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One Nielsen Press Briefing, 28 March 2011
1.
The Philippine Media
Landscape Presented by: Jay Bautista Executive Director Nielsen Media One Nielsen Industry Presentation October 15, 2010
2.
• Source of
Information Overview • The Filipino Audience • Evolving Media Platforms TV is Still King Radio On The Go Print is Challenged Out of Home Stays Put Online on The Rise Mobile for All 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
3.
Source of Information
Media Index Media Index (MI) is a single source study on media exposure, product usage, and lifestyle of Metro Manila and national urban Philippine consumers. An annual study since 1993 with semi-annual releases starting 2006 and quarterly releases commencing 2008. Area Coverage: Metro Manila and 21 Key cities in the Philippines Sample Size: at least 2000 male and female probability respondents aged 10 years and older from all socio-economic classes Sampling Design: Multi-state probability sampling method Methodology: Face to Face interview 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
4.
Source of Information
Nielsen Audience Measurement TV Audience Measurement (TAM) is the premiere online TV ratings service of Nielsen Audience Measurement that spans National Urban Philippines (NUTAM), Mega Manila (MegaTAM) and the Metro Cities (MCTAM). Services: MegaTAM Data since 2000; 800 panel homes NUTAM Data since 2006; 2,005 panel homes MCTAM Data since 2006; 1,740 panel homes Software: Arianna Data Availability: Overnight and Weekly provision 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
5.
Source of Information
TAM Establishment Survey (ES) is a large-scale study aimed at determining the characteristics of the TV universe Information obtained via the ES are family composition, socio-economic indicators, socio-demographic indicators, TV equipment characteristics and general indicators of viewing. With a yearly update, the ES serves as a check on the TAM panel’s “representativeness” through the course of time. Area Coverage: National Urban Areas and Mega Manila 2010 Sample Size: 2,800 in NUTAM; 1,400 in MegaTAM Sampling Design: Multi-stage area probability sampling method Methodology: Face-to-Face interviews 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
6.
Source of Information
Radio Audience Measurement Radio Audience Measurement (RAM) is a study on radio listening habits of individuals 10 and up in key areas nationwide using a radio diary methodology. Survey Areas: 2005 · Mega Manila (4 quarters), Cebu (2 quarters), Davao, Legaspi, Bacolod, CDO, Baguio 2006 & 2007 · Mega Manila (4 quarters), Cebu (2 quarters), Davao (2 quarters) 2008 · Mega Manila (4 quarters) , Cebu (2 quarters), Davao (2 quarters) 2009 · Mega Manila (4 quarters) , Cebu (2 quarters), Davao (2 quarters) 2010· Mega Manila (6 months) , Cebu (1 quarter), Davao (1 quarter) Sample Size: For Mega Manila, at least 500 homes with about 2,000 individuals per area For Cebu & Davao, at least 250 homes with about 1,000 individuals per area 6 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
7.
The Changing Face
of the Filipino Consumer 7 The Page 7 Filipino Copyright © 2010 The Nielsen Company. Confidential and proprietary.
8.
Socio-economic Class The
number haven’t changed much since 2001. 84% of the entire Philippine population is still made up of the lower classes 5,622 29,629 2001 16 84 5,905 30,835 2010 16 84 ABC DE 8 Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
9.
Age Group Almost 50%
of the population is composed of the younger individuals, aged 10-29. 51% 9,752 8,238 6,578 4,715 5,969 2001 28 23 19 13 17 48% 9,692 8,168 6,945 5,242 6,694 2010 26 22 19 14 18 '10-19 20-29 30-39 40-49 50+ 9 Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
10.
Educational Attainment 50% of
the population only managed to attain secondary education, less people are actually graduating with college degrees. 107 8,988 13,641 10,454 1,620 54 0.3 2001 26 39 30 5 0.2 3 7,056 18,344 9,175 1,795 0.01 331 2010 19 50 25 5 0.9 No Schooling At least Elementary At least High School At least College Vocational Post College 10 Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
11.
Occupation The declining number
of individuals with college degrees might have been a huge factor as to why unemployment has increased drastically over the years. 2,881 1,207 1,271 8,817 6,254 9,408 4,932 2001 8 3 4 25 18 27 14 807 365 1,294 10,661 5,333 6,945 10,614 2010 0.99 4 2 29 15 19 29 Bus. /Proprietor Prof./Managers White Collar Blue Collar Housewife Student Not Gainfully Employed 11 Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
12.
