ABS-CBN gets bulk of P340-B PH advertising revenues in 2013

MANILA, Philippines – At least P340 billion was spent on advertising last year and the bulk of it went to TV giant ABS-CBN, according to the monitoring of Kantar Media released on Thursday, February 20. 

This is equivalent to nearly 19 million ad placements on TV, radio, and print media.

Kantar Media’s monitoring did not include digital advertising.

TV has always been the biggest winner in traditional media advertising. In 2013, the industry earned P264 billion in advertising revenues. The amounts are based on rate cards, however. Discounts can go as high as 50%.

ABS-CBN got 42.69% while GMA-7 earned 30.44% of the total advertising revenues last year. TV-5 got only 7.84% of the revenues.

It’s a matter of cost because the 2 TV networks sold about the same number of advertising spots, according to Kantar Media general manager Gabriel Buluran. 

Radio earned P62 billion while print media got P12 billion. 

Kantar Media is a television audience measurement provider. It released its report Advertising Expenditure Report 2013, which excludes online sites.

Kantar said TV remains the most dominant media: 92% of urban households have at least 1 television while 70% of rural households have at least 1 television.

TV is followed by radio: 83% of urban households have radios; 69% of rural households have radios.

Print media lags behind: 50% said they read newspapers but only 15% said they read yesterday’s newspaper.

Unilever Philippines Inc was the top advertiser in 2013, spending P48 billion. It was followed by Procter and Gamble Philippines, which spent P33 billion.

Colgate-Palmolive Philippines Inc and Nestle Philippines Inc spent P16 billion and P14 billion, respectively. 

The others spent less than P10 billion in ads last year. – Carmela Fonbuena/Rappler.com