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Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
OOH MEDIA ADVERTISING EXPENSE (AD-EX)
‘SEPTEMBER’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 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.
Total Volume: 4904
City Volume
Total Value: Rs. 1,507,966,700
City Value split
Karachi leads the market and holds 50% of OOH Media Advertisements.
Whereas Lahore contributes 15% to volume but has 27% of the Value in OOH
Karachi50%
Lahore15%
Rawalpindi12%
Multan8%
Islamabad7%
Faisalabad6%
Karachi50%
Lahore27%
Rawapindi10%
Islamabad6%
Faisalabaad5%
Multan2%
Total Volume: 4418
City Volume
Total Value: Rs. 39,198,300
City Value split
Karachi leads the market and holds 44% of OOH Pole signs Advertisements.
Whereas Isb/RWP contributes 36% to volume but has 39% of the Value in Pole Sign.
Karachi Lahore Rwp/Isb Multan Fsld
Karachi Lahore Rwp/Isb Multan Fsld
1522 142 1476 128 850
17.3 mil 1.6 mil 15.4 mil .5 mil 4.2 mil
Copyrights reserved by Winning Solutions 2015
Total Volume: 4904
Medium Volume
Total Value: Rs. 1,507,966,700
Medium Value split
Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their volume & values
Small Hoardings36%
Large Hoardings
31%
Medium Hoardings
9%
Bus Shelters7%
Pylons/Highmarks
6%
Mega Structures
5%
Bridge Branding4%
Gantry1%
Mopi1%
0.41%0.38%
Large Hoardings
47%
Mega Structures
13%
Bridge Branding
12%
Small Hoarding11%
Medium Hoardings
8%
Gantry3%
Bus Shelters
2%
Pylons/Highmarks
2%
Underpass Branding
1% Trivision 1%
Copyrights reserved by Winning Solutions 2015
Copyrights reserved by Winning Solutions 2015
Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
AD-EX Copy rights reserved by Winning Solutions
Fashion brands are still the top spender on OOH media in the month of September 2015 followed by Real Estate & then Telecom at an
estimated value of 183 million, 79 million and 60.5 million respectively.
Top 3 Clients spent an approximate of 90 million in September 2015 with Khaadi on top with 36.4 million, CBL 27 million
and Pepsi 26.7 million across top 5 cities of Pakistan.
Top 3 Brands Khaadi with the value of 23.8 million, TUC 21 million and Zong 4G 18.9 million.
Khaadi, Junaid Jamshed and Gul Ahmed were top slot spenders of the fashion category.
Pepsi was the major spender in CSD with the branding of over 67% of the spent in the category with the value of 26 million approximately.
Telenor led the way in Telcos branding with 23.5 Million spend followed by CM PAK Zong & Mobilink spending around 29 Million.
AD-EX Copy rights reserved by Winning Solutions
Copyrights reserved by Winning Solutions 2015
Share of Space Share of Spend
Total Category Value:PKR. 958 Million
AD-EX Copy rights reserved by Winning Solutions
38%9%
7%
5%
3%
3%
3%
2%
2%
2%
2%
TO LET
Fashion
Education
Real…
Fast Food/…
Hand wash
Biscuits &…
Telecom
Ghee &…
Tea & Coffee
Retailers
36%12%
5%
4%
4%
3%
3%
3%
2%
2%
2%
TO LET
Fashion
Real Estate/Designer/…
Telecom
Biscuits & Cakes
Fast Food/ Restaurants
Education
CSD
Retailers
Electronic Media
Frozen Food
48.5 Mil
183.8 Mil
79 Mil
60.5Mil
56.6 Mil
41.8 Mil
39 Mil
33 Mil
31 Mil
30 Mil
Copyrights reserved by Winning Solutions 2015
Share of Space Share of Spend
Total Clients Value:PKR. 29 Million
AD-EX Copy rights reserved by Winning Solutions
25%
16%
11%
11%
6%
5%
5%
4%
3%
3%
2%
To Let
CSD
Education
Fashion
Mobile Phones
Hair care
Digital Media
Confectionary
Frozen Desserts /…
Hotel
Beauty Salons
25%
13%
13%
9%
9%
6%
5%
5%
3%
3%
3%
To Let
Education
Fashion
Mobile Phones
CSD
Real…
Confectionary
Digital Media
Frozen Desserts /…
Hotel
Hair care
5.1 Mil
4.9 Mil
3.7 Mil
3.5 Mil
2.1 Mil
1.9 Mil
1.8 Mil
1.3 Mil
1.2 Mil
1 Mil
Copyrights reserved by Winning Solutions 2015
Share of Space Share of Spend
Total Clients Value:PKR. 958 Million
AD-EX Copy rights reserved by Winning Solutions
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Kohinoor Pvt. Ltd
Lu-Continental…
Khaadi
Mohammad Hashim…
Defence Housing…
Junaid Jamshed Pvt…
Pepsi Co Pakistan
Eastern Productions
Gul Ahmed Textile…
English Biscuit…
36%2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
To Let
Khaadi
Lu-Continental Biscuits Limited (Cbl)
Pepsi Co Pakistan
Nestle
Telenor
Junaid Jamshed Pvt Ltd
English Biscuit Manufacturers (EBM)
CM PAK ZONG
Gul Ahmed Textile Mills Ltd
Alkaram Textile Mills (Pvt) Ltd.
