On a day that The Philippine STAR’s issue was more than 50 pages thicker than theirs, the Philippine Daily Inquirer took a dig at The STAR yesterday over a recent ruling of the Advertising Board of the Philippines (Adboard) concerning one of The STAR’s advertisements.
The advertisement visualized data from the Nielsen Media Research Advertising Information dated October 2007 showing that The STAR cornered 46 percent of print advertising billings for the month compared to Inquirer’s 37 percent and Manila Bulletin’s 17 percent.
In its ruling, the Adboard upheld the above data as “acceptable and factual.”
However, acting on a complaint filed by the Philippine Daily Inquirer, the Adboard ruled that ¯the visualization of the other two major daily newspapers was deemed violative.˜ The use of the headline, “More advertisers are reaching consumers through The Philippine Star than any other major daily˜ was also questioned since The STAR had not yet presented its substantiation at the time of the ruling.
The Adboard required The STAR to present its number of advertisers versus the two major dailies, which was released only recently by the Nielsen Media Research Advertising Information.
According to the October 2007 report, of the total 2,448 broadsheet advertisers recorded for the month, 958 chose to advertise in The Philippine STAR versus 929 in Inquirer and 561 in the Bulletin.
Earlier, The STAR reported that it had continued to be the no. 1 choice of advertisers for 2007, generating P2.62 billion in display advertising revenues from January to November 2007. Inquirer had P2.3 billion while Manila Bulletin grossed P1.20 billion.
The STAR has been leading in terms of display advertisements among the major daily broadhseets since October 2007, reflecting the growing confidence of advertisers in the effectiveness of its reach.