Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan

OOH MEDIA ADVERTISING EXPENSE

JULY’15 REPORT

AD-EX Copy rights reserved by Winning Solutions

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Advertising expense tracking specific to Out of Home industry launched for the first time in Pakistan by Winning

Solutions

Winning Solutions are market research experts since 2010 and have many firsts in Outdoor media research including

Census, OOH consumer research, ROI calculations and numerous tracking projects.

We identified the gap that there is no credible Ad spent data on Outdoor media and what is available are just

guesstimates.

Outdoor Media Census was taken as the benchmark for establishing the outdoor media Adex, and we enhanced the scope

since census was done in May last year.

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We have covered over 4500 permanent sites covering almost 145 main arteries across top 5 cities of Pakistan.

All the sites were covered twice in a month (once every fortnight) to ensure that we have covered the full month

display period twice.

Data was collected only from Permanent OOH structures on the identified roads.

Values are estimated with average market rates collected for different mediums across different roads and

locations from various OMAS. No discount factors are applied as they vary from agency to agency and client to

client.

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Total Volume: 4730

City Volume

Total Value: Rs. 1,462,586,621

City Value split

Karachi leads the market and holds 48% of OOH Media Advertisements.

Whereas Lahore contributes 15% to volume but has 27% of the Value in OOH

Karachi 48%

Lahore 15%

Rawalpindi 13%

Multan 9%

Islamabad 8%

Faisalabad 6%

Karachi 49%

Lahore 27%

Rawalpindi 10%

Islamabad 6%

Faisalabad 5%

Multan 2%

Total Volume: 4479

City Volume

Total Value: Rs. 45,496,840

City Value split

Karachi leads the market and holds 44% of OOH Pole signs Advertisements.

Whereas Islamabad contributes 22% to volume but has 28% of the Value in Pole Sign.

Karachi 44%

Islamabad 22%

Faisalabad 19%

Rawalpindi 10%

Lahore 3%

Multan 3%

Karachi 49%

Islamabad 28%

Faisalabad 9%

Rawalpindi 8%

Lahore 4%

Multan 1%

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Total Volume: 4730

Medium Volume

Total Value: Rs. 1,462,586,621

Medium Value split

Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their volume & values

Large Hoardings

46%

Mega Structures

13%

Small Hoardings

12%

Bridge Branding

11%

Medium Hoardings

8%

Gantry 3%

Bus Shelters

3%

Pylons/ Hughmarks

2%

Underpass Branding

1%

Trivision 1%

0.23%

Small Hoardings

35%

Large Hoardings

31%

Medium Hoardings

9%

Bus Shelters 7%

Pylons/ Highmarks

6%

Mega Structures

5%

Bridge Branding

4%

Gantry 2%

0.44% 0.40%

0.38%

Copyrights reserved by Winning Solutions 2015

Copyrights reserved by Winning Solutions 2015

The total number of Outdoor medium has dropped by 7% as compared to the 1st quarter of 2015.

Fashion brands are yet again the top spender on OOH media in the month of July 2015 followed by Telecom & then Fast Food at an estimated

176 million, 69 million and 59 million respectively.

Top 3 Clients spent an approximate of 81.5 million in July 2015 with Pepsi on top with 32 million, Gul Ahmed 26.9 million

and CM Pak 22 million across top 5 cities of Pakistan.

Top 3 Brands Pepsi Cola with the value of 31 million, Gul Ahmed 26.9 million and Zong 4G 22 million.

Gul Ahmed and Junaid Jamshed were top slot spenders of the fashion category.

Pepsi was the major spender in CSD with the branding of over 76% of the spent in the category with the value of 31.8 million approximately.

CM Pak Zong led the way in Telcos branding with 22 Million spend followed by Telenor & Mobilink spending around 31 Million.