Today
Newspapers Magazines Online News Portals Broadcast TV Cable TV 1980s Cinema Web TV/Video Newspapers Broadcast Radio Magazines Internet Radio Broadcast TV Outdoor/Transit Broadcast Radio Interactive Outdoor/Transit 1960s CD/DVD Player Cinema Newspapers MP3 Player/iPod Outdoor/Transit Magazines TiVo/DVR Cassette Tapes Our Media Landscape is evolving… Personal Computer Broadcast TV Walkman Notebook/Netbook Broadcast Radio VCR Cell Phone Cinema Cable TV Smart Phone/PDA Outdoor/Transit SMS/MMS Personal Computer Mobile Internet Internet Console Video Games Email PC Video Games Console Video Games MMORP Games PC Video Games Mobile Games Pagers Email Instant Messaging Cell Phone Search SMS Internet SMS 12 Podcasts Blogging Social Networks Microblogging Web 2.0 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
13.
TV is still
King 13 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
14.
Media Reach Despite the
growth of new media, at least 90% of the whole population still have their TV sets on. (%) 2008 2009 2010 95 92 91 62 65 62 62 58 58 58 58 28 30 30 16 18 15 15 18 16 7 8 9 TV (Past Radio Outdoor DVD/VCD Cinema Newspaper Magazine Internet Week) (Yesterday) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past Month) Months) Month) 14 Base: Males and Females aged 10+ across all socio- economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
15.
Typical TV Viewing
Day TV viewing registers a peak during Primetime, specifically from 8-10 pm. % of Mega Manila 10+ Population Who Tune in to TV on an Average Quarter-Hour (Tarps %) 40 35 30 25 20 15 10 5 0 NN M M M N 10 11 10 12 1 3 4 5 6 7 8 9 1 2 3 4 5 7 8 9 1 1 M 2A 6P 2A 12 TV 15 Source: Nielsen Audience Measurement June 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
16.
National Urban TV Trends
16 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
17.
National Urban: TV
Ownership • TV ownership at 94%, up by 4% vs. 2008. Luzon remains the driver of NUTAM TV ownership at 95% • Luzon is also the area with most multi-set TV homes at 25% (driven by Urban Luzon: 30%) • Visayas, having the largets E segment, has the lowest TV ownership among areas at 86% but grew vs. 2008 by 2% • Mindanao’s TV ownership at 91% - grew by 4% vs. 2008 17 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
18.
TV Ownership
NUTAM Luzon Visayas Mindanao 18 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
19.
Number of working
TV sets NUTAM Luzon Visayas Mindanao 1.4 1.4 1.5 1.4 1.2 1.2 1.2 1.2 19 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
20.
20 Copyright © 2010
The Nielsen Company. Confidential and proprietary.
21.
Cable Penetration
NUTAM Luzon Visayas Mindanao 21 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
22.
Current Cable Service
Provider NUTAM Luzon Visayas Mindanao 22 Base: Total TV Homes subscribed to cable Copyright © 2010 The Nielsen Company. Confidential and proprietary.
23.
Cable subscription type
NUTAM Luzon Visayas Mindanao 23 Base: Total TV Homes ever subscribed to cable Copyright © 2010 The Nielsen Company. Confidential and proprietary.
24.
Incidence of having
a Digibox - Cable TV NUTAM Luzon Visayas Mindanao Base: Total TV Homes subscribed to cable 24 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
25.
Reasons for subscribing
to Cable TV NUTAM Luzon Visayas Mindanao 25 Base: Total TV Homes ever subscribed to cable, Multiple Response Copyright © 2010 The Nielsen Company. Confidential and proprietary.
26.
TV Reception and
Signal Quality Information 26 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
27.
Local/ Free-to-air channels
received (claimed) NUTAM 27 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
28.
Local/ Free-to-air channels
received (claimed) Urban Luzon 28 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
29.
Local/ Free-to-air channels
received (claimed) Urban Visayas 29 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
30.
Local/ Free-to-air channels
received (claimed) Urban Mindanao 30 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
31.
