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One Nielsen Press Briefing, 28 March 2011
- 1. The Philippine Media Landscape
Presented by:
Jay Bautista
Executive Director
Nielsen Media
One Nielsen Industry Presentation
October 15, 2010
- 2. • Source of Information
Overview • The Filipino Audience
• Evolving Media Platforms
TV is Still King
Radio On The Go
Print is Challenged
Out of Home Stays Put
Online on The Rise
Mobile for All 2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 3. Source of Information
Media Index
Media Index (MI) is a single source study on media exposure, product usage, and
lifestyle of Metro Manila and national urban Philippine consumers.
An annual study since 1993 with semi-annual releases starting 2006 and quarterly
releases commencing 2008.
Area Coverage: Metro Manila and 21 Key cities in the Philippines
Sample Size: at least 2000 male and female probability respondents aged 10 years
and older from all socio-economic classes
Sampling Design: Multi-state probability sampling method
Methodology: Face to Face interview
3
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 4. Source of Information
Nielsen Audience Measurement
TV Audience Measurement (TAM) is the premiere online TV ratings service of
Nielsen Audience Measurement that spans National Urban Philippines
(NUTAM), Mega Manila (MegaTAM) and the Metro Cities (MCTAM).
Services:
MegaTAM Data since 2000; 800 panel homes
NUTAM Data since 2006; 2,005 panel homes
MCTAM Data since 2006; 1,740 panel homes
Software: Arianna
Data Availability: Overnight and Weekly provision
4
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 5. Source of Information
TAM Establishment Survey (ES) is a large-scale study aimed at
determining the characteristics of the TV universe
Information obtained via the ES are family composition, socio-economic
indicators, socio-demographic indicators, TV equipment characteristics
and general indicators of viewing.
With a yearly update, the ES serves as a check on the TAM panel’s
“representativeness” through the course of time.
Area Coverage: National Urban Areas and Mega Manila
2010 Sample Size: 2,800 in NUTAM; 1,400 in MegaTAM
Sampling Design: Multi-stage area probability sampling method
Methodology: Face-to-Face interviews
5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 6. Source of Information
Radio Audience Measurement
Radio Audience Measurement (RAM) is a study on radio listening habits of individuals
10 and up in key areas nationwide using a radio diary methodology.
Survey Areas:
2005 · Mega Manila (4 quarters), Cebu (2 quarters),
Davao, Legaspi, Bacolod, CDO, Baguio
2006 & 2007 · Mega Manila (4 quarters), Cebu (2 quarters), Davao (2 quarters)
2008 · Mega Manila (4 quarters) , Cebu (2 quarters), Davao (2 quarters)
2009 · Mega Manila (4 quarters) , Cebu (2 quarters), Davao (2 quarters)
2010· Mega Manila (6 months) , Cebu (1 quarter), Davao (1 quarter)
Sample Size:
For Mega Manila, at least 500 homes with about 2,000 individuals per area
For Cebu & Davao, at least 250 homes with about 1,000 individuals per area
6
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 7. The Changing Face of the
Filipino Consumer
7
The Page 7
Filipino Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 8. Socio-economic Class
The number haven’t changed much since 2001. 84% of the entire Philippine population is still
made up of the lower classes
5,622 29,629
2001 16 84
5,905 30,835
2010 16 84
ABC DE
8
Base: National Urban Philippines, All People 10+
Source: Media Index 2001, Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 9. Age Group
Almost 50% of the population is composed of the younger individuals, aged 10-29.
51%
9,752 8,238 6,578 4,715 5,969
2001 28 23 19 13 17
48%
9,692 8,168 6,945 5,242 6,694
2010 26 22 19 14 18
'10-19 20-29 30-39 40-49 50+
9
Base: National Urban Philippines, All People 10+
Source: Media Index 2001, Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 10. Educational Attainment
50% of the population only managed to attain secondary education, less people are actually
graduating with college degrees.
107 8,988 13,641 10,454 1,620
54
0.3
2001 26 39 30 5 0.2
3 7,056 18,344 9,175 1,795
0.01 331
2010 19 50 25 5 0.9
No Schooling At least Elementary At least High School At least College Vocational Post College
10
Base: National Urban Philippines, All People 10+
Source: Media Index 2001, Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 11. Occupation
The declining number of individuals with college degrees might have been a huge factor as to
why unemployment has increased drastically over the years.
