OOH MEDIA ADVERTISING

EXPENSE REPORT

MONTHLY REPORT

NOVEMBER’15

Background

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.

Methodology

We have covered over 4900 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.

Overall ADEX Exposure – (City wise)

Karachi

2395Lahore

731

Rawalpindi

603

Multan

401

Islamabad

362Faisalabad

298

750.7

Million

397.5

Million

145

Million

30.6

Million

99

Million

71.4

Million

Volume

4788

Karachi leads the market and holds 50% of the OOH Advertisements.

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

Value: Rs.

1,495,099,030

Overall ADEX Exposure – (Pole Signs)

Karachi

1996Islamabad

1278

Faisalabad

850

Rawalpindi

248

Lahore

142

Multan

128

Islamabad

12 Million

Faisalabad

4 MillionRawalpindi

1.5 Million

Lahore

1.6

Million

Multan

0.57

Million

Karachi

20.8

Million

Volume 4642

Value Rs. 41,126,380

Overall ADEX Exposure – (Medium wise)

Total Volume: 4788

Total Value: Rs. 1,495,099,030

Medium Value split

Medium Volume

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

volume & values

Small Hoardings

36%

Large Hoardings

32%

Medium Hoardings

9%

Bus Shelters6%

Pylons/Highmarks

5%

Bridge Branding

4%

Mega Structure

4%

Gantry2%

Mopi1 %

0.43%

Large Hoardings

47%

Mega Structures

13%

Bridge Branding

12%

Small Hoarding11%

Medium Hoardings

9%

Gantry3%

Bus Shelters

2%

Pylons/Highmarks

2%

Underpass Branding

1% Trivision 1%

ADEX Top-lines

Fashion brands were the top spender on OOH media followed by Telecom & then Real Estate at an estimated 196 million, 63 million and 60

million respectively.

Top 3 Clients spent an approximate of 112 million with Mondelez on top with 47.8 million, Khaadi 34 million and MQM

29.9 million across top 5 cities of Pakistan.

Top 3 Brands Dairy Milk Chocolate with the value of 47 million, MQM 29.9 million and Khaadi Winter Collection 25 million.

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

Pepsi was the major spender in CSD with the branding of over 88% of the spent in the category with the value of 24.9 million approximately.

Telenor led the way in Telcos branding with 20.9 Million spend followed by CM PAK (Zong) & Mobilink spending around 29.8.

Mondelez was the major spender in Confectionery with the branding of over 98% of the total spent in the category.

