The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of spending in the Outdoor media by different advertiser in your category as well the overall market. The outdoor media ad-ex is calculated for the top 5 cities by visiting all the permanent assets as well as pole signs twice a month every month. Value estimates are collected from different major OMAs and average market rates are calculated accordingly.

1. OOH MEDIA ADVERTISING
EXPENSE REPORT
MONTHLY REPORT
NOVEMBER’15

2. 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.

3. 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.

5. Overall ADEX Exposure – (City wise)
Karachi
2395
Lahore
731
Rawalpindi
603
Multan
401
Islamabad
362
Faisalabad
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

6. Overall ADEX Exposure – (Pole Signs)
Karachi
1996
Islamabad
1278
Faisalabad
850
Rawalpindi
248
Lahore
142
Multan
128
Islamabad
12 Million
Faisalabad
4 Million
Rawalpindi
1.5 Million
Lahore
1.6
Million
Multan
0.57
Million
Karachi
20.8
Million
Volume 4642
Value Rs. 41,126,380

7. 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 Shelters
6%
Pylons/
Highmarks
5%
Bridge
Branding
4%
Mega
Structure
4%
Gantry
2%
Mopi
1 %
0.43%
Large
Hoardings
47%
Mega
Structures
13%
Bridge
Branding
12%
Small Hoarding
11%
Medium
Hoardings
9%
Gantry
3%
Bus
Shelters
2%
Pylons/
Highmarks
2%
Underpass
Branding
1% Trivision
1%

9. 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.

10. 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

11. 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

12. 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

13. 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

14. 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…

15. 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

16. 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