2,881 1,207 1,271 8,817 6,254 9,408 4,932
2001 8 3 4 25 18 27 14
807
365 1,294 10,661 5,333 6,945 10,614
2010 0.99 4
2 29 15 19 29
Bus. /Proprietor Prof./Managers White Collar Blue Collar
Housewife Student Not Gainfully Employed
11
Base: National Urban Philippines, All People 10+
Source: Media Index 2001, Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 12. Today
Newspapers
Magazines
Online News Portals
Broadcast TV
Cable TV
1980s Cinema
Web TV/Video
Newspapers
Broadcast Radio
Magazines
Internet Radio
Broadcast TV
Outdoor/Transit
Broadcast Radio
Interactive Outdoor/Transit 1960s
CD/DVD Player
Cinema Newspapers
MP3 Player/iPod
Outdoor/Transit Magazines
TiVo/DVR
Cassette Tapes
Our Media Landscape is evolving…
Personal Computer Broadcast TV
Walkman
Notebook/Netbook Broadcast Radio
VCR
Cell Phone Cinema
Cable TV
Smart Phone/PDA Outdoor/Transit
SMS/MMS
Personal Computer
Mobile Internet
Internet
Console Video Games
Email
PC Video Games
Console Video Games
MMORP Games
PC Video Games
Mobile Games
Pagers
Email
Instant Messaging
Cell Phone
Search
SMS
Internet SMS 12
Podcasts
Blogging
Social Networks
Microblogging
Web 2.0
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 13. TV is still
King
13
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 14. Media Reach
Despite the growth of new media, at least 90% of the whole population still have their TV sets on.
(%)
2008 2009 2010
95
92 91
62 65 62 62
58 58 58 58
28 30 30
16 18 15 15 18 16
7 8 9
TV (Past Radio Outdoor DVD/VCD Cinema Newspaper Magazine Internet
Week) (Yesterday) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past
Month) Months) Month)
14
Base: Males and Females aged 10+ across all socio-
economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 15. Typical TV Viewing Day
TV viewing registers a peak during Primetime, specifically from 8-10 pm.
% of Mega Manila 10+ Population Who Tune in to TV on
an Average Quarter-Hour (Tarps %)
40
35
30
25
20
15
10
5
0
NN
M
M
M
N
10
11
10
12 1
3
4
5
6
7
8
9
1
2
3
4
5
7
8
9
1
1
M
2A
6P
2A
12
TV
15
Source: Nielsen Audience Measurement
June 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 17. National Urban: TV Ownership
• TV ownership at 94%, up by 4% vs. 2008. Luzon remains the
driver of NUTAM TV ownership at 95%
• Luzon is also the area with most multi-set TV homes at 25%
(driven by Urban Luzon: 30%)
• Visayas, having the largets E segment, has the lowest TV
ownership among areas at 86% but grew vs. 2008 by 2%
• Mindanao’s TV ownership at 91% - grew by 4% vs. 2008
17
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 18. TV Ownership
NUTAM Luzon Visayas Mindanao
18
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 19. Number of working TV sets
NUTAM Luzon Visayas Mindanao
1.4 1.4 1.5 1.4 1.2 1.2 1.2
1.2
19
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 21. Cable Penetration
NUTAM Luzon Visayas Mindanao
21
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 22. Current Cable Service Provider
NUTAM Luzon Visayas Mindanao
22
Base: Total TV Homes subscribed to cable
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 23. Cable subscription type
NUTAM Luzon Visayas Mindanao
23
Base: Total TV Homes ever subscribed to cable
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 24. Incidence of having a Digibox - Cable TV
NUTAM Luzon Visayas Mindanao
Base: Total TV Homes subscribed to cable 24
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 25. Reasons for subscribing to Cable TV
NUTAM Luzon Visayas Mindanao
25
Base: Total TV Homes ever subscribed to cable, Multiple Response
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 26. TV Reception and Signal Quality Information
26
