one nielsen press briefing, 28 march 2011
TRANSCRIPT
The Philippine Media Landscape
Presented by:
Jay BautistaExecutive DirectorNielsen Media
One Nielsen Industry PresentationOctober 15, 2010
2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Overview
• Source of Information• The Filipino Audience• Evolving Media Platforms
TV is Still KingRadio On The Go Print is Challenged Out of Home Stays PutOnline on The RiseMobile for All
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Source of InformationMedia Index
Media Index (MI) is a single source study on media exposure, product usage, and lifestyle of Metro Manila and national urban Philippine consumers.
An annual study since 1993 with semi-annual releases starting 2006 and quarterly releases commencing 2008. Area Coverage: Metro Manila and 21 Key cities in the Philippines Sample Size: at least 2000 male and female probability respondents aged 10 years and
older from all socio-economic classes Sampling Design: Multi-state probability sampling method Methodology: Face to Face interview
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Source of InformationNielsen Audience Measurement
TV Audience Measurement (TAM) is the premiere online TV ratings service of Nielsen Audience Measurement that spans National Urban Philippines (NUTAM), Mega Manila (MegaTAM) and the Metro Cities (MCTAM).
Services:MegaTAM Data since 2000; 800 panel homesNUTAM Data since 2006; 2,005 panel homesMCTAM Data since 2006; 1,740 panel homes
Software: Arianna Data Availability: Overnight and Weekly provision
5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Source of Information TAM Establishment Survey (ES) is a large-scale study aimed at
determining the characteristics of the TV universe
Information obtained via the ES are family composition, socio-economic indicators, socio-demographic indicators, TV equipment characteristics and general indicators of viewing.
With a yearly update, the ES serves as a check on the TAM panel’s “representativeness” through the course of time.Area Coverage: National Urban Areas and Mega Manila2010 Sample Size: 2,800 in NUTAM; 1,400 in MegaTAMSampling Design: Multi-stage area probability sampling methodMethodology: Face-to-Face interviews
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Source of InformationRadio Audience Measurement
Radio Audience Measurement (RAM) is a study on radio listening habits of individuals 10 and up in key areas nationwide using a radio diary methodology.
Survey Areas: 2005 · Mega Manila (4 quarters), Cebu (2 quarters), Davao, Legaspi, Bacolod, CDO, Baguio 2006 & 2007 · Mega Manila (4 quarters), Cebu (2 quarters), Davao (2 quarters) 2008 · Mega Manila (4 quarters) , Cebu (2 quarters), Davao (2 quarters) 2009 · Mega Manila (4 quarters) , Cebu (2 quarters), Davao (2 quarters) 2010· Mega Manila (6 months) , Cebu (1 quarter), Davao (1 quarter)
Sample Size: For Mega Manila, at least 500 homes with about 2,000 individuals per areaFor Cebu & Davao, at least 250 homes with about 1,000 individuals per area
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Filipino Consumer
Page 7
The Changing Face of the Filipino Consumer
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16 84
16 84
2001
2010
ABC DE
Socio-economic Class
5,622 29,629
Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010
5,905 30,835
The number haven’t changed much since 2001. 84% of the entire Philippine population is still made up of the lower classes
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Age Group
28 23 19
19
13
14
17
1826 22
2001
2010
'10-19 20-29 30-39 40-49 50+
9,752 8,238 6,578 4,715 5,969
51%
48%9,692 8,168 6,945 5,242 6,694
Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010
Almost 50% of the population is composed of the younger individuals, aged 10-29.
10
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Educational Attainment
26 39
50
30
25
5
5
0.3
0.0119
0.2
0.9
2001
2010
No Schooling At least Elementary At least High School At least College Vocational Post College
8,988 13,641107 10,454 1,620
54
331
7,056 18,344 9,175 1,7953
Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010
50% of the population only managed to attain secondary education, less people are actually graduating with college degrees.
11
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3 4
4
25
29
18
15
27
19
14
29
8
0.992
2001
2010
Bus. /Proprietor Prof./Managers White Collar Blue CollarHousewife Student Not Gainfully Employed
Occupation
80710,661365 6,945 10,6141,294 5,333
1,207 8,8172,881 9,408 4,9321,271 6,254
Base: National Urban Philippines, All People 10+ Source: Media Index 2001, Q2 2010
The declining number of individuals with college degrees might have been a huge factor as to why unemployment has increased drastically over the years.