ADEX – Top 10 Categories Share of Space/Spend - Boards

Value

9%

5%

3%

3%

3%

3%

3%

2%

2%

2%

TO LET

Fashion

Real…

Education

Fast Food/…

Ghee &…

Hand wash

Politics

Telecom

Electronic…

Biscuits &…

38%

Volume

13%

4%

4%

3%

3%

3%

3%

3%

2%

2%

TO LET

Fashion

Telecom

Real…

Confectionary

Electronic Media

Politics

Biscuits & Cakes

Fast Food/…

Mobile Phones

Frozen Food

34%

Total Category Value

PKR. 985 Million

196 Mil

63 Mil

60 Mil

48.6 Mil

47 Mil

45.8 Mil

43 Mil

40 Mil

37 Mil

32.6 Mil

ADEX – Top 10 Categories Share of Space/Spend – Pole Signs

Value

14%

14%

8%

6%

5%

5%

4%

3%

3%

3%

To Let

Fashion

CSD

Confectionery

Mobile Phones

Toothpastes /…

Hair care

Digital Media

Ready To Cook

Traveling…

Powder Milk

Volume

15%

10%

9%

8%

4%

3%

3%

3%

2%

2%

To Let

Fashion

Confectionery

Mobile Phones

CSD

Traveling /Airlines…

Ready To Cook

Frozen Desserts /…

Hand Wash

Digital Media

Oil/Lubricants

31%

Total Category Value

PKR. 28.5 Million

29%

6.3 Mil

4 Mil

3.8 Mil

3.3 Mil

1.4 Mil

1.3 Mil

1.2 Mil

1 Mil

0.8 Mil

0.7 Mil

ADEX – Top 10 Clients Share of Space/Spend - Boards

Value

Volume

3%

2%

2%

2%

2%

2%

2%

1%

1%

1%

To Let

Mondelez

Khaadi

MQM Political Party

Gul Ahmed Textile…

Unilever Pakistan Ltd

Alkaram Textile…

Pepsi Co Pakistan

Telenor

Nestle

English Biscuit…

34%

Total Client Value

PKR. 985 Million

47.8 Mil

34 Mil

29.9 Mil

26.7 Mil

26.4 Mil

25 Mil

24.9 Mil

20.9 Mil

20.4 Mil

20.2 Mil

3%

2%2%

1%

1%

1%

1%

1%

1%

1%

To Let

MQM Political…

Kohinoor Pvt. Ltd

Unilever…

Mondelez

Mohammad…

Alkaram Textile…

Khaadi

Gul Ahmed…

Junaid Jamshed…

Tapal Tea Pvt Ltd

ADEX – Top 10 Clients Share of Space/Spend – Pole Signs

Value

Volume

10%

8%

6%

5%

4%

3%

3%

3%

3%

3%

To Let

Mondelez

Pepsi Co Pakistan

Khaadi

Qmobile…

Turkish Airline

Unilever Pakistan Ltd

Samsung

Outfitters

Gul Ahmed Textile…

Dilpasand Sweets

31%

Total Client Value

PKR. 28.5 Million

4.2 Mil

3.3 Mil

2.3 Mil

2 Mil

1.4 Mil

1.3 Mil

1.3 Mil

1.2 Mil

1.2 Mil

1.2 Mil

14%

8%

5%

5%

5%

4%

3%

3%

3%

3%

To Let

Pepsi Co Pakistan

Mondelez

Khaadi

Medicam Group…

Italiano

Star Marketing…

Qmobile…

Unilever…

Turkish Airline

Nestle

ADEX – Top 10 Brands Share of Space/Spend - Boards

Value

Volume

3%

2%

2%

2%

1%

1%

1%

1%

1%

1%

To Let

Dairy Milk Choclate

MQM

Khaadi Winter…

Pepsi Cola

Bakeri Nankhatai

Gluco Biscuit

Nido

Gul Ahmed Winter…

Zong 4G

Junaid Jamshed…

34%

Total Brand Value

PKR. 985 Million

47 Mil

29.9 Mil

25.7 Mil

24.3 Mil

17.8 Mil

17.7 Mil

16.6 Mil

16.1 Mil

16 Mil

15.4 Mil

3%

2%

1%

1%1%

1%

1%

1%

1%

1%

To Let

MQM

Tibet Soap

Hashmi Ispaghol

Dairy Milk…

Bakeri Nankhatai

Khaadi Winter…

Gold Line Real…

Vital Soap

Soya Supreme

Kings Galaxy…

ADEX – Top 10 Brands Share of Space/Spend – Pole Signs

Value

Volume

8%

6%

4%

4%

3%

3%

3%

3%

3%

3%

To Let

Pepsi Cola

Cadbury Dairy Milk…

Cadbury Dairy Milk…

Turkish Airlines

Qmobile Z9

Samsung Galaxy S6 Edge

Khaadi Winter Collection

Outfitters Winter…

Dilpasand Ice Cream

Khaadi Pret Wear

31 %

Total Brand Value

PKR. 28.5 Million

3.3 Mil

2.6 Mil

1.5 Mil

1.4 Mil

1.3 Mil

1.3 Mil

1.2 Mil

1.2 Mil

1.2 Mil

1 Mil

14%

6%

5%

5%

5%

5%

4%

4%

3%

3%

To Let

Pepsi Cola

Khaadi Winter Collection

Khaddi Pret Wear

Cadbury Dairy Milk Bubbly…

Medicam

Bio Oil Italiano

Safa Mall shops for rent

Cadbury Dairy Milk…

Turkish Airlines

Nido

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 0333-3456348

M. Tanveer Ahmed tanveer.ahmed@winningsolutions.com.pk

Senior Research Executive 0345-8591454