Rs14.1bn in government advertising emerges as media lifeline

 JournalismPakistan.com |  Published: 11 June 2026 |  Daud Malik

Information Minister Attaullah Tarar told the National Assembly that since 2022, the government spent more than Rs14.1 billion on advertising across electronic, print and social media; electronic media received the largest share, with major spending in 2024-26.

Summary

ISLAMABAD — The federal government has spent more than Rs14.1 billion on advertising across electronic, print, and social media platforms since 2022, according to figures presented in the National Assembly by Information and Broadcasting Minister Attaullah Tarar.

Responding to lawmakers' questions on Thursday, Tarar provided a detailed breakdown of government advertising expenditures from the 2022-23 fiscal year through December 2025. The figures show that electronic media received the largest share of spending, followed by print media and social media platforms.

According to the minister, the government spent more than Rs7.2 billion on advertisements in electronic media during the period, while print media received over Rs4.5 billion and social media campaigns accounted for more than Rs3.1 billion. Combined spending across the three sectors exceeded Rs14.1 billion.

The disclosure came after repeated parliamentary questions about government advertising expenditures remained unanswered during several previous National Assembly sessions.

Electronic media received the largest share

Tarar also provided details of more recent spending, stating that from July 1, 2024, to March 31, 2026, the Ministry of Information and Broadcasting spent more than Rs8.27 billion on advertisements, while other federal ministries collectively spent about Rs1.2 billion during the same period.

For the 2024-25 financial year alone, electronic media accounted for the bulk of government advertising expenditure, receiving approximately Rs5.2 billion. Print media received around Rs1.3 billion, while spending on social media exceeded Rs1 billion.

The figures illustrate the continuing importance of television and electronic media in government communication campaigns, even as spending on digital and social media platforms grows.

The government defends advertising expenditure

Explaining the rationale behind the spending, the minister said government advertisements serve multiple public-information purposes, including informing citizens about government policies, programs, and initiatives.

He said advertising campaigns are also used to encourage behavioral change in areas such as public health and safety, raise awareness about public services, and promote Pakistan's national narrative and interests.

According to Tarar, the allocation of advertising funds is subject to fiscal governance procedures, annual audits, parliamentary oversight, and citizens' right to information.

"The allocation of advertisement funds is governed by prudent fiscal governance, institutionalized and annual audit scrutiny, Parliamentary oversight, and citizens' right to information," he told the National Assembly.

Media industry challenges highlighted

The minister acknowledged the financial pressures facing Pakistan's media industry, particularly the print sector, arguing that government advertising spending plays an important role in supporting media organizations.

He told lawmakers that regional media outlets are being supported through targeted advertising campaigns designed to reach audiences at the grassroots level.

The comments amount to a rare public acknowledgment of the role government advertising plays in sustaining parts of Pakistan's media ecosystem at a time when newspapers and other traditional media outlets continue to face economic challenges, declining advertising revenues, and competition from digital platforms.

Questions about media economics

The figures provide one of the clearest official snapshots of the federal government's advertising spending across different media sectors and are likely to fuel wider discussion about media sustainability, public spending, and the evolving relationship between government and news organizations.

Government advertising remains a significant source of revenue for many media outlets in Pakistan, particularly regional publications and newspapers that have faced mounting financial pressures in recent years.

The disclosure also highlights the growing role of social media in government communication strategies, with more than Rs3.1 billion spent on digital campaigns since 2022.

As Pakistan's media landscape continues to evolve, the latest figures offer fresh insight into how public-sector advertising is distributed across traditional and digital platforms and the role it plays in supporting the country's information ecosystem.

ATTRIBUTION: Reporting by JournalismPakistan.

PHOTO: AI-generated