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