One Nielsen Press Briefing, 28 March 2011

The Philippine Media Landscape

Presented by:

Jay BautistaExecutive DirectorNielsen Media

One Nielsen Industry PresentationOctober 15, 2010

2

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Overview

• Source of Information• The Filipino Audience• Evolving Media Platforms

TV is Still KingRadio On The Go Print is Challenged Out of Home Stays PutOnline on The RiseMobile for All

3


Source of InformationMedia 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

4


Source of InformationNielsen 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 homesNUTAM Data since 2006; 2,005 panel homesMCTAM Data since 2006; 1,740 panel homes

Software: Arianna Data Availability: Overnight and Weekly provision

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 Manila2010 Sample Size: 2,800 in NUTAM; 1,400 in MegaTAMSampling Design: Multi-stage area probability sampling methodMethodology: Face-to-Face interviews

6


Source of InformationRadio 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 areaFor Cebu & Davao, at least 250 homes with about 1,000 individuals per area

7

Copyright © 2010 The Nielsen Company. Confidential and proprietary.The

Filipino Consumer

The Changing Face of the Filipino Consumer

8


16 84

16 84

2001

2010

ABC DE

Socio-economic Class

5,622 29,629

Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010

5,905 30,835

The number haven’t changed much since 2001. 84% of the entire Philippine population is still made up of the lower classes

9


Age Group

28 23 19

19

13

14

17

1826 22

2001

2010

'10-19 20-29 30-39 40-49 50+

9,752 8,238 6,578 4,715 5,969

51%

48%9,692 8,168 6,945 5,242 6,694


Almost 50% of the population is composed of the younger individuals, aged 10-29.

10


Educational Attainment

26 39

50

30

25

5

5

0.3

0.0119

0.2

0.9

2001

2010

No Schooling At least Elementary At least High School At least College Vocational Post College

8,988 13,641107 10,454 1,620

54

331

7,056 18,344 9,175 1,7953


50% of the population only managed to attain secondary education, less people are actually graduating with college degrees.

11


3 4

4

25

29

18

15

27

19

14

29

8

0.992

2001

2010

Bus. /Proprietor Prof./Managers White Collar Blue CollarHousewife Student Not Gainfully Employed

Occupation

80710,661365 6,945 10,6141,294 5,333

1,207 8,8172,881 9,408 4,9321,271 6,254


The declining number of individuals with college degrees might have been a huge factor as to why unemployment has increased drastically over the years.

12


1980sNewspapersMagazines

Broadcast TVBroadcast Radio

CinemaOutdoor/TransitCassette Tapes

WalkmanVCR

Cable TVPersonal Computer

InternetEmail

Console Video GamesPC Video Games

PagersCell Phone

SMS

1960sNewspapersMagazines

Broadcast TVBroadcast Radio

CinemaOutdoor/Transit

TodayNewspapersMagazines

Online News PortalsBroadcast TV

Cable TVCinema

Web TV/VideoBroadcast Radio

Internet RadioOutdoor/Transit

Interactive Outdoor/TransitCD/DVD Player

MP3 Player/iPodTiVo/DVR

Personal ComputerNotebook/Netbook

Cell PhoneSmart Phone/PDA

SMS/MMSMobile Internet

Console Video GamesPC Video GamesMMORP GamesMobile Games

EmailInstant Messaging

SearchInternet SMS

PodcastsBlogging

Social NetworksMicroblogging

Web 2.0

Our Media Landscape is evolving…

13


TV is still King

14


95

62 62 58

16 157

28

92

65 62 58

18 188

30

91

58 58

15 169

30

TV (PastWeek)

Radio(Yesterday)

Outdoor(Past Week)

DVD/VCD(Past

Month)

Cinema(Past 6

Months)

Newspaper(Yesterday)

Magazine(AIR)

Internet(Past

Month)

2008 2009 2010

Media Reach

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines

(%)

Despite the growth of new media, at least 90% of the whole population still have their TV sets on.