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1980sNewspapersMagazines
Broadcast TVBroadcast Radio
CinemaOutdoor/TransitCassette Tapes
WalkmanVCR
Cable TVPersonal Computer
InternetEmail
Console Video GamesPC Video Games
PagersCell Phone
SMS
1960sNewspapersMagazines
Broadcast TVBroadcast Radio
CinemaOutdoor/Transit
TodayNewspapersMagazines
Online News PortalsBroadcast TV
Cable TVCinema
Web TV/VideoBroadcast Radio
Internet RadioOutdoor/Transit
Interactive Outdoor/TransitCD/DVD Player
MP3 Player/iPodTiVo/DVR
Personal ComputerNotebook/Netbook
Cell PhoneSmart Phone/PDA
SMS/MMSMobile Internet
Console Video GamesPC Video GamesMMORP GamesMobile Games
EmailInstant Messaging
SearchInternet SMS
PodcastsBlogging
Social NetworksMicroblogging
Web 2.0
Our Media Landscape is evolving…
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TV is still King
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
95
62 62 58
16 157
28
92
65 62 58
18 188
30
91
58 58
15 169
30
TV (PastWeek)
Radio(Yesterday)
Outdoor(Past Week)
DVD/VCD(Past
Month)
Cinema(Past 6
Months)
Newspaper(Yesterday)
Magazine(AIR)
Internet(Past
Month)
2008 2009 2010
Media Reach
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
(%)
Despite the growth of new media, at least 90% of the whole population still have their TV sets on.
Source: Nielsen Media Index 2008-2010
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
0
5
10
15
20
25
30
35
40
TV
% of Mega Manila 10+ Population Who Tune in to TV on an Average Quarter-Hour (Tarps %)
Typical TV Viewing Day
Source: Nielsen Audience Measurement June 2010
TV viewing registers a peak during Primetime, specifically from 8-10 pm.
16
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
National Urban TV
Trends
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
National Urban: TV Ownership
• TV ownership at 94%, up by 4% vs. 2008. Luzon remains the driver of NUTAM TV ownership at 95%
• Luzon is also the area with most multi-set TV homes at 25% (driven by Urban Luzon: 30%)
• Visayas, having the largets E segment, has the lowest TV ownership among areas at 86% but grew vs. 2008 by 2%
• Mindanao’s TV ownership at 91% - grew by 4% vs. 2008
18
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
9094
91
8486 87
91
95
2008 2010 2008 2010 2008 2010 2008 2010
Luzon Visayas Mindanao
TV Ownership
NUTAM
TV ownership grew across areas
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
74 73 7182 83 81 84
19 21 19 14 12 15 117 8 8 5 4 5
75
19
46
0
20
40
60
80
100
2008 2010 2008 2010 2008 2010 2008 2010
1 TV set working 2 TV sets working 3 or more
Luzon Visayas Mindanao
Steady average number of TV sets
Base: Total TV Homes
Number of working TV sets
1.4 1.4 1.5 1.4 1.2 1.2 1.2 1.2
NUTAM
20
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Steady cable penetration (21%). Mindanao has lowest cable incidence at 12% of TV homes.
Wider channel selection and more programs were cited as reasons for current cable subscription.
Of cable homes, only 9% have digiboxes installed within their homes. Most installations were older than 3 months.
Having largest E segment, about 20% of cable homes in Urban Visayas claim that their connection is tapped.
Destiny Cable grew from 15% to 32% in Luzon as Sky and other Cable Providers declined.
