Media ad revenue jumps to Rs 75.6b in 2020-21: Report

ISLAMABAD: The government’s business-friendly and prudent economic policies led to a boom in media ad revenue, surging it to Rs 75.64 billion in the fiscal year 2020-21 from Rs 58.6 billion in 2019-20.

According to a report published by leading Pakistani magazine Aurora, the ad revenue of television, in the last fiscal year, grew by Rs 8 billion (31%), print Rs 2.99 billion (32%), digital Rs 3.15 billion (23%), OOH (out-of-home advertisement) Rs 2.5 billion (42%), radio Rs 0.28 billion (28%) and brand activation 0.27 billion (12%).

The report, compiled by the magazine in consultation with industry sources, also ranks top 10 product categories for TV placing with fast-moving consumer goods (FMCGs) at first, beverages & water second, telecom and mobile communications third, ready to cook foods fourth, and biscuits/confectionery on fifth.

The real estate, medicines, home appliances/electronics, government organizations, and financial services stood at sixth, seventh, eighth, ninth, and tenth positions respectively.

According to the report, the government organizations topped the 10 products for ad revenue to the print media, while educational institutions stood second and real estate remained at third position. It was followed by financial services, FMCGs, pharmaceuticals, oil & gas, household appliances/electronics, health & beauty (Men) and automobiles respectively.

Source: Associated press of Pakistan