Source: Nielsen Media Index 2008-2010

15


0

5

10

15

20

25

30

35

40

TV

% of Mega Manila 10+ Population Who Tune in to TV on an Average Quarter-Hour (Tarps %)

Typical TV Viewing Day

Source: Nielsen Audience Measurement June 2010

TV viewing registers a peak during Primetime, specifically from 8-10 pm.

16


National Urban TV

Trends

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

18


9094

91

8486 87

91

95

2008 2010 2008 2010 2008 2010 2008 2010

Luzon Visayas Mindanao

TV Ownership

NUTAM

TV ownership grew across areas

19


74 73 7182 83 81 84

19 21 19 14 12 15 117 8 8 5 4 5

75

19

46

0

20

40

60

80

100

2008 2010 2008 2010 2008 2010 2008 2010

1 TV set working 2 TV sets working 3 or more


Steady average number of TV sets

Base: Total TV Homes

Number of working TV sets

1.4 1.4 1.5 1.4 1.2 1.2 1.2 1.2

NUTAM

20


Steady cable penetration (21%). Mindanao has lowest cable incidence at 12% of TV homes.

Wider channel selection and more programs were cited as reasons for current cable subscription.

Of cable homes, only 9% have digiboxes installed within their homes. Most installations were older than 3 months.

Having largest E segment, about 20% of cable homes in Urban Visayas claim that their connection is tapped.

Destiny Cable grew from 15% to 32% in Luzon as Sky and other Cable Providers declined.

21


78 76 78 80 81 86 88

22 21 24 19 14 12

79

22 20

0

20

40

60

80

100

2008 2010 2008 2010 2008 2010 2008 2010

Free-to-air / Aerial Cable TV

NUTAM Luzon Visayas Mindanao

Steady cable penetration vs. 2008


Cable Penetration

22


48 50 44 42 46

23 29

1227 15

6

24

44

32

1

5740

29

7177

3548

0

20

40

60

80

100

2008 2010 2008 2010 2008 2010 2008 2010

Total Sky Destiny Others


Destiny Cable grew vs. 2008 driven by Luzon and Visayas as Sky Gold Decreased; Other Providers declined in all areas

Base: Total TV Homes subscribed to cable

Current Cable Service Provider

NUTAM

23


8672

96

5 5

6

47 6

87

3

22 19

0

20

40

60

80

100

Post-paid/monthly billing Pre-paid (through prepaid cardsOne-time payment (annual) Tapped (nakikigamit)


Among current subscribers, about 90% chose the post-paid/monthly billing payment scheme to acquire cable TV

Base: Total TV Homes ever subscribed to cable

Cable subscription type

24



Less than 10% of cable subscribers have digital box, Highest incidence in Urban Visayas

9 8

14

7

0

5

10

15

20

Base: Total TV Homes subscribed to cable

Incidence of having a Digibox - Cable TV

25


72 6791

92 92 94

8

71

91

8 8 51 1 2

0

20

40

60

80

100

QUALITY OF RECEPTION (NET) CHANNEL PROGRAMS (NET)

PRICE/ ECONOMY (NET) NO COMMENT

Majority subscribe to Cable TV for wider channel selection and more programs

Base: Total TV Homes ever subscribed to cable, Multiple Response

Reasons for subscribing to Cable TV


26


TV Reception and Signal Quality Information

27


NUTAMBase: Total TV Homes

Local/ Free-to-air channels received (claimed)

ABS-CBN slightly grew vs. 2008; GMA steady

28


Urban LuzonBase: Total TV Homes


GMA and ABS-CBN both grew vs. 2008

29


Urban VisayasBase: Total TV Homes


In Visayas, only ABS-CBN improved; GMA steady at 95%

30


Urban MindanaoBase: Total TV Homes


ABS-CBN at 100%; GMA down by 5% in Urban Mindanao

31


Claimed Viewing Hours (National)

32



8.17.3

7.9

9.1

7.37.9 7.9

7.2

0

2

4

6

8

10

2008 2010 2008 2010 2008 2010 2008 2010

Claimed viewing hours in a day – (Average) - NUTAM


Claimed viewing hours declined in Luzon and Visayas vs. 2008. Stable for Mindanao.