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33% 12%

5%

4%

4%

3%

3%

3%

3%

2%

2%

TO LET

Fashion

Telecom

Fast Food

Real Estate

CSD

Mobile Phones

Electronic Media

Juices &…

Ghee & Cooking…

Charity/NGO

33%

10%

5%

4%

4%

3%

3%

3%

3%

2%

2%

TO LET

Fashion

Education

Real Estate

Fast Food

Tea & Coffee

Charity/NGO

Ghee & Cooking Oil

Telecom

Juices & Beverages

Mobile Phones

Share of Space

Share of Spend

Total Category Value: PKR. 972 Million

176 Mil

69 Mil

59 Mil

51 Mil

41 Mil

39 Mil

37 Mil

36.7 Mil

36.3 Mil

33 Mil

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32% 16%

15%

7%

4%

3%

3%

3%

3%

2%

2%

To Let

Telecom

Education

CSD

Fashion

Frozen Food

Beauty Salons

Frozen Desserts /…

Real…

Hair care

Fast Food/Resturant

32%

14%

14%

11%

5%

4%

3%

3%

2%

2%

2%

To Let

Education

CSD

Telecom

Hair care

Fashion

Real…

Beauty Salons

Frozen Desserts /…

Frozen Food

Fast Food/Resturant

Share of Space

Share of Spend

Total Category Value: PKR. 31 Million

6.8 Mil

3 Mil

1.9 Mil

1.24 Mil

1.22 Mil

1.2 Mil

1.2 Mil

1 Mil

0.93 Mil

7 Mil

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33% 2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

To Let

Pepsi

Gul Ahmed

CM Pak Zong

Telenor

Engro Corp.

EBM

Shezan

National Foods

K&N's

J.

33% 1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

To Let

Hashim Tajir

Eastern Productions

Tapal

Gul Ahmed

Pepsi

Engro Corp.

UPL

J.

Sefam

K&N's

Share of Space

Share of Spend

Total Clients Value: PKR. 972 Million

32 Mil

26 Mil

22 Mil

21.3 Mil

21.3 Mil

19.9 Mil

19 Mil

18.6 Mil

17 Mil

16 Mil

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32% 7%

4%

4%

3%

3%

3%

3%

3%

3%

2%

To Let

Pepsi

Q mobile

CM PAK ZONG

Samsung

National Foods

Mahrose

Sufi Food

Engro Corp.

Wishpering…

Medicam Group

32% 14%

5%

3%

3%

3%

2%

2%

2%

2%

2%

To Let

Pepsi

Medicam Group

Q mobile

National Foods

Mahrose

Rivo Mobile

Wishpering pine…

Engro Corp.

Sufi Food

Froebel's

Share of Space

Share of Spend

Total Clients Value: PKR. 31 Million

1.88 Mil

1.84 Mil

1.4 Mil

1.4 Mil

1.4 Mil

1.24 Mil

1.2 Mil

1 Mil

1 Mil

3 Mil

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Total Brand Value: PKR. 972 Million

33% 2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

To Let

Pepsi Cola

Gul Ahmed

Zong 4G

National…

K&Ns Food

Olpers

Nan Khatai

Bareeze

Pizza Hut

Huawei Honor…

33% 1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

To Let

Vital Tea

Gul Ahmed

Hashmi Ispaghol

Pepsi Cola

Tapal Family Mixture

Bareeze

Al Khidmat Zakat

K&Ns Food

Zong 4G

Pizza Hut

Share of Space

Share of Spend

26.9 Mil

22 Mil

18.5 Mil

15.6 Mil

15.5 Mil

14.2 Mil

14.1 Mil

13.7 Mil

12.9 Mil

31 Mil

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Total Brand Value: PKR. 31 Million

32% 7%

3%

3%

3%

3%

3%

3%

3%

2%

2%

To Let

Pepsi

Samsun…

Zong 4G

Green…

Omore…

Whispe…

MIUC

TMUC

Italiano

Rivo…

32% 14%

5%

3%

2%

2%

2%

2%

2%

2%

2%

To Let

Pepsi

Italiano

Green City

MIUC

Rivo Mobile

Whisper Pine

Omore Kulfa

Linq Q mobile

TMUC

Ap Tech

Share of Space

Share of Spend

1.4 Mil

1.2 Mil

1.2Mil

1.2 Mil

1.1 Mil

1.1Mil

1.1 Mil

1 Mil

1 Mil

3 Mil

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For Details or Subscription Contact: Syed Ali Moazzam ali.moazzam@winningsolutions.com.pk CEO 0345-8591450 Farnaz Ghufran farnaz.ghufran@winningsolutions.com.pk Resident Head Karachi 0345-8591465 M. Tanveer Ahmed tanveer.ahmed@winningsolutions.com.pk Senior Research Executive 0345-8591454