PH print ad spend drop continues in Q3

Ad spending in the Philippines continued its momentum in the third quarter, posting an 18% increase year on year as print ads remain firmly on its down hill course.

Advertisers in the country spent around P95 million, which is relatively unchanged compared to figures recorded during the April-June period this year.

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As expected, TV led the uptrend with a 79% share of total expenditures and contributing around P79 million, 20% percent higher than the third quarter 2013. Radio followed suit posting a 12% increase in the same comparable period equal to around P18 million.

Print spending however was still nailed with a 3% share and saw ad spending, which is already below P5 million, decrease further by 7%. In the second quarter of the year, ad spending in radio also went down by 6%.

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Looking at categories, deodorants posted the highest increase in advertising spending compared to Q3 2013, with a 171% increase equal to P2.35 million. This pace started in the second quarter 2014, posting a huge 176% leap from last year to P1.40 million.

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Unilever remains the top spender among advertisers, increasing their spending by 40% this quarter or $18.6 million. In the previous quarter, the conglomerate already spent P14.6 million, an increase of 26% versus Q2 2013 (P11.6 million).

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Unilever’s Dove was the biggest spender among brands, allotting P1.5 million in ads alone for the July-September period, a whopping 1690% increasing from a conservative P85,000 budget last year.