21
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
78 76 78 80 81 86 88
22 21 24 19 14 12
79
22 20
0
20
40
60
80
100
2008 2010 2008 2010 2008 2010 2008 2010
Free-to-air / Aerial Cable TV
NUTAM Luzon Visayas Mindanao
Steady cable penetration vs. 2008
Base: Total TV Homes
Cable Penetration
22
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
48 50 44 42 46
23 29
1227 15
6
24
44
32
1
5740
29
7177
3548
0
20
40
60
80
100
2008 2010 2008 2010 2008 2010 2008 2010
Total Sky Destiny Others
Luzon Visayas Mindanao
Destiny Cable grew vs. 2008 driven by Luzon and Visayas as Sky Gold Decreased; Other Providers declined in all areas
Base: Total TV Homes subscribed to cable
Current Cable Service Provider
NUTAM
23
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
8672
96
5 5
6
47 6
87
3
22 19
0
20
40
60
80
100
Post-paid/monthly billing Pre-paid (through prepaid cardsOne-time payment (annual) Tapped (nakikigamit)
NUTAM Luzon Visayas Mindanao
Among current subscribers, about 90% chose the post-paid/monthly billing payment scheme to acquire cable TV
Base: Total TV Homes ever subscribed to cable
Cable subscription type
24
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NUTAM Luzon Visayas Mindanao
Less than 10% of cable subscribers have digital box, Highest incidence in Urban Visayas
9 8
14
7
0
5
10
15
20
Base: Total TV Homes subscribed to cable
Incidence of having a Digibox - Cable TV
25
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
72 6791
92 92 94
8
71
91
8 8 51 1 2
0
20
40
60
80
100
QUALITY OF RECEPTION (NET) CHANNEL PROGRAMS (NET)
PRICE/ ECONOMY (NET) NO COMMENT
Majority subscribe to Cable TV for wider channel selection and more programs
Base: Total TV Homes ever subscribed to cable, Multiple Response
Reasons for subscribing to Cable TV
NUTAM Luzon Visayas Mindanao
26
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TV Reception and Signal Quality Information
27
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NUTAMBase: Total TV Homes
Local/ Free-to-air channels received (claimed)
ABS-CBN slightly grew vs. 2008; GMA steady
28
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Urban LuzonBase: Total TV Homes
Local/ Free-to-air channels received (claimed)
GMA and ABS-CBN both grew vs. 2008
29
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Urban VisayasBase: Total TV Homes
Local/ Free-to-air channels received (claimed)
In Visayas, only ABS-CBN improved; GMA steady at 95%
30
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Urban MindanaoBase: Total TV Homes
Local/ Free-to-air channels received (claimed)
ABS-CBN at 100%; GMA down by 5% in Urban Mindanao
31
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Claimed Viewing Hours (National)
32
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NUTAM Luzon Visayas Mindanao
8.17.3
7.9
9.1
7.37.9 7.9
7.2
0
2
4
6
8
10
2008 2010 2008 2010 2008 2010 2008 2010
Claimed viewing hours in a day – (Average) - NUTAM
Base: Total TV Homes
Claimed viewing hours declined in Luzon and Visayas vs. 2008. Stable for Mindanao.
8 hrs & 6 mins 7 hrs &
18 mins
7 hrs & 54 mins 7 hrs &
12 mins
9 hrs & 6 mins
7 hrs & 18 mins
7 hrs & 54 mins
7 hrs & 54 mins
33
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NUTAM Luzon Visayas Mindanao
5.04.1
5.34.3
3.7 4.0
6.3
3.8
0
2
4
6
8
10
2008 2010 2008 2010 2008 2010 2008 2010
Claimed viewing hours using video peripherals in a week – (Average) - NUTAM
Base: Total TV Homes with video peripherals
Only Mindanao increased in video peripheral use vs. 2008 (+2.3 hours in a week); Luzon and Visayas declined.
5 hrs4 hrs &
6 mins
5 hrs & 18 mins
3 hrs & 48 mins
4 hrs & 18 mins
3 hrs & 42 mins
6 hrs & 18 mins
4 hrs
34
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NUTAM Luzon Visayas Mindanao
3.23.9
3.3 2.9
5.0
2.73.3
3.9
0
2
4
6
8
10
2008 2010 2008 2010 2008 2010 2008 2010
Claimed viewing hours using videoke system in a week – (Average) - NUTAM
Base: Total TV Homes with videoke systems
Growth in videoke “singing” vs. 2008, highest increased in Urban Visayas
3 hrs & 12 mins
3 hrs & 54 mins 3 hrs & 18
mins
3 hrs & 54 mins 2 hrs &
54 mins
5 hrs
3 hrs & 18 mins2 hrs &
42 mins
35
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
297 80
20
40
60
Base: Total TV Homes
Around 6% claim they watch TV outside the home
Incidence of out-of-home TV viewing
National Luzon Visayas Mindanao
36
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
4 712
40
20
40
60
AB C1 C2 D EBase: Total TV Homes
Incidence of Out-of-home Viewing by SEC
Slightly higher incidence among D and E’s
37
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
80
126 9
0
20
40
60
80
100
At someone else's home In public transportationIn public places (such as restaurants, bars, etc.) In the office/in your workplaceAt school
When not at home, most watch TV at someone else’s place
Base: Total TV Homes
Location of out-of-home TV viewing
38
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Mega Manila TV Trends
39
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
• Homes with working TV at 96%. Expanded suburbs now at par with Metro Manila in terms of TV ownership – both at 96%
• Suburbs grew by 5% in TV ownership while Metro Manila was relatively steady.
