2019 Media Trends

Presented to Philippine Association

of National Advertisers (PANA)

Jay G. Bautista

27 June 2019

The Media Consumption

of the People of Today

1

3

Media Habits Survey

Area CoverageUrban and Rural Philippines

Sample Size10,000 individuals aged 13 years old and above across

all socio-economic classes

MethodologyFace to face interviews using structured questionnaire

SamplingMulti-stage probability sampling

88%

47%

23%

27%

9%

18%

43%

35%

2%

52%

56%

2018 2016

Access to Media

4

Total Philippines

Source: Kantar Media Habits Survey 2018

Base: All Individuals 13+

Media Habits Survey

Own TV Set

With DTT / Cable / Satellite TV

DTT

Cable / Satellite TV

Cable TV

Satellite TV

With Digital TV connection

Own Video Player

Own Game Console

Own Radio / Stereo

Can access Internet at home

Usage Recency

Total Philippines

Source: Kantar Media Habits Survey 2018

Base: All Individuals 13+

(*%) – Less than 1%

Media Habits Survey

10%

6%

3%

1%

13%

8%

5%

3%

8%

4%

2%

1%

14%

3%

1%

*%

Television Radio Internet

Magazine CinemaTabloidBroadsheet

95%

59%

55%

Usage Frequency & Time Spent – TV, Radio, and Internet

Total Philippines

Base: Individuals 13+

Base: Individuals 13+ who use (media) at least once a month

(For TV – Own TV set at home)

73.2MM

45.4MM

42.2MM

Monthly UsageIndividuals 13+

FrequencyAverage Days a Week

Time SpentAverage Hours a Day

4.9

2.5

3.7

Media Habits Survey

6.4

4.9

5.6

The TV and Internet Co-Existence

2

Cross Media Usage

8

Shape of the Day

Source: Kantar Cross Media Audience Measurement

Urban Philippines; Individuals 13+

January to December 2018; AvRch(%)

0

10

20

30

40

AvR

ch

%

TV Only Internet Only Both

Cross Media Audience Measurement

Total Internet provides a 9.6% incremental reach on

Total TV.

People have always talked about TV with

friends and family, and Twitter extends

these conversations outside the living

room.

Twitter friendly shows that encourage

tweets during the broadcast or have a

younger, evangelical audience for

example, can punch above their weight,

thereby distorting overall perceptions.

Andy Brown

CEO & Chairman, Kantar, Media Division

Kantar Social TV Ratings

Twitter /

Facebook /

Instagram App

Kantar API Kantar Social

TV Ratings

Instar Social

Number of Tweets x TV Ratings (Per Broadcast)

11

NBA Finals 2019

Source: Kantar Social TV Ratings, The Philippines, 2019

Data collected from broadcast window only.

*Average viewers for all broadcasts aired by ABS-CBN, Basketball TV, and ABS-CBN Sports + Action

TV Ratings based on Kantar Urban-Rural Television Audience Measurement (Ind 13+) data

0

500

1,000

1,500

2,000

2,500

3,000

3,500

0

5,000

10,000

15,000

20,000

25,000

Game 1(May 31)

Game 2(June 3)

Game 3(June 6)

Game 4(June 8)

Game 5(June 11)

Game 6(June 14)

Rtg

(000)*

Nu

mb

er

of

Tw

eets

Golden State Warriors vs. Toronto Raptors

Tweets Rtg (000)

Kantar Social TV Ratings

Number of Tweets x TV Ratings (Minute by Minute)

12

NBA Finals 2019 Game 6, 08:58 to 11:50AM, ABS-CBN

Source: Kantar Social TV Ratings, The Philippines, 2019

Data collected from broadcast window only.

TV Ratings based on Kantar Urban-Rural Television Audience Measurement (Ind 13+) data

0

2,000

4,000

6,000

8,000

10,000

12,000

0

200

400

600

800

1,000

1,200

1,400

8:5

8

9:0

2

9:0

6

9:1

0

9:1

4

9:1

8

9:2

2

9:2

6

9:3

0

9:3

4

9:3

8

9:4

2

9:4

6

9:5

0

9:5

4

9:5

8

10:0

2

10

:06

10

:10

10

:14

10

:18

10

:22

10

:26

10

:30

10

:34

10

:38

10

:42

10

:46

10

:50

10

:54

10

:58

11

:02

11

:06

11

:10

11

:14

11:1

8

11

:22

11

:26

11

:30

11

:34

11

:38

11

:42

11

:46

11:5

0

Rtg

(00

0)

Nu

mb

er

of

Tw

eets

Number of Tweets Rtg(000)

Kantar Social TV Ratings

The peak moment of interaction occurred at

11:49AM with 1,181 Tweets sent in just one minute!

The Toronto Raptors make history as they claim their

first-ever NBA championship.

20.8% of the Tweets generated during the

whole broadcast window were of positive

sentiment.

Communicating With Your Audiences

With The New Order

3

14

Area CoverageUrban and Rural Philippines

Dimension 2019

CoverageUnited States | United Kingdom |

Brazil | France | China

Sample Size5,000 connected consumers aged 18

years old and above

58 industry practitioners – regional

and global leaders, representing all

parts of the industry

Brands are walking a tightrope

Your products, performance and values are subject to constant scrutiny and discussion.

Base: 5,000 connected consumers.

Source: Kantar DIMENSION study 2019

44%say their opinions of brands are

influenced by what they read

about them in articles online.

admit they are influenced by

the online comments and

reviews of others.

39%

It takes 20 years to build a

reputation and a few minutes

of cyber incident to ruin it.

Stéphane Nappo

Global Chief Information Security Officer,

Société Générale

#ShopeeBlackpinkinMNL

16

June 3 to 9, 2019

Source: Kantar Social TV Ratings (Social Buzz), The Philippines, 2019

0 14 11

6,585

3,384

46238

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

03June

04June

05June

06June

07June

08June

09June

Nu

mb

er

of

Tw

eets

Shopee (Day by Day)

Totals #ShopeeScam

When managing bad publicity offline wins on credibility

Using a mix of online and offline channels, brands can combine

authenticity with immediacy and urgency

believe news, articles

and features online

are a good way for

brands to combat

negative publicity

believe news,

articles and

features in print

are a good way for

brands to combat

negative publicity

Base: 5,000 connected consumers.

Source: Kantar DIMENSION study 2019

36%

28%

Where do consumers go for brand information?

Offline and online media forms both have a role to play as information sources on brands.

72

53

4442

3127

2521

9

Base: 5,000 connected consumers.

Source: Kantar DIMENSION study 2019

19

Area CoverageUrban and Rural Philippines

Winning in the Age of

Authenticity

Access the full report here:

https://www.kantarmedia.com/dimension

About Kantar

Kantar is the world’s leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, our 30,000 people help the world’s leading organizations succeed and grow.