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Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
OOH MEDIA ADVERTISING EXPENSE
AUGUST’15 REPORT
AD-EX Copy rights reserved by Winning Solutions
Copyrights reserved by 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.
Copyrights reserved by Winning Solutions 2015
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.
Copyrights reserved by Winning Solutions 2015
Total Volume: 4838
City Volume
Total Value: Rs. 1,501,498,170
City Value split
Karachi leads the market and holds 50% of OOH Media Advertisements.
Whereas Lahore contributes 16% to volume but has 27% of the Value in OOH
Karachi50%
Lahore16%
Rawalpindi12%
Multan9%
Islamabad7%
Faisalabad6%
Karachi50%
Lahore27%
Rawapindi10%
Islamabad6%
Faisalabaad5%
Multan2%
Total Volume: 4114
City Volume
Total Value: Rs. 39,146,300
City Value split
Karachi leads the market and holds 44% of OOH Pole signs Advertisements.
Whereas Islamabad contributes 30% to volume but has 34% of the Value in Pole Sign.
Karachi37%
Islamabad30%
Faisalabad21%
Rawalpindi6%
Lahore3%
Multan3%
Karachi44%
Islamabad34%
Faisalabad11%
Rawalpindi5%
Lahore4%
Multan1%
Copyrights reserved by Winning Solutions 2015
Total Volume: 4838
Medium Volume
Total Value: Rs. 1,501,498,170
Medium Value split
Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their volume & values
Small Hoardings
36%
Large Hoardings
31%
Medium Hoardings
9%
Bus Shelters7%
Pylons/Highmarks
6%
Mega Structures
5%
Bridge Branding
4%
Gantry1%
0.44%
0.40%0.34%
Large Hoardings
46%
Mega Structures
13%
Bridge Branding
12%
Small Hoarding
12%
Medium Hoardings
8%
Gantry3%
Bus Shelters
3%
Pylons/Hughmarks
2%
Underpass Branding
1%Trivision
1%
Copyrights reserved by Winning Solutions 2015
Copyrights reserved by Winning Solutions 2015
Fashion brands are still the top spender on OOH media in the month of August 2015 followed by Real Estate & then Electronic Media at an
estimated value of 99 million, 64 million and 61 million respectively.
Top 3 Clients spent an approximate of 71.8 million in August 2015 with Telenor on top with 24.2 million, P&G 24 million
and Pepsi 23.5 million across top 5 cities of Pakistan.
Top 3 Brands Ariel with the value of 21.6 million, Gul Ahmed 19 million and Mountain Dew 16.9 million.
Gul Ahmed, Junaid Jamshed and Alkaram Textile were top slot spenders of the fashion category.
Pepsi was the major spender in CSD with the branding of over 58% of the spent in the category with the value of 22.6 million approximately.
Telenor led the way in Telcos branding with 24.2 Million spend followed by CM PAK Zong & Mobilink spending around 26.3 Million.
