Philippines ad market grew 20%

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Manila -- The Philippines' advertising industry grew by nearly 20% during the first three quarters of 2000, raising total expenditures to $867 million, according to the latest ACNielsen AdEx figures. However, it may be due mostly to inflation rather than real growth as the total spots and inserts placed during the first three quarters were slightly less than that of the same period in 1999. TV remains the most aggressive medium, capturing 67% of the market. Overall, there was no change among the top three advertising industry sectors. Telecommunications remained at the top with ad spending of around $64 million. Hair care products ranked second, with considerable growth of 43% to $57 million, while food products held on to third place.

"Competition among leading multinational manufacturers such as Unilever, Nestle and Procter & Gamble Co. is still apparent," says Bienvenido Niles, ACNielsen's managing director, Southeast Asia. Unilever grew its advertising expenditures by more than 50% to $79 million, followed by Nestle with a 26% increase, while P&G reduced its expenditure around 14% to $37.8 million. Among brands, San Miguel Beer is now the most advertised product, ahead of a new shampoo entry from Vaseline and a Sunsilk shampoo in third place.

Copyright January 2001, Crain Communications Inc.

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