This document provides an overview of an outdoor media census conducted in Pakistan's top 5 cities from February to April 2014. It includes details on the methodology, types of outdoor media counted, total counts and values by city, and breakdowns of outdoor media by type and location. The key findings are that the census counted a total of 9,107 outdoor advertising structures valued at 1.28 billion Pakistani rupees per month, with Karachi accounting for around half the volume and value. Pole signs made up over 50% of all outdoor media.

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Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan

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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

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• 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.

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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

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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 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

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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
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

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*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

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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

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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

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*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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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 # +92-301-8540177
Email: ali.moazzam@winningsolutions.com.pk
Tanveer Ahmed
(Senior Research Executive)
Cell # +92-345-8591454
Email: Tanveer.ahmead@winningsolutions.com.pk