Ad industry group says ABS-CBN shutdown negatively impacts advertisers


Posted at Jul 06 2020 06:28 PM

MANILA - The Philippine Association of National Advertisers (PANA) on Monday called for “ the swift and fair resolution” of the barriers preventing ABS-CBN from restarting its operations, saying the network’s shutdown has negatively affected the industry. 

In a statement, PANA said ABS-CBN’s mainstream platforms are important advertising channels for many of its members and that the shutdown is adversely disruptive to the marketing communications programs of many advertisers. 

ABS-CBN's free TV and radio went off the air on May 5 following a cease and desist order from the National Telecommunications Commission (NTC) after its franchise expired. 

The NTC also ordered the company on June 30 to halt its TV Plus channels as well as the direct-to-home satellite broadcast of Sky Cable. 

PANA said having more advertising and communication platforms to serve more customers is important “especially in the current situation when news and information are important to their safety and well-being.” 

It said that the closure of ABS-CBN’s mainstream platforms significantly lessens available options for both advertisers and their consumers. 

According to PANA, over 90 percent of Filipino consumers nationwide rely heavily on TV, and 56 percent rely on radio, in deciding on what to buy. 

PANA said the shutdown of ABS-CBN’s broadcast operations also affects fair competition in the advertising and media industry. 

“Healthy competition in the advertising and media industry fuels companies to improve, innovate, price fairly and ultimately provide superior value and choices for the good of all Filipino consumers,” it said. 

The Makati Business Club and the Kapisanan ng mga Brodkaster ng Pilipinas have also called on lawmakers to renew ABS-CBN’s broadcast franchise.