional standards of the advertising industry in Pakistan via a self-regulatory
process. PAS is the true representative of the aspirations and interests of advertisers
in Pakistan. The Society is dedicated to help improve the standards of advertising,
the advertising environment and the professional and ethical practices in the advertising
industry. The Society aspires that advertising is efficient and effective for the advertiser,
accruing fair rewards for media, agencies and allied suppliers, and providing true,
honest and equitable information to the consumer.
Pakistan Advertising Association
Pakistan Advertising Association is the sole organization representing the advertising

profession on all Pakistan basis. It was established in 1973 and was
registered with the Ministry of Commerce, Government of Pakistan. This association
has also the privilege of being a member of the Federation of Pakistan Chambers of
Commerce and Industry. Pakistan Advertising Association is working for the benefit
of the advertising profession in general and for the member advertising agencies in
particular.
Its vision is to develop itself into a more organized body promoting ethical advertising
practices. Pakistan Advertising Association protects and promotes the well being of
advertising. As such it exists to provide a coordinated service in the interests of its
membership i.e. the individual agencies that make up this large, diverse and competetive
business. Its key objectives are to elevate the stature of advertising and marketing
communication industry, provide advertising professionals with a collective voice and
nurture talents and creativity. To take all steps which may be necessary for promoting,
supporting or opposing legislatives and other measures affecting the advertising
industry and to make representation to local, provincial and central authorities on any
matter connected with advertising and interests of its members.
Pakistan Advertising Institute (PAI)
One of the major achievements of the Pakistan Advertising Association is the

establishment of the Pakistan Advertising Institute.
Pakistan Advertising Association had a vision of establishing such an institute which

became reality when the Pakistan Advertising Institute (PAI) was inaugurated on
September 29, 1999.
Pakistan Advertising Institute has been established under the aegis of Pakistan
Advertising Association with a view to improve the professional standards of those
professionals who are working within the communication, advertising and marketing
industry.
The institute has been authorized by the CAM Foundation, UK to run its certificate
courses. This has enabled Pakistani students to get CAM Foundation Diploma
and / or certificate while studying in Pakistan.
Following are the ratings of the top advertising agencies in Pakistan taken from
Aurora, Nov-Dec, 2006. This year’s rating covers Dawn, Jang, Nawa-i-Waqt,
publishers of both newspapers & magazines and The Business Recorder (single
newspaper).
Dawn Group Of Newspapers The Jang Group
Advertising Agencies Advertising Agencies
1. Orient McCann Erickson 1. Orient McCann Erickson

2. Synergy Advertising 2. Midas Advertising
3. JWT Pakistan 3. Evernew Concepts
4. Manhattan Pakistan 4. Adcom
5. Interflow Communications 5. Manhattan Pakistan
6. Adcom 6. MindShare Pakistan
7. Evernew Concepts 7. Interflow Communications
8. MindShare Pakistan 8. JWT Pakistan
9. Spectrum Communications 9. Cross Check
10. Midas Advertising 10. Maxim Advertising
Nawa-i-Waqt Group of Publications Business Recorder
Advertising Agencies Advertising Agencies
1. Midas Advertising 1. Orient McCann Erickson

2. MindShare Pakistan 2. Midas Advertising
3. Orient McCann Erickson 3. Interflow Communications
4. Synergy Advertising 4. JWT Pakistan
5. Adcom 5. Manhattan Pakistan
6. Evernew Concepts 6. Argus Advertising
7. Message Communications 7. Evernew Concepts
8. Manhattan Pakistan 8. Fourays
9. JWT Pakistan 9. G.H. Thaver & Co
10. Interflow Communications 10. IAL Saatchi & Saatchi
OVERVIEW
Orient McCann Erickson ranks as the #1 agency for the Dawn Group, the Jang
Group and Business Recorder. The agency also ranks among the top 10 agencies
for the Nawa-i-Waqt Group.
Orient McCann Erickson was also ranked as the #1 agency for the Dawn Group
and the Jang Group in 2004-05.
The following agencies appeared in the top 10 agency ranking of all the newspapers
listed: Evernew Concepts, Interflow Communications, JWT Pakistan and Midas
Advertising.
Evernew Concepts, Interflow Communications, JWT Pakistan and Midas Advertising

appeared among the top 10 advertising agencies for the Dawn Group and the Jang
Group in 2004 - 05
MindShare Pakistan ranks as the #1 (media releasing) agency for Women’s Own
Publications, a position it also held in 2004 - 05.
Acknowledgements
Orient Blue Book, previously known as the Pakistan Advertising Scene, is the
first ever attempt of its kind by any organization in the country. First published
in 1985, this publication continues to provide useful and relevant information
on the advertising and media industry, updates on topics of specific relevance
and a fairly comprehensive backgrounder on the economic profile of Pakistan.
Orient McCann Erickson is proud to present Orient Blue Book 2007-08, as an