Claimed Viewing Hours
(National) 31 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
32.
Claimed viewing hours
in a day – (Average) - NUTAM NUTAM Luzon Visayas Mindanao 9 hrs & 6 mins 8 hrs & 7 hrs & 54 7 hrs & 7 hrs & 6 mins 7 hrs & mins 7 hrs & 54 mins 54 mins 7 hrs & 18 mins 18 mins 12 mins 32 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
33.
Claimed viewing hours
using video peripherals in a week – (Average) - NUTAM NUTAM Luzon Visayas Mindanao 6 hrs & 18 mins 5 hrs & 18 5 hrs mins 4 hrs & 4 hrs & 3 hrs & 18 mins 3 hrs & 4 hrs 6 mins 48 mins 42 mins Base: Total TV Homes with video peripherals 33 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
34.
Claimed viewing hours
using videoke system in a week – (Average) - NUTAM NUTAM Luzon Visayas Mindanao 5 hrs 3 hrs & 3 hrs & 3 hrs & 54 mins 3 hrs & 18 54 mins 3 hrs & 2 hrs & 2 hrs & 18 mins 12 mins mins 54 mins 42 mins Base: Total TV Homes with videoke systems 34 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
35.
Incidence of out-of-home
TV viewing National Luzon Visayas Mindanao 35 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
36.
Incidence of Out-of-home
Viewing by SEC Slightly higher incidence among D and E’s 36 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
37.
Location of out-of-home
TV viewing Base: Total TV Homes 37 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
38.
Mega Manila TV
Trends 38 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
39.
Mega Manila TV
Ownership • Homes with working TV at 96%. Expanded suburbs now at par with Metro Manila in terms of TV ownership – both at 96% • Suburbs grew by 5% in TV ownership while Metro Manila was relatively steady. • Stable average number of TV sets in Mega and Metro Manila.It is in the Suburbs where 3+ TV sets grew – by 4%. • Meanwhile, cable penetration is down to 25% as Suburbs declined (13 to 11%). • Destiny Cable grew to 39% (from 21%) as Sky Cable declined. • Higher incidence of Digibox in Suburbs (14%) than Metro Manila (9%). 39 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
40.
TV OWNERSHIP TV
ownership grew more in the Suburbs and is now at 96% -- similar to Metro Manila. 100 % 93 96 95 96 96 91 80 % 60 % 40% 20% 0% 2008 2010 2008 2010 2008 2010 (expanded) (expanded) (expanded) MEGA MANILA METRO MANILA SUBURBS 40 Base: Total Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
41.
NUMBER OF WORKING
TV SETS Suburbs grew in 3+ TV sets by 4%. Steady for Metro Manila. 1.5 1.5 1.5 1.5 1.3 1.4 100% 5 10 11 12 12 10 20 80% 24 23 20 25 26 60% 3+ 2 40% 75 66 66 70 1 63 62 20% 0% 2008 2010 2008 2010 2008 2010 (expanded) (expanded) MEGA MANILA METRO MANILA SUBURBS 41 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
42.
CABLE PENETRATION
Cable penetration declined slightly, pulled down by the Suburbs. A 1% increase seen in Metro Manila. 100% 80% 65 64 60% 73 75 85 89 Without 40% Cable 20% 36 35 27 25 15 11 0% 2008 2010 2008 2010 2008 2010 (expanded) (expanded) (expanded) (expanded) MEGA MANILA METRO MANILA SUBURBS 42 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
43.
CABLE PROVIDERS
Destiny Cable grew in both Metro Manila and the Suburbs as Sky Silver declined. 100% 14 11 Others 21 16 32 Destiny 80% 25 Total Sky 21 42 61 39 60% 26 40% 58 61 45 47 42 20% 39 0% 2008 2010 2008 2010 2008 2010 (expanded) (expanded) MEGA MANILA METRO MANILA SUBURBS 43 Base: Total Cable Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
44.
INCIDENCE OF HAVING
A DIGIBOX Higher incidence of Digibox seen in the Suburbs. Base: Total Cable Homes 44 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
45.
