TV ads dominate in PH – Nielsen study


Television ads still reign supreme as most effective advertising medium in the Philippines, but with video-on-demand (VOD) advertisements in social media and other online platforms increasingly supplementing TV’s effectivity, a recent study from Nielsen reported.

“With the rise of video-on-demand platforms where consumers have the power to select, watch, or listen to video content whenever they want, broadcast TV still reigns supreme in the Philippines,” the report from Nielsen said.

The report revealed that 59 percent of online Filipino consumers are subscribed to a cable provider, while just 16 percent are subscribed to an online service provider.

The study, which surveyed 30,000 respondents from 61 countries, showed that 81 percent of Filipino respondents subscribed to an online service provider claim they watch some form of VOD programming including long-and short-form content, be it through TV, computer, tablet, or a mobile phone.

“The emergence of video-on-demand programming options is giving consumers greater control over what, when, and how they watch content,” says Stuart Jamieson, managing director of Nielsen Philippines.

“Viewers are now expanding their range of viewing platforms as well as the amount of media they’re consuming. We are seeing that online is supplementing traditional services,” he added.

The report also highlighted that 45 percent of online Filipino consumers watch VOD once a day or more often.

Movies dominate the type of VOD content watched by Filipinos. Close to nine in ten or 89 percent of Filipinos view movies, 60 percent watch TV programs, and 52 percent access other genres such as comedies, documentaries, reality shows, news shows and dramas.

80 percent of Filipinos use computers and 76 percent use mobile phones to watch VOD programming.

Nielsen said that given the fast-paced lifestyle of today’s consumers, convenience is an important consideration.

Eighty-five percent of online Filipino consumers said they could view VOD at a time that is most convenient for them.


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