The out-of-home advertising spend for Fuel category in the Philippines covering the Q3 of 2016 & 2018 for a competitive study.

1. ADSPEND FOR FUEL CATEGORY
Q3 2016 - 201801.03.2018

2. PER BRAND ANALYSIS
2018 Q1 – Q3
Notes:
Data is based from PS monitoring and market information
All rates indicated are based from estimated buying rates
Reach is equivalent to eyeballs
Coverage: Metro Manila only
Period covered: Q3 2016 – 2018 and 2018 YTD

3. Shell remains to be the top spender for total Q1-Q3 of 2016 - 2018, for the petroleum
category.
It is important to note that the category has decreased its ad spend to -31% this year
versus +64% same quarter last year, except Phoenix with 9% growth.
-
5.00
10.00
15.00
20.00
25.00
30.00
Shell Petron PTT Caltex Total Phoenix SEAOIL Castrol Solane Unioil
Millions
2016-2018 Q1-Q3 SPENDING
2016 2017 2018

4. 68%
19%
7%
2%
2%
1%
1%
0%
BILLBOARD BRIDGEWAY LED BUS REAR ADS TOLL GATES GANTRY LPB MINI
Billboard dominated the
whole category as the
most utilized format with
over 68% share.
Ranking 2nd is Bridgeway
Ads, a tactical way to
capture the audience
given its head-on
visibility.

5. PER BRAND ANALYSIS
2018 Q1 – Q3
PER BRAND ANALYSIS
2018 YTD

6. SHELL
Invested on big platforms for an impactful visibility and medium formats
for tactical promotions along major thoroughfares in EDSA, C5, NLEX and
SLEX. Highlighting V-Power Diesel and Saltwater supercars toys.

7. PETRON
NLEX Plaridel NB
Lawton, Manila
NLEX Camachile NB
Andrews Avenue, NAIAX
NLEX Sta Rita NB
Long term investment on NLEX bridgeway ads for brand ownership with
tactical LED and billboard placements in other areas to reinforce XCS’
Better Engine Protection and Blaze 100 Octane Euro 6.
NLEX Sta Rita SB

8. PHOENIX
EDSA Balintawak NB
NLEX Bocaue SBKalayaan Flyover bound to Makati SLEX Woodsville SB
Kalayaan Flyover bound to BGC
Brand resurfacing by establishing awareness of Phoenix Pulse
Technology through billboards in EDSA, C5 Kalayaan, NLEX and SLEX.
EDSA Magallanes NB

9. CALTEX
NLEX Balagtas NB NLEX Balagtas SB
EDSA Boni SBEDSA Harvard NB
Focused long term presence via Bridgeway ads in NLEX and LEDs
located in EDSA NB and SB to strengthen the Caltex Diesel with Techron D
campaign.

10. PTT
NLEX Balagtas NB
Static billboard visibility in NLEX for the first half of the year for it’s
Lubricant products.

11. SEAOIL
EDSA, Boni NB
Started being visible Q4 of 2018 focusing placements in EDSA MRT
billboards to promote Lifetime Free Gas promo.
EDSA, Boni SB

12. BRAND TOTAL
ADSPEND
EXECUTION & FORMAT SOI LOCATIONS
SHELL has consistently dominated the fuel/petroleum category despite decrease in spend this year with 25% SOI.
PETRON comes close second with 24% share of investment.
This year’s most notable player is PHOENIX, who overtook CALTEX’ spend, owning 23% SOI of the category.
Static Billboard remains to be the most utilized format, as the platform delivers massive awareness.
EDSA and NLEX are the priority areas in terms of reaching the on-the-go market given the volume of both private car owners and commuters
FY 2016 – 30.1M
FY 2017 – 36.9M
JAN 2018 YTD – 13M
FY 2016 – 9.4M
FY 2017 – 14M
JAN 2018 YTD – 12.8M
FY 2016 – 12M
FY 2017 – 13.2M
JAN 2018 YTD – 2.4M
FY 2016 – 6.9M
FY 2017 – 8.3M
JAN 2018 YTD – 8.1M
NLEX, EDSA,
C5, SLEX
NLEX, EDSA, MANILA
NLEX
NLEX, EDSA
EDSA, BACOLOD,
ILOILO, CDO
FY 2016 – 46%
FY 2017 – 36%
JAN 2018 YTD – 25%
FY 2016 – 14%
FY 2017 – 14%
JAN 2018 YTD – 24%
FY 2016 – 18%
FY 2017 – 13%
JAN 2018 YTD – 5%
FY 2016 – 11%
FY 2017 – 8%
JAN 2018 YTD – 15%
FY 2017 – 4%
JAN 2018 YTD – 4%
FY 2017 – 4.2M
JAN 2018 YTD – 2.4M
JAN 2018 YTD – 12.1M JAN 2018 YTD – 23%
NLEX, SLEX, EDSA,
KALAYAAN

13. Faizal.Capili@posterscope.com
Senior Media Executive
T: 705 7800 local 7934
M: 0977 256 8765
THANK
YOU