8 hrs & 6 mins 7 hrs &

18 mins


12 mins

9 hrs & 6 mins

7 hrs & 18 mins

7 hrs & 54 mins

7 hrs & 54 mins

33



5.04.1

5.34.3

3.7 4.0

6.3

3.8

0

2

4

6

8

10

2008 2010 2008 2010 2008 2010 2008 2010

Claimed viewing hours using video peripherals in a week – (Average) - NUTAM

Base: Total TV Homes with video peripherals

Only Mindanao increased in video peripheral use vs. 2008 (+2.3 hours in a week); Luzon and Visayas declined.

5 hrs4 hrs &

6 mins

5 hrs & 18 mins

3 hrs & 48 mins

4 hrs & 18 mins

3 hrs & 42 mins

6 hrs & 18 mins

4 hrs

34



3.23.9

3.3 2.9

5.0

2.73.3

3.9

0

2

4

6

8

10

2008 2010 2008 2010 2008 2010 2008 2010

Claimed viewing hours using videoke system in a week – (Average) - NUTAM

Base: Total TV Homes with videoke systems

Growth in videoke “singing” vs. 2008, highest increased in Urban Visayas

3 hrs & 12 mins

3 hrs & 54 mins 3 hrs & 18

mins


54 mins

5 hrs

3 hrs & 18 mins2 hrs &

42 mins

35


297 80

20

40

60


Around 6% claim they watch TV outside the home

Incidence of out-of-home TV viewing

National Luzon Visayas Mindanao

36


4 712

40

20

40

60

AB C1 C2 D EBase: Total TV Homes

Incidence of Out-of-home Viewing by SEC

Slightly higher incidence among D and E’s

37


80

126 9

0

20

40

60

80

100

At someone else's home In public transportationIn public places (such as restaurants, bars, etc.) In the office/in your workplaceAt school

When not at home, most watch TV at someone else’s place


Location of out-of-home TV viewing

38


Mega Manila TV Trends

39


• 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%).

• Higher incidence of Digibox in Suburbs (14%) than Metro Manila (9%).

• Destiny Cable grew to 39% (from 21%) as Sky Cable declined.

Mega Manila TV Ownership

40


TV ownership grew more in the Suburbs and is now at 96% -- similar to Metro Manila.

TV OWNERSHIP

93 96 95 9691

96

0

20

40

60

80

100

2008 2010 (expanded)

2008 2010 2008 (expanded)

2010 (expanded)

MEGA MANILA METRO MANILA SUBURBSBase: Total Homes

%

%

%

%

%

%

41


Suburbs grew in 3+ TV sets by 4%. Steady for Metro Manila.

66 66 63 6275 70

24 23 25 26

2020

10 11 12 12 5 10

0%

20%

40%

60%

80%

100%

2008 2010(expanded)

2008 2010 2008 2010(expanded)

3+

2

1

1.41.5 1.5 1.3

MEGA MANILA METRO MANILA SUBURBS

NUMBER OF WORKING TV SETS

1.5 1.5


42


2008 (ex-

panded)

2010 (ex-

panded)

2008 2010 2008 (ex-

panded)

2010 (ex-

panded)

0%

20%

40%

60%

80%

100%

27 25 35 3615 11

73 75 65 6485 89

Without CableWith Cable

CABLE PENETRATION


Cable penetration declined slightly, pulled down by the Suburbs.A 1% increase seen in Metro Manila.


43


5845

6147

39 42

2139

2542

26

14

61

32

111621

0%

20%

40%

60%

80%

100%

2008 2010(expanded)

2008 2010 2008 2010(expanded)

Others

Destiny

Total Sky


CABLE PROVIDERS

Base: Total Cable Homes

Destiny Cable grew in both Metro Manila and the Suburbs as Sky Silver declined.

44


Higher incidence of Digibox seen in the Suburbs.

