2018 Offline and Online Media Trends BMAP General Membership Meeting Jay G. Bautista April 20, 2018
Topics for today • Advertising Highlights • Offline Media Trends • Television • Radio • Print • Out of Home • Online Media Trends • BMAP Proposal 2
Advertising spend No. 3 3
Php 600 Billion 4
Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 5 Costs are based on published ratecards Only includes Thematic and Promotion spots
Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 6 Costs are based on published ratecards Only includes Thematic and Promotion spots
Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 7 Costs are based on published ratecards Only includes Thematic and Promotion spots
Source: Kantar Media Advertising Expenditure database Date: Jan to Dec 2017 8 Costs are based on published ratecards Only includes Thematic and Promotion spots
Offline Media Trends
2007 2017 Media Reach 99 91 76 67 66 50 47 36 33 32 23 8 6 3 FTA Yesterday Outdoor Past Week Internet Yesterday Radio Yesterday Newspaper Yesterday Cinema Past Month Magazine Past Month Source: Media Insights 2017 National Urban Philippines Nielsen Media Brieing 2007
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Television reinvents itself. 12
Pay TV Subscription Rural Philippines 2011 2016 2017 41.5% 37.5% 34.2% 32.4% 29.1% 26.6% 25.5% 25.8% 23.5% 19.3% 14.1% 13.6% 12.5% 10.8% 10.8% 10.6% 8.7% 4.3% Rural Philippines North Luzon Central Luzon South Luzon Visayas Mindanao Base: Total TV Homes Interviewed– Philippines (4,110 Households) 13
TV Plus Incidence Among TV Homes Total Philippines Urban Philippines Rural Philippines TVES 2016 3.7 6.5 0.8 TVES 2017 15.7 24.7 6.1 14
Rtg % TV’s shape of the day 10 20 30 40 50 0 02:00 02:30 03:00 03:30 04:00 04:30 05:00 05:30 06:00 06:30 07:00 07:30 2013 08:00 08:30 09:00 09:30 10:00 2014 10:30 11:00 11:30 12:00 12:30 13:00 2015 13:30 14:00 Source: Kantar Media Television Audience Measurement 14:30 15:00 15:30 16:00 2016 16:30 17:00 17:30 18:00 18:30 19:00 2017 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 24:00 24:30 25:00 25:30 15
How much time is spent watching TV? Among TV viewers Urban Philippines Rural Philippines in hours in hours 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017 10.0 10.0 7.8 7.7 8.0 8.0 6.8 6.7 6.6 6.3 5.8 5.7 6.0 6.0 4.0 4.0 2.0 2.0 0.0 0.0 Terrestrial Only Homes Cable/Satellite Homes Terrestrial Only Homes Cable/Satellite Homes 16 Source: Kantar Media Television Audience Measurement
Top 10 Channels Total Philippines Mega Manila 1 6 1 6 2 7 2 7 3 8 3 8 4 9 4 9 5 10 5 10 Source: Kantar Media Television Audience Measurement 17 January to December 2017
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Radio Evolves
Radio Ownership 77.1 73.7 66.9 65 63.3 57.7 58.4 53.2 51.1 50.7 48.6 46.3 41.2 37.4 33.6 Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila 2011 2016 2017 Base: Total Homes Interviewed 20
Place of Listening Preferred Device Audience Profile 21
Top Metro Manila AM Stations Top Metro Manila FM Stations 22
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Print lives 24
Profile of Newspaper Readers Socio-Economic Class Age 20-29 30-39 40-49 50-59 60+ AB C1 C2 D E 10-19 Broadsheet 16 21 28 28 7 Broadsheet 8 17 26 17 14 18 Tabloid 3 10 23 54 11 Tabloid 11 10 24 20 16 18 0 20 40 60 80 100 0 20 40 60 80 100 25 Based on Kantar Media MHS 2016
Profile of Magazine Readers AB C1 C2 D E 20-29 30-39 40-49 50-59 60+ 10-19 2016 10 21 18 47 4 2016 15 30 24 10 10 11 26 Source: Kantar Media Habits Survey 2014 & 2016
Top Broadsheets 27 Based on Kantar Media MHS 2016: Individuals 10+. Total Philippines
Top Monthly Magazines 28 Based on Kantar Media MHS 2016: Individuals 10+. Total Philippines
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QuickFacts • In 2016, the total motor vehicles in Metro Manila has already peaked at 3.1 million. Our daytime (road) population is 16 million. Source: LTO • Metro Manila has only 1,032 kilometers of roads or 3.5% of the total 39,370 kilometers of roads nationwide. The National Capital Region has only one kilometer of road per 482 vehicles . Source: LTO • The traffic demand in Metro Manila is at 16.8 million trips. 69% of these total trips are done using public transport yet only 22% of the road space is occupied by public vehicles. The other 78% of road space is taken by private vehicles . Source: National Economic and Development Authority Average one-way commuting and traveling time in the Philippines spans ~48 minutes before people reach their destination.