INSTALLATION DATE About
a third had their Digibox installed more than 3 months ago. 100% 18 Can't recall 80% 36 44 More than 3 32 months ago 60% About 3 months ago 32 15 About 2 40% 32 months ago 4 About a month 6 18 ago 20% 5 13 3 Less than a 11 month ago 17 9 5 0% 2010 (expanded) 2010 2010 (expanded) MEGA MANILA METRO MANILA SUBURBS 45 Base: Total Cable Homes with Digibox Copyright © 2010 The Nielsen Company. Confidential and proprietary.
46.
TYPE OF SUBSCRIPTION
Most are subscribed to post-paid cable TV, highest number of post-paid subscribers in Suburbs 100% 2 6 7 2 2 4 6 7 80% Tapped 60% One-time payment 94 40% 86 84 Pre-paid Post-paid 20% 0% 2010 2010 2010 (expanded) (expanded) MEGA MANILA METRO MANILA SUBURBS 46 Base: Total Cable Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
47.
REASONS FOR SUBSCRIBING
TO CABLE TV People subscribe to cable TV to access more channels/programs and for clearer reception. % % % % *Multiple response % % MEGA MANILA METRO SUBURBS MANILA 47 Base: Total Cable Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
48.
TV Reception and
Signal Quality 48 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
49.
CLAIMED FREE TV
CHANNELS RECEIVED (MEGA MANILA) GMA still has highest reception in Mega Manila (Claimed); though gains also seen for ABS-CBN and TV5. 100 %98 99 95 97 92 89 89 89 2008 89 87 85 81 80 80 76 2010 % (expanded) 68 62 60 5660 56 57 % 48 40 34 % 20 % 0 % Base: Total TV Homes 49 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
50.
CLAIMED FREE TV
CHANNELS RECEIVED (METRO MANILA) GMA still has highest reception in Metro Manila (Claimed). 100 % 98 99 96 97 92 89 90 89 88 88 84 2008 85 83 80 80 2010 % 69 65 60 63 60 60 52 % 48 40 37 % 20 % 0 % Base: Total TV Homes 50 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
51.
CLAIMED FREE TV
CHANNELS RECEIVED (SUBURBS) ABS-CBN grew in claimed reception in the Suburbs; Now tied at 98% with GMA. 100 % 98 98 98 94 92 90 89 2008 90 89 86 85 2010 80% 76 76 72 (expanded) 65 60 53 56 56 % 50 48 40 40 30 % 20 % 0 % Base: Total TV Homes 51 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
52.
CLAIMED CABLE CHANNELS
RECEIVED (MEGA MANILA) – Top 10 ANC and HBO are still the top cable channels received in Mega Manila. % % % % % % 52 Base: Total current subscribers of cable TV Copyright © 2010 The Nielsen Company. Confidential and proprietary.
53.
Claimed Viewing Hours
(Mega Manila) 53 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
54.
NO. OF HOURS
IN A DAY SPENT ON WATCHING TV (Claimed) – Average Claimed viewing hours declined vs. 2008 in all areas: Mega (-0.5), Metro Manila (-0.4) and highest in the Suburbs (-0.6) 8 hrs & 8 hrs & 7 hrs & 24 mins 8 hrs 7 hrs & 6 mins 36 mins 42 mins 7 hrs & 6 mins MEGA MANILA METRO SUBURBS MANILA 54 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
55.
NO. OF HOURS
IN A WEEK SPENT ON VIDEO PERIPHERALS (Claimed) – Average Claimed viewing hours spent on video watching declined by -2.4 Largest declined in the suburbs 7 hrs & 6 mins 6 hrs & 6 mins 5 hrs & 36 mins 3 hrs & 3 hrs & 42 3 hrs & 42 mins mins 42 mins MEGA MANILA METRO SUBURBS MANILA 55 Base: Total TV Homes with video peripherals Copyright © 2010 The Nielsen Company. Confidential and proprietary.
56.
NO. OF HOURS
IN A WEEK SPENT ON VIDEOKE SYSTEM (Claimed) – Average Claimed viewing hours spent on videoke increased in the Suburbs (+1.1) but declined in Metro Manila (-0.8) 4 hrs & 48 mins 3 hrs & 4 hrs 3 hrs & 48 mins 3 hrs & 3 hrs & 12 42 mins 30 mins mins MEGA MANILA METRO SUBURBS MANILA 56 Base: Total TV Homes with videoke system Copyright © 2010 The Nielsen Company. Confidential and proprietary.