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 27. Local/ Free-to-air channels received (claimed)
NUTAM 27
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 28. Local/ Free-to-air channels received (claimed)
Urban Luzon 28
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 29. Local/ Free-to-air channels received (claimed)
Urban Visayas 29
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 30. Local/ Free-to-air channels received (claimed)
Urban Mindanao 30
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 31. Claimed Viewing Hours (National)
31
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 32. Claimed viewing hours in a day – (Average) - NUTAM
NUTAM Luzon Visayas Mindanao
9 hrs &
6 mins
8 hrs & 7 hrs & 54 7 hrs & 7 hrs &
6 mins 7 hrs & mins 7 hrs & 54 mins 54 mins
7 hrs &
18 mins 18 mins
12 mins
32
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 33. Claimed viewing hours using video peripherals in a week – (Average) - NUTAM
NUTAM Luzon Visayas Mindanao
6 hrs &
18 mins
5 hrs & 18
5 hrs mins
4 hrs & 4 hrs &
3 hrs & 18 mins 3 hrs & 4 hrs
6 mins 48 mins 42 mins
Base: Total TV Homes with video peripherals 33
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 34. Claimed viewing hours using videoke system in a week – (Average) - NUTAM
NUTAM Luzon Visayas Mindanao
5 hrs
3 hrs & 3 hrs &
3 hrs & 54 mins 3 hrs & 18 54 mins 3 hrs &
2 hrs & 2 hrs & 18 mins
12 mins mins
54 mins 42 mins
Base: Total TV Homes with videoke systems 34
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 35. Incidence of out-of-home TV viewing
National Luzon Visayas Mindanao
35
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 36. Incidence of Out-of-home Viewing by SEC
Slightly higher incidence among D and E’s
36
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 37. Location of out-of-home TV viewing
Base: Total TV Homes 37
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 38. Mega Manila
TV Trends
38
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 39. Mega Manila TV Ownership
• Homes with working TV at 96%. Expanded suburbs now at par with
Metro Manila in terms of TV ownership – both at 96%
• Suburbs grew by 5% in TV ownership while Metro Manila was
relatively steady.
• Stable average number of TV sets in Mega and Metro
Manila.It is in the Suburbs where 3+ TV sets grew – by 4%.
• Meanwhile, cable penetration is down to 25% as Suburbs declined
(13 to 11%).
• Destiny Cable grew to 39% (from 21%) as Sky Cable declined.
• Higher incidence of Digibox in Suburbs (14%) than Metro
Manila (9%).
39
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 40. TV OWNERSHIP
TV ownership grew more in the Suburbs and is now at 96% -- similar to
Metro Manila.
100 % 93 96 95 96 96
91
80 %
60 %
40%
20%
0%
2008 2010 2008 2010 2008 2010
(expanded) (expanded) (expanded)
MEGA MANILA METRO MANILA SUBURBS 40
Base: Total Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 41. NUMBER OF WORKING TV SETS
Suburbs grew in 3+ TV sets by 4%. Steady for Metro Manila.
1.5 1.5 1.5 1.5 1.3 1.4
100% 5
10 11 12 12 10
20
80% 24 23 20
25 26
60%
3+
2
40% 75
66 66 70 1
63 62
20%
0%
2008 2010 2008 2010 2008 2010
(expanded) (expanded)
MEGA MANILA METRO MANILA SUBURBS
41
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 42. CABLE PENETRATION
Cable penetration declined slightly, pulled down by the Suburbs.
A 1% increase seen in Metro Manila.
100%
80%
65 64
60% 73 75
85 89
Without
40% Cable
20% 36
35
27 25
15 11
0%
2008 2010 2008 2010 2008 2010
(expanded) (expanded) (expanded) (expanded)
MEGA MANILA METRO MANILA SUBURBS
42
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 43. CABLE PROVIDERS
Destiny Cable grew in both Metro Manila and the Suburbs as Sky Silver
declined.
