Pakistan launches Out-of-Home Audience Measurement and Rating Project


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Out-of-Home (OOH) advertising is one of the oldest forms of marketing communication and it remains one of the most important components of a media mix. Equally, there is increasing demand for reliable and credible audience measurement and ratings that can optimize and increase the ROI of the budget spent on this medium.

With this in mind, the Pakistan Advertisers Society (PAS) Research Committee has initiated an OOH Audience Measurement and Ratings Project. The objective is to establish a single currency for rating and measuring OOH media that is used by all stakeholders. A tender specification has been drafted for 'request for proposal' and all the major research agencies have been invited to participate in the pitch process.

A special technical committee will also be formed representing various industries. The function of the technical committee is to receive and evaluate the proposals and make a recommendation to the PAS Executive Council for a final approval before the project is awarded to one research agency, after which the technical committee will serve as a supervisory and endorsing body.

For further information, please contact Nafisa Gabaji -

You can also download the consolidated feedback from a benchmark WFA ran on the topic, back in December 2010 (click here) as well as the global guidelines on OOH audience measurement developed by ESOMAR in collaboration with WFA and other trade bodies (click here).

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