The Philippine Media LandscapePresented by:Jay BautistaExecutive DirectorNielsen MediaOne Nielsen Industry PresentationOct...
• Source of InformationOverview   • The Filipino Audience           • Evolving Media Platforms               TV is Still ...
Source of Information   Media Index Media Index (MI) is a single source study on media exposure, product usage, and  life...
Source of Information   Nielsen Audience Measurement TV Audience Measurement (TAM) is the premiere online TV ratings serv...
Source of Information TAM Establishment Survey (ES) is a large-scale study aimed at  determining the characteristics of t...
Source of Information   Radio Audience Measurement Radio Audience Measurement (RAM) is a study on radio listening habits ...
The Changing Face of theFilipino Consumer                                                                                 ...
Socio-economic Class The number haven’t changed much since 2001. 84% of the entire Philippine population is still made up ...
Age GroupAlmost 50% of the population is composed of the younger individuals, aged 10-29.                                 ...
Educational Attainment50% of the population only managed to attain secondary education, less people are actuallygraduating...
OccupationThe declining number of individuals with college degrees might have been a huge factor as towhy unemployment has...
Today                    Newspapers                      Magazines               Online News Portals                    Br...
TV is still  King                                                                        13              Copyright © 2010 ...
Media ReachDespite the growth of new media, at least 90% of the whole population still have their TV sets on.  (%)        ...
Typical TV Viewing DayTV viewing registers a peak during Primetime, specifically from 8-10 pm.                          % ...
NationalUrban TV Trends                                                                     16           Copyright © 2010 ...
National Urban: TV Ownership• TV ownership at 94%, up by 4% vs. 2008. Luzon remains thedriver of NUTAM TV ownership at 95%...
TV Ownership     NUTAM     Luzon   Visayas                            Mindanao                                            ...
Number of working TV sets          NUTAM              Luzon               Visayas                         Mindanao        ...
20Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Cable Penetration          NUTAM     Luzon                Visayas                        Mindanao                         ...
Current Cable Service Provider           NUTAM                 Luzon                 Visayas                         Minda...
Cable subscription type           NUTAM          Luzon                   Visayas                         Mindanao         ...
Incidence of having a Digibox - Cable TV         NUTAM                   Luzon                  Visayas                   ...
Reasons for subscribing to Cable TV          NUTAM                 Luzon                    Visayas                       ...
TV Reception and Signal Quality Information                                                                               ...
Local/ Free-to-air channels received (claimed)                                          NUTAM                             ...
Local/ Free-to-air channels received (claimed)                                Urban Luzon                                 ...
Local/ Free-to-air channels received (claimed)                                Urban Visayas                               ...
Local/ Free-to-air channels received (claimed)                           Urban Mindanao                                   ...
Claimed Viewing Hours (National)                                                                                     31   ...
Claimed viewing hours in a day – (Average) - NUTAM      NUTAM                     Luzon                   Visayas         ...
Claimed viewing hours using video peripherals in a week – (Average) - NUTAM      NUTAM                     Luzon          ...
Claimed viewing hours using videoke system in a week – (Average) - NUTAM      NUTAM                    Luzon              ...
Incidence of out-of-home TV viewing         National              Luzon               Visayas                        Minda...
Incidence of Out-of-home Viewing by SECSlightly higher incidence among D and E’s                                          ...
Location of out-of-home TV viewing                                     Base: Total TV Homes                               ...
Mega Manila TV Trends                                                                        38              Copyright © 2...
Mega Manila TV Ownership• Homes with working TV at 96%. Expanded suburbs now at par withMetro Manila in terms of TV owners...
TV OWNERSHIP TV ownership grew more in the Suburbs and is now at 96% -- similar to Metro Manila.   100 %    93        96  ...
NUMBER OF WORKING TV SETS  Suburbs grew in 3+ TV sets by 4%. Steady for Metro Manila.        1.5          1.5      1.5    ...
CABLE PENETRATION       Cable penetration declined slightly, pulled down by the Suburbs.       A 1% increase seen in Metro...
CABLE PROVIDERS        Destiny Cable grew in both Metro Manila and the Suburbs as Sky Silver        declined. 100%        ...
INCIDENCE OF HAVING A DIGIBOX   Higher incidence of Digibox seen in the Suburbs.                           Base: Total Cab...
INSTALLATION DATE About a third had their Digibox installed more than 3 months ago.100%                                   ...
TYPE OF SUBSCRIPTION   Most are subscribed to post-paid cable TV, highest number of   post-paid subscribers in Suburbs  10...
REASONS FOR SUBSCRIBING TO CABLE TV   People subscribe to cable TV to access more channels/programs   and for clearer rece...
TV Reception and Signal Quality                                                                                     48    ...
