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SEA Insights

TV remains king in the Philippines

Jay Bautista

Managing Director

TV 16.03.2017 / 05:00

Woman relaxing in front of TV 2 col

Daily television consumption in the country has grown by over 5% in two years

While social media usage in the Philippines is ever increasing*, Kantar Media’s 2016 establishment survey shows that television is still the media platform with the greatest reach in the country.

The study covers both Urban and Rural Philippines with a respondent base of 10,000 individuals, and highlights the latest trends derived from granular TV ratings measuring TV consumption through an independent representative sample panel of 3,500 households.

It shows that media consumers in the Philippines are increasingly embracing the digital wave, as internet coverage improves and mobile access becomes more affordable.

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However, it reveals that television remains the top touchpoint among media consumers, with daily TV viewership increasing to 96.6% of the total population in 2016 compared to 91.2% in 2014. Time spent watching TV also increased in the last two years to 3.7 hours from 3.4 hours. Primetime programmes between 8pm to 10pm are the most watched, according to the study.

Kantar Media’s 2016 TV viewing data reveals that the post Aldub TV landscape is still very healthy with viewing time increasing by almost 10% from a year ago. The increase is most noticeable during primetime, with Telenovelas, Reality TV shows and election related programming attracting the highest audience ratings last year.

Filipinos who access the internet across Total Philippines also rose to 42.9% in 2016 compared to 39.7% in 2014. The highest online access is in Metro Manila, at 70.6% up from 67% in 2014.

Radio listening figures remained stable in 2016 with an average of three out of 10 consumers tuning in on a daily basis. The busiest period of listening is during the 5am-to-10am timeslot.

In addition, media consumer’s exposure to out-of-home advertising increased to 50.4% in 2016 from 48.5% in 2014.

Although there is an increase in digital media consumption, traditional media platforms remain the credible source of information. The fact remains that traditional media like TV, radio and print feed valuable information to digital media. Advertisers understand this, and continue to increase advertising placements in traditional media.

Source : Kantar Media

Editor's Notes

For more insights and data on audience viewing behaviour in the Philippines or to speak to Jay, please contact us.

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