Model this as an annular cylinder of insulating material with a heat source in the center. The required heat is given by the thermal resistance of the insulation, and the temperature differential which must be maintained (the difference between ambient temperature and zero-degrees Celsius). We'll ignore 2nd order effects such as the temperature of any water flow that's occurring, and the heat of crystallization which must be removed from the water, once it reaches freezing, before any damage is done.
Thermal resistance R has units of Cm2 / W (where C is the temperature differential, m2 is area, and W is watts), or more commonly (in the US) of F*ft2 / btu/hr. The heat energy E required to maintain a given temperature differential is given by Eqn. 1:
(1) E = C * A / R, where A is the area over which the heat exchange takes place.
This is the calculation used for evaluating heat loss through elements of a building's envelope, for example. But in the case of the annular cylinder, it's not clear what A would be, since the areas of the inside and outside of the cylinder (with ratios r1 and r2, respectively) are different.
More useful is to note that the R value depends on the thickness of the insulation (e.g. fiberglass batts) so a measure of the intrinsic insulating ability of a material is thermal resistivity S, with units Cm2 / Wm, where the m in the denominator represents the thickness of the material. So Eqn. 1 becomes:
(2) E = (C * A) / (S * D), where D is the thickness of the insulation.
If we note that the area A is equal to the length of the pipe L multiplied by the ill-defined effective width W of the insulation, then we can write the equation as:
(3) E = (C * L) / (S * D/W)
Again, it's not obvious what W should be, for the annular cylinder. But we CAN compute D/W, the effective ratio T of thickness to width (the aspect ratio, in some sense) of a cross-sectional slice of the cylinder. By thinking of the annular cylinder as a infinitude of infinitely-thin walled concentric cylinders, we can set up an integral:
(4) T = integral-from-r1-to-r2 of (dr / 2πr)
which evaluates to
(5) T = ln (r2/r1) / 2π
where ln is natural logarithm. Note that T is dimensionless.
So, from Eqn. 3,
(6) E = (C * L) / (S * T)
and
(7) E/L = C / (S * T)
and writing this using units commonly used in US plumbing, HVAC, etc,
(8) watts-per-foot = (32 - ambient_temp_degrees_F) / (S * T)
... where thermal resistivity S is given in awkward mixed units of degrees-F * feet / watts. This value could be computed from the R-value of a specified thickness of the material used in the pipe insulation tubes, or may be directly available for the material in question.