Total advertising spending in the Philippines grew four percent year-on-year in the first quarter of the year as television remains as the media of choice among brands.
Kantar Media reports that advertisers in the country spent around P79 million in the first three months of 2014, up from P76 million in the comparable period.
TV remained to get the lion’s share of ad spending with 81% and also recorded an increase of 5% versus last year’s first quarter at P65 million.
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In contrast, print was still nailed with a 3% share and saw ad spending, which is already below P5 million, decrease further by 6%. Radio fared better with just a 1% decline in ad spending and securing 16% share.
Unilever Philippines has already spent (P11.945) million in the first quarter, up 14% year-on-year, followed by Procter & Gamble Philippines (P7.87 million) and Nestle Philippines (P4.36 million).
Nutriasia Group recorded the biggest increase in spending with a 246% hike from P215 million to 679 million. Media giant ABS-CBN also had a notable 206% increase from P356 million in the first quarter of 2013 to P1.10 million this quarter.
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For product categories, detergents and laundry aids leads the poll with P6.73 million, a 2% improvement from P6.58 million to P6.7 M year-on-year. On its heels are wireless telephony (P4.8 million) and corporate advertising (P4.02 million).
Deodorants saw the biggest increase in spending with a 176% leap from P509 million to P1.40 million quarter-on-quarter. Another risers are analgesics with an 87% increase from P618 million to P1.15 million.