CLAIMED FREE TV CHANNELS RECEIVED (MEGA MANILA)GMA still has highest reception in Mega Manila (Claimed); though gains also...
CLAIMED FREE TV CHANNELS RECEIVED (METRO MANILA)  GMA still has highest reception in Metro Manila (Claimed).  100 % 98 99 ...
CLAIMED FREE TV CHANNELS RECEIVED (SUBURBS)  ABS-CBN grew in claimed reception in the Suburbs;  Now tied at 98% with GMA. ...
CLAIMED CABLE CHANNELS RECEIVED (MEGA MANILA) – Top 10 ANC and HBO are still the top cable channels received in Mega Manil...
Claimed Viewing Hours (Mega Manila)                                                                                    53 ...
NO. OF HOURS IN A DAY SPENT ON WATCHING TV (Claimed) – Average Claimed viewing hours declined vs. 2008 in all areas: Mega ...
NO. OF HOURS IN A WEEK SPENT ON VIDEO PERIPHERALS (Claimed) – Average Claimed viewing hours spent on video watching declin...
NO. OF HOURS IN A WEEK SPENT ON VIDEOKE SYSTEM (Claimed) – Average Claimed viewing hours spent on videoke increased in the...
INCIDENCE OF OUT-OF-HOME TV VIEWING   Lower incidence of out-of-home TV viewing in the Suburbs.       %       %       %   ...
Incidence of Out-of-home viewing by SEC  Out-of-home viewing much higher among E segment.100 80 60 40 20                  ...
LOCATION OF OUT-OF-HOME TV VIEWING (METRO MANILA)  Very few out-of-home viewers watched TV in public places, most at someo...
LOCATION OF OUT-OF-HOME TV VIEWING (SUBURBS)  Approximately 9 out of 10 out-of-home viewers watched TV at  someone else’s ...
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  ...
Incidence of Viewing at Someone Elses House per Market by SEC Among out-of-home viewers, most say they watch at someone el...
Radioon the Go!                                                                       63             Copyright © 2010 The ...
Media Reach                                                                                                         2008  ...
Radio complements TV as an advertisingchannel   % of Mega Manila 10+ Population Who Tune in to                            ...
0                                                                                                                         ...
Time Spent Listening            Total   AM   FM121110 9 8 7 6     11 5          9       11 4 3 2 1                        ...
Profile of Radio Listeners                                                                                                ...
RAM in Key Cities                                                                              69                         ...
Luzon                   Early Morning            Morning           Noon       Afternoon                        Evening    ...
Visayas                   Early Morning              Morning          Noon       Afternoon                        Evening ...
Mindanao                   Early Morning       Morning       Noon            Afternoon                        Evening     ...
Print isChallenged                                                                       73             Copyright © 2010 T...
Media Reach                                                                                                         2008  ...
Newspaper reading in Taiwan & Philippines isgenerally on a downward trend.    100%     90     80     70     60     50     ...
Magazine readership in Australia & New Zealand isat least 2 times more than Asia markets % 100   90   80   70   60   50   ...
Reasons For Not Reading Broadsheet P12Mos.           Why have you not read any broadsheets in the past 12 months? n=2447  ...
Newspaper Readership (AIR)                                                                                                ...
Magazine Readership (AIR)                                                                                                 ...
Q22010Profile of Broadsheets ReadersRead Yesterday    ♀♂ Gender                                                           ...
Broadsheets Section Read YesterdayFilipinos still turn to newspapers for the latest headlines and news updates. – Frontpag...
Q22010Profile of Tabloid ReadersRead Yesterday ♀♂ Gender                                                                  ...
Q22010Profile of Magazine ReadersPast Year  ♀♂ Gender                                                                     ...
Out of Home(OOH) stays    put                                                                        84              Copyr...
Filipinos are becoming Mobile… More than a fourth of the Metro Manilapopulation are working… This segment are more likely ...
Total OOH Profile (Past Week)                                                                     Gender               Age...
Total OOH Profile (Past Week)                     Educational Attainment                                               Occ...
Train Travel Study                                                                               88                     Co...
Total Station Profile                   Age Group                                                         Gender          ...