36.4 Mil
27 Mil
26.7 Mil
26.5 Mil
23.5 Mil
22.8 Mil
21 Mil
20.7 Mil
20 Mil
18.7 Mil
Copyrights reserved by Winning Solutions 2015
25%
10%
9%
8%
6%
5%
3%
3%
3%
3%
2%
To Let
Star Marketing…
Pepsi Co Pakistan
Khaadi
Beaconhouse…
Qmobile…
Dilpasand Sweets
Hilal…
PC Burban
Medicam Group…
Samsung
25%
16%
9%
7%
5%
4%
3%
3%
3%
3%
2%
To Let
Pepsi Co Pakistan
Star Marketing Pvt Ltd
Khaadi
Medicam Group of Companies
Beaconhouse School System
Qmobile Pakistan(Pvt) Ltd
Alkaram Textile Mills (Pvt) Ltd.
Dilpasand Sweets
PC Burban
Hilal Confectionery Pvt Ltd Share of Space Share of Spend
3.5 Mil
3 Mil
2.1 Mil
2.1 Mil
1.2 Mil
1.2 Mil
1.2 Mil
1. Mil
0.8 Mil
4 Mil
Total Clients Value:PKR. 29 Million
AD-EX Copy rights reserved by Winning Solutions
Copyrights reserved by Winning Solutions 2015
Total Brand Value:PKR. 958 Million
Share of Space Share of Spend
AD-EX Copy rights reserved by Winning Solutions
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Tibet Soap
Hashmi Ispaghol
Vital Tea
Tuc
DHA
Khaadi
Cadbury Eclairs
OMEGA MALL…
J.J Summer Lawn
Shangrila Tomato…
36%2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
To Let
Khaadi
Tuc
Zong 4G
OMEGA…
J.J…
Mirinda
Shangril…
Coca Cola
FAZAIA…
Nationa…
23.8 Mil
21.3Mil
18.9 Mil
17.5 Mil
13.7 Mil
13.2 Mil
12.6 Mil
12.2 Mil
11.1 Mil
11 Mil
Copyrights reserved by Winning Solutions 2015
Total Brand Value:PKR. 29 Million
Share of Space
Share of Spend
AD-EX Copy rights reserved by Winning Solutions
25%16%
7%
5%
5%
4%
3%
3%
3%
2%
2%
To Let
Pepsi Cola
Khaadi Mid summer
Italino
Safa Mall shops for…
Beaconhouse…
Alkaram Sale 70% off
Dilpasand Ice Cream
PC Bhurban
Ding Dong Bubble…
MIUC…
25%
9%
8%
6%
5%
4%
3%
3%
3%
3%
2%
To Let
Pepsi Cola
Khaadi Mid…
Beaconhouse…
Safa Mall shops…
Qmobile Z9
Dilpasand Ice…
Ding Dong…
PC Bhurban
Italino
Samsung…
1 Mil
0.8 Mil
3.5 Mil
3 Mil
2.1 Mil
1.8 Mil
1.4 Mil
1.2 Mil
1.2Mil
1.2 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
AD-EX Copy rights reserved by Winning Solutions