INCIDENCE OF HAVING A DIGIBOX


45


9 517

1311

18

15

3644

18

3

65

4

32

3232

0%

20%

40%

60%

80%

100%

2010 (expanded) 2010 2010 (expanded)

Can't recall

More than 3months ago

About 3months ago

About 2months ago

About a monthago

Less than amonth ago

INSTALLATION DATE

About a third had their Digibox installed more than 3 months ago.

Base: Total Cable Homes with Digibox


46


TYPE OF SUBSCRIPTION

0%

20%

40%

60%

80%

100%

86 84 94

6 742 2

6 7 2

Tapped

One-time payment

Pre-paid

Post-paid


Most are subscribed to post-paid cable TV, highest number of post-paid subscribers in Suburbs


47


REASONS FOR SUBSCRIBING TO CABLE TVPeople subscribe to cable TV to access more channels/programs and for clearer reception.

MEGA MANILA METRO MANILA

SUBURBS

*Multiple response


%

%

%

%

%

%

48


TV Reception and Signal Quality

49


GMA still has highest reception in Mega Manila (Claimed); though gains also seen for ABS-CBN and TV5.

98 9589 89 89

8581

56

68

56 57

99 9792

89 87

76 80

6062

48

34

0

20

40

60

80

1002008

2010 (expanded)

CLAIMED FREE TV CHANNELS RECEIVED (MEGA MANILA)


%

%

%

%

%

%

50


98 96

8889 89

85 84

60

69

6052

99 97

92 90 8880 83

63 65

48

37

0

20

40

60

80

1002008

2010


CLAIMED FREE TV CHANNELS RECEIVED (METRO MANILA)

GMA still has highest reception in Metro Manila (Claimed).

%

%

%

%

%

%

51


ABS-CBN grew in claimed reception in the Suburbs; Now tied at 98% with GMA.

9894

9090 89 86

76

53

65

50

40

98 9892 89

85

7276

56 5648

30

0

20

40

60

80

1002008

2010 (expanded)

CLAIMED FREE TV CHANNELS RECEIVED (SUBURBS)


%

%

%

%

%

%

52


ANC and HBO are still the top cable channels received in Mega Manila.

CLAIMED CABLE CHANNELS RECEIVED (MEGA MANILA) – Top 10

Base: Total current subscribers of cable TV

%

%

%

%

%

%

53


Claimed Viewing Hours (Mega Manila)

54


NO. OF HOURS IN A DAY SPENT ON WATCHING TV (Claimed) – Average


8.17.6

8.47.7

7.18.0

0

2

4

6

8

10

2008 2010 2008 2010 2008 2010

SUBURBSMEGA MANILA METRO MANILA

Claimed viewing hours declined vs. 2008 in all areas:Mega (-0.5), Metro Manila (-0.4) and highest in the Suburbs (-0.6)


36 mins

8 hrs & 24 mins 8 hrs

7 hrs & 6 mins

7 hrs & 42 mins

55


NO. OF HOURS IN A WEEK SPENT ON VIDEO PERIPHERALS (Claimed) – Average

Base: Total TV Homes with video peripherals

6.1

3.7

5.6

7.1

3.73.7

0

2

4

6

8

10

2008 2010 2008 2010 2008 2010


Claimed viewing hours spent on video watching declined by -2.4Largest declined in the suburbs

6 hrs & 6 mins

3 hrs & 42 mins

5 hrs & 36 mins

3 hrs & 42 mins

3 hrs & 42 mins

7 hrs & 6 mins

56


NO. OF HOURS IN A WEEK SPENT ON VIDEOKE SYSTEM (Claimed) – Average

Base: Total TV Homes with videoke system

3.8 3.54.0 3.7

4.8

3.2

0

2

4

6

8

10

2008 2010 2008 2010 2008 2010


Claimed viewing hours spent on videoke increased in the Suburbs (+1.1) but declined in Metro Manila (-0.8)


30 mins

4 hrs3 hrs & 12

mins

4 hrs & 48 mins3 hrs &

42 mins

57


Lower incidence of out-of-home TV viewing in the Suburbs.