• Stable average number of TV sets in Mega and Metro Manila.It is in the Suburbs where 3+ TV sets grew – by 4%.
• Meanwhile, cable penetration is down to 25% as Suburbs declined (13 to 11%).
• Higher incidence of Digibox in Suburbs (14%) than Metro Manila (9%).
• Destiny Cable grew to 39% (from 21%) as Sky Cable declined.
Mega Manila TV Ownership
40
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
TV ownership grew more in the Suburbs and is now at 96% -- similar to Metro Manila.
TV OWNERSHIP
93 96 95 9691
96
0
20
40
60
80
100
2008 2010 (expanded)
2008 2010 2008 (expanded)
2010 (expanded)
MEGA MANILA METRO MANILA SUBURBSBase: Total Homes
%
%
%
%
%
%
41
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Suburbs grew in 3+ TV sets by 4%. Steady for Metro Manila.
66 66 63 6275 70
24 23 25 26
2020
10 11 12 12 5 10
0%
20%
40%
60%
80%
100%
2008 2010(expanded)
2008 2010 2008 2010(expanded)
3+
2
1
1.41.5 1.5 1.3
MEGA MANILA METRO MANILA SUBURBS
NUMBER OF WORKING TV SETS
1.5 1.5
Base: Total TV Homes
42
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
2008 (ex-
panded)
2010 (ex-
panded)
2008 2010 2008 (ex-
panded)
2010 (ex-
panded)
0%
20%
40%
60%
80%
100%
27 25 35 3615 11
73 75 65 6485 89
Without CableWith Cable
CABLE PENETRATION
MEGA MANILA METRO MANILA SUBURBS
Cable penetration declined slightly, pulled down by the Suburbs.A 1% increase seen in Metro Manila.
Base: Total TV Homes
43
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
5845
6147
39 42
2139
2542
26
14
61
32
111621
0%
20%
40%
60%
80%
100%
2008 2010(expanded)
2008 2010 2008 2010(expanded)
Others
Destiny
Total Sky
MEGA MANILA METRO MANILA SUBURBS
CABLE PROVIDERS
Base: Total Cable Homes
Destiny Cable grew in both Metro Manila and the Suburbs as Sky Silver declined.
44
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Higher incidence of Digibox seen in the Suburbs.
INCIDENCE OF HAVING A DIGIBOX
Base: Total Cable Homes
45
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
9 517
1311
18
15
3644
18
3
65
4
32
3232
0%
20%
40%
60%
80%
100%
2010 (expanded) 2010 2010 (expanded)
Can't recall
More than 3months ago
About 3months ago
About 2months ago
About a monthago
Less than amonth ago
INSTALLATION DATE
About a third had their Digibox installed more than 3 months ago.
Base: Total Cable Homes with Digibox
MEGA MANILA METRO MANILA SUBURBS
46
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
TYPE OF SUBSCRIPTION
0%
20%
40%
60%
80%
100%
86 84 94
6 742 2
6 7 2
Tapped
One-time payment
Pre-paid
Post-paid
Base: Total Cable Homes
Most are subscribed to post-paid cable TV, highest number of post-paid subscribers in Suburbs
MEGA MANILA METRO MANILA SUBURBS
47
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
REASONS FOR SUBSCRIBING TO CABLE TVPeople subscribe to cable TV to access more channels/programs and for clearer reception.
MEGA MANILA METRO MANILA
SUBURBS
*Multiple response
Base: Total Cable Homes
%
%
%
%
%
%
48
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
TV Reception and Signal Quality
49
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
GMA still has highest reception in Mega Manila (Claimed); though gains also seen for ABS-CBN and TV5.
98 9589 89 89
8581
56
68
56 57
99 9792
89 87
76 80
6062
48
34
0
20
40
60
80
1002008
2010 (expanded)
CLAIMED FREE TV CHANNELS RECEIVED (MEGA MANILA)
Base: Total TV Homes
%
%
%
%
%
%
50
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
98 96
8889 89
85 84
60
69
6052
99 97
92 90 8880 83
63 65
48
37
0
20
40
60
80
1002008
2010
Base: Total TV Homes
CLAIMED FREE TV CHANNELS RECEIVED (METRO MANILA)
GMA still has highest reception in Metro Manila (Claimed).
%
%
%
%
%
%
51
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
ABS-CBN grew in claimed reception in the Suburbs; Now tied at 98% with GMA.
