However, this may be due mostly to inflation rather than real growth as the total spots and inserts placed during the first three quarters were slightly less than that of the same period in 1999.
Overall, there was no change among the top three advertising industry sectors. Telecommunications remained at the top with P3.28 billion, hair care products ranked second with considerable growth of 43.5 percent to P2.9 billion and food products (other than biscuits and bakeshops) held on to third with P2.13 billion.
The big mover was in business machines and office equipment which jumped 12 spots to ninth with spending of P1.34 billion, an increase of 130.4 percent. Proprietary drugs plummeted from fourth to eighth with a 13.8 percent drop in advertising expenditures. The entertainment industry dropped a spot to 10th despite a 27.4 percent increase.
"Competition among leading multinational manufacturers such as Unilever, Nestle and Procter & Gamble is still apparent," said Bienvenido C. Niles, Jr., ACNielsen’s managing director, Southeast Asia. Unilever grew its advertising expenditures by more than 50 percent to P4.032 billion, followed by Nestle with a 26 percent increase to P1.94 billion. However, P&G reduced its expenditure around 14 percent to P1.93 billion.
Among brands, San Miguel Beer is now the most advertised product with advertising expenditures of P0.46 billion, ahead of a new shampoo entry from Vaseline, and a Sunsilk shampoo at the third with a 104.6 percent growth. PLDT dropped from first to fourth following an almost 60 percent drop in advertising expenditures.
"Some companies have been very aggressive in their advertising campaigns," Niles said. "Nescafe Classic grew its ad expenditures 11 times to come in at number six, while Philippine Charity Sweepstakes, from a minimal P0.18 billion, increased its expenditures 10 times, bringing it up to seventh.
Across media, TV remains the most aggressive medium, capturing 67 percent of the market, or P29.51 billion. Radio commanded P7.76 billion while print (newspaper, and magazine combined) took P1.76 billion.
ACNielsen AdEx figures identify gross spending based on published rate cards. Actual ad spending and market shares may differ because the advertising industry offers discounted rates that are not disclosed.
ACNielsen Media International is the global leader in advertising expenditure measurement and analysis. The ACNielsen AdEx International service covers a majority of the world’s $360 billion in advertising spending.