August 17, 2002	Saturday	Jamadi-us-Saani 7, 1423

KARACHI, Aug 16: Pakistan Advertisers Society has completed a report on “Rural establishment media habits & socio economic classification survey. This large-scale independent consumer survey is the first of its kind on rural Pakistan and will provide reliable insights into the rural Pakistani market, says a press release.

The report states that rural Pakistan comprises of almost two thirds of the nation’s entire population and no reliable information was available pertaining to household data, media consumption and common criteria to assign the socio economic class to the households.

AC Nielsen Aftab played an important role in this research as it conducted an extensive fieldwork in 500 select villages across Pakistan. More than 12,000 individuals in 12 plus age category in 6,000 households were interviewed to determine the household structure, penetration of consumer durables, spending patterns and tracking consumption of fast moving consumer goods.

The survey also mapped the media habits amongst the rural populace to establish the share of voice of various media vehicles.