Media Consumption Patterns in Pakistan – 2019

0
3319

As originally published in Synergyzer Annual 2019

Research and Data provided by Consumers Connection System (CCS)

OVERALL MEDIA CONSUMPTION 

TV ranks at top with 82% audience having access to the medium in Pakistan, followed by OOH (out-of-home) with 20% audience preference.
Newspaper, TV and Radio have their own prime time slots, which shows the people prefer different mediums at different times of the day.

CONSUMPTION OF TELEVISION

Most women prefer watching TV from 6pm to 9pm while most men watch from 9pm to midnight.
Majority watch TV for less than 2 hours, hence they fall in the ‘light’ category.
Apart from dramas and news, there is limited viewership preference for other genres in Pakistan.

CONSUMPTION OF NEWSPAPER

More men read newspapers in the morning, versus women.
Readership in men is distributed amongst multiple places with most being recorded at the work place. However, most women prefer to read at home.

CONSUMPTION OF RADIO 

In Pakistan, listenership amongst men is highest during 3pm to 6pm, while women prefer to listen to radio most from 9pm to midnight.

PREDICTED IMPACT OF ADVERTISING SPEND ON BRAND FUNNEL 

Scenario 1: 60% advertising spend on TV and 5% spend on digital

Scenario 2: 60% advertising spend on TV and 10% on digital

The above scenarios show that increasing digital spend from under 5% to 10% impacts engagement, action and advocacy.

Note: These readings are based on CCS Planner reports, which deploys advance econometric modeling to predict the impact of communication campaigns on the brand funnel using Pakistani consumer data. The percentages given in the above scenarios are relative and not absolute in nature, and are campaign-specific, related to an FMCG brand for a broader audience.

ABOUT CONSUMER CONNECTION SYSTEM (CCS)
The Consumer Connection System (CCS) is Synchronize Carat’s flagship integrated consumer insight planning and buying suite of research tools. It is designed to help the clients in strategizing communication and tactical planning in order to optimize their media investments, effectively. CCS also provides data on more than 60 international markets with a sample size of 300,000 plus individuals, internationally.

WHAT CAN CCS TELL US?