57.
INCIDENCE OF OUT-OF-HOME
TV VIEWING Lower incidence of out-of-home TV viewing in the Suburbs. % % % % % % 57 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
58.
Incidence of Out-of-home
viewing by SEC Out-of-home viewing much higher among E segment. 100 80 60 40 20 16 9 9 5 0 AB C1 C2 D E 58 Base: Total TV Homes Copyright © 2010 The Nielsen Company. Confidential and proprietary.
59.
LOCATION OF OUT-OF-HOME
TV VIEWING (METRO MANILA) Very few out-of-home viewers watched TV in public places, most at someone else’s house. % % % % % % Base: Out-of-home TV viewers *Multiple response 59 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
60.
LOCATION OF OUT-OF-HOME
TV VIEWING (SUBURBS) Approximately 9 out of 10 out-of-home viewers watched TV at someone else’s house, very few in public places or in transit. % % % % % % Base: Out-of-home TV viewers 60 *Multiple response Copyright © 2010 The Nielsen Company. Confidential and proprietary.
61.
LOCATION OF OUT-OF-HOME
TV VIEWING (MEGA MANILA) Almost 8 out of 10 who watched TV out-of-home did so at someone else’s house. % % % % % % Base: Out-of-home TV viewers 61 *Multiple response Copyright © 2010 The Nielsen Company. Confidential and proprietary.
62.
Incidence of Viewing
at Someone Else's House per Market by SEC Among out-of-home viewers, most say they watch at someone else’s home. 100 91 80 73 71 68 60 40 20 0 AB C1 C2 D E 62 Base: Out-of-home Viewers Copyright © 2010 The Nielsen Company. Confidential and proprietary.
63.
Radio on the Go!
63 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
64.
Media Reach
2008 2009 2010 95 92 91 62 65 62 62 58 58 58 58 28 30 30 16 18 15 15 18 16 7 8 9 TV (Past Radio Outdoor DVD/VCD Cinema Newspaper Magazine Internet Week) (Yesterday) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past Month) Months) Month) 64 Base: Males and Females aged 10+ across all socio- economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
65.
Radio complements TV
as an advertising channel % of Mega Manila 10+ Population Who Tune in to TV/Radio on an Average Quarter-Hour (Tarps %) 40 35 30 25 20 15 10 5 0 NN M M M N 10 11 10 12 1 3 4 5 6 7 8 9 1 2 3 4 5 7 8 9 1 1 M 2A 6P 2A 12 Radio TV 65 Source: Radio Audience Measurement June 2010 TV Audience Measurement June 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
66.
0
5 10 15 20 25 00:00 - 00:15 00:45 - 01:00 01:30 - 01:45 02:15 - 02:30 03:00 - 03:15 03:45 - 04:00 04:30 - 04:45 05:15 - 05:30 Mega Manila 2010 06:00 - 06:15 06:45 - 07:00 07:30 - 07:45 08:15 - 08:30 09:00 - 09:15 09:45 - 10:00 10:30 - 10:45 Radio Shape of the Day 11:15 - 11:30 12:00 - 12:15 12:45 - 13:00 13:30 - 13:45 14:15 - 14:30 15:00 - 15:15 15:45 - 16:00 16:30 - 16:45 17:15 - 17:30 18:00 - 18:15 18:45 - 19:00 19:30 - 19:45 20:15 - 20:30 21:00 - 21:15 Today 21:45 - 22:00 22:30 - 22:45 23:15 - 23:30 66 Source: RAM Mega Manila S8 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
67.
Time Spent Listening
Total AM FM 12 11 10 9 8 7 6 11 5 9 11 4 3 2 1 67 Source: RAM Mega Manila S8 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
68.
Profile of Radio
Listeners Q22010 Radio Module Mega Manila ♀♂ Gender Age 18 17 50+ 50 50 14 17 Female 40-49 19 22 30-39 22 22 20-29 50 Male 50 26 23 '10-19 All People Radio Listener ₧Class Eco All People Radio Listener 14 E 26 D 60 C2 58 C1 C1,3 C1,5 18 AB AB,2 11 AB,3 All People Radio Listener 68 Base: All People 10+ Source: National Media Index Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
69.