INCIDENCE OF OUT-OF-HOME TV VIEWING


%

%

%

%

%

%

58


9 5 916

0

20

40

60

80

100

AB C1 C2 D E

Incidence of Out-of-home viewing by SEC


Out-of-home viewing much higher among E segment.

59


Very few out-of-home viewers watched TV in public places, most at someone else’s house.

LOCATION OF OUT-OF-HOME TV VIEWING (METRO MANILA)

*Multiple responseBase: Out-of-home TV viewers

%

%

%

%

%

%

60


Approximately 9 out of 10 out-of-home viewers watched TV at someone else’s house, very few in public places or in transit.

LOCATION OF OUT-OF-HOME TV VIEWING (SUBURBS)

*Multiple responseBase: Out-of-home TV viewers

%

%

%

%

%

%

61


Almost 8 out of 10 who watched TV out-of-home did so at someone else’s house.

LOCATION OF OUT-OF-HOME TV VIEWING (MEGA MANILA)

Base: Out-of-home TV viewers

*Multiple response

%

%

%

%

%

%

62


6873 71

91

0

20

40

60

80

100

AB C1 C2 D E

Incidence of Viewing at Someone Else's House per Market by SEC

Base: Out-of-home Viewers

Among out-of-home viewers, most say they watch at someone else’s home.

63


Radio on the Go!

64


95

62 62 58

16 157

28

92

65 62 58

18 188

30

91

58 58

15 169

30

TV (PastWeek)

Radio(Yesterday)

Outdoor(Past Week)

DVD/VCD(Past

Month)

Cinema(Past 6

Months)


Magazine(AIR)

Internet(Past

Month)

2008 2009 2010

Media Reach

Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010

65


0

5

10

15

20

25

30

35

40

Radio TV

% of Mega Manila 10+ Population Who Tune in to TV/Radio on an Average Quarter-Hour (Tarps %)

