This document summarizes TV advertising spending by Pakistani political parties during the 2008, 2013, and 2018 election periods. It finds that PPP spent the most in 2018 and 2013, while PML-Q spent the most in 2008. Overall TV advertising spending by parties increased significantly from 2008 to 2018. The majority of spending in 2018 went towards news channels, with Express News receiving the most funds. PTI and PML-N were the second and third largest spenders respectively in 2018.

1. Medium : TV
Election Years : 2008, 2013 & 2018
Data Source: Mediatrack Pakistan

2. Data Source:
Before 2008 there was no concept to use TV medium for
Election campaigns.
In 2008, only 3 political Parties PML-n, PML-q and PPP took
initiative to advertised election campaign on TV.
In Election 2013, 15 Political parties run campaign on TV.
In 2018, 13 Political parties advertise on TV excluding AZAD
(Independents).
Spend on TV from political parties between 5 to 23rd July
2018 was 1.5 billion rupees as per Tariff rates which is
22 % of total advertising spend on TV during the period.
In 2018 PPP was top spender followed by PTI and than PML-n.
62 TV Channels enjoy the revenue from the parties.
Express News was the most favorite channel in term of psend
among all political parties followed by ARY, Dunya, Dawn,
Samaa and GEO News.

3. Political Parties Share of Spend | 2018
Data Source:
Party Spend %
PAKISTAN PEOPLES PARTY 39%
PAKISTAN TEHREEK-E-INSAF 34%
PAKISTAN MUSLIM LEAGUE NOON 21%
MUTTEHDA MAJLIS-E-AMAL 3%
AZAD UMEEDWAR 1%
BALOCHISTAN AWAMI PARTY 1%
PAK SARZAMEEN PARTY PAKISTAN 0.30%
ALL PAKISTAN MUSLIM LEAGUE 0.30%
TEHREEK LABBAIK PAKISTAN 0.20%
MILLI MUSLIM LEAGUE 0.20%
PAKISTAN MUSLIM LEAGE FUNCTIONAL 0.20%
PAKISTAN FREEDOM MOVEMENT 0.10%
PAKISTAN AWAMI TEHREEK 0.03%
AWAMI NATIONAL PARTY ANP 0.03%
Grand Total 100%
39%
34%
21%
3%
1%
1%
0.3%
0.3%
0.2%
0.2%
0.2%
0.1%
0.03%
0.03%

4. News Channel Mix | 2018
Data Source:
Channel Revenue %
EXPRESS NEWS 14%
ARY NEWS 11%
DUNIYA TV 10%
DAWN NEWS 9%
SAMAA 8%
GEO NEWS 7%
CAPITAL TV 6%
WAQT NEWS 6%
AAJ TV 5%
JAAG 5%
NEO 4%
NEWS 1 3%
92 NEWS 2%
ABB TAKK 2%
CHANNEL 24 2%
DIN NEWS 1%
CITY 42 1%
CHANNEL 5 1%
PTV NEWS 1%
CITY 41 1%
OTHER 2%
Grand Total 100%
14%
11%
10%
9%
8%
7%
6%
6%
5%
5%
4%
3%
2%
2%
2%
1%
1%
1%
1%
1%
2%
*Top 20 News channels by revenue, remaining are lumped in other.

5. Entertainment Channel Mix | 2018
Data Source:
Channel Revenue %
HUM TV 22%
A PLUS 22%
EXPRESS ENTERTAINMENT 19%
GEO ENT 15%
ARY DIGITAL 13%
TV ONE 8%
URDU 1 1%
Grand Total 100%
22%
22%
19%
15%
13%
8%
1%

6. Regional Channel Mix | 2018
Data Source:
Channel Revenue %
AWAZ 16%
KTN NEWS 14%
MEHRAN 10%
SINDH NEWS 8%
DHARTI 8%
AVT KHYBER NEWS 8%
SINDH 7%
AVT KHYBER 5%
APNA 5%
KTN 5%
WASEB 4%
VSH NEWS 4%
PUNJAB TV 3%
KASHISH 3%
ARUJ 1%
OTHER 1%
Grand Total 100%
16%
14%
10%
8%
8%
8%
7%
5%
5%
5%
4%
4%
3%
3%
1%
1%
*Top 15 Regional channels by revenue, remaining are lumped in other.