RAM in Key
Cities 69 Title of Presentation Copyright © 2010 The Nielsen Company. Confidential and proprietary.
70.
Luzon
Early Morning Morning Noon Afternoon Evening 70 TARP% 60 50 40 30 20 10 0 2AM 2AM 5 8 2 5 8 11 11 Mega Manila Baguio Dagupan Laoag Tuguegarao Naga Lucena Legaspi Vigan 70 RAM Key Cities Mega Manila 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
71.
Visayas
Early Morning Morning Noon Afternoon Evening 70 TARP% 60 50 40 30 20 10 0 2AM 2AM 5 8 2 5 8 11 11 Bacolod Cebu Dumaguete Iloilo Tacloban 71 RAM Key Cities Mega Manila 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
72.
Mindanao
Early Morning Morning Noon Afternoon Evening 70 TARP% 60 50 40 30 20 10 0 2AM 2AM 5 8 2 5 8 11 11 CDO Davao GenSan Zamboanga 72 RAM Key Cities Mega Manila 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
73.
Print is Challenged
73 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
74.
Media Reach
2008 2009 2010 95 92 91 62 65 62 62 58 58 58 58 28 30 30 16 18 15 15 18 16 7 8 9 TV (Past Radio Outdoor DVD/VCD Cinema Newspaper Magazine Internet Week) (Yesterday) (Past Week) (Past (Past 6 (Yesterday) (AIR) (Past Month) Months) Month) 74 Base: Males and Females aged 10+ across all socio- economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
75.
Newspaper reading in
Taiwan & Philippines is generally on a downward trend. 100 % 90 80 70 60 50 40 30 20 10 0 0 1 2 3 4 5 6 7 8 9 '0 '0 '0 '0 '0 '0 '0 '0 '0 '0 Sin Tai Msia HK Thai Phil Indo Aus NZ 75 Source : Nielsen Media Research & Nielsen Panorama (Aus & NZ). AIR Yesterday Reading Copyright © 2010 The Nielsen Company. Confidential and proprietary.
76.
Magazine readership in
Australia & New Zealand is at least 2 times more than Asia markets % 100 90 80 70 60 50 40 30 20 10 0 0 1 2 3 4 5 6 7 8 9 '0 '0 '0 '0 '0 '0 '0 '0 '0 '0 Sin Tai Msia HK Thai Phil Indo Aus NZ 76 Source : Nielsen Media Research & Nielsen Panorama (Aus & NZ). Note : Phi no survey in Y2005 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
77.
Reasons For Not
Reading Broadsheet P12 Mos. Why have you not read any broadsheets in the past 12 months? n=2447 Prefers TV 19 21 • availability of other media 5 Do not Like To Read Newspaper 5 5 NotMy Priority 4 • needs to develop the habit of reading 6 NoTime To Read 6 4 Price Is An Issue 3 • affected during times of crisis 2 Prefers Radio 2 1 None In My Family Reads 1 3 No Available Newspaper In The Area 2 2010 Q2 Prefers Internet 1 2010 Q1 0 77 Base: All People 10+ , Non-broadsheet readers in the past 12 months Source: Nielsen Media Index 2010 Q2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
78.
Newspaper Readership (AIR)
Radio Module 70 60 50 40 36 2008 32 32 2009 29 30 26 2010 24 23 20 20 18 15 13 11 10 0 Mega Manila Metro Manila Cebu Davao 78 Base: All People 10+ Source: Media Index 2008-2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
79.
Magazine Readership (AIR)
Radio Module 30 20 18 16 2008 14 2009 13 12 2010 10 9 7 7 6 5 5 3 0 Mega Manila Metro Manila Cebu Davao 79 Base: All People 10+ Source: Media Index 2008-2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
80.
Q22010 Profile of Broadsheets
Readers Read Yesterday ♀♂ Gender Age 18 24 50+ 40 50 14 Female 11 40-49 19 30 30-39 23 60 20-29 50 Male 21 27 '10-19 15 All People B. Readers ₧Class Eco All People B. Readers 10 E 26 D 49 C2 58 C1 23 C1,4 12 AB AB,1 11 7 80 All People B. Readers Base: All People 10+ Source: National Media Index Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
81.