100%
14 11 Others
21 16
32 Destiny
80%
25 Total Sky
21 42 61
39
60%
26
40%
58 61
45 47 42
20% 39
0%
2008 2010 2008 2010 2008 2010
(expanded) (expanded)
MEGA MANILA METRO MANILA SUBURBS
43
Base: Total Cable Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 44. INCIDENCE OF HAVING A DIGIBOX
Higher incidence of Digibox seen in the Suburbs.
Base: Total Cable Homes
44
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 45. INSTALLATION DATE
About a third had their Digibox installed more than 3 months ago.
100%
18
Can't recall
80% 36
44
More than 3
32 months ago
60% About 3
months ago
32
15 About 2
40% 32 months ago
4 About a month
6 18 ago
20% 5
13 3 Less than a
11 month ago
17
9 5
0%
2010 (expanded) 2010 2010 (expanded)
MEGA MANILA METRO MANILA SUBURBS
45
Base: Total Cable Homes with Digibox
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 46. TYPE OF SUBSCRIPTION
Most are subscribed to post-paid cable TV, highest number of
post-paid subscribers in Suburbs
100% 2
6 7
2 2 4
6 7
80% Tapped
60% One-time
payment
94
40% 86 84 Pre-paid
Post-paid
20%
0%
2010 2010 2010
(expanded) (expanded)
MEGA MANILA METRO MANILA SUBURBS 46
Base: Total Cable Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 47. REASONS FOR SUBSCRIBING TO CABLE TV
People subscribe to cable TV to access more channels/programs
and for clearer reception.
%
%
%
%
*Multiple response
%
%
MEGA MANILA METRO SUBURBS
MANILA 47
Base: Total Cable Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 48. TV Reception and Signal Quality
48
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 49. CLAIMED FREE TV CHANNELS RECEIVED (MEGA MANILA)
GMA still has highest reception in Mega Manila (Claimed); though gains also
seen for ABS-CBN and TV5.
100 %98 99 95 97
92
89 89 89 2008
89 87 85
81 80
80 76 2010
% (expanded)
68
62
60 5660 56 57
% 48
40 34
%
20
%
0
%
Base: Total TV Homes 49
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 50. CLAIMED FREE TV CHANNELS RECEIVED (METRO MANILA)
GMA still has highest reception in Metro Manila (Claimed).
100 % 98 99 96 97
92 89 90 89
88 88 84 2008
85 83
80
80 2010
% 69
65
60 63 60
60
52
% 48
40 37
%
20
%
0
%
Base: Total TV Homes
50
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 51. CLAIMED FREE TV CHANNELS RECEIVED (SUBURBS)
ABS-CBN grew in claimed reception in the Suburbs;
Now tied at 98% with GMA.
100 % 98 98 98
94 92 90 89 2008
90 89
86
85
2010
80% 76 76
72 (expanded)
65
60 53 56 56
% 50 48
40
40
30
%
20
%
0
%
Base: Total TV Homes 51
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 52. CLAIMED CABLE CHANNELS RECEIVED (MEGA MANILA) – Top 10
ANC and HBO are still the top cable channels received in Mega
Manila.
%
%
%
%
%
%
52
Base: Total current subscribers of cable TV
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 53. Claimed Viewing Hours (Mega Manila)
53
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 54. NO. OF HOURS IN A DAY SPENT ON WATCHING TV (Claimed) – Average
Claimed viewing hours declined vs. 2008 in all areas:
Mega (-0.5), Metro Manila (-0.4) and highest in the Suburbs (-0.6)
8 hrs &
8 hrs &
7 hrs & 24 mins 8 hrs 7 hrs &
6 mins
36 mins 42 mins 7 hrs &
6 mins
MEGA MANILA METRO SUBURBS
MANILA
54
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 55. NO. OF HOURS IN A WEEK SPENT ON VIDEO PERIPHERALS (Claimed) – Average
Claimed viewing hours spent on video watching declined by -2.4
Largest declined in the suburbs
7 hrs &
6 mins
6 hrs &
6 mins 5 hrs &
36 mins
3 hrs & 3 hrs & 42 3 hrs &
42 mins mins 42 mins
MEGA MANILA METRO SUBURBS
MANILA 55
Base: Total TV Homes with video peripherals
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 56. NO. OF HOURS IN A WEEK SPENT ON VIDEOKE SYSTEM (Claimed) – Average
Claimed viewing hours spent on videoke increased in the
Suburbs (+1.1) but declined in Metro Manila (-0.8)
4 hrs &
48 mins
3 hrs & 4 hrs 3 hrs &
48 mins 3 hrs & 3 hrs & 12 42 mins
30 mins mins
MEGA MANILA METRO SUBURBS
MANILA 56
Base: Total TV Homes with videoke system
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 57. INCIDENCE OF OUT-OF-HOME TV VIEWING
Lower incidence of out-of-home TV viewing in the Suburbs.