Radio complements TV as an advertising channel

Source: Radio Audience Measurement June 2010TV Audience Measurement June 2010

66


0

5

10

15

20

25

00:0

0 - 0

0:15

00:4

5 - 0

1:00

01:3

0 - 0

1:45

02:1

5 - 0

2:30

03:0

0 - 0

3:15

03:4

5 - 0

4:00

04:3

0 - 0

4:45

05:1

5 - 0

5:30

06:0

0 - 0

6:15

06:4

5 - 0

7:00

07:3

0 - 0

7:45

08:1

5 - 0

8:30

09:0

0 - 0

9:15

09:4

5 - 1

0:00

10:3

0 - 1

0:45

11:1

5 - 1

1:30

12:0

0 - 1

2:15

12:4

5 - 1

3:00

13:3

0 - 1

3:45

14:1

5 - 1

4:30

15:0

0 - 1

5:15

15:4

5 - 1

6:00

16:3

0 - 1

6:45

17:1

5 - 1

7:30

18:0

0 - 1

8:15

18:4

5 - 1

9:00

19:3

0 - 1

9:45

20:1

5 - 2

0:30

21:0

0 - 2

1:15

21:4

5 - 2

2:00

22:3

0 - 2

2:45

23:1

5 - 2

3:30

Today

Radio Shape of the DayMega Manila 2010

Source: RAM Mega Manila S8 2010

67


Time Spent Listening

123456789

101112

Total AM FM

Source: RAM Mega Manila S8 2010

11 9 11

68


Q22010Mega Manila

Profile of Radio Listeners Radio M

odule

50 50

50 50

All People Radio Listener

Female

Male

26 23

22 22

19

14

18

22

17

17


50+

40-49

30-39

20-29

'10-19

Gender♀♂ Age

EcoClass₧

Base: All People 10+Source: National Media Index Q2 2010

1118

58

60

2614

AB,2 AB,3C1,3 C1,5


E

D

C2

C1

AB

69


Title of Presen

tation

RAM in Key Cities

70


Early Morning Morning AfternoonNoon Evening

0

10

20

30

40

50

60

70

2AM 5 8 11 2 5 8 11

2AM

TAR

P%

Mega Manila Baguio Dagupan Laoag TuguegaraoNaga Lucena Legaspi Vigan

Luzon

RAM Key Cities Mega Manila 2010

71



0

10

20

30

40

50

60

70

2AM 5 8 11 2 5 8 11

2AM

TAR

P%

Bacolod Cebu Dumaguete Iloilo Tacloban

Visayas


72



0

10

20

30

40

50

60

70

2AM 5 8 11 2 5 8 11

2AM

TAR

P%

CDO Davao GenSan Zamboanga

Mindanao


73


Print is Challenged

74


95

62 62 58

16 157

28

92

65 62 58

18 188

30

91

58 58

15 169

30

TV (PastWeek)

Radio(Yesterday)

Outdoor(Past Week)

DVD/VCD(Past

Month)

Cinema(Past 6

Months)


Magazine(AIR)

Internet(Past

Month)

2008 2009 2010

Media Reach


75


Source : Nielsen Media Research & Nielsen Panorama (Aus & NZ). AIR Yesterday Reading

Newspaper reading in Taiwan & Philippines is generally on a downward trend.

%

0

10

20

30

40

50

60

70

80

90

100

Sin Tai Msia HK Thai Phil Indo Aus NZ

76


Magazine readership in Australia & New Zealand is at least 2 times more than Asia markets

Source : Nielsen Media Research & Nielsen Panorama (Aus & NZ). Note : Phi no survey in Y2005

0

10

20

30

40

50

60

70

80

90

100

Sin Tai Msia HK Thai Phil Indo Aus NZ

%

77


Reasons For Not Reading Broadsheet P12 Mos.

Base: All People 10+ , Non-broadsheet readers in the past 12 monthsSource: Nielsen Media Index 2010 Q2

21

5

5

6

4

2

1

3

1

19

5

4

6

3

2

1

2

0

Prefers TV

Do not Like To Read Newspaper

NotMy Priority

NoTime To Read

Price Is An Issue

Prefers Radio

None In My Family Reads

No Available Newspaper In The Area

Prefers Internet

2010 Q22010 Q1

• availability of other media

• needs to develop the habit of reading

• affected during times of crisis

Why have you not read any broadsheets in the past 12 months? n=2447

78


1823

32

11

2429

32

1520

26

36

13

0

10

20

30

40

50

60

70

Mega Manila Metro Manila Cebu Davao

200820092010

Base: All People 10+Source: Media Index 2008-2010

Newspaper Readership (AIR) Radio M

odule

79


9

13

3

6

12

16

57

14

18

57

0

10

20

30

Mega Manila Metro Manila Cebu Davao

200820092010

Magazine Readership (AIR) Radio M

odule

Base: All People 10+Source: Media Index 2008-2010

80


11

23

58

49

2610

AB,17

C1,412

All People B. Readers

E

D

C2

C1

AB

5060

5040


Female

Male

2715

23

21

19

14

18

30

11

24


50+

40-49

30-39

20-29

'10-19

Gender♀♂ Age

EcoClass₧


Profile of Broadsheets ReadersRead Yesterday

Q22010

81


In Percent

Broadsheets Section Read Yesterday

1

2

3

3

4

4

4

5

6

6

0 10 20 30

Obituary

Classified Ads

Business

Entertainment/Comics

Lifestyles/Features

Editorial/Columns

Sports

Foreign News

Local News

Front Page

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.


82


5061

5039

All People T. Readers

Female

Male

11 16

5858

26 20

AB,2AB,1

C1,4C1,4


E

D

C2

C1

AB

2717

2321

19

14

18

25

17

20


50+

40-49

30-39

20-29

'10-19

Gender♀♂ Age

EcoClass₧


Profile of Tabloid ReadersRead Yesterday

Q22010

83


Q22010

50 44

50 56

All People M. Readers

Female

Male

1118

58

57

2615

AB,4AB,1 7

C1,4


E

D

C2

C1

AB

27 28

23 27

19

14

18

20

13

12


50+

40-49

30-39

20-29

'10-19

AgeGender♀♂

EcoClass₧


Profile of Magazine ReadersPast Year

84


Out of Home(OOH) stays

put

85


34

22

22

15

12

11

7

60

60

94TV

Billboards/Posters

Radio

Newspapers

Mall/Supermarket Ads

Magazines

Bus Ads

LCD TV Ads

Taxi Ads

Train Ads

Non-Working64%

Working36%

Source: All People 10+ Metro Manila

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.