Broadsheets Section Read
Yesterday Filipinos still turn to newspapers for the latest headlines and news updates. – Frontpage, the most important section of a newspaper, receives the widest readership followed by counterpart, local and foreign news. Front Page 6 Local News 6 Foreign News 5 Sports 4 Editorial/Columns 4 Lifestyles/Features 4 Entertainment/Comics 3 Business 3 Classified Ads 2 Obituary 1 0 10 20 30 In Percent 81 Base: All People 10+ Source: National Media Index Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
82.
Q22010 Profile of Tabloid
Readers Read Yesterday ♀♂ Gender Age 18 20 50+ 39 50 14 Female 17 40-49 19 25 30-39 23 61 20-29 50 Male 21 27 '10-19 17 All People T. Readers ₧Class Eco All People T. Readers 26 20 E D 58 C2 58 C1 C1,4 C1,4 16 AB AB,1 11 AB,2 82 All People T. Readers Base: All People 10+ Source: National Media Index Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
83.
Q22010 Profile of Magazine
Readers Past Year ♀♂ Gender Age 18 12 50+ 13 50 14 56 Female 40-49 20 19 30-39 27 23 20-29 50 Male 44 27 28 '10-19 All People M. Readers ₧Class Eco All People M. Readers 15 E 26 D 57 C2 58 C1 C1,4 18 AB AB,1 11 AB,4 7 83 All People M. Readers Base: All People 10+ Source: National Media Index Q2 2010 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
84.
Out of Home (OOH)
stays put 84 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
85.
Filipinos are becoming
Mobile… More than a fourth of the Metro Manila population are working… This segment are more likely to be exposed to Out-of-Home Media. TV 94 Billboards/Posters 60 Radio 60 Newspapers 34 Working 36% Mall/Supermarket Ads 22 Magazines 22 Bus Ads 15 LCD TV Ads 12 Non-Working Taxi Ads 11 64% Train Ads 7 85 Source: Media Index Q2 2010 Source: All People 10+ Metro Manila Copyright © 2010 The Nielsen Company. Confidential and proprietary. Source: Radio Audience Measurement M6 2010
86.
Total OOH Profile
(Past Week) Gender Age Group 18 15 50 49 50 up 15 Female 14 40-49 19 20 30-39 22 24 20 to 29 Male 50 51 10 to 26 26 19 TOTAL Saw OOH in Past TOTAL Saww OOH in Past Week Week 86 Base: All People, 10+ Source: Media Index 2010 Q2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
87.
Total OOH Profile
(Past Week) Educational Attainment Occupation 1 2 Post College 5 6 24 29 Not Employed 25 Vocational 28 Student 20 19 Atleast College 1 1 50 Retired/Pensioner 13 49 15 Atleast High School Housewife Atleast 41 Elementary 19 16 36 Employed All People 13+ Saw OOH in Past Week All People 13+ Saw OOH in Past87 Week Base: All People, 10+ Source: Media Index 2010 Q2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
88.
Train Travel Study
88 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
89.
Total Station Profile
Age Group Gender 27 30 40+ 38 50 53 50 53 Female 60 30 to 39 27 19 37 20 to 29 26 31 Male 37 47 50 47 15 to 19 27 40 24 15 6 6 0 TOTAL MRT LRT1 LRT2 TOTAL MRT LRT1 LRT2 89 Source: Nielsen-Trackworks/MPAS MRT & LRT Study Copyright © 2010 The Nielsen Company. Confidential and proprietary.
90.
Total Station Profile
Occupation Educational Attainment 0 0 0 0 Don't 7 7 4 12 12 10 9 4 16 Know/Refused 2 1 2 7 Vocational Not Employed 20 41 Post Grad Level 30 60 63 63 College Level Student 71 High School 81 Level 67 Elementary 53 Level Working 49 No Schooling 26 31 30 13 1 1 4 0 0 0 0 0 TOTAL MRT LRT1 LRT2 TOTAL MRT LRT1 LRT2 90 Source: Nielsen-Trackworks/MPAS MRT & LRT Study Copyright © 2010 The Nielsen Company. Confidential and proprietary.
91.
Online on The Rise!
91 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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