Pakistan’s OOH Top 6 Cities Census

Copyright Winning Solutions 2014

Karachi Lahore Islamabad/Rawalpindi Faisalabad Multan


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


• 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.


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


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 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 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


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

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


*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


S.No Road Boards

23 Tariq Road 22

24 Ghizri Road 19

25 I.I.Chundrigar Road 14

26 M.T.Khan Road 9

27Khayaban-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

6Nawab 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

12Shaheed-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


OOH Media Breakdown

The above graph shows the % breakdown of OOH media in Karachi, excluding the number of polesigns which is 2358.

90x30 60x20Medium

HoardingsSmall Hoardings

TrivisionPylons /

High Marks



Bridge Panel

Bus Shelter Pole signs TotalBoard

Wall Panel

BoardWall Panel

BoardWall Panel

BoardWall Panel

321 4 316 12 183 8 618 0 0 456 38 14 9 0 86 58 2358 4481

SmallHordings

Pylons/HighMarks

60x20 90x30 MediumHoardings

Bridge Panel Bus Shelter Mopies Gantry RoundaboutBranding

29%

21% 15% 15% 9%4% 3% 2% 1% 0.42%

Karachi OOH Media % Breakdown


*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

6Shahrah-e-Nazria Pakistan

25

7 Ferozpur Road 24

8 Defence 22

9 Jail Road 22

10 MM Alam Road 21

11Masood 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

21Main 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

31Samnabad 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

36Qarshi 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


The above graph shows the % breakdown of OOH media Lahore, excluding the number of pole signs whichis 71.

90x30 60x20Medium


TrivisionPylons/

High Marks



Bridge Panel


Wall Panel

BoardWall Panel

BoardWall Panel

BoardWall Panel

40 69 153 113 54 9 82 2 0 0 0 1 3 0 2 85 71 684

60x20 90x30 Bus Shelter SmallHordings

MediumHoardings

RoundaboutBranding

Bridge Panel Gantry

43%

18% 14% 14% 10%0.49% 0.33% 0.16%

Lahore OOH Media % Breakdown


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


The above graph shows the % breakdown of OOH media in Rawalpindi, excluding the number of pole signswhich is 366.

90x30 60x20Medium


TrivisionPylons/

High Marks



Bridge Panel


Wall Panel

BoardWall Panel

BoardWall Panel

BoardWall Panel

218 1 26 0 161 0 107 0 0 6 0 7 0 3 19 0 366 914

90x30 MediumHoardings

SmallHordings

60x20 Bridge Panel Gantry Pylons/HighMarks

UnderpassBranding

40%

29%20%

5% 3%1% 1% 1%

Rawalpindi OOH Media Volume % Breakdown


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


The above graph shows the % breakdown of OOH media in Islamabad, excluding the number of pole signswhich is 801.

90x30 60x20Medium


TrivisionPylons /

High Marks



Bridge Panel


Wall Panel

BoardWall Panel

BoardWall Panel

BoardWall Panel

46 0 13 2 8 1 0 0 15 98 0 6 0 12 6 22 801 1030

Pylons/HighMarks

90x30 Bus Shelter 60x20 Trivision UnderpassBranding

MediumHoardings

Gantry BridgePanel

43%

20%

10% 7% 7% 5% 4% 3% 3%

Islamabad OOH Media Volume % Breakdown



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


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


The above graph shows the % breakdown of OOH media in Faisalabad, excluding the number of pole signswhich is 1300.

90x30 60x20Medium


TrivisionPylons /

High Marks



Bridge Panel


Wall Panel

BoardWall Panel

BoardWall Panel

BoardWall Panel

25 16 161 6 6 6 20 0 0 0 0 0 0 0 2 35 1300 1577

60x20 90x30 Bus Shelter SmallHordings

MediumHoardings

Bridge Panel

60%

15%13%

7% 4% 1%

Faisalabad OOH Media Volume Breakdown



1 Khanewal Road 68

2 Vehari Road 32

3Radio Pakistan Road

26

4 Abdali Road 21

5 Bypass Road 20

6Masoom 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


12 LMQ Road 12

13Hasan ParwanaRoad

10

14Northern 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


The above graph shows the % breakdown of OOH media in Multan, excluding the number of pole signswhich is 100.

90x30 60x20Medium


TrivisionPylons /

High Marks



Bridge Panel


Wall Panel

BoardWall Panel

BoardWall Panel

BoardWall Panel

61 2 87 0 27 0 131 0 0 0 0 0 0 0 8 5 100 421

SmallHordings

60x20 90x30 MediumHoardings

Bridge Panel Bus Shelter

41%27%

20%8% 2% 2%

Multan OOH Media Volume Breakdown


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: [email protected]

Tanveer Ahmed(Senior Research Executive)

Cell # +92-345-8591454Email: [email protected]

mailto:[email protected]

mailto:[email protected]

Pakistan’s OOH Top 6 Cities Census

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