%
%
%
%
%
%
57
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 58. Incidence of Out-of-home viewing by SEC
Out-of-home viewing much higher among E segment.
100
80
60
40
20 16
9 9
5
0
AB C1 C2 D E
58
Base: Total TV Homes
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 59. LOCATION OF OUT-OF-HOME TV VIEWING (METRO MANILA)
Very few out-of-home viewers watched TV in public places, most at someone
else’s house.
%
%
%
%
%
%
Base: Out-of-home TV viewers
*Multiple response
59
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 60. LOCATION OF OUT-OF-HOME TV VIEWING (SUBURBS)
Approximately 9 out of 10 out-of-home viewers watched TV at
someone else’s house, very few in public places or in transit.
%
%
%
%
%
%
Base: Out-of-home TV viewers 60
*Multiple response
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 61. LOCATION OF OUT-OF-HOME TV VIEWING (MEGA MANILA)
Almost 8 out of 10 who watched TV out-of-home did so at someone else’s
house.
%
%
%
%
%
%
Base: Out-of-home TV viewers
61
*Multiple response
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 62. Incidence of Viewing at Someone Else's House per Market by SEC
Among out-of-home viewers, most say they watch at someone else’s
home.
100
91
80 73 71
68
60
40
20
0
AB C1 C2 D E
62
Base: Out-of-home Viewers
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 63. Radio
on the Go!
63
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 64. Media Reach
2008 2009 2010
95
92 91
62 65 62 62
58 58 58 58
28 30 30
16 18 15 15 18 16
7 8 9
TV (Past Radio Outdoor DVD/VCD Cinema Newspaper Magazine Internet
Week) (Yesterday) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past
Month) Months) Month)
64
Base: Males and Females aged 10+ across all socio-
economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 65. Radio complements TV as an advertising
channel % of Mega Manila 10+ Population Who Tune in to
TV/Radio on an Average Quarter-Hour (Tarps %)
40
35
30
25
20
15
10
5
0
NN
M
M
M
N
10
11
10
12 1
3
4
5
6
7
8
9
1
2
3
4
5
7
8
9
1
1
M
2A
6P
2A
12
Radio TV 65
Source: Radio Audience Measurement June 2010
TV Audience Measurement June 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 66. 0
5
10
15
20
25
00:00 - 00:15
00:45 - 01:00
01:30 - 01:45
02:15 - 02:30
03:00 - 03:15
03:45 - 04:00
04:30 - 04:45
05:15 - 05:30
Mega Manila 2010
06:00 - 06:15
06:45 - 07:00
07:30 - 07:45
08:15 - 08:30
09:00 - 09:15
09:45 - 10:00
10:30 - 10:45
Radio Shape of the Day
11:15 - 11:30
12:00 - 12:15
12:45 - 13:00
13:30 - 13:45
14:15 - 14:30
15:00 - 15:15
15:45 - 16:00
16:30 - 16:45
17:15 - 17:30
18:00 - 18:15
18:45 - 19:00
19:30 - 19:45
20:15 - 20:30
21:00 - 21:15
Today
21:45 - 22:00
22:30 - 22:45
23:15 - 23:30
66
Source: RAM Mega Manila S8 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 67. Time Spent Listening
Total AM FM
12
11
10
9
8
7
6 11
5 9 11
4
3
2
1
67
Source: RAM Mega Manila S8 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 68. Profile of Radio Listeners Q22010
Radio Module
Mega Manila
♀♂ Gender Age
18 17 50+
50 50 14 17
Female 40-49
19 22
30-39
22
22 20-29
50 Male
50
26 23 '10-19
All People Radio Listener ₧Class
Eco
All People Radio Listener
14 E
26
D
60
C2
58
C1
C1,3 C1,5 18
AB
AB,2 11 AB,3
All People Radio Listener
68
Base: All People 10+
Source: National Media Index Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 69. RAM in Key Cities
69
Title of Presentation
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 70. Luzon
Early Morning Morning Noon Afternoon Evening
