One of the Philippines’ leading television audience measurement providers, Kantar Media, said on Thursday 92 percent of urban homes and 70 percent of rural homes own at least one television set that makes television the top medium for ad placements.
But even with more urban and rural homes owning TV sets, 50 percent of Filipinos still read newspapers and 14 percent read magazines.
Kantar announced the results of its Advertising Expenditure Report for 2013. This service tracks television, radio and print advertisements placed throughout the year.
The data is then summarized to provide a rundown of the top brands, companies and categories that advertised during a specific time slot, channel, station or publication.
Furthermore, Kantar Media found that all advertisers spent approximately P340 billion for advertisements across TV, radio and print in 2013. TV dominated with 78 percent of total advertising spending.
Meanwhile, 18 percent was spent on radio ads and only 4 percent went to print ads.
According to the Kantar Media’s 2013 report, Unilever Philippines Inc. was the top advertiser with over P48 billion spent for television commercials in the past year. The company was consistently the top spender in all channels and timeslots. Procter & Gamble Philippines Inc. followed with over P33 billion. Meanwhile, ad spending for Palmolive Shampoo with Conditioner reached almost P6 billion and topped the list of brands that advertised on TV last year. Colgate toothpaste and Surf detergent powder ranked No. 2 and No. 3, respectively.
“For 2013, those are the top advertisers, these companies have hygiene and personal care products,” said Gabriel Buluran, general manager of Kantar Media.
“The way I see it, it’s a product that you use daily, so the [advertising]battle is everyday and given the economic situation in the Philippines, these are items you buy frequently. So the more the shorter cycle of purchase, the more you have to make yourself the top-of-mind for the consumers and we use all of these [products]everyday,” he added.
Kantar Media provides TV audience measurements to more than three million brands from 22,000 clients in 50 countries around the world. In the Philippines, Kantar Media is used by broadcasting television networks, advertising agencies and media planners for market research, TV audience measurements and news monitoring.