ABS-CBN's claim as the no.1 Broadcasting firm seemed to appeal more to advertisers as against rival claim by GMA Network! According to Kantar Media, ABS-CBN got 42.69% of the P264 billion in advertising revenues on Television while GMA-7 earned 30.44% of the total advertising revenues last year. TV-5 got only 7.84% of the revenues.
This translates to P112.70 billion advertising revenues for ABS-CBN, P80.36 billion for GMA-7 and P20.70 billion for TV-5. However, actual revenues may be much lower for all three TV Giants as package discounts can range from 20% to as much as 50%. "It's a matter of cost because the 2 TV networks sold about the same number of advertising spots", according to Kantar Media general manager Gabriel Buluran.
It is worth to note that despite the trivial difference in total ad minutes for the top 2 TV Networks, ABS-CBN still managed to out sell GMA7 by about P32.34 billion in ad revenues. One factor to consider might be ABS-CBN's cable channels which also earn ad revenues from product placements. However, the rate cards for cable channels are normally below 10% of the rate cards of the top 2 free-to-air channels. This suggest that ABS-CBN's rate card is at most 40% more expensive than GMA's published rate card.
ABS-CBN claims ratings leadership nationwide citing data from Kantar Media, while GMA-7 claims leadership in Urban Luzon citing data from AGB Neilsen.
In total, at least P340 billion was spent on advertising on 2013, according to the monitoring of Kantar Media released on Thursday, February 20.
This is equivalent to nearly 19 million ad placements on TV, radio, and print media.
Kantar Media's monitoring did not include digital advertising.
TV has always been the biggest winner in traditional media advertising. In 2013, the industry earned . The amounts are based on rate cards.
Radio earned P62 billion while print media got P12 billion.
Kantar Media is a television audience measurement provider. It released its report Advertising Expenditure Report 2013, which excludes online sites.
Kantar said TV remains the most dominant media: 92% of urban households have at least 1 television while 70% of rural households have at least 1 television.
TV is followed by radio: 83% of urban households have radios; 69% of rural households have radios.
Print media lags behind: 50% said they read newspapers but only 15% said they read yesterday's newspaper.
Unilever Philippines Inc was the top advertiser in 2013, spending P48 billion. It was followed by Procter and Gamble Philippines, which spent P33 billion.
Colgate-Palmolive Philippines Inc and Nestle Philippines Inc spent P16 billion and P14 billion, respectively.