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OOH MEDIA ADVERTISING
EXPENSE REPORT
MONTHLY REPORT
OCTOBER’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
2407Lahore
749
Rawalpindi
600
Multan
402
Islamabad
370Faisalabad
313
740.9
Million
410
Million144 Million 31 Million
98.9
Million75 Million
Volume
4839
Karachi leads the market and holds 49% of the OOH Advertisements.
Whereas Lahore contributes 15% to volume but has 27% of the Value in OOH
Value: Rs.
1,500,632,186
Overall ADEX Exposure – (Pole Signs)
Karachi
1522Islamabad
1228
Faisalabad
850
Rawalpindi
248
Lahore
142
Multan
128
Islamabad
13 Million
Faisalabad
4 MillionRawalpindi
2 Million
Lahore
1.6
Million
Multan
0.57
Million
Karachi
17
Million
Volume 4118
Value Rs. 39,198,300
Overall ADEX Exposure – (Medium wise)
Total Volume: 4839
Total Value: Rs. 1,500,632,186
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 Shelters7%
Pylons/Highmarks
5%
Bridge Branding
4%
Mega Structure
4%
Gantry1%
Mopi0.47%
0.41%
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 Biscuits & Cakes & then Real Estate at an estimated 149 million, 61.8
million and 60 million respectively.
Top 3 Clients spent an approximate of 97.8 million with Khaadi on top with 35.9 million, Continental Biscuits 31 million
and Nestle 30.7 million across top 5 cities of Pakistan.
Top 3 Brands Zong 4G with the value of 18.6 million, Nestle Cerelac 16 million and Shangrilla Tomato Ketchup 15.7 million.
Khaadi and Junaid Jamshed were top slot spenders of the fashion category.
Pepsi was the major spender in CSD with the branding of over 81% of the spent in the category with the value of 26.5 million approximately.
Telenor led the way in Telcos branding with 21.7 Million spend followed by CM PAK (Zong) & Mobilink spending around 28.9 Million.
ADEX – Top 10 Categories Share of Space/Spend - Boards
Value
7%
5%
5%
3%
3%
3%
2%
2%
2%
2%
TO LET
Fashion
Education
Real…
Hand wash
Biscuits &…
Fast Food/…
Ghee &…
Tea & Coffee
Telecom
Electronic…
42%
Volume
10%
4%
4%
4%
3%
2%
2%
2%
2%
2%
TO LET
Fashion
Biscuits & Cakes
Real…
Telecom
Electronic Media
Fast Food/…
Frozen Food
CSD
Mobile Phones
Education
41%
Total Category Value
PKR. 889 Million
149 Mil
61.8 Mil
60 Mil
59 Mil
50 Mil
36.8 Mil
33 Mil
32.9 Mil
27.8 Mil
25 Mil
ADEX – Top 10 Categories Share of Space/Spend – Pole Signs
Value
15%
12%
8%
7%
5%
5%
3%
3%
3%
2%
To Let
CSD
Fashion
Education
Mobile Phones
Hair Care
Digital Media
Frozen…
Hand Wash
Hotel
Beauty Salons
Volume
14%
10%
9%
8%
5%
4%
3%
3%
3%
2%
To Let
Fashion
Mobile Phones
Education
CSD
Digital Media
Hand Wash
Frozen Desserts /…
Hotel
Hair Care
Beauty Salons
35%
Total Category Value
PKR. 25 Million
34%
5.3 Mil
4 Mil
3.6 Mil
3.3 Mil
1.8 Mil
1.4 Mil
1.3 Mil
1.2 Mil
1 Mil
0.8 Mil
ADEX – Top 10 Clients Share of Space/Spend - Boards
Value
Volume
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
To Let
KHAADI
Lu-Continental…
Nestle
Pepsi Co Pakistan
JUNAID JAMSHED…
English Biscuit…
Telenor
CM PAK ZONG
Gul Ahmed Textile…
Engro Corporation
41%
Total Client Value
PKR. 889 Million
35.9 Mil
31 Mil
30.7 Mil
26.6 Mil
23.4 Mil
21.8 Mil
21.7 Mil
20.7 Mil
20.4 Mil
20 Mil
1%
1%1%
1%
1%
1%
1%
1%
1%
1%
To Let
Kohinoor Pvt. Ltd
Lu-Continental…
Mohammad…
KHAADI
JUNAID…
Nestle
Pepsi Co Pakistan
Gul Ahmed…
English Biscuit…
Unilever…
ADEX – Top 10 Clients Share of Space/Spend – Pole Signs
Value
Volume
9%
7%
6%
5%
5%
4%
4%
3%
3%
3%
To Let
Pepsi Co Pakistan
Khaadi
Beaconhouse…
Qmobile…
Star Marketing Pvt…
Kohinoor Pvt. Ltd
Alkaram Textile…
Dilpasand Sweets
PC Burban
Samsung
35%
Total Client Value
PKR. 25 Million
3.3 Mil
2.8 Mil
2.1 Mil
2.1 Mil
1.8 Mil
1.4 Mil
1.4 Mil
1.2 Mil
1.2 Mil
1 Mil
16%
6%
5%
5%
4%
3%
3%
3%
3%
3%
To Let
Pepsi Co Pakistan
Khaadi
Medicam Group…
Star Marketing…
Beaconhouse…
Qmobile…
Alkaram Textile…
Dilpasand Sweets
Kohinoor Pvt. Ltd
PC Burban
ADEX – Top 10 Brands Share of Space/Spend - Boards
Value
Volume
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Zong 4G
Nestle Cerelac
Shangrila Tomato…
Pepsi Cola
Khaadi Summer…
Oreo
Tuc
Gluco Biscuit
TUM MERE KYA…
K&Ns Food
41%
Total Brand Value
PKR. 889 Million
18.6 Mil
16 Mil
15.7 Mil
14.8 Mil
13 Mil
12.9 Mil
12.5 Mil
11.4 Mil
10.8 Mil
9.7 Mil
1%
1%
1%
1%1%
1%
1%
1%
1%
0.46%
To Let
Tibet Soap
Hashmi Ispaghol
Vital Soap
Vital Tea
Shangrila…
Meezan Tea
Pepsi Cola
Kings Glaxy…
Nestle Cerelac
Gluco Biscuit
ADEX – Top 10 Brands Share of Space/Spend – Pole Signs
Value
Volume
8%
7%
6%
5%
4%
4%
4%
3%
3%
3%
To Let
Pepsi Cola
Khaadi Mid summer
Beaconhouse…
Safa Mall shops for…
Qmobile Z9
Tibet Fruity
Alkaram Sale 70%…
Dilpasand Ice Cream
PC Burban Rooms…
Samsung Galaxy S6…
35 %
Total Brand Value
PKR. 25 Million
3.3 Mil
2.8 Mil
2.1 Mil
1.8 Mil
1.4 Mil
1.4 Mil
1.4 Mil
1.2 Mil
1.2 Mil
1 Mil
15%
6%
5%
5%
4%
3%
3%
3%
3%
2%
To Let
Pepsi Cola
Khaadi Mid…
Italino
Safa Mall shops…
Beaconhouse…
Alkaram Sale…
Dilpasand Ice…
PC Burban…
Tibet Fruity
Mahrose Beauty…
For Details or Subscription Contact:
Syed Ali Moazzam [email protected]
CEO 0345-8591450
Farnaz Ghufran [email protected]
Resident Head Karachi 0333-3456348
M. Tanveer Ahmed [email protected]
Senior Research Executive 0345-8591454