Source: Radio Audience Measurement M6 2010

Source: Media Index Q2 2010

86


26 26

24

19 20

15

18 15

22

14

TOTAL Saw OOH in PastWeek

50 up

40-49

30-39

20 to2910 to19

Total OOH Profile (Past Week)

50 51

4950

TOTAL Saww OOH in PastWeek

Female

Male

Age Group Gender

Base: All People, 10+Source: Media Index 2010 Q2

87


16

5049

28

5 6

19

25

21

All People 13+ Saw OOH in PastWeek

Post College

Vocational

Atleast College

Atleast HighSchool

AtleastElementary 36

41

13

1

1920

2924

15

1

All People 13+ Saw OOH in PastWeek

Not Employed

Student

Retired/Pensioner

Housewife

Employed

Educational Attainment Occupation

Total OOH Profile (Past Week)


88


Train Travel Study

89


156 6

0

37

19

26

27

3830

50

27

31

24

37

27

TOTAL MRT LRT1 LRT2

40+

30 to 39

20 to 29

15 to 19

Total Station Profile

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

47 50 4740

506053 53

TOTAL MRT LRT1 LRT2

Female

Male

Age Group Gender

90


67

81

53 49

7

12 10

30

20

41

1612

TOTAL MRT LRT1 LRT2

NotEmployed

Student

Working

Total Station Profile

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

0 0 0 01

31 30

63 60

71

63

2 1 247 7 94

0 0 0 0

01 4

2613

TOTAL MRT LRT1 LRT2

Don'tKnow/Refused

Vocational

Post Grad Level

College Level

High SchoolLevel

ElementaryLevel

No Schooling

Occupation Educational Attainment

91


Online on The Rise!

92


95

62 62 58

16 157

28

92

65 62 58

18 188

30

91

58 58

15 169

30

TV (PastWeek)

Radio(Yesterday)

Outdoor(Past Week)

DVD/VCD(Past

Month)

Cinema(Past 6

Months)


Magazine(AIR)

Internet(Past

Month)

2008 2009 2010

Media Reach


93


2316 12

22

60 6169

28

16 1523

62 6574

33

17 1724

64 66

77

Philippines Thailand Indonesia Malaysia Taiwan Singapore HongKong

2007 2008 2009

Internet Usage

(%)

+10%

+5%+8%

+2%+5%

+4%

+1%

The Philippines has one of the highest growth in terms of internet usage in the past 3 years in the Asia-Pacific region.

Base: Internet Users in the past 12 monthsSource: Nielsen Media Index 2008-2009

94


Internet User Profile

26

48

22 2312

21

39

19

33

3931

2823

20

14

2025

28 25

13

19

4

12 1520 23

3

29

1 6 7 13 9

50

19

Philippines Thailand Indonesia Malaysia Taiwan Singapore HongKong

50+

40-49

30-39

20-29

10-19years

Base: Past Week Internet UsersSource: Nielsen Media Index 2009

Countries with high internet penetration has a good share of users in all age groups. Internet usage continues to grow in the Philippines and the rest of the regions with mostly young users.

