Islamabad, Pakistan – The revenue on linear advertising in the Pakistan market is set to grow by 5% by the end of 2022 at US$480m, slightly higher than its pre-COVID revenue of US$460m at 6%, according to the latest data from global media investment and intelligence company MAGNA.
The growth is parallel to Pakistan’s growing economy, with real GDP forecast to grow by +4% in 2022, according to the latest IMF report, following growth of +3.9% in 2021.
Format-wise, OOH (+10%) and television (+5%) is expected to see the strongest growth in 2022 for Pakistan, while print will continue to stagnate at -1%, and radio seeing a modest increase of +4%.
Meanwhile, digital ad formats will experience much stronger growth, with revenues rising +28% to reach US$170m. This follows strong 2021 growth of +38%, driven by significant increases from digital video (+43%) and search (+41%). Digital (+41%) and search (+29%) will continue to drive growth in 2022, along with social (+23%).
Digital media remains relatively underdeveloped in Pakistan, accounting for less than 30% of total ad dollars, compared to the APAC average of 63% and of neighboring country India with 33%. Over the next five years, the report anticipates a digital CAGR of +28%. Over 70% of digital ad dollars currently go towards mobile formats; this share is expected to increase to 86% by 2026.