9894
9090 89 86
76
53
65
50
40
98 9892 89
85
7276
56 5648
30
0
20
40
60
80
1002008
2010 (expanded)
CLAIMED FREE TV CHANNELS RECEIVED (SUBURBS)
Base: Total TV Homes
%
%
%
%
%
%
52
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
ANC and HBO are still the top cable channels received in Mega Manila.
CLAIMED CABLE CHANNELS RECEIVED (MEGA MANILA) – Top 10
Base: Total current subscribers of cable TV
%
%
%
%
%
%
53
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Claimed Viewing Hours (Mega Manila)
54
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NO. OF HOURS IN A DAY SPENT ON WATCHING TV (Claimed) – Average
Base: Total TV Homes
8.17.6
8.47.7
7.18.0
0
2
4
6
8
10
2008 2010 2008 2010 2008 2010
SUBURBSMEGA MANILA METRO MANILA
Claimed viewing hours declined vs. 2008 in all areas:Mega (-0.5), Metro Manila (-0.4) and highest in the Suburbs (-0.6)
8 hrs & 6 mins 7 hrs &
36 mins
8 hrs & 24 mins 8 hrs
7 hrs & 6 mins
7 hrs & 42 mins
55
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NO. OF HOURS IN A WEEK SPENT ON VIDEO PERIPHERALS (Claimed) – Average
Base: Total TV Homes with video peripherals
6.1
3.7
5.6
7.1
3.73.7
0
2
4
6
8
10
2008 2010 2008 2010 2008 2010
SUBURBSMEGA MANILA METRO MANILA
Claimed viewing hours spent on video watching declined by -2.4Largest declined in the suburbs
6 hrs & 6 mins
3 hrs & 42 mins
5 hrs & 36 mins
3 hrs & 42 mins
3 hrs & 42 mins
7 hrs & 6 mins
56
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
NO. OF HOURS IN A WEEK SPENT ON VIDEOKE SYSTEM (Claimed) – Average
Base: Total TV Homes with videoke system
3.8 3.54.0 3.7
4.8
3.2
0
2
4
6
8
10
2008 2010 2008 2010 2008 2010
SUBURBSMEGA MANILA METRO MANILA
Claimed viewing hours spent on videoke increased in the Suburbs (+1.1) but declined in Metro Manila (-0.8)
3 hrs & 48 mins 3 hrs &
30 mins
4 hrs3 hrs & 12
mins
4 hrs & 48 mins3 hrs &
42 mins
57
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Lower incidence of out-of-home TV viewing in the Suburbs.
INCIDENCE OF OUT-OF-HOME TV VIEWING
Base: Total TV Homes
%
%
%
%
%
%
58
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
9 5 916
0
20
40
60
80
100
AB C1 C2 D E
Incidence of Out-of-home viewing by SEC
Base: Total TV Homes
Out-of-home viewing much higher among E segment.
59
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Very few out-of-home viewers watched TV in public places, most at someone else’s house.
LOCATION OF OUT-OF-HOME TV VIEWING (METRO MANILA)
*Multiple responseBase: Out-of-home TV viewers
%
%
%
%
%
%
60
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Approximately 9 out of 10 out-of-home viewers watched TV at someone else’s house, very few in public places or in transit.
LOCATION OF OUT-OF-HOME TV VIEWING (SUBURBS)
*Multiple responseBase: Out-of-home TV viewers
%
%
%
%
%
%
61
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Almost 8 out of 10 who watched TV out-of-home did so at someone else’s house.
LOCATION OF OUT-OF-HOME TV VIEWING (MEGA MANILA)
Base: Out-of-home TV viewers
*Multiple response
%
%
%
%
%
%
62
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
6873 71
91
0
20
40
60
80
100
AB C1 C2 D E
Incidence of Viewing at Someone Else's House per Market by SEC
Base: Out-of-home Viewers
Among out-of-home viewers, most say they watch at someone else’s home.
63
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Radio on the Go!