95


30

4037

35 3431 31

25 24 24

2018

33 32

2724

22

29 2927

17

Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample

Metro Manila has the largest internet users but Tier 2 cities are catching up

Base: Males and Females aged 10+ across all socio-economic classes in National Urban PhilippinesUniverse: Sample Size:Source: Nielsen Media Index Key City 2010

Total Luzon Visayas Mindanao

96


71

27

7 72 0

69

31

4 5 6 5

Internet cafes Home School Work Friend's house Cellphone/ PDA

Base: Males and Females aged 10+ across all socio-economic classes in National Urban PhilippinesSource: Net Index 2009 & 2010

Place of Internet access - P3M (%)

20102009

From shared to private access

97


Activities showing significant increase at 95% confidence levels

Select Monthly Online Activities (%) 2009 2010*Search 58 76Internet Portal 54 73Instant messaging 63 68Visiting public chat rooms 54 67Email 63 65Visiting Social Networking sites - 53Played games online 53 45Downloaded or uploaded music files online 25 37Used a webcam/made a video conferencing call on internet 33 36Watched TV programs or video clips online 22 36Sent internet SMS 23 34Visited website where you find knowledge contributed others 19 30Visiting UGC Sites - 30Shared/posted something online that you created yourself 15 24Listen to internet radio 28 20

Base: Past month Internet users aged 10+ across National Urban PhilippinesSource: Yahoo!-Nielsen Net Index 2010

Core online activities remain unchanged but preferences are evolving…

98


Past Month Reach (%)

2009 2010

Base: Past month Internet users aged 10+ across National Urban Philippines Net Index 2010 Mobile Internet Access Population: 596,000 Source: Yahoo!-Nielsen Net Index 2010

Attractive tariffs driving internet access through Mobile phones

99


Social networks do differ for the young and ‘not-so-young’…

Social Network Contacts Total(%)

10-14 years

15-19 years

20-29 years

30-39 years

40-49 years

50+ years

Regular friends 96 97 103 100 100 94 97Friends with whom you had lost contact 39 69 104 120 84 69 136

Family members 56 91 91 100 124 117 155People from outside your city/country 25 56 111 102 148 92 17

People you only know in the virtual world 23 70 120 100 111 101 4

People you met once or twice in person 5 53 137 101 102 36 47Referrals from friends 9 64 118 114 91 65 -

Co-workers 5 15 15 109 200 415 1021

Index Scores*

Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010

100


Mobile for All!

101


26 22

30

1924

1418

9

22

14

All People 10+ Mobile PhoneOwners

50-up

40-49 yearsold

30-39 yearsold

20-29 yearsold

10-19 yearsold

50 48

5250

All People 13+ Mobile Phone Owners

Female

Male

Age Gender

Total Mobile Phone Owners Profile


102


7

49.93

48.47

36

5 71

19

25

1

All People 10+ Mobile PhoneOwners

Post Grad

Vocational

AtleastCollege

Atleast HighSchool

AtleastElementary 36 40

1514

11

19 16

29 29

All People 13+ Mobile Phone Owners

NotEmployed

Student

Retired/Pensioner

Housewife

Employed

Educational Attainment Occupation

Total Mobile Phone Owners Profile


103


2

98

0

27

67

4 6 8

2

98

0

27

62

9 811

1

98

0

25

61

9 9 10

Postpaid Prepaid Both Globe Telecom SmartCommunications

Sun Cellular Talk 'N Text Touch Mobile

200820092010

Base: Mobile Phone Subscribers, 10+, National urban PhilippinesSource: Media Index

Mobile Phone Subscription98% of all Mobile Phone Subscribers are Prepaid subscribers. Smart still leads the Mobile Service Provider race having almost 60% of all mobile phone owners.

104


Top Mobile Features Use

56

23

17

13

10

SMS/TEXT

Camera

Radio

MMS

Mp3 Player

Now: 2010Then: 2008

49

26

18

15

11

SMS/TEXT

Ringtone/ Logo/Download

MMS

Camera

Radio

Base: All people, 10+ Source: Media Index 2008, Q2 2010

105

Copyright © 2010 The Nielsen Company. Confidential and proprietary.Digital Media and the Filipino

Consumer in the Next 3 Years Page 105The Power of Radio in Marketing and Advertising Page 105

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loc.314

One Nielsen Press Briefing, 28 March 2011

Business

Transcript of One Nielsen Press Briefing, 28 March 2011