enduring service to the business profession, for the benefit of individuals and
organizations, here and abroad, contributing to or seeking to contribute towards
the development and economic well being of Pakistan.
The publication is distributed free of cost, to the agency’s clients, business and
industry leaders, departments and ministries of the Government of Pakistan,
provincial governments, the diplomatic corps, Pakistan embassies abroad and
several educational institutions in the country.
Information is drawn from the Pakistan Economic Survey 2006-2007, other

published sources, Gallup Pakistan, AC Nielsen, State Bank of Pakistan.
Although every effort is made to ensure accuracy of information and fairness

of views, observations and comments, Orient McCann Erickson cannot take
responsibility for any mistakes, omissions or any losses, perceived or otherwise,
to any person or organization on account of the data presented.
For any further information or clarification please contact the Media Planning &
Research Division, Orient McCann Erickson.
Credits
Creative: Surraya Arsalan & Zainab Ghani Balagam
Design: Shehla Shahid
Published by: Media Planning & Research Division
Orient McCann Erickson, Karachi, Pakistan.
195-A, SMCHS, Karachi-74400, Pakistan.
(92-21) 111-444-555 UAN
(92-21) 4550184-86 tel
(92-21) 4550187 fax
omek@orientmccann.com
Karachi – Islamabad – Lahore – Peshawar –
Quetta – Muzaffarabad
www.mccannworldgroup.com
www.orientmccann.com

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KARACHI:

195-A, S.M.C.H. Society, Karachi-Pakistan.

Economy, Market & Investment 14

Advertising & Media Industry 48

Evolution in Media 110

Media Planning & Research 116

Media Selling & Production 126

Best Business Performance 140

Companies, Affiliations & Projects 142

Top Advertising Agencies 156

With foreign investment and workers’

However, Pakistan still faces many

From an investment perspective, Pakistan is ready for a turnaround. It is already

*Population Census Organization, Federal Bureau of Statistics

Land Area: 796,096 sq. km.

Province Land Population

*As on 1st Jan, 2007.

Roads: In 2007, total length of roads is approximately 259,197 km,

Source: Census Report 1998

Pakistan has awarded a contract to an international

Source: Economic Survey 2006-07

Four years ago, when the telecom sector was deregulated,

Health: At Present there are 924 hospitals, 4712 dispensaries,

The total outlay on health sector is budgeted at Rs.50

Source: Economic Survey 2006-07

Pakistan 796096 132352279 100 166 6.8

N.W.F.P 47521 17743645 13.41 238 8.0

FATA 27220 3176331 2.40 117 9.3

Punjab 205345 73621290 55.62 358 6.9

Sindh 140914 30439893 22.99 216 6.0

Balochistan 374190 6565885 4.96 19 6.7

Islamabad 906 805235 0.61 889 6.2

Population** (in millions)

Year Population Male Female

1961(census) 42.88 22.96 19.92

1972 (census) 65.31 34.83 30.48

1981(census) 84.25 44.23 40.02

1998 (census) 132.35 68.87 63.48

2000 (estimated) 137.53 71.56 65.97

2001(estimated) 140.36 73.04 67.32

2002 (estimated) 143.17 74.50 68.67

2003 (estimated) 145.95 75.95 70.00

2004 (estimated) 148.72 77.93 71.33

2005 (estimated) 151.55 78.86 72.69

2006 (estimated) 155.36 80.63 74.73

2007 (estimated) 158.70 82.08 76.09

Source: *Census Report 1998

The commodity-producing sectors (agriculture and industry) contributed 2/5th and

Growth and investment

Growth of value addition in Commodity Producing Sector (CPS) is estimated to

Source: Pakistan Economic Survey 2006-07

Source: Pakistan Economic Survey 2006-07

In the following years (2002-03 to 2004-05), relatively better availability of irrigation

Source: Pakistan Economic Survey 2006-07

Poverty and Income Distribution

Source: Pakistan Economic Survey 2006-07

However in percentage terms, urban poverty fell by 34 and rural poverty by 28

Pakistan’s economy is undergoing structural shift that is fueling rapid changes in

Source: Pakistan Economic Survey 2006-07

Source: Pakistan Economic Survey 2006-07

Source: Pakistan Economic Survey 2006-07

Money & Credit

The development of financial markets and institutions is a critical and inextricable