Analysis by: Winning Solutions Winning Solutions is one of the leading market research organizations in Pakistan with operations across different cities and a spread of outdoor media tracking in over 60 cities. The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated twice a month with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.

1. 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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Total Volume: 4934
City Volume
Total Value: Rs. 1,513,200,916
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.
Karachi
50%
Lahore
15%
Rawalpindi
13%
Multan
9%
Islamabad
7%
Faisalabad
6%
Karachi
50%
Lahore
27%
Rawalpindi
10%
Islamabad
6%
Faisalabad
5%
Multan
2%

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Total Volume: 4934
Medium Volume
Total Value: Rs. . 1,513,200,916
Medium Value split
Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their
volume & values
Small
Hoarding
37%
Large
Hoarding 31%
Medium
Hoarding 9%
Bus Shelters
7%
Pylons/High
Marks 6%
Mega
Structures 5%
Bridge
Branding
4%
Gantry
1%
0.44% 0.35%
0.29%
Large
Hoardings
45%
Small
Hoardings
14%
Mega
Stuctures
13%
Bridge
Branding
11%
Medium
Hoardings
8%
Gantry
3%
Bus
Shelters
3%
Pylons/High
Marks2%
0.73%
0.48%
0.26%

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 Fashion brands are still the top spender on OOH media in the month of May 2015 followed by Real Estate & then Telecom at an estimated 182
million, 59 million and 58 million respectively.
 Top 3 Clients spent approximate 144 million in May 2015 with Unilever on top with 75 mil, Pepsi 39 and Gul Ahmed 30
million across top 5 cities of Pakistan.
 Top 3 Brands Gul Ahmed with the value of 30 million, Tang 27.7 million and Lipton 27.6 million.
 Gul Ahmed and Khaadi were top slot spenders of the fashion category.
 Coca Cola was the major spender in CSD with the branding of over 54% of the spent in the category.
 Telenor led the way in Telcos branding with 25 Million spend followed by Mobilink & Warid spending around 20.8 Million.

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12%
4%
4%
4%
3%
3%
3%
3%
3%
TO LET
Fashion
Real…
Telecom
Juices & Beverages
Tea & Coffee
Fast Food/…
Home Appliances…
CSD
Biscuits & Cakes
31%
10%
7%
5%
4%
3%
3%
3%
3%
2%
TO LET
Fashion
Education
Real…
Tea & Coffee
Juices &…
Fast Food/…
Telecom
Home…
Ghee & Cooking…
Share of Space
Share of Spend
Total Category Value:
PKR. 1 billion
182 Mil
59 Mil
58 Mil
56 Mil
46.9 Mil
46.7 Mil
44.7 Mil
42.5 Mil
41.9 Mil

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31%
5%
3%
2%
2%
2%
2%
2%
1%
1%
To let
UPL
Pepsi Co Pakistan
Gul Ahmed…
Mondelez
Telenor
Coca-Cola…
Shezan…
Nestle
Khaadi
31%
3%
2%
2%
1%
1%
1%
1%
1%
1%
To let
UPL
Tapal Tea Pvt Ltd
Pepsi Co Pakistan
Gul Ahmed Textile…
Eastern Productions
Mohammad Hashim…
Junaid Jamshed Pvt…
Khaadi
CITRO PAK LTD
Share of Space
Share of Spend
Total Clients Value:
PKR. 1 billion
74.9 Mil
39.5 Mil
30 Mil
27.7 Mil
25.2 Mil
23.9 Mil
22.8 Mil
21 Mil
21 Mil

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Total Brand Value:
PKR. 1 billion
31%
2%
2%
2%
1%
1%
1%
1%
1%
1%
To let
Gul Ahmed
TANG
Lipton
Shezan Twist
LUX
Khaadi
Sting
Nan Khatai
NATIONAL…
1%
1%
1%
1%
1%
1%
1%
1%
1%
To let
Gul Ahmed
Vital tea
Khaadi
TAPAL FAMILY…
FRUITIEN JUICE
TANG
Lipton
J.J Summer Lawn
Bareeze
Share of Space
Share of Spend
30 Mil
27.7 Mil
27.6 Mil
21.5 Mil
21.3 Mil
21 Mil
18.7 Mil
17.3 Mil
15.6 Mil

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Syed Ali Moazzam ali.moazzam@winningsolutions.com.pk
CEO 0345-8591450
Farnaz Ghufran farnaz.ghufran@winningsolutions.com.pk
Resident Head Karachi 0345-8591465
M. Tanveer Ahmed tanveer.ahmed@winningsolutions.com.pk
Senior Research Executive 0345-8591454