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…
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.