FOCUS: THE PHILIPPINES - Newspapers' share of spend pie on the rise

<p>Newspapers appear to have been the major beneficiaries of surging </p><p>adspend in the Philippines this year. </p><p><BR><BR> </p><p>According to figures provided by ACNielsen Media International, adspend </p><p>totalled P22.82 billion (about US$520 million) in this year's </p><p>first half, up 18 per cent compared with the same period in 1999. </p><p><BR><BR> </p><p>Advertising money earmarked for newspapers soared 37 per cent to P3.5 </p><p>billion. At the same time, its share of the adspend pie rose from 13.3 </p><p>per cent to 15.4 per cent. </p><p><BR><BR> </p><p>Television, which continues to dominate the media scene, saw its share </p><p>of the pie drop from 81.6 per cent to 79.9 per cent. </p><p><BR><BR> </p><p>The Philippine Daily Inquirer was the most-read newspaper with a </p><p>readership of 780,000, representing a 9.6 per cent reach. With a </p><p>readership of 778,000, the Manila Bulletin came in a close second. </p><p><BR><BR> </p><p>Panorama was by far and away the most popular weekly magazine. The </p><p>weekend publication had a readership of 840,000, well ahead of Sunday </p><p>Inquirer which had a readership of 292,000. </p><p><BR><BR> </p><p>Channel 2 had nine of the 10 top television programmes including the </p><p>most popular show, Rosalinda, which attracted an average 1.6 million </p><p>viewers an episode. </p><p><BR><BR> </p><p>Meanwhile, Unilever was the biggest advertiser, spending more than P2.1 </p><p>billion in the first half. </p><p><BR><BR> </p><p>Nestle Philippines, Procter & Gamble Philippines, Fortune Tobacco </p><p>Corporation and United Laboratories rounded off the top five list. </p><p><BR><BR> </p><p>The communication/telecommunication sector was the biggest-spending </p><p>category. </p><p><BR><BR> </p><p>This sector spent just over P2 billion in the first half. </p><p><BR><BR> </p><p>This sector was followed by hair shampoos, rinses and treatment </p><p>products; food products other than biscuits and bakeshops; cigarettes; </p><p>and government agencies and public utilities. </p><p><BR><BR> </p><p>READERSHIP - TOP 10 DAILY NEWSPAPERS </p><p>(Age: 10+) </p><p> '000 % </p><p>Philippine Daily Inquirer 780 9.6 </p><p>Manila Bulletin 778 9.5 </p><p>The Philippine Star 458 5.6 </p><p>Manila Standard 102 1.3 </p><p>Kabayan 28 0.3 </p><p>Sunstar Manila 27 0.3 </p><p>International Herald Tribune 23 0.3 </p><p>Business World 23 0.3 </p><p>Today 18 0.2 </p><p>Malaya 5 0.1 </p><p>READERSHIP - TOP 10 WEEKLY MAGAZINES </p><p>(Age: 10+) </p><p> Type '000 % </p><p>Panorama Weekend Supplement 840 10.3 </p><p>Sunday Inquirer Weekend Supplement 292 3.6 </p><p>Asia Week Foreign 219 2.7 </p><p>Jr. Inquirer Weekend Supplement 159 1.9 </p><p>MBA All Stars Sports 145 1.8 </p><p>News Week Foreign 125 1.5 </p><p>MOD Filipina Women's Magazine 116 1.4 </p><p>Sports Weekly Magazine Sports 103 1.3 </p><p>Woman Today Women's Magazine 103 1.3 </p><p>Time Foreign 103 1.3 </p><p>TOP 10 TELEVISION PROGRAMMES </p><p>Jan-June 2000 (Age: 2+) </p><p>Programme Name Channel TVR '000 </p><p>Rosalinda 2 15 1,606 </p><p>Chabelita 2 13 1,439 </p><p>Saan Ka Man Naroroon 2 12 1,282 </p><p>Labs Ko Si Babe 2 12 1,244 </p><p>Judgement Day 2 11 1,224 </p><p>Tinimbang Ka Ngunit Kulang 2 11 1,185 </p><p>Eat Bulaga 2000 7 10 1,106 </p><p>Oka Tokat 2 10 1,106 </p><p>Wansapanataym 2 10 1,102 </p><p>Home Along Da Riles 2 10 1,062 </p><p><BR><BR> </p>