Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
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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.
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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.
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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.
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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
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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.
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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
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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
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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
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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