pakistan ooh media census report
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Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
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About Winning Solutions
• 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,
GPS technology etc.
• 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
services and operations team.
• Visualized to provide valuable and actionable winning insights to help our clients win over
their competition.
• This direction is driven by the experience gained through working with different agencies as
well as clients, and correctly understanding what a client desires and what the agencies fail
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• Winning Solutions is here to plug that gap, a bridge to give our clients what they expect,
require as well as deserve for their investments.
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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
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• 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
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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
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• 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
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*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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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: ali.moazzam@winningsolutions.com.pk
Tanveer Ahmed(Senior Research Executive)
Cell # +92-345-8591454Email: Tanveer.ahmead@winningsolutions.com.pk
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