Ad spending reached P93.551B in 2nd quarter

By Roderick L. Abad, BusinessMirror

Posted at Aug 28 2014 08:15 AM | Updated as of Aug 28 2014 04:15 PM

MANILA -- Television has continued to get the lion's share - 79 percent - of the total ad spent for the tri-media from April to June 2014.

Kantar Media’s second edition of the Quarterly Advertising Expenditure for the year showed that ad placements across all media aggregated to P93.551 billion in the second quarter of this year, 6 percent higher than the P87.894 billion posted in the same period last year.

Due to its wider reach nationwide, advertisers still put the bulk of their budget to TV with P73.648 billion, or 8 percent over P67.942 billion a year ago.

Ad placement for radio slightly increased by 2 percent to P17.01 billion from P16.732 billion; while for print declined by 10 percent to P2.893 billion from P3.22 billion year-on-year. Of the total ad spending as of the second three-month period ending June 30, the former got a share of 18 percent as the latter owned 3 percent.

Unilever was the consistent top spender, with increased spending of 26 percent to P14.659 billion in the first quarter of this year from P11.678 billion during the same period in 2013, together with constant second-placer Procter and Gamble, with a 31-percent spending hike from P6.376 billion to P8.337 billion.

Comparing their first-quarter standings to present, Colgate-Palmolive Philippines Inc. traded places with Nestlé Philippines Inc. as third and fourth placers, respectively. Colgate-Palmolive spent P4.161 billion during the period in review, while Nestlé Philippines spent P3.574 billion.

Pharmaceutical company United Laboratories Inc. still ranked fifth for P3.3 billion spent for advertising.

Rounding up the Top 10 list were Unilever RFM Ice Cream Inc., with P2.123 billion; Jollibee Food Corp., P1.72 billion; Monde Nissin Corp., P1.432 billion; ACS Manufacturing Corp., P1.431 billion; and Mead Johnson Philippines Inc., P1.266 billion.

The report revealed that detergent and laundry aids remained the top-category, with ad spend of P6.752 billion in the second quarter of this year; corporate advertising, P4.771 billion; wireless telephony, P4.427 billion; hair shampoo, P4.092 billion; milk powder, P3.637 billion; toothpaste, mouthwash and toothbrush, P3.364 billion; soaps, P2.906 billion; facial care, P2.888 billion; frozen desserts, P2.76 billion; and flavor enhancers and food mixes, P2.523 billion.

While Selecta Ice Cream spent the most in advertising brand-wise with P2.123 billion, personal care, laundry and dish-cleaning products still dominated ad spots across media platforms.

These included Palmolive Shampoo with Conditioner, with P1.474 billion; Colgate Toothpaste, P1.347 billion; Downy Fabric Conditioner, P1.278 billion; Joy Dishwashing Cleaner, P1.151 billion; Ariel Detergent Powder, P1.102 billion; Surf Detergent Powder, P1.084 billion; Creamsilk Hair Conditioners, P1.078 billion; and Dove Products, P1.041 billion.