Pakistan’s OOH Top 6 Cities Census

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Winning Solutions is an independent market research agency in operation since 2011. They are the pioneers of Outdoor tracking though mobile technology in the market, as well as the first ever research agency to conduct the Outdoor Media Census.

Brief and Methodology:
• 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

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

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Pakistan’s OOH Top 6 Cities Census

  1. 1. Copyright Winning Solutions 2014 Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan
  2. 2. Copyright Winning Solutions 2014 Our Vision To be the market leader in giving value to our clients, the value generated through our best in class research services, innovative ideas, technology solutions, superior client servicing team and most importantly the value for client’s money. 2
  3. 3. Copyright Winning Solutions 2014 • 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 and GPS technology • 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 for the Outdoor business alone. • Winning Solutions has been in the Outdoor tracking and monitoring business since 2012, we have covered over 50 cities of Pakistan, over 12000 sites, and conducted over 100,000 tracking visits. • Outdoor tracking and research is an integral part of the overall business portfolio being primarily a market research and strategy specialists. • Our other business expertise include, customized and tracking research and software solutions with many blue chip companies as our satisfied clients.
  4. 4. Copyright Winning Solutions 2014 We have experience of covering over 60 cities across Pakistan for Outdoor media tracking, from Sind to Baluchistan, KPK, Punjab & Azad Kashmir for different clients Abbotabad Ahmadpur Arifwala Bokan Bahawalnagar Bahawalpur Bannu Burewala Chiniot Chishtian Choa Sydan Shah DG Khan Faisalabad Gojra Gujranwala Haripur Hasilpur Hyderabad Islamabad Jehlum Jhang Kamonke Kehror Pakka Khanewal Karachi Kohat Layyah Lahore Lodhran Malakwal Mian Channu Mansehra Mardan Mianwali Mirpur Khas Multan Muzaffarabad Muzafargarh Nankana Pindi Bhattian Peshawar Pind Dadan Khan Quetta R. Y Khan Rawalpindi Shah Kot Shah Pur City Shakkargarh Shujabad Sahiwal Sadiqabad Sargodha Sheikhupura Sialkot Summundri Sukkur Toba Tek Singh Vehari Wahcantt
  5. 5. Copyright Winning Solutions 2014  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
  6. 6. Copyright Winning Solutions 2014 • 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 process. • 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
  7. 7. Copyright Winning Solutions 2014 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
  8. 8. Copyright Winning Solutions 2014
  9. 9. Copyright Winning Solutions 2014 • 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
  10. 10. Copyright Winning Solutions 2014
  11. 11. Copyright Winning Solutions 2014 *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