64
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
95
62 62 58
16 157
28
92
65 62 58
18 188
30
91
58 58
15 169
30
TV (PastWeek)
Radio(Yesterday)
Outdoor(Past Week)
DVD/VCD(Past
Month)
Cinema(Past 6
Months)
Newspaper(Yesterday)
Magazine(AIR)
Internet(Past
Month)
2008 2009 2010
Media Reach
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010
65
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
0
5
10
15
20
25
30
35
40
Radio TV
% of Mega Manila 10+ Population Who Tune in to TV/Radio on an Average Quarter-Hour (Tarps %)
Radio complements TV as an advertising channel
Source: Radio Audience Measurement June 2010TV Audience Measurement June 2010
66
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
0
5
10
15
20
25
00:0
0 - 0
0:15
00:4
5 - 0
1:00
01:3
0 - 0
1:45
02:1
5 - 0
2:30
03:0
0 - 0
3:15
03:4
5 - 0
4:00
04:3
0 - 0
4:45
05:1
5 - 0
5:30
06:0
0 - 0
6:15
06:4
5 - 0
7:00
07:3
0 - 0
7:45
08:1
5 - 0
8:30
09:0
0 - 0
9:15
09:4
5 - 1
0:00
10:3
0 - 1
0:45
11:1
5 - 1
1:30
12:0
0 - 1
2:15
12:4
5 - 1
3:00
13:3
0 - 1
3:45
14:1
5 - 1
4:30
15:0
0 - 1
5:15
15:4
5 - 1
6:00
16:3
0 - 1
6:45
17:1
5 - 1
7:30
18:0
0 - 1
8:15
18:4
5 - 1
9:00
19:3
0 - 1
9:45
20:1
5 - 2
0:30
21:0
0 - 2
1:15
21:4
5 - 2
2:00
22:3
0 - 2
2:45
23:1
5 - 2
3:30
Today
Radio Shape of the DayMega Manila 2010
Source: RAM Mega Manila S8 2010
67
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Time Spent Listening
123456789
101112
Total AM FM
Source: RAM Mega Manila S8 2010
11 9 11
68
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Q22010Mega Manila
Profile of Radio Listeners Radio M
odule
50 50
50 50
All People Radio Listener
Female
Male
26 23
22 22
19
14
18
22
17
17
All People Radio Listener
50+
40-49
30-39
20-29
'10-19
Gender♀♂ Age
EcoClass₧
Base: All People 10+Source: National Media Index Q2 2010
1118
58
60
2614
AB,2 AB,3C1,3 C1,5
All People Radio Listener
E
D
C2
C1
AB
69
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Title of Presen
tation
RAM in Key Cities
70
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Early Morning Morning AfternoonNoon Evening
0
10
20
30
40
50
60
70
2AM 5 8 11 2 5 8 11
2AM
TAR
P%
Mega Manila Baguio Dagupan Laoag TuguegaraoNaga Lucena Legaspi Vigan
Luzon
RAM Key Cities Mega Manila 2010
71
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Early Morning Morning AfternoonNoon Evening
0
10
20
30
40
50
60
70
2AM 5 8 11 2 5 8 11
2AM
TAR
P%
Bacolod Cebu Dumaguete Iloilo Tacloban
Visayas
RAM Key Cities Mega Manila 2010
72
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Early Morning Morning AfternoonNoon Evening
0
10
20
30
40
50
60
70
2AM 5 8 11 2 5 8 11
2AM
TAR
P%
CDO Davao GenSan Zamboanga
Mindanao
RAM Key Cities Mega Manila 2010
73
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Print is Challenged
74
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
95
62 62 58
16 157
28
92
65 62 58
18 188
30
91
58 58
15 169
30
TV (PastWeek)
Radio(Yesterday)
Outdoor(Past Week)
DVD/VCD(Past
Month)
Cinema(Past 6
Months)
Newspaper(Yesterday)
Magazine(AIR)
Internet(Past
Month)
2008 2009 2010
Media Reach
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010
75
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Source : Nielsen Media Research & Nielsen Panorama (Aus & NZ). AIR Yesterday Reading
Newspaper reading in Taiwan & Philippines is generally on a downward trend.
%
0
10
20
30
40
50
60
70
80
90
100
Sin Tai Msia HK Thai Phil Indo Aus NZ
76
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Magazine readership in Australia & New Zealand is at least 2 times more than Asia markets
Source : Nielsen Media Research & Nielsen Panorama (Aus & NZ). Note : Phi no survey in Y2005
0
10
20
30
40
50
60
70
80
90
100
Sin Tai Msia HK Thai Phil Indo Aus NZ
%
77
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Reasons For Not Reading Broadsheet P12 Mos.
