Ad spending rises18% in Q3

MANILA, Philippines - Total advertising expenditures in the country climbed 18 percent year-on-year in the third quarter, information and consultancy firm Kantar Media said.

Data from Kantar Media showed total spending for advertisements amounted to P96.557 billion in the July to September period of this year, up from the P82.146 billion in the same period a year ago.

Kantar Media’s Quarterly Advertising Expenditure Report for the Third Quarter of 2014 showed that TV accounted for the lion’s share or 79 percent of total advertising expenditures for the three-month period.

Advertisements placed on TV amounted to P76.760 billion in the third quarter of this year, 20 percent higher than the P63.967 billion in the previous year.

Radio got the second biggest share at 18 percent P16.986 billion worth of ads  in the third quarter of this year, a 12 percent increase from P15.164 billion last year.

Print received the smallest share of three percent with ad placements amounting to P2.811 billion in the third quarter this year, down seven percent from P3.014 billion in the same period in 2013.

By product category, detergents and laundry aids spent the most on advertisements during the July to September period.

Corporate advertising came in second, followed by milk powder, while wireless telephony and facial care got the fourth and fifth spots, respectively.

Among the product categories, deodorants posted the highest increase of 171 percent in advertisement spending in the third quarter compared to a year ago.

Kantar Media attributed the surge in ad placements for deodorants to the influx of programs on basketball during the third quarter.

“Q3 (Third quarter) 2014 had the 2014 FIBA championships (Asia and World), NCAA and UAAP 77 which are the top collegiate basketball leagues in the nation,” it said.

It noted that deodorant advertisements for basketball programs alone amounted to more than P60 million, while deodorant placements for total sports reached P232 million in the third quarter.

By company, Unilever Philippines, Inc. remained the top spender among advertisers, with its advertising expenditures growing by 40 percent year-on-year in the third quarter.

This was followed by Procter and Gamble Philippines, Inc., Nestle Philippines, Inc., United Laboratories, Inc. and Colgate-Palmolive Philippines, Inc.

As for company brands, Dove products spent the most on advertisements in the third quarter this year.

Other brands which made it to the top five in terms of advertising expenditures were Creamsilk hair conditioner, Surf detergent powder, ABS-CBN wireless telephony services and Colgate toothpaste. Companies in the country spent approximately P340 billion for ads across TV, radio and print in 2014.