  12. 12. Copyright Winning Solutions 2014 S.No Road Boards 23 Tariq Road 22 24 Ghizri Road 19 25 I.I.Chundrigar Road 14 26 M.T.Khan Road 9 27 Khayaban-e- Shamsheer 9 28 Deep Ojha Road 7 29 Zamzama 6 30 26th Street 6 31 Club Rod 6 32 Zaibun-Nisa Road 6 33 Ghizri Boulevard Road 5 *The roads have been sorted on the basis of all OOH Media in Karachi, except Pole Signs S.No Road Boards 1 Shahrah-e-Faisal 285 2 Sher Shah Suri Rd 196 3 Rashid Minhas Road 177 4 University Road 160 5 Khayaban-e-Jami 137 6 Nawab Siddique Ali Khan 126 7 Korangi Road 116 8 Shahrah-e-Pakistan 106 9 Karsaz Road 100 10 Shahrah-e-Quaideen 86 11 Shaheed-e-Millat Road 85 S.No Road Boards 12 Shaheed-e-Millat Express 72 13 National Stadium Road 70 14 Khayaban-e-Iqbal 55 15 Sir Syed Suleman Road 38 16 Khayaban-e-Shaheen 35 17 Khayaban-e-Ittehad 29 18 M.A.Jinnah Road 28 19 Sea View Road 26 20 Khayaban-e-Saadi 23 21 Sindhi Muslim Society 22 22 Jauhar Chwowrangi 22 S.No Road Boards 34 Sunset Boulevard 4 35 Clayton Road 3 36 Abdullah Haroon Rd 3 37 Dr Daud Pota Road 2 38 Khaliq-uz-Zaman 2 39 Lilly Birdge 2 40 Khalid Bin Waleed Road 1 41 Bahadur Shah Zfar Road 1 42 Shahrah-e-Jhanngiri 1 43 Shahrah-e-Noor Jehan 1 44 Khayaban-e-Hafiz 0
  13. 13. Copyright Winning Solutions 2014 OOH Media Breakdown The above graph shows the % breakdown of OOH media in Karachi, excluding the number of pole signs which is 2358. 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 321 4 316 12 183 8 618 0 0 456 38 14 9 0 86 58 2358 4481 Small Hordings Pylons/High Marks 60x20 90x30 Medium Hoardings Bridge Panel Bus Shelter Mopies Gantry Roundabout Branding 29% 21% 15% 15% 9% 4% 3% 2% 1% 0.42% Karachi OOH Media % Breakdown
  14. 14. Copyright Winning Solutions 2014 *The roads have been sorted on the basis of all OOH Media in Lahore, except pole signs. S.No Road Boards 1 Multan Road 90 2 Bahria Town Road 34 3 Sherpau Brdge Cantt 27 4 Walton Road 27 5 Jinnah Flyover 25 6 Shahrah-e-Nazria Pakistan 25 7 Ferozpur Road 24 8 Defence 22 9 Jail Road 22 10 MM Alam Road 21 11 Masood Anwari Road Khalid Butt Chowk 19 S.No Road Boards 12 Main Boulevard Gulberg 18 13 Zaffar Ali Road 18 14 Cantt Area (Vrious Roads 17 15 Defence Main Boulevard 17 16 Ghazi Road 14 17 Model Town 14 18 Maulana Shaukar Ali Rd 13 19 Airport Road 11 20 Centre Point 10 21 Main Blueward Garden town/Faisal town 10 22 Noor Jahan Road 10 S.No Road Boards 23 Railway Road 10 24 Wahdat Road 10 25 Main Market 9 26 Mauj Darya Road 9 27 Ravi Road 9 28 Shalamar Road 9 29 Allama Iqbal Road 8 30 Model Town Link Road 8 31 Samnabad Multan Road 8 32 Darbar Road 7 33 Shami Road 7 S.No Road Boards 34 Ring Road / Band Road 6 35 Campus Road 5 36 Qarshi Lane Main Boulevard 4 37 Ring Road Airport Road 4 38 Davis Road 3 39 Main Boulevard 3 40 Bhatta Chowk 2 41 Season Chowk 2 42 Fotress Road 1 43 Mall Road 1
  15. 15. Copyright Winning Solutions 2014 The above graph shows the % breakdown of OOH media Lahore, excluding the number of pole signs which is 71. 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 40 69 153 113 54 9 82 2 0 0 0 1 3 0 2 85 71 684 60x20 90x30 Bus Shelter Small Hordings Medium Hoardings Roundabout Branding Bridge Panel Gantry 43% 18% 14% 14% 10% 0.49% 0.33% 0.16% Lahore OOH Media % Breakdown
  16. 16. Copyright Winning Solutions 2014 S.No Road Total Boards 1 GT Road 235 2 Peshawar Road 103 3 Murree Road 79 4 Airport Road 43 5 Saddar 39 6 Expressway 22 7 IJP Road 12 8 Rawal Road 8 9 Liaqat Road 4 10 Rashid Minhas Road 3 *The roads have been sorted on the basis of all OOH Media in Rawalpindi, except Pole Signs
