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
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 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 Towers
Near Park Lane Hospital
B/W Do Talwaar TGT Park Towers
FTCF Park Towers TGT Do Talwar
Near 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
City
Total No. Of
Roads
Total Boards
Pole Signs
Count
Total
Count
Total Value
Most 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 60x20
Medium
Hoardings
Small
Hoardings
Trivision
Pylons
/High
Marks
Mopies Gantry
Roundabout
Branding
Underpass
Branding
Bridge
Panel
Bus
Shelter
Pole
signs
Total
Board
Wall
Panel
Board
Wall
Panel
Board
Wall
Panel
Board
Wall
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.
Karachi
49%
Lahore
8%
Rawalpindi
10%
Islamabad
11%
Faisalabad
17%
Multan
5%
OOH Exposure Volume
Faisalabad
4% Multan
3%
Rawalpindi
14%
Islamabad
6%
Lahore
29%
Karachi
44%
OOH Exposure Value

Above charts shows the percentage breakdown for OOH Media in all the
cities based on their volume & values
90x30
45%
60x20
26%
Medium
Boards 8%
Bridge branding
7%
Small Boards
4%
Pole Signs
3%
Pylon
2% Gantry
2%
Bus Shelter
1%
Roundabout
1%
Underpass
1%
Trivision
0%
OOH Exposure Value
90x30
9%
60x20
10% Medium
Hoardings
5%
Small Hordings
11%Trivision
0%
Pylons/High Marks
6%
Mopies
1%
Gantry
0%
Roundabout
Branding
0%Underpass
Branding
0%
Bridge Panel
1%
Bus Shelter
2%
Pole signs
55%
OOH Exposure Volume

50%
36%
6% 3% 3% 2%
38%
25%
13%
6% 6% 5% 3% 2% 1%
Total Value Karachi
Rs 575,605,860
Total Value Lahore
Rs 358,486,500

44%
8% 8% 8% 8% 7% 6% 6% 4% 1%
Total Value Islamabad
Rs 80,645,556
62%
23%
6% 4% 1% 1% 1% 1%
Total Value Rawalpindi
Rs 184,310,000

60x20 90x30 Medium Bus
Shelter
Pole Signs Bridge
branding
Small
50%
36%
7% 4% 1% 1% 1%
90x30 60x20 Medium Bridge
branding
Small Pole Signs Bus
Shelter
50%
34%
6% 4% 4%
1% 1%
Total Value Multan
Rs 34,495,000
Total Value Faisalabad
Rs 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. Karachi
having the highest number of 20x10, preferring small boards, where as this type does
not 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 Rawalpindi
has the 2nd most highest number of Medium Hoardings.
Karachi Rawalpindi Lahore Multan Islamabad Faisalabad
183 161 54 27 8 6
8
0
9
0 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 # +92-301-8540177
Email: ali.moazzam@winningsolutions.com.pk
Tanveer Ahmed
(Senior Research Executive)
Cell # +92-345-8591454
Email: Tanveer.ahmead@winningsolutions.com.pk

Pakistan OOH Media Census Report

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Pakistan OOH Media Census Report