In the age of smart phones and social media, Kantar Media study shows TV remains king in the Philippines

Daily television consumption increases by over 5% in two years

Manila, March 2, 2017 -- While social media usage in the Philippines is ever increasing*, a recent study from Kantar Media, a global media intelligence firm, shows that television is still the media platform with the greatest reach in the country.

Kantar Media Philippines presented highlights from its extensive 2016 establishment survey covering Urban and Rural Philippines with a respondent base of 10,000 individuals, at a press conference in Manila earlier today. Also shared were the latest trends derived from the granular TV ratings, measuring TV consumption through an independent, representative sample a panel of 3,500 households.

The study shows that media consumers in the Philippines are increasingly embracing the digital wave, as internet coverage improves and mobile access becomes more affordable.

However, the study reveals that television remains the top touchpoint among media consumers, with daily TV viewership increasing to 96.6 per cent of the total population in 2016 compared to 91.2 per cent in 2014. Time spent watching TV also increased in the last two years to 3.7 hours from 3.4 hours. Primetime programs between 8pm to 10pm are the most watched, according to the study.

Kantar Media’s 2016 TV viewing data reveals that the post Aldub TV landscape is still very healthy with viewing time increasing by almost 10% from a year ago. The increase is most noticeable during primetime, with Telenovelas, Reality TV shows and election related programming attracting the highest audience ratings last year.

Filipinos who access the internet across Total Philippines also rose to 42.9 per cent in 2016 compared to 39.7 per cent in 2014. The highest online access is in Metro Manila at 70.6% up from 67% in 2014.

Radio listening figures remained stable in 2016 with an average of 3 out of 10 consumers tuning in on a daily basis. The busiest period of listening is during the 5am to 10am timeslot.

In addition, media consumer’s exposure to out-of-home advertising increased to 50.4 per cent in 2016 from 48.5 per cent in 2014.

Jay Bautista, Commercial Director, Kantar Media Philippines said “although there is an increase in digital media consumption, traditional media platforms remain the credible source of information. The fact remains that traditional media like TV, radio and print feed valuable information to digital media. Advertisers understand this, and continue to increase advertising placements in traditional media,” said Bautista.

Kantar Media have been operating measurement services in the Philippines for over 10 years. Globally, it works with 32,000 clients tracking 3 million brands in more than 70 countries, and conducts TV measurement services in over 55 markets worldwide.

*Kantar TNS, Connected Life Study, 2016