  17. 17. Copyright Winning Solutions 2014 The above graph shows the % breakdown of OOH media in Rawalpindi, excluding the number of pole signs which is 366. 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 218 1 26 0 161 0 107 0 0 6 0 7 0 3 19 0 366 914 90x30 Medium Hoardings Small Hordings 60x20 Bridge Panel Gantry Pylons/High Marks Underpass Branding 40% 29% 20% 5% 3% 1% 1% 1% Rawalpindi OOH Media Volume % Breakdown
  18. 18. Copyright Winning Solutions 2014 S.No Road Boards 1 Jinnah Avenue 28 2 Service Road (F-10) 26 3 Murree Road (Ibd) 25 4 9th Avenue 21 5 Hilal Road (F-11) 15 6 Kashmir Highway 13 7 Sumbal Road (F-10) 12 8 Margala Road 12 9 Islamabad Highway 9 10 College Road (F-7) 9 11 Nazimud-Din Rd 9 S.No Road Boards 12 Faisal Avenue 8 13 7th Avenue 8 14 Khayaban-e-Suharwardy 6 15 School Road (F-6) 5 16 Mangla Road (G-9) 5 17 Agha Khan Road (F-6) 4 18 Johar Road (F-8) 4 19 Major Road (F-10) 3 20 Kaghan Road (F-8) 3 21 Kohistan Road (F-8) 3 22 Rohtas Road (G-9) 1 *The roads have been sorted on the basis of all OOH Media in Islamabad, except Pole Signs
  19. 19. Copyright Winning Solutions 2014 The above graph shows the % breakdown of OOH media in Islamabad, excluding the number of pole signs which is 801. 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 46 0 13 2 8 1 0 0 15 98 0 6 0 12 6 22 801 1030 Pylons/High Marks 90x30 Bus Shelter 60x20 Trivision Underpass Branding Medium Hoardings Gantry Bridge Panel 43% 20% 10% 7% 7% 5% 4% 3% 3% Islamabad OOH Media Volume % Breakdown
  20. 20. Copyright Winning Solutions 2014 S.No Road Total Boards 1 Satiana Road 46 2 Jaranwala Road 43 3 Jail Road 24 4 D Ground Raod 20 5 Sargodah Road 16 6 Chen One Road 14 7 Circular Road 12 8 Club Road 12 9 Dajkot Road 12 10 Sheikhupura Raod 10 S.No Road Total Boards 11 Samundri Road 9 12 Eid Gah Road 8 13 Motorway Road 8 14 Station Chowk 8 15 Kotwali Road 7 16 Rajwa Road 7 17 Susan Road 7 18 Narwala Raod 6 19 Bilal Road 5 20 Jhang Road 3 *The roads have been sorted on the basis of all OOH Media in Multan, except Pole Signs
  21. 21. Copyright Winning Solutions 2014 The above graph shows the % breakdown of OOH media in Faisalabad, excluding the number of pole signs which is 1300. 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 25 16 161 6 6 6 20 0 0 0 0 0 0 0 2 35 1300 1577 60x20 90x30 Bus Shelter Small Hordings Medium Hoardings Bridge Panel 60% 15% 13% 7% 4% 1% Faisalabad OOH Media Volume Breakdown
  22. 22. Copyright Winning Solutions 2014 S.No Road Total Boards 1 Khanewal Road 68 2 Vehari Road 32 3 Radio Pakistan Road 26 4 Abdali Road 21 5 Bypass Road 20 6 Masoom Shah Road 19 7 Bosan Road 18 8 Mumtazabad Road 17 9 Peeran Ghaib Road 15 10 Sabzi Mandi 15 11 Khad Factory Road 13 S.No Road Total Boards 12 LMQ Road 12 13 Hasan Parwana Road 10 14 Northern Bypass Road 10 15 Katchery Chowk 6 16 Highcourt Road 5 17 Chowk Bazaar Road 4 18 Bhawalpur Road 3 19 Hussain Agahi Road 2 20 Sujhabad Road 2 21 Suraj Kund Road 2 22 Nishter Road 1 *The roads have been sorted on the basis of all OOH Media in Multan, except Pole Signs
  23. 23. Copyright Winning Solutions 2014 The above graph shows the % breakdown of OOH media in Multan, excluding the number of pole signs which is 100. 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 61 2 87 0 27 0 131 0 0 0 0 0 0 0 8 5 100 421 Small Hordings 60x20 90x30 Medium Hoardings Bridge Panel Bus Shelter 41% 27% 20% 8% 2% 2% Multan OOH Media Volume Breakdown
  24. 24. Copyright Winning Solutions 2014 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

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