70
TARP%
60
50
40
30
20
10
0
2AM
2AM
5
8
2
5
8
11
11
Mega Manila Baguio Dagupan Laoag Tuguegarao
Naga Lucena Legaspi Vigan
70
RAM Key Cities Mega Manila 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 71. Visayas
Early Morning Morning Noon Afternoon Evening
70
TARP%
60
50
40
30
20
10
0
2AM
2AM
5
8
2
5
8
11
11
Bacolod Cebu Dumaguete Iloilo Tacloban
71
RAM Key Cities Mega Manila 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 72. Mindanao
Early Morning Morning Noon Afternoon Evening
70
TARP%
60
50
40
30
20
10
0
2AM
2AM
5
8
2
5
8
11
11
CDO Davao GenSan Zamboanga
72
RAM Key Cities Mega Manila 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 74. Media Reach
2008 2009 2010
95
92 91
62 65 62 62
58 58 58 58
28 30 30
16 18 15 15 18 16
7 8 9
TV (Past Radio Outdoor DVD/VCD Cinema Newspaper Magazine Internet
Week) (Yesterday) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past
Month) Months) Month)
74
Base: Males and Females aged 10+ across all socio-
economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 75. Newspaper reading in Taiwan & Philippines is
generally on a downward trend.
100
%
90
80
70
60
50
40
30
20
10
0
0
1
2
3
4
5
6
7
8
9
'0
'0
'0
'0
'0
'0
'0
'0
'0
'0
Sin Tai Msia HK Thai Phil Indo Aus NZ
75
Source : Nielsen Media Research & Nielsen Panorama (Aus & NZ).
AIR Yesterday Reading
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 76. Magazine readership in Australia & New Zealand is
at least 2 times more than Asia markets
% 100
90
80
70
60
50
40
30
20
10
0
0
1
2
3
4
5
6
7
8
9
'0
'0
'0
'0
'0
'0
'0
'0
'0
'0
Sin Tai Msia HK Thai Phil Indo Aus NZ
76
Source : Nielsen Media Research & Nielsen Panorama
(Aus & NZ). Note : Phi no survey in Y2005
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 77. Reasons For Not Reading Broadsheet P12
Mos.
Why have you not read any broadsheets in the past 12 months? n=2447
Prefers TV 19
21
• availability of other media
5
Do not Like To Read Newspaper 5
5
NotMy Priority 4 • needs to develop the habit of reading
6
NoTime To Read 6
4
Price Is An Issue 3 • affected during times of crisis
2
Prefers Radio 2
1
None In My Family Reads 1
3
No Available Newspaper In The Area 2
2010 Q2
Prefers Internet
1 2010 Q1
0
77
Base: All People 10+ , Non-broadsheet readers in the past 12 months
Source: Nielsen Media Index 2010 Q2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 78. Newspaper Readership (AIR)
Radio Module
70
60
50
40 36 2008
32 32 2009
29
30 26 2010
24 23
20
20 18
15
13
11
10
0
Mega Manila Metro Manila Cebu Davao
78
Base: All People 10+
Source: Media Index 2008-2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 79. Magazine Readership (AIR)
Radio Module
30
20 18
16 2008
14 2009
13
12
2010
10 9
7 7
6
5 5
3
0
Mega Manila Metro Manila Cebu Davao
79
Base: All People 10+
Source: Media Index 2008-2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 80. Q22010
Profile of Broadsheets Readers
Read Yesterday
♀♂ Gender Age
18 24 50+
40
50 14
Female 11 40-49
19
30 30-39
23
60 20-29
50 Male 21
27 '10-19
15
All People B. Readers ₧Class
Eco
All People B. Readers
10
E
26
D
49
C2
58
C1
23
C1,4
12 AB
AB,1 11
7
80
All People B. Readers
Base: All People 10+
Source: National Media Index Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 81. Broadsheets Section Read Yesterday
Filipinos still turn to newspapers for the latest headlines and news updates. – Frontpage, the most important section
of a newspaper, receives the widest readership followed by counterpart, local and foreign news.
