"In 2010, we increased our effective rates very substantially, but it did not affect the load so much because the timing of the increase happened in 2010, when there was an election," Gozon explained.
"Advertisers got used to our relatively higher prices already in 2010, so it did not affect the load so much in 2011," he added.
Higher revenues in July were influenced by a combination of higher rates and ad placements, but it was more of the latter, Gozon said.
The company will keep its 2011 targets, but GMA president and COO Gilberto Duavit Jr. said they are not dismissing the possibility of exceeding their targets.
"The revenues in July and the placements we've already received as early as today indicate that improvement in the third quarter will be quite substantial," Duavit said.