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PH ad spend picks up in Q2 with 20% hike

Ad spending in the Philippines has picked up in the second quarter as it increased by 20% from the previous three month period, according to the latest report from Kantar Media.

Advertisers in the country spent around P95 million in the April-June period, up from P79 million in the first quarter and a 6% increase from the quarter a year earlier.

The increase is mainly owed to television with a 79% share in total ad spend equal to P74 million, a 14% increase from the P65 million recorded in the first three months of the year and a 8% increase year-on-year.

With ad spending still below P5 million, interest in print continues to slip away this quarter with a 10% decline from the comparable period last year. In the first quarter, ad spend in print also reported a 6% drop.

Radio managed to improve slightly from around P12 million in the first quarter to P19 million. Compared to the same quarter last year, ad spend in the platform just increased 2%.

Unilever Philippines was the top spender again for this quarter with P14.6 million, an increase of 26% versus Q2 2013 (P11.6 million) and a 22% rise quarter-on-quarter (P11.9 million). Completing the top three are Procter & Gamble (P8.3 million) and Colgate-Palmolive (P4.1 million).

Sales and logistics company McKenzie Distribution recorded the biggest increase in ad spending with a whopping 1428% hike from P74,000 to P1.1 million year-on-year. Columbia International Food Products also had a notable 381% increase in ad spending from P182,000 to P875,000 this quarter.

Detergents and laundry aids is the biggest spending category for the period with P6.73 million, which is flat quarter-on-quarter but an 18% increase from P5.7 million last year. Corporate advertising is ranked second with P4.7 million followed by wireless telephony with P4.4 million.

Deodorants again saw the biggest increase in spending with a 178% leap from P879,000 to P2.4 million year-on-year. This is also a 71% increase from the previous quarter’s P1.4 million.

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