Pakistan’s Media Industry Received PKR 10.7 Billion in Government Advertising Funds
Nadeem Tanoli
Islamabad: The federal government has revealed that it allocated more than PKR 10.78 billion to advertising campaigns across 76 television channels and hundreds of print publications between March 2024 and June 2025. The figures, released by the Press Information Department, also include an additional PKR 2.33 billion in free-of-cost (FOC) electronic media slots negotiated with broadcasters to air state messages without direct payment. This release marks one of the most detailed public disclosures of media spending in recent years.
Electronic media accounted for the largest share of paid advertising, receiving PKR 6.87 billion. News broadcasters dominated the list of recipients, with Geo News at the top, earning PKR 648.6 million, followed by ARY News (PKR 440.8 million), Dunya News (PKR 408.5 million), PTV News (PKR 397.2 million), and Samaa News (PKR 385.9 million). Other major beneficiaries included Express News, Hum News, Dawn News, Channel-24, BOL News, Aik News (PNN), Aaj News, ATV, ABN, Abb Takk, Public TV, 92-News, GNN, Neo News, and 365 News (Talon).
While news outlets dominated the rankings, entertainment channels also secured significant government advertising. HUM Entertainment led this segment with PKR 15.06 million, followed closely by Green Entertainment (PKR 15.01 million), Geo Tez (PKR 14.66 million), ARY Digital (PKR 14.53 million), and Geo Super Sport TV (PKR 14.52 million). Other entertainment networks such as Geo Entertainment, Express Entertainment, AAN TV, NTN, and Aur Life TV also received allocations.
Print media received PKR 3.91 billion in government advertisements, with Urdu-language newspapers taking the largest portion. Jang topped the list with PKR 433.1 million, followed by Express (PKR 306.8 million), Dunya (PKR 250.8 million), Ausaf (PKR 192.3 million), Nawa-e-Waqt (PKR 151.1 million), and Khabrain (PKR 76.5 million). Other notable Urdu publications included 92-News, Aaj, Asas, Mashriq, Nai Roshani, National Courier, News Affair, Pakistan Bulletin, Pakistani, The Occasion, Tijarati Rehber, Undalas Times, Yaran, and Sarzameen.
English-language publications also secured substantial funds. Express Tribune received PKR 184.8 million, Dawn PKR 141.95 million, and Business Report PKR 138.76 million. The Nation and Pakistan Observer followed with PKR 54.59 million and PKR 48.44 million respectively, alongside other regional and national English titles.
The government also leveraged non-monetary agreements to expand outreach. Through negotiated arrangements, 14,165 free-of-cost spots were aired across 76 TV channels, valued at PKR 2.33 billion. PTV News secured the highest FOC value at PKR 216.4 million, followed by Aik News (PKR 96.6 million), Geo News (PKR 94.3 million), and ATV (PKR 84.8 million). Other significant beneficiaries included Dunya News, Samaa News, Express News, ARY News, Hum News, Channel-24, Dawn News, and BOL News.
Despite the massive allocations to top-tier outlets, many smaller publications received minimal funding. Akhbar-e-Nau earned PKR 5,028, Ittefaq-e-Rai received PKR 5,393, and Isar was allocated PKR 6,679. These figures underscore the significant disparities between major national media houses and smaller regional publications.
The release provides a rare, detailed insight into the government’s media outreach strategy, revealing a clear preference for high-reach broadcasters and leading newspapers, as well as a dual approach combining paid campaigns with negotiated free slots to maximize message penetration nationwide.
News Link: Pakistan Government Media Ad Spending Top Beneficiaries Revealed – Peak Point