Copyrights reserved by Winning Solutions 2015
42%7%
4%
4%
4%
3%
3%
3%
2%
2%
2%
TO LET
Fashion
Real Estate/Designer/…
Electronic Media
Telecom
Fast Food/ Restaurants
Education
CSD
Mobile Phones
Frozen Food
Biscuits & Cakes
39%8%
6%
5%
3%
3%
3%
3%
2%
2%
2%
TO LET
Education
Fashion
Real…
Fast Food/…
Tea & Coffee
Telecom
Electronic Media
Ghee & Cooking…
Juices &…
Mobile Phones
Share of Space
Share of Spend
Total Category Value:PKR. 865 Million
99 Mil
64 Mil
61 Mil
60 Mil
50 Mil
48 Mil
38 Mil
36 Mil
30 Mil
29 Mil
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22%13%
10%
10%
10%
8%
6%
5%
3%
3%
2%
To Let
Education
CSD
Mobile Phones
Real…
Fashion
Digital Media
Confectionary
Hotel
Hair care
Frozen Desserts /…
22%
17%
11%
9%
7%
6%
5%
5%
4%
3%
2%
To Let
CSD
Education
Real…
Fashion
Mobile Phones
Hair care
Digital Media
Confectionary
Hotel
Frozen Desserts /…
Share of Space
Share of Spend
Total Category Value:PKR. 30 Million
3.8 Mil
3.8 Mil
3.7 Mil
2.9 Mil
2.4 Mil
1.9 Mil
1.2 Mil
1 Mil
0.87 Mil
5 Mil
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42%2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
To Let
Telenor
Procter & Gamble
Pepsi Co Pakistan
Gul Ahmed Textile Mills Ltd
DUNYA NEWS NETWORK
English Biscuit Manufacturers (Ebm)
URDU TV
Unilever Pakistan Ltd
K&Ns
CM Pak Zong
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Eastern Productions
Mohammad Hashim Tajir Surma
Kohinoor Pvt. Ltd
Pepsi Co Pakistan
Gul Ahmed Textile Mills Ltd
DUNYA NEWS NETWORK
K&Ns
Unilever Pakistan Ltd
Telenor
English Biscuit Manufacturers (Ebm)
Share of Space
Share of Spend
Total Clients Value:PKR. 865 Million
24.2 Mil
24 Mil
23.5 Mil
22.7 Mil
21.5 Mil
21.5 Mil
18.6 Mil
18.5 Mil
18.4 Mil
17.4 Mil
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22%
10%
6%
5%
4%
4%
4%
4%
3%
3%
3%
To Let
Pepsi Co Pakistan
Food Panda…
Qmobile
Safa Gold Mall
Roots…
Star Marketing
Lahore…
Dilpasand Sweets
Gul Ahmed…
Hilal…
22%17%
5%
5%
4%
4%
3%
3%
3%
3%
3%
To Let
Pepsi Co Pakistan
Medicam Group of…
Food Panda online…
Safa Gold Mall
Roots International…
Qmobile
Star Marketing
Lahore Grammar…
Dilpasand Sweets
Pearl-Continental…
Share of Space
Share of Spend
Total Clients Value:PKR. 30 Million
2.4 Mil
2.1 Mil
1.6 Mil
1.6 Mil
1.5 Mil
1.2 Mil
1.2 Mil
1.2 Mil
1.2 Mil
3.9 Mil
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Total Brand Value:PKR. 865 Million
42%1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Ariel
Gul Ahmed
Mountain Dew
DUNYA KAMRAN…
Telenor 3G
K&Ns Food
Coca Cola
Nan Khatai Classic
Samsung Galaxy…
FAZAIA HOUSING…
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Vital Tea
Hashmi Ispaghol
Tibet Soap
Gul Ahmed
Cadbury Eclairs
DUNYA KAMRAN…
Mountain Dew
Ariel
K&Ns Food
Ncr-Cet College
Share of Space
Share of Spend
19 Mil
16.9 Mil
15.4 Mil
15 Mil
13.8 Mil
12.9 Mil
10.6 Mil
9.5Mil
9.4 Mil
21.6 Mil
Copyrights reserved by Winning Solutions 2015
Total Brand Value:PKR. 30 Million
22%
10%
6%
4%
4%
4%
4%
4%
3%
3%
3%
To Let
Pepsi Cola
50% Off…
Safa Mall shops…
Star Marketing
MIUC…
Q Z9
LGS Admission…
Dil Pasand…
Ding Dong…
PC Bhurban
22%
17%
5%
5%
4%
3%
3%
3%
3%
3%
2%
To Let
Pepsi Cola
Italino
50% Off Foodpanda
Safa Mall shops for…
Star Marketing
LGS Admission open
Dil Pasand Sweets
PC Bhurban
MIUC…
Ding Dong Bubble
Share of Space
Share of Spend
2.4 Mil
1.6 Mil
1.5 Mil
1.4 Mil
1.4 Mil
1.3Mil
1.2 Mil
1.2 Mil
1.2 Mil
3.8 Mil
Copyrights reserved by Winning Solutions 2015
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