Class ABCs are more likely to be out during morning rush hour 7-9am. Class ABC1s are least likely to be out during noontime. Meanwhile, higher incidence of travel seen among Class ABC1 and Class Es. Travel Shape of the Day – Weekdays By Socio-economic Class (%) 50 45 40 35 30 25 20 15 10 5 0 01:00-01:59 02:00-02:59 03:00-03:59 04:00-04:59 05:00-05:59 06:00-06:59 07:00-07:59 08:00-08:59 09:00-09:59 10:00-10:59 11:00-11:59 12:00-12:59 13:00-13:59 14:00-14:59 15:00-15:59 16:00-16:59 17:00-17:59 18:00-18:59 19:00-19:59 20:00-20:59 21:00-21:59 22:00-22:59 23:00-23:59 ABC1 (n=37) C2 (98) D (n=483) E (n=182) Base: Total interviews (n=800)
Billboards, SSS tarps and jeepney tops are the most popularly known and seen OOH ad types. Billboards, especially, are voluntarily mentioned by half of the respondents. Awareness of/Exposure to OOH Ad Types – 1/4 (%) Unaided Aware Aided Aware Seen P3M Large posters on boards at Large posters on boards at 50 49 73 the side of the road or on … the side of the road or on … Market/Sari Sari Store Tarp 16 Market/Sari Sari Store Tarp 74 83 Jeepney Top 3 78 Jeepney Top 61 Taxi Top Ad 2 69 Taxi Top Ad 45 Tricycle Ads 2 68 Tricycle Ads 52 Outdoor LED (Digital Outdoor LED (Digital 7 62 49 Screens/Billboards) Screens/Billboards) Small poster sites on the Small poster sites on the 17 45 28 street (excluding bus stops) … street (excluding bus stops) … Advertising outside the bus or Advertising outside the bus or 2 57 41 bus wrap bus wrap Advertising outside the taxi 1 57 Advertising outside the taxi 27 Base: Total interviews (n=800)
PH: OOH spendsplit 2017 P 21.2 billion Billboard 65% MM 70% Transit 13% Luzon 11% Digital 13% Visayas 10% Ambient 9% Mindanao 9%
PH:OOHindustrysplit 2017 550, 4% 650, 5% 650, 4% 3000, 21% Banking, Finance and Insurance 800, 6% Real Estate Quick Service Retail 800, 6% Retail, Malls and Supermarkets Apparel, Fashion & Textile 850, 6% 2300, 16% Food and Beverage Consumer Electronics Automobile and Accessories 1300, 9% Communication & Telecom Hospitality, Travel & Tourism 1800, 13% 1500, 10% Alcoholic, Beers and Spirits
Forecast 2018 : OOH 8-10 % 12% 78 : 22 11-12 % price inflation ratio between overall OOH growth share of OOH spends traditional& DOOH based on 2017 in total media spends based on 2017
The Digital Wave 36
Mobile Phone Ownership (Regular/Smartphone) 97.9 97.1 94.3 94.5 93.6 93.5 92.6 91.9 89.3 88.9 87.7 84.8 83.9 78.5 68.1 Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila 2011 2016 2017 Base: Total Homes Interviewed 37
Smartphone Ownership 82.4 81.4 69.7 65.2 63.7 57 51.8 45.4 45.2 38.7 39.0 33.1 27.0 23.3 13.5 Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila MHS 2014 2016 2017 Base: Total Homes Interviewed 38
Internet Connection at Home 87.3 84.4 73.2 64.8 59.8 58.8 47.6 44.6 32.6 31.7 24.3 20.1 18.0 10.2 2.3 Total Philippines Urban Philippines Rural Philippines Mega Manila Metro Manila 2011 2016 2017 Base: Total Homes Interviewed 39
Top Websites Top Apps 1 2 1 2 3 4 3 4 6 5 6 5 Source: Kantar Media Internet Audience Measurement 40 Urban Philippines, Individuals 12+, Feb 2018, Total Websites and Apps,, Based on Average Daily Reach
The Connected Consumer 41
There are many ways into Filipino needs 42 Source: Kantar TNS Connected Life, October 2017
What are the key online activities to target? Weekly activity usage – Philippines % Philippines COUNTRY GROWTH VS. 2016 Messaging 85 +9 Emails 37 +1 Post photos 69 +4 Social 78 -1 Online articles 22 -14 TV/movies (via subscription) 14 -6 TV/movies (bought one-time) 13 -5 TV/movies (free) 36 -1 Video clips (free) 68 +5 Video clips (on social) 89 +6 Internet banking 2 -3 Source: (C1) Frequency of online activities Base: Philippines (1001) 43 Kantar TNS Connected Life
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