ElectronicMedia

A TVC costs a fraction of what the airtime behind it costs, yet most of the argument happens over the film. We think the plan deserves the same scrutiny: which channels, which belts, what reach at what frequency, and what it takes to move a household that has already seen the category twice this week.

We build plans from ratings data and buy them through direct channel relationships, then reconcile every spot against the log. If a spot did not run in the belt it was bought in, it gets made good — that reconciliation is where a lot of value quietly leaks out of Pakistani media budgets.

Radio and cinema sit in the same plan rather than beside it. Radio is the cheapest frequency-builder in the country for a drive-time audience, and it pairs naturally with outdoor on the same commute.