Pakistan OOH Media Census Report

Copyright Winning Solutions 2014

Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan


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• Established in 2011 Winning Solutions is one of the leading local market research outfits in

Pakistan. We specialize in research fuelled by technology solutions, real time data collection,

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• Winning Solutions is owned and managed by 2 senior research veterans Ali and Arif having

over 30 years of experience amongst them, with a team of 25 energetic and young client

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their competition.

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require as well as deserve for their investments.


Census Brief and Methodology

Permanent OOH Mediums

Census Summary

Overall OOH Media Exposure

Frequency Breakdown OOH Mediums

OOH Media City wise breakdown

Hot Zone Analysis


• OOH Media census conducted from Feb’14 – April ’14 in top 5 cities of Pakistan.

Karachi, Lahore, Islamabad/Rawalpindi, Multan and Faisalabad

• All permanently installed OOH mediums , in main cluster areas of each city recorded

• Each Site coded according to a systematic system.

• Each city divided into

– Roads

– Each road divided into sections

– Each section further divided into important landmarks e.g.

• Each site coming under census recorded with its Image (one long shot one close shot) and GPS coordinates

Road Section Location

Shahrah-e-Iran

FTCF Do Talwar TGT Park TowersNear Park Lane Hospital

B/W Do Talwaar TGT Park Towers

FTCF Park Towers TGT Do TalwarNear SZABIST

B/W Park Towers TGT Do Talwaar


The OOH media that has been considered for the census includes all the permanent OOH advertising Structures.

It does not include temporary and seasonal branding e.g. Standies, Lamas and Park Branding.

Trivision

Pylons / High Marks

Mopi

Gantry

Roundabout Branding

Underpass Branding

Bridge Branding

Bus Shelter

Pole Signs

Billboards

Size 90x30

Size 60x20

Medium Hoardings

Size 45x15

Size 30x15

Size 30x40

Size 48x26

Small Hoardings

Size 20x10

Size 20x15


• Total count in TOP 5 cities is recorded to be 9107 with a value of 1.28 Billion/month

• Total pole signs count 4996, making it 55% of all OOH mediums.

• 2nd highest OOH Medium Small Hoarding 10%, Highest number in Karachi.

• Karachi has almost 50% of the volume of OOH media and 44% Value share at 575

Million/month

CityTotal No. Of

RoadsTotal Boards

Pole Signs Count

Total Count

Total ValueMost Common OOH

Medium

Karachi 44 2123 2358 4481 575,605,860 Hoarding 20x10

Lahore 43 613 71 684 358,486,500 Wall Panel

Rawalpindi 10 548 366 914 184,310,000 Billboard 90x30

Islamabad 22 229 801 1030 80,645,556 Pylons

Faisalabad 20 277 1300 1577 54,500,000 Billboard 60x20

Multan 20 321 100 421 34,495,000 Hoarding 20x10

Total 159 4111 4996 9107 1,288,042,916


*The red highlighted indicates the highest count of each medium in all 5 cities

City

90x30 60x20Medium

HoardingsSmall

HoardingsTrivision

Pylons /High Marks

Mopies GantryRoundabout

BrandingUnderpass Branding

Bridge Panel

Bus Shelter

Pole signs

Total

BoardWall Panel

BoardWall Panel

BoardWall Panel

BoardWall Panel

Karachi 321 4 316 12 183 8 618 0 0 456 38 14 9 0 86 58 2358 4481

Lahore 40 69 153 113 54 9 82 2 0 0 0 1 3 0 2 85 71 684

Rawalpindi 218 1 26 0 161 0 107 0 0 6 0 7 0 3 19 0 366 914

Islamabad 46 0 13 2 8 1 0 0 15 98 0 6 0 12 6 22 801 1030

Faisalabad 25 16 161 6 6 6 20 0 0 0 0 0 0 0 2 35 1300 1577

Multan 61 2 87 0 27 0 131 0 0 0 0 0 0 0 8 5 100 421

Total 711 92 756 133 439 24 958 2 15 560 38 28 12 15 123 205 4996 9107


Above charts shows the comparison between OOH medium volume & Value by city and these percentages also includes the count of pole signs.

Karachi49%

Lahore8%

Rawalpindi10%

Islamabad11%

Faisalabad17%

Multan5%

OOH Exposure VolumeFaisalabad

4% Multan3%

Rawalpindi14%

Islamabad6%

Lahore29%

Karachi44%

OOH Exposure Value


Above charts shows the percentage breakdown for OOH Media in all the cities based on their volume & values

90x3045%

60x2026%

MediumBoards 8%

Bridge branding7%

Small Boards4%

Pole Signs3%

Pylon2% Gantry

2%

Bus Shelter1%

Roundabout1%

Underpass1%

Trivision0%

OOH Exposure Value

90x309%

60x2010% Medium

Hoardings5%

Small Hordings11%Trivision

0%

Pylons/High Marks6%

Mopies1%

Gantry0%

Roundabout Branding

0%Underpass Branding

0%

Bridge Panel1%

Bus Shelter2%

Pole signs55%

OOH Exposure Volume


50%36%

6% 3% 3% 2%

38%

25%13%

6% 6% 5% 3% 2% 1%

Total Value KarachiRs 575,605,860

Total Value LahoreRs 358,486,500


44%

8% 8% 8% 8% 7% 6% 6% 4% 1%

Total Value IslamabadRs 80,645,556

62%

23%6% 4% 1% 1% 1% 1%

Total Value RawalpindiRs 184,310,000


60x20 90x30 Medium BusShelter

Pole Signs Bridgebranding

Small

50%

36%

7% 4% 1% 1% 1%

90x30 60x20 Medium Bridgebranding

Small Pole Signs BusShelter

50%

34%

6% 4% 4%1% 1%

Total Value MultanRs 34,495,000

Total Value FaisalabadRs 54,500,000


Total Pole Signs Count in all the cities have been recorded to be 4996. Karachi having

approximately 51% overall market for OOH advertisements, takes up the highest poles

signs count i.e. 2358.

Karachi Faisalabad Islamabad Rawalpindi Multan Lahore

2358

1300

801

366

100 71


Total Small Hoardings Count in all the cities have been recorded to be 960. Karachihaving the highest number of 20x10, preferring small boards, where as this type doesnot exist in Islamabad

Karachi Multan Rawalpindi Lahore Faisalabad

618 131 107 82 20

Wall Panel

Board


Total Billboards 60x20 Count in all the cities have been recorded to be 888.Karachi having the highest number of 60x20 where as Faisalabad has the 2nd

most highest number of 60x20.

Karachi Faisalabad Lahore Multan Rawalpindi Islamabad

316 161 153 87 26 13

12

6

113

0

0 1

Wall Panel

Board


Total large boards 90x30 Count in all the cities have been recorded to be 803.Karachi having the highest number of 90x30 where as Rawalpindi has the 2nd

most highest number of 90x30.

Karachi Rawalpindi Multan Islamabad Lahore Faisalabad

321 218 61 46 40 25

4

1

2 0

69

16

Wall Panel

Board


Total medium Hoardings Count in all the cities have been recorded to be 463.Karachi having the highest number of Medium Hoardings where as Rawalpindihas the 2nd most highest number of Medium Hoardings.

Karachi Rawalpindi Lahore Multan Islamabad Faisalabad

183 161 54 27 8 6

80

90 1 6

Wall Panel

Board


Confidential and Proprietary

Contact Details(Winning Solutions)

In order to learn more about Outdoor Advertising Census or a detailed report for each city.

Contact Details:Syed Ali Moazzam

(Director Business Development)

Cell # +92-301-8540177Email: [email protected]

Tanveer Ahmed(Senior Research Executive)

Cell # +92-345-8591454Email: [email protected]

mailto:[email protected]

mailto:[email protected]

Pakistan OOH Media Census Report

Data & Analytics

Transcript of Pakistan OOH Media Census Report