Base: All People 10+ , Non-broadsheet readers in the past 12 monthsSource: Nielsen Media Index 2010 Q2
21
5
5
6
4
2
1
3
1
19
5
4
6
3
2
1
2
0
Prefers TV
Do not Like To Read Newspaper
NotMy Priority
NoTime To Read
Price Is An Issue
Prefers Radio
None In My Family Reads
No Available Newspaper In The Area
Prefers Internet
2010 Q22010 Q1
• availability of other media
• needs to develop the habit of reading
• affected during times of crisis
Why have you not read any broadsheets in the past 12 months? n=2447
78
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
1823
32
11
2429
32
1520
26
36
13
0
10
20
30
40
50
60
70
Mega Manila Metro Manila Cebu Davao
200820092010
Base: All People 10+Source: Media Index 2008-2010
Newspaper Readership (AIR) Radio M
odule
79
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
9
13
3
6
12
16
57
14
18
57
0
10
20
30
Mega Manila Metro Manila Cebu Davao
200820092010
Magazine Readership (AIR) Radio M
odule
Base: All People 10+Source: Media Index 2008-2010
80
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
11
23
58
49
2610
AB,17
C1,412
All People B. Readers
E
D
C2
C1
AB
5060
5040
All People B. Readers
Female
Male
2715
23
21
19
14
18
30
11
24
All People B. Readers
50+
40-49
30-39
20-29
'10-19
Gender♀♂ Age
EcoClass₧
Base: All People 10+Source: National Media Index Q2 2010
Profile of Broadsheets ReadersRead Yesterday
Q22010
81
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
In Percent
Broadsheets Section Read Yesterday
1
2
3
3
4
4
4
5
6
6
0 10 20 30
Obituary
Classified Ads
Business
Entertainment/Comics
Lifestyles/Features
Editorial/Columns
Sports
Foreign News
Local News
Front Page
Filipinos still turn to newspapers for the latest headlines and news updates. – Frontpage, the most important section of a newspaper, receives the widest readership followed by counterpart, local and foreign news.
Base: All People 10+Source: National Media Index Q2 2010
82
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
5061
5039
All People T. Readers
Female
Male
11 16
5858
26 20
AB,2AB,1
C1,4C1,4
All People T. Readers
E
D
C2
C1
AB
2717
2321
19
14
18
25
17
20
All People T. Readers
50+
40-49
30-39
20-29
'10-19
Gender♀♂ Age
EcoClass₧
Base: All People 10+Source: National Media Index Q2 2010
Profile of Tabloid ReadersRead Yesterday
Q22010
83
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Q22010
50 44
50 56
All People M. Readers
Female
Male
1118
58
57
2615
AB,4AB,1 7
C1,4
All People M. Readers
E
D
C2
C1
AB
27 28
23 27
19
14
18
20
13
12
All People M. Readers
50+
40-49
30-39
20-29
'10-19
AgeGender♀♂
EcoClass₧
Base: All People 10+Source: National Media Index Q2 2010
Profile of Magazine ReadersPast Year
84
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Out of Home(OOH) stays
put
85
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
34
22
22
15
12
11
7
60
60
94TV
Billboards/Posters
Radio
Newspapers
Mall/Supermarket Ads
Magazines
Bus Ads
LCD TV Ads
Taxi Ads
Train Ads
Non-Working64%
Working36%
Source: All People 10+ Metro Manila
Filipinos are becoming Mobile… More than a fourth of the Metro Manila population are working… This segment are more likely to be exposed to Out-of-Home Media.
Source: Radio Audience Measurement M6 2010
Source: Media Index Q2 2010
86
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
26 26
24
19 20
15
18 15
22
14
TOTAL Saw OOH in PastWeek
50 up
40-49
30-39
20 to2910 to19
Total OOH Profile (Past Week)
50 51
4950
TOTAL Saww OOH in PastWeek
Female
Male
Age Group Gender
Base: All People, 10+Source: Media Index 2010 Q2
87
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
16
5049
28
5 6
19
25
21
All People 13+ Saw OOH in PastWeek
Post College
Vocational
Atleast College
Atleast HighSchool
AtleastElementary 36
41
13
1
1920
2924
15
1
All People 13+ Saw OOH in PastWeek
Not Employed
Student
Retired/Pensioner
Housewife
Employed
Educational Attainment Occupation
Total OOH Profile (Past Week)
Base: All People, 10+Source: Media Index 2010 Q2
88
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Train Travel Study
89
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
156 6
0
37
19
26
27
3830
50
27
31
24
37
27
TOTAL MRT LRT1 LRT2
40+
30 to 39
20 to 29
15 to 19
Total Station Profile
Source: Nielsen-Trackworks/MPAS MRT & LRT Study
47 50 4740
506053 53
TOTAL MRT LRT1 LRT2
Female
Male
Age Group Gender
90
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
67
81
53 49
7
12 10
30
20
41
1612
TOTAL MRT LRT1 LRT2
NotEmployed
Student
Working
Total Station Profile
Source: Nielsen-Trackworks/MPAS MRT & LRT Study
0 0 0 01
31 30
63 60
71
63
2 1 247 7 94
0 0 0 0
01 4
2613
TOTAL MRT LRT1 LRT2
Don'tKnow/Refused
Vocational
Post Grad Level
College Level
High SchoolLevel
ElementaryLevel
No Schooling
Occupation Educational Attainment
91
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Online on The Rise!
