Abstract:
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.