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
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. 1. The Philippine Media LandscapePresented by:Jay BautistaExecutive DirectorNielsen MediaOne Nielsen Industry PresentationOctober 15, 2010
  2. 2. • Source of InformationOverview • 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. 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. 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. 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. 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. 7. The Changing Face of theFilipino Consumer 7 The Page 7 Filipino Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  8. 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 29,6292001 16 84 5,905 30,8352010 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. 9. Age GroupAlmost 50% of the population is composed of the younger individuals, aged 10-29. 51% 9,752 8,238 6,578 4,715 5,9692001 28 23 19 13 17 48% 9,692 8,168 6,945 5,242 6,6942010 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. 10. Educational Attainment50% of the population only managed to attain secondary education, less people are actuallygraduating with college degrees. 107 8,988 13,641 10,454 1,620 54 0.32001 26 39 30 5 0.2 3 7,056 18,344 9,175 1,795 0.01 3312010 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. 11. OccupationThe declining number of individuals with college degrees might have been a huge factor as towhy 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. 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 TapesOur 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. 13. TV is still King 13 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  14. 14. Media ReachDespite 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. 15. Typical TV Viewing DayTV 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. 16. NationalUrban TV Trends 16 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  17. 17. National Urban: TV Ownership• TV ownership at 94%, up by 4% vs. 2008. Luzon remains thedriver 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 TVownership 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. 18. TV Ownership NUTAM Luzon Visayas Mindanao 18 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  19. 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. 20Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  21. 21. Cable Penetration NUTAM Luzon Visayas Mindanao 21 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  22. 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. 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. 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. 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. 26. TV Reception and Signal Quality Information 26 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  27. 27. Local/ Free-to-air channels received (claimed) NUTAM 27 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  28. 28. Local/ Free-to-air channels received (claimed) Urban Luzon 28 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  29. 29. Local/ Free-to-air channels received (claimed) Urban Visayas 29 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  30. 30. Local/ Free-to-air channels received (claimed) Urban Mindanao 30 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  31. 31. Claimed Viewing Hours (National) 31 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  32. 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. 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. 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. 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. 36. Incidence of Out-of-home Viewing by SECSlightly higher incidence among D and E’s 36 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  37. 37. Location of out-of-home TV viewing Base: Total TV Homes 37 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  38. 38. Mega Manila TV Trends 38 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  39. 39. Mega Manila TV Ownership• Homes with working TV at 96%. Expanded suburbs now at par withMetro 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 MetroManila.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 MetroManila (9%). 39 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  40. 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. 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 1.4100% 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. 42. CABLE PENETRATION Cable penetration declined slightly, pulled down by the Suburbs. A 1% increase seen in Metro Manila.100%80% 65 6460% 73 75 85 89 Without40% Cable20% 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. 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. 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. 45. INSTALLATION DATE About a third had their Digibox installed more than 3 months ago.100% 18 Cant 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. 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. 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. 48. TV Reception and Signal Quality 48 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  49. 49. CLAIMED FREE TV CHANNELS RECEIVED (MEGA MANILA)GMA still has highest reception in Mega Manila (Claimed); though gains alsoseen 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. 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. 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. 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. 53. Claimed Viewing Hours (Mega Manila) 53 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  54. 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. 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. 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. 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. 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. 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. 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. 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. 62. Incidence of Viewing at Someone Elses 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. 63. Radioon the Go! 63 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  64. 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. 65. Radio complements TV as an advertisingchannel % 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. 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 2010Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  67. 67. Time Spent Listening Total AM FM121110 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. 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 68Base: All People 10+Source: National Media Index Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  69. 69. RAM in Key Cities 69 Title of Presentation Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  70. 70. Luzon Early Morning Morning Noon Afternoon Evening 70TARP% 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. 71. Visayas Early Morning Morning Noon Afternoon Evening 70TARP% 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. 72. Mindanao Early Morning Morning Noon Afternoon Evening 70TARP% 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. 73. Print isChallenged 73 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  74. 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. 75. Newspaper reading in Taiwan & Philippines isgenerally 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. 76. Magazine readership in Australia & New Zealand isat 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. 77. Reasons For Not Reading Broadsheet P12Mos. 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 3No 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. 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. 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. 80. Q22010Profile of Broadsheets ReadersRead 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. 81. Broadsheets Section Read YesterdayFilipinos still turn to newspapers for the latest headlines and news updates. – Frontpage, the most important sectionof 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 4Entertainment/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. 82. Q22010Profile of Tabloid ReadersRead 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. 83. Q22010Profile of Magazine ReadersPast 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. 84. Out of Home(OOH) stays put 84 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  85. 85. Filipinos are becoming Mobile… More than a fourth of the Metro Manilapopulation are working… This segment are more likely to be exposed toOut-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 12Non-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. 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. 87. Total OOH Profile (Past Week) Educational Attainment Occupation 1 2Post College 5 6 24 29 Not Employed 25Vocational 28 Student 20 19Atleast College 1 1 50 Retired/Pensioner 13 49 15Atleast HighSchool HousewifeAtleast 41Elementary 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. 88. Train Travel Study 88 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  89. 89. Total Station Profile Age Group Gender 27 3040+ 38 50 53 50 53 Female 6030 to 39 27 19 3720 to 29 26 31 Male 37 47 50 4715 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.

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