Ad ex april'15 report

Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan

Copyrights reserved by Winning Solutions 2015Copyright Winning Solutions 2015

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.


We have covered over 5000 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.


Copyright Winning Solutions 2015

Karachi49%

Lahore27%

Rawalpindi12%

Islmabad6%

Faisalabad4%

Multan2%

Total Volume: 5083

City Volume

Total Value: Rs. 1,594,930,974

City Value split

Karachi49%

Lahore15%

Rawalpindi12%

Multan11%

Islamabad7%

Faisalabad6%

Karachi leads the market and holds 49% of OOH Media Advertisements.

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


Total Volume: 5083

Medium Volume

Total Value: Rs. 1,594,930,974

Medium Value split

Small Hoarding

37%

Large Hoarding 31%

Medium Hoarding 7%

Bus Shelters6%

Mega Stuctures 6%

Pylons/ High Marks 6%

Bridge Branding

4%

Gantry1%

0.43%

0.41%

0.38%

Large Hoardings

47%

Mega Structures

16%

Bridge Branding

12%

Small Hoardings

12%

Medium Hoardings

6%

Gantry3%

Bus Shelters2%

Pylons1%

Underpass Branding

1%

Trivision1%

0.28%

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



Copyright Winning Solutions 2015

Fashion brands are still the top spender on OOH media in the month of April 2015 followed by Telecom & then CSD at an estimated 276 million,

79 million and 57 million respectively.

Top 3 Clients spent approximate 157 million in April 2015 with Unilever on top with 78 mil, Pepsi 46 and Telenor 33

million across top 5 cities of Pakistan.

Top 3 Brands Khaddi with the value of 30.7 million, Cornetto 30.4 million and Gul Ahmed 29.6 million.

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

PEPSI was the major spender in CSD with the branding of over 50% of the spent in the category.

Telenor led the way in Telcos branding with 33 Million spend followed by Warid spending around 15 Million.


18%

5%

4%

4%

3%

3%

3%

2%

2%

TO LET

Fashion

Telecom

CSD

Real Estate

Frozen Desserts /…

Mobile Phones

Fast Food

Juices & Beverages

Biscuits & Cakes

33%

14%

6%

5%

3%

3%

3%

2%

2%

2%

TO LET

Fashion

Education

Real Estate

Telecom

Tea & Coffee

Fast FooD

CSD

Frozen Desserts /…

Mobile Phones

Share of Space

Share of Spend

Total Category Value:PKR. 1 billion

276 Mil

79 Mil

57 Mil

54.9 Mil

48.5 Mil

43.9 Mil

43.3 Mil

35.4 Mil

33.7 Mil


33%5%

3%

2%

2%

2%

2%

1%

1%

1%

To let

UPL

Pepsi

Telenor

Khaadi

CBL

Gul Ahmed

Q-Mobile

Bonanza

JJ

33%4%

2%

2%

1%

1%

1%

1%

1%

1%

To let

UPL

Pepsi

Gul Ahmed

Hashim Tajjar

Khaadi

Eastern Prod.

Telenor

CBL

Tapal

Share of Space

Share of Spend

Total Clients Value:PKR. 1 billion

78.8 Mil

45.6 Mil

32.7 Mil

30.7 Mil

30 Mil

29.6 Mil

22.7 Mil

21.7 Mil

20.8 Mil


Total Brand Value:PKR. 1 billion

33%2%

2%

2%

2%

2%

1%

1%

1%

1%

To let

Khaadi

Cornetto

Gul Ahmed

Nan Khatai

Pepsi

TWISTO GIGGLY

Sunsilk

JJ

Nishat

2%

1%

1%

1%

1%

1%

1%

1%

1%

To let

Gul Ahmed

Khaadi

Vital tea

Cornetto

Nan Khatai

Pepsi

Tapal

Bareeze

Sunsilk

Share of Space

Share of Spend

30.7 Mil

30.4 Mil

29.6 Mil

27.5 Mil

25.6 Mil

19.9 Mil

18.3 Mil

17.5 Mil

16.5 Mil


For Details or Subscription Contact:

Syed Ali Moazzam [email protected] 0345-8591450

Farnaz Ghufran [email protected] Head Karachi 0345-8591465

M. Tanveer Ahmed [email protected] Research Executive 0345-8591454

Data & Analytics

Ad ex april'15 report