TV gets lion’s share of ads

MANILA, Philippines - Advertising expenditures in the Philippines went up four percent in the first quarter compared to a year ago, according to information and consultancy firm Kantar Media.

Data from Kantar Media showed total spending for advertisements amounted to P807.056 million in the January to March period, up from P779.517 million in the comparable period last year.

 â€œTV (television) remained to get the lion’s share of ad spending with an 81 percent share,” Kantar Media said in its Quarterly Advertising Expenditure Report for the first quarter.

Advertisements placed on TV rose by five percent to P652.666 million in the first quarter from P620.191 million last year.

Radio got the second biggest share of advertising expenditures valued at P129.511 million for the first quarter, down from P132.753 million.

Print received the smallest share with advertisement spending amounting to P24.879 million in the first quarter, a six percent decline from the P26.573 million in the same period last year.

Kantar Media noted that by product category, detergents and laundry aids still spent the most on advertisements for the January to March period.

Wireless telephony came in second, followed by corporate advertising, while hair shampoo and milk powder got the fourth and fifth spots, respectively. 

By company, Unilever Philippines Inc. was the top spender for the first quarter.

This was followed by Procter and Gamble Philippines Inc., Nestle Philippines Inc,. Colgate-Palmolive Philippines Inc. and United Laboratories Inc.