An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan
Keywords:
Media, digital media, advertising, market share, media niche theory, media economicsAbstract
The primary objective of this research is to ascertain the relationship between market shares of traditional and digital media in Pakistan by using the theoretical framework of the media niche theory. In order to achieve this objective, the study has tested different relationships between advertising market shares of media forms through variousstatistical techniques. The researchers have determined the overlaps and variabilities among the advertising market shares of media forms through ANOVA and Tukey’s post hoc. In addition to this, Kendall tau’s correlation has been used in order to analyze the effects of digital media on the advertising market share of traditional media. The simple linear regression method has also been used to find out if a viable relationship exists between media forms and advertising expenditure. The study findings have indicated that media forms are statistically significantly different in spending on advertisements. Tukey’s Post Hoc test reveals that advertising expenditure of radio is significantly different from TV and Print Media, but there is no significant difference between the expenditure of radio and digital media. It is also determined that a significant inverse relationship exists between advertisement spending on digital media and TV, and digital media and radio. However, a significant and positive relationship is found between digital media and print media, but with a very weak value of Kendall tau. Our study implies that traditional media is experiencing a downfall in the advertising media market, primarily due to the widespread advent of digital media in Pakistan.
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