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he subscription TV industry in the Philippines remains a market of considerable potential. There are 14 million TV households, but only about 1.2 million households legitimately subscribe to subscription TV. An accurate estimate of the total number of subscription TV households is, however, difficult to come by because of chronic under-reporting by operators. Government charges are levied on the number of viewers, so it is in the operators’ interest to downplay their viewing figures. CASBAA estimates just under 1.7 million subscription homes exist in total.
Philippines
|
Actual
|
%
|
|
Population
|
93,348,993
|
|
|
Total Homes
|
18,051,630
|
|
|
Household Size
|
5.2
|
|
|
TV Homes
|
13,587,674
|
75
|
|
Multichannel Homes
|
1,630,521
|
12
|
|
Internet Users
|
24,000,000
|
26
|
Source: CASBAA, SNL Kagan, Internet World Statistics (as of September 2009)
GroupM estimates gross advertising expenditure at US$1,038 million. Of traditional media, TV takes the largest percentage of revenues at 77%, with print at just 6.8%.
TNS Media Research Philippines officially released its national television audience measurement data in February 2009. The panel, composed of 1,370 representative households, covers urban Philippines and reports on seven sectors. AGB NMR also maintains a Peoplemeter panel of 1,720 homes monitoring programmes and breaks for 11 free-to-air channels and 25 cable channels.
Synovate’s Media Atlas Survey has been in the field since Q2 2006. Coverage is across the Greater Manila area and covers the majority of the population across all social groups using a combination of face-to-face interviews and CATI. The PAX survey covers the top end of the market and highlights the tendency of an elite group of cable subscribers to partake in the finer things in life such as foreign holidays, LCD TVs and designer gear.
For overview of Philippines advertising regulations please go to : http://www.casbaa.com/philippines.aspx
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