Front Page 6
Local News 6
Foreign News 5
Sports 4
Editorial/Columns 4
Lifestyles/Features 4
Entertainment/Comics 3
Business 3
Classified Ads 2
Obituary 1
0 10 20 30
In Percent 81
Base: All People 10+
Source: National Media Index Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 82. Q22010
Profile of Tabloid Readers
Read Yesterday
♀♂ Gender Age
18 20 50+
39
50 14
Female 17 40-49
19
25 30-39
23
61 20-29
50 Male 21
27 '10-19
17
All People T. Readers ₧Class
Eco
All People T. Readers
26 20 E
D
58 C2
58
C1
C1,4 C1,4
16 AB
AB,1 11 AB,2
82
All People T. Readers
Base: All People 10+
Source: National Media Index Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 83. Q22010
Profile of Magazine Readers
Past Year
♀♂ Gender Age
18 12
50+
13
50 14
56 Female 40-49
20
19
30-39
27
23
20-29
50 Male
44
27 28 '10-19
All People M. Readers ₧Class
Eco
All People M. Readers
15 E
26
D
57
C2
58
C1
C1,4 18
AB
AB,1 11 AB,4 7
83
All People M. Readers
Base: All People 10+
Source: National Media Index Q2 2010
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 84. Out of Home
(OOH) stays
put
84
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 85. Filipinos are becoming Mobile… More than a fourth of the Metro Manila
population are working… This segment are more likely to be exposed to
Out-of-Home Media.
TV 94
Billboards/Posters 60
Radio 60
Newspapers 34
Working
36% Mall/Supermarket Ads 22
Magazines 22
Bus Ads 15
LCD TV Ads 12
Non-Working Taxi Ads 11
64%
Train Ads 7
85
Source: Media Index Q2 2010
Source: All People 10+ Metro Manila
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Source: Radio Audience Measurement M6 2010
- 86. Total OOH Profile (Past Week)
Gender
Age Group
18 15
50 49
50 up
15 Female
14
40-49
19 20
30-39
22 24
20 to
29 Male 50 51
10 to 26 26
19
TOTAL Saw OOH in Past
TOTAL Saww OOH in Past
Week Week
86
Base: All People, 10+
Source: Media Index 2010 Q2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 87. Total OOH Profile (Past Week)
Educational Attainment Occupation
1 2
Post College
5 6 24
29
Not Employed
25
Vocational 28
Student
20
19
Atleast College 1
1
50 Retired/Pensioner 13
49 15
Atleast High
School
Housewife
Atleast 41
Elementary 19 16 36
Employed
All People 13+ Saw OOH in Past
Week All People 13+ Saw OOH in Past87
Week
Base: All People, 10+
Source: Media Index 2010 Q2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 88. Train Travel Study
88
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 89. Total Station Profile
Age Group Gender
27 30
40+ 38
50 53 50 53
Female 60
30 to 39 27
19 37
20 to 29
26
31 Male
37 47 50 47
15 to 19 27 40
24
15
6 6
0
TOTAL MRT LRT1 LRT2 TOTAL MRT LRT1 LRT2
89
Source: Nielsen-Trackworks/MPAS MRT & LRT Study
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 90. Total Station Profile
Occupation Educational Attainment
0 0 0 0
Don't 7 7 4
12 12 10 9 4
16 Know/Refused 2 1
2
7 Vocational
Not
Employed 20
41 Post Grad Level
30
60 63
63
College Level
Student 71
High School
81 Level
67
Elementary
53 Level
Working 49
No Schooling 26 31 30
13
1 1 4 0
0 0 0 0
TOTAL MRT LRT1 LRT2 TOTAL MRT LRT1 LRT2
90
Source: Nielsen-Trackworks/MPAS MRT & LRT Study
Copyright © 2010 The Nielsen Company. Confidential and proprietary.