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The Philippine Media Landscape


Presented by:

Jay Bautista
Executive Director
Nielsen Media

One Nielsen Industry Presentation
October 15, 2010
• 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.
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.
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.
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.
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.
The Changing Face of the
Filipino Consumer



                                                                                           7



                        The                     Page 7
                    Filipino   Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
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.
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.
TV is still
  King




                                                                        13



              Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
National
Urban TV
 Trends




                                                                     16



           Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
TV Ownership




     NUTAM     Luzon   Visayas                            Mindanao




                                                                                           18



                                 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
20



Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Cable Penetration




          NUTAM     Luzon                Visayas                        Mindanao




                                                                                                             21
                            Base: Total TV Homes



                                                   Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Current Cable Service Provider




           NUTAM                 Luzon                 Visayas                         Mindanao




                                                                                                                            22
                                 Base: Total TV Homes subscribed to cable



                                                                  Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Cable subscription type




           NUTAM          Luzon                   Visayas                         Mindanao




                                                                                                                       23
                          Base: Total TV Homes ever subscribed to cable



                                                             Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
TV Reception and Signal Quality Information




                                                                                      26



                            Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Local/ Free-to-air channels received (claimed)




                                          NUTAM                                                                             27
                                           Base: Total TV Homes



                                                                  Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Local/ Free-to-air channels received (claimed)




                                Urban Luzon                                                                               28
                                         Base: Total TV Homes



                                                                Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Local/ Free-to-air channels received (claimed)




                                Urban Visayas                                                                               29
                                           Base: Total TV Homes



                                                                  Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Local/ Free-to-air channels received (claimed)




                           Urban Mindanao                                                                                   30
                                           Base: Total TV Homes



                                                                  Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Claimed Viewing Hours (National)




                                                                                     31



                           Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
Incidence of out-of-home TV viewing




         National              Luzon               Visayas                        Mindanao




                                                                                                                        35
                                       Base: Total TV Homes



                                                              Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
Location of out-of-home TV viewing




                                     Base: Total TV Homes                                                             37



                                                            Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Mega Manila
 TV Trends




                                                                        38



              Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
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.
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.
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.
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.
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.
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.
TV Reception and Signal Quality




                                                                                     48



                           Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
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.
Claimed Viewing Hours (Mega Manila)




                                                                                    53



                          Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Radio
on the Go!




                                                                       63



             Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
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.
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.
RAM in Key Cities




                                                                              69


                                                     Title of Presentation
                    Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
Print is
Challenged




                                                                       73



             Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Out of Home
(OOH) stays
    put




                                                                        84



              Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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
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.
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.
Train Travel Study


                                                                               88



                     Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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.
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.
Online
on The Rise!




                                                                         91



               Copyright © 2010 The Nielsen Company. Confidential and proprietary.
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011
One Nielsen Press Briefing, 28 March 2011

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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.
  • 16. National Urban TV Trends 16 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.
  • 20. 20 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.
  • 73. Print is Challenged 73 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.
  • 91. Online on The Rise! 91 Copyright © 2010 The Nielsen Company. Confidential and proprietary.