Media and Advertising
From The Report: The Philippines 2012
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Advertising spending is focused on television, which enjoys 98% market penetration. Free-to-air is the dominant model, with cable television actually receding in coverage in recent years. Readership of print publications is declining, in line with worldwide trends. Meanwhile, the tremendous growth of internet usage and Facebook access makes a migration of news – and advertising spend – to the web inevitable.

Articles from this Chapter

Overview

Tuning in: Radio and television remain strong as print declines
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With a wide array of TV stations, newspapers, magazines, billboards and, more recently, mobile- and computer-accessible platforms, the media sector in the Philippines is experiencing steady growth, with a range of opportunities on offer for those willing to get involved in this dynamic and developing market. Television looks set to remain dominant in the near term, while print is likely to continue to decline slowly, and the period ahead should see some major developments in the use of new media…

Analysis

Portable potential: Mobiles and new media provide new avenues for marketing
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Social networking and the rise of portable internet-friendly devices like tablets and smartphones are opening up new avenues for media and advertising. But the market remains far from saturated and has the advantage of a sizeable youth demographic: figures from the 2007 census put the median age at 22 years old, with 46.1% of the population under the age of 20. Young Filipinos are avid users of both computers and the internet. According to a 2011 survey of people aged 16-24 in the world’s…