7. Genre Share | 2018
Data Source:
Genre Spend %
NEWS 79%
REGIONAL 14%
ENTERTAINMENT 7%
SPORTS 0.2%
MOVIES 0.1%
Grand Total 100%
NEWS
79%
REGIONAL
14%
ENTERTAINMENT
7%
SPORTS
0.23%
MOVIES
0.12%

8. Top 20 Channels of Top 3 Parties by Spend| 2018
Data Source:
Channel %
EXPRESS NEWS 12%
ARY NEWS 10%
JAAG 8%
DUNIYA TV 6%
DAWN NEWS 6%
WAQT NEWS 6%
SAMAA 6%
AWAZ 5%
MEHRAN 3%
GEO NEWS 3%
DHARTI 3%
AAJ TV 3%
CHANNEL 24 2%
CAPITAL TV 2%
SINDH NEWS 2%
SINDH 2%
KTN NEWS 2%
APNA 2%
NEWS 1 2%
NEO 2%
OTHER 12%
Grand Total 100%
Channel %
ARY NEWS 11%
EXPRESS NEWS 9%
DUNIYA TV 8%
CAPITAL TV 8%
DAWN NEWS 7%
NEWS 1 5%
A PLUS 5%
GEO NEWS 5%
SAMAA 4%
NEO 4%
AAJ TV 4%
ARY DIGITAL 3%
WAQT NEWS 3%
92 NEWS 2%
AVT KHYBER 2%
KTN NEWS 2%
GEO ENT 2%
TV ONE 2%
EXPRESS ENT 1%
AVT KHYBER NEWS 1%
OTHER 13%
Grand Total 100%
Channel %
EXPRESS NEWS 14%
GEO NEWS 14%
DUNIYA TV 11%
SAMAA 9%
DAWN NEWS 9%
WAQT NEWS 6%
CAPITAL TV 6%
HUM TV 5%
AAJ TV 5%
NEO 5%
KTN NEWS 3%
GEO ENT 2%
ABB TAKK 2%
CITY 42 2%
92 NEWS 1%
WASEB 1%
AVT KHYBER NEWS 1%
PTV SPORTS 1%
EXPRESS ENT 1%
NEWS 1 1%
OTHER 2%
Grand Total 100%
PPP PTI PMLN

9. Daily Spending Trend | 2018
Data Source:
0%
2%
4%
6%
8%
10%
12%
05-Jul
06-Jul
07-Jul
08-Jul
09-Jul
10-Jul
11-Jul
12-Jul
13-Jul
14-Jul
15-Jul
16-Jul
17-Jul
18-Jul
19-Jul
20-Jul
21-Jul
22-Jul
23-Jul

10. Data Source:
2008
2013
2018

11. Parties Share of spend in Election 2013
Data Source:
35
27
25
6.1
2.8 2.0
0.6 0.3 0.8
Amazingly there is same spending trend in 2013. & 2018, PPP top spender followed by PTI and PMLn

12. Parties Share of spend in Election 2008
Data Source:
PML-Q was the top spender in 2008
71
21
8
PML-q PML-n PPP

13. TOP Parties Share of spend by year
Data Source:
PPP very rare spend in 2008. PTI not active on TV in 2008. PML-Q not spend in 2018.
0
100
200
300
400
500
600
700
PPP PTI PML-n PML-q MMA /Jamat-e-
Islami
Y 2008
Y 2013
Y 2018

14. Parties Share of Spend in Last 3 Elections | 2008, 13 & 18
Data Source:
Year 2008
9%
Year 2013
39%
Year 2018
52%

15. Spending Trend of Last 3 Elections | 2008 to 2018
Data Source:
9%
39%
52%
2008 2013 2018

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