92
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
95
62 62 58
16 157
28
92
65 62 58
18 188
30
91
58 58
15 169
30
TV (PastWeek)
Radio(Yesterday)
Outdoor(Past Week)
DVD/VCD(Past
Month)
Cinema(Past 6
Months)
Newspaper(Yesterday)
Magazine(AIR)
Internet(Past
Month)
2008 2009 2010
Media Reach
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index 2008-2010
93
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
2316 12
22
60 6169
28
16 1523
62 6574
33
17 1724
64 66
77
Philippines Thailand Indonesia Malaysia Taiwan Singapore HongKong
2007 2008 2009
Internet Usage
(%)
+10%
+5%+8%
+2%+5%
+4%
+1%
The Philippines has one of the highest growth in terms of internet usage in the past 3 years in the Asia-Pacific region.
Base: Internet Users in the past 12 monthsSource: Nielsen Media Index 2008-2009
94
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Internet User Profile
26
48
22 2312
21
39
19
33
3931
2823
20
14
2025
28 25
13
19
4
12 1520 23
3
29
1 6 7 13 9
50
19
Philippines Thailand Indonesia Malaysia Taiwan Singapore HongKong
50+
40-49
30-39
20-29
10-19years
Base: Past Week Internet UsersSource: Nielsen Media Index 2009
Countries with high internet penetration has a good share of users in all age groups. Internet usage continues to grow in the Philippines and the rest of the regions with mostly young users.
95
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
30
4037
35 3431 31
25 24 24
2018
33 32
2724
22
29 2927
17
Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample
Metro Manila has the largest internet users but Tier 2 cities are catching up
Base: Males and Females aged 10+ across all socio-economic classes in National Urban PhilippinesUniverse: Sample Size:Source: Nielsen Media Index Key City 2010
Total Luzon Visayas Mindanao
96
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
71
27
7 72 0
69
31
4 5 6 5
Internet cafes Home School Work Friend's house Cellphone/ PDA
Base: Males and Females aged 10+ across all socio-economic classes in National Urban PhilippinesSource: Net Index 2009 & 2010
Place of Internet access - P3M (%)
20102009
From shared to private access
97
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Activities showing significant increase at 95% confidence levels
Select Monthly Online Activities (%) 2009 2010*Search 58 76Internet Portal 54 73Instant messaging 63 68Visiting public chat rooms 54 67Email 63 65Visiting Social Networking sites - 53Played games online 53 45Downloaded or uploaded music files online 25 37Used a webcam/made a video conferencing call on internet 33 36Watched TV programs or video clips online 22 36Sent internet SMS 23 34Visited website where you find knowledge contributed others 19 30Visiting UGC Sites - 30Shared/posted something online that you created yourself 15 24Listen to internet radio 28 20
Base: Past month Internet users aged 10+ across National Urban PhilippinesSource: Yahoo!-Nielsen Net Index 2010
Core online activities remain unchanged but preferences are evolving…
98
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Past Month Reach (%)
2009 2010
Base: Past month Internet users aged 10+ across National Urban Philippines Net Index 2010 Mobile Internet Access Population: 596,000 Source: Yahoo!-Nielsen Net Index 2010
Attractive tariffs driving internet access through Mobile phones
99
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Social networks do differ for the young and ‘not-so-young’…
Social Network Contacts Total(%)
10-14 years
15-19 years
20-29 years
30-39 years
40-49 years
50+ years
Regular friends 96 97 103 100 100 94 97Friends with whom you had lost contact 39 69 104 120 84 69 136
Family members 56 91 91 100 124 117 155People from outside your city/country 25 56 111 102 148 92 17
People you only know in the virtual world 23 70 120 100 111 101 4
People you met once or twice in person 5 53 137 101 102 36 47Referrals from friends 9 64 118 114 91 65 -
Co-workers 5 15 15 109 200 415 1021
Index Scores*
Base: Past month Internet users aged 10+ across