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OOH MEDIA
ADVERTISEMENT EXPENSE SEMIANNUAL REPORT
2016
Karachi Lahore Multan Peshawar Islamabad/Rawalpindi
Sialkot Gujranwala Sukkur HaidrabadFaisalabad
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.
Background
Methodology
We have covered over 13,011 permanent sites covering almost 198 main arteries across top 10
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.
AD-EX: OOH SEMIANNUAL ANALYSIS
1,105,884,464
1,410,901,333
1,616,406,794
1,540,015,987
1,538,455,542
1,376,955,604
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,800,000,000
January February March April May June
1st Qtr 2016 2nd Qtr 2016
OOH ADEX TRENDS 2016
Half Yearly Top 10 Categories Ranking
for Share of Spend - Boards
22%
6%
4% 4% 4% 4%3% 3% 3% 3%
OUTDOOR Share of Space/Spend
For 2nd Quarter
ADEX Top-lines
Fashion brands were the top spender on OOH media in 2nd quarter of 2016 followed by Real Estate & then Fast Food
at an estimated 954 million, 272 million and 212 million respectively.
Top 3 Clients spent approximate 469 million in the 2nd quarter of 2016 with Uniliver Pakistan
spending 160 mil, Khaadi 159 and Pepsi CO 149 million across top 10 cities of Pakistan.
Khaadi Lawn and J. Festive Collection were top slot spenders of the fashion
category.
Telenor leading the way in Telcos branding with 87 Million spend followed by Mobilink spending around 58 Million.
Total Value 4,455,427,133
4% 4%3% 3%
3%
2% 2%2%
2% 2%
2nd Qtr Top 10 Clients Ranking
for Share of Spend - OOH
ValueVolume
Total Value 2,119,106,437
Industry ADEX – Top 10 Categories Share of Space/Spend – June’16
11%
5%
4% 3% 3% 3% 3% 2%2% 2%
16%
4% 3% 3%3%
3% 3% 2% 2%2%
Thank You
For Details or Subscription Contact:
Farnaz Ghufran [email protected]
Resident Head Karachi 0333-3456348
M. Tanveer Ahmed [email protected]
Assistant Manager 0345-8591454
