OOH Media AdEx Report June 2015

Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan

Copyrights reserved by Winning Solutions 2015Copyright 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.


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.

Approximately 4000+ Pole signs data was also collected across Top-5 cities.

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.

Copyright Winning Solutions 2015

Total Volume: 4836

City Volume

Total Value: Rs. 1,510,026,356

City Value split

Karachi leads the market and holds 50% of OOH Media Advertisements.

Whereas Lahore contributes 16% to volume but has 27% of the Value in OOH.

Karachi 49%

Lahore 16%

Rawalpindi13%

Multan8%

Islamabad8%

Faisalabad6%

Karachi50%

Lahore27%

Rawalpindi10%

Islamabad6%

Faisalabad5%

Multan2%


Total Volume: 4544

City Volume

Total Value: Rs. 36,735,000

City Value split

Karachi leads the market and holds 46% of OOH Pole signs Advertisements.

Whereas Islamabad contributes 21% to volume but has 24% of the Value in Pole Sign.

Karachi46%

Islamabad21%

Faisalabad18%

Rawalpindi11%

Lahore3%

Karachi43%

Islamabad24%

Faisalabad17%

Rawalpindi10%

Lahore6%


Total Volume: 4836

Medium Volume

Total Value: Rs. 1,510,026,356

Medium Value split

Above pie graph shows the percentage breakdown for OOH Media in all the mediums based on their volume & values

Small Hoardings

36%

Large Hoardings

31%

Medium Hoardings

9%

Bus Shelters7%

Pylons/Highmarks

6%

Mega Structures

5%

Bridge Branding

4%

Gantry1%

0.45% 0.39%

0.37%

Large Hoardings

46%

Mega Structures

13%

Small Hoardings

13%

Bridge Branding

11%

Medium Hoardings

8%

Gantry3%

Bus Shelters

3%

Pylons/Hughmarks

2%

Underpass Branding

1%

0.49%

0.24%


Fashion brands are still the top spender on OOH media in the month of June 2015 followed by Telecom & then Real Estate at an estimated 221

million, 60 million and 58 million respectively.

Top 3 Clients spent an approximate of 116 million in June 2015 with Nestle on top with 52 mil, Pepsi 38 and Khaadi 26

million across top 5 cities of Pakistan.

Top 3 Brands Pepsi Cola with the value of 28.6 million, Khaadi 26 million and Gul Ahmed 25.6 million. approximately.

Telenor led the way in Telcos branding with 23 Million spend followed by Mobilink & Ufone spending around 21 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 73% of the spent in the category with the value of 36 million.


30%15%

4%

4%

3%

3%

3%

2%

2%

2%

TO LET

Fashion

Telecom

Real…

CSD

Juices & Beverages

Fast Food/…

Mobile Phones

Home Appliances…

Frozen Food

30%

12%

6%

5%

4%

3%

3%

3%

2%

2%

TO LET

Fashion

Education

Real…

Tea & Coffee

Fast Food/…

Juices &…

Telecom

Ghee & Cooking…

Home…

Share of Space

Share of Spend

Total Category Value:PKR. 1 billion

221 Mil

59.9 Mil

57.9 Mil

49.5 Mil

46.6 Mil

45.6 Mil

34.5 Mil

33.8 Mil

29.9 Mil


30%3%

3%

2%

2%

2%

2%

1%

1%

1%

To Let

Nestle

Pepsi Co Pakistan

Khaadi

Gul Ahmed…

Telenor

Unilever…

Mondelez

Junaid Jamshed…

Lu-Continental…

30%2%

1%

1%

1%

1%

1%

1%

1%

1%

To Let

Pepsi Co Pakistan

Nestle

Mohammad Hashim Tajir Surma

Eastern Productions

Tapal Tea Pvt Ltd

Gul Ahmed Textile Mills Ltd

Khaadi

Unilever Pakistan Ltd

Junaid Jamshed Pvt Ltd

Share of Space

Share of Spend

Total Clients Value:PKR. 1 billion

51.8 Mil

38 Mil

26 Mil

25.6 Mil

22.6 Mil

22.6 Mil

21.9 Mil

20.5 Mil

20.2 Mil


Total Brand Value:PKR. 1 billion

30%2%

2%

2%

1%

1%

1%

1%

1%

1%

To Let

Pepsi Cola

Khaadi

Gul Ahmed

Tang

Nan Khatai

Nestle Pure Life

Pizza Hutt

J.J Summer…

Maggi Noodles

1%

1%

1%

1%

1%

1%

1%

1%

1%

To Let

Vital Tea

Gul Ahmed

Khaadi

Tapal Family Mixture

Pepsi Cola

Fruitien Juice

Bareeze

Hashmi Ispaghol

Ncr-Cet College

Share of Space

Share of Spend

28.6 Mil

26.2 Mil

25.6 Mil

21.9 Mil

17.9 Mil

15.4 Mil

14.9 Mil

13.7 Mil

13.5 Mil


CSD brands and Fashion brands were the top spenders on Pole signs in the month of June 2015 followed by Telecom at an estimated 5.9 million,

3 million and 2.8 million respectively.

Top 3 Clients spent an approximate of 10.8 million in June 2015 with Pepsi on top with 6 mil, Zong 2.5 and Khaddi 2.1

million across top 5 cities of Pakistan.

Top 3 Brands Pepsi Cola with the value of 6 million, Khaadi 2.1 million and Zong4G 13.8 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 90% of the spent in the category with the value of 6 million approximately.


16%

8%

8%

6%

4%

4%

3%

3%

3%

To Let

CSD

Fashion

Telecom

Educational

Hair care

Frozen Food

Fast Food/Resturant

Hotel

Real estate

31%

18%

9%

6%

6%

5%

4%

3%

3%

3%

To Let

CSD

Fashion

Telecom

Educational

Hair care

Frozen Food

Fast…

Hotel

Real estate

Share of Space

Share of Spend

Total Category Value:PKR. 24 million

5.9 Mil

3 Mil

2.8 Mil

2 Mil

1.5 Mil

1.3 Mil

1.1 Mil

1 Mil

1 Mil

11.8 Mil


31%3%

3%

2%

2%

2%

2%

1%

1%

1%

To Let

Pepsi

Zong

Khaddi

Medicam

PC Burban

Frobels

Dil Pasand…

Iftar Deals…

ICAS

31%18%

6%

5%

5%

3%

2%

2%

2%

2%

To Let

Pepsi

Khaddi

Zong

Medicam

PC Burban

Dil Pasand Sweets

Iftar Deals Hardees

Frobels

Sufi Food

Share of Space

Share of Spend

Total Clients Value:PKR. 24 million

6 Mil

2.5 Mil

2.2 Mil

1.5 Mil

.9 Mil

.6 Mil

.5 Mil

.5 Mil

.45 Mil

11.8 Mil


Total Brand Value:PKR. 24 million

31%16%

6%

4%

4%

2%

2%

2%

2%

2%

To Let

Pepsi

Khaddi

Italino

Zong 4G

PC…

Frobels

Dil…

Iftar…

ICAS

18%

6%

5%

3%

2%

2%

2%

2%

2%

To Let

Pepsi

Khaddi

Italino

PC Burban

Zong 4G

Frobels

Dil Pasand Sweets

Iftar Deals Hardees

ICAS

Share of Space

Share of Spend

6 Mil

2.2 Mil

1.5 Mil

1.3 Mil

.9 Mil

.6 Mil

.525 Mil

.525 Mil

.45 Mil

11.8 Mil


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

OOH Media AdEx Report June 2015

Data & Analytics

Transcript of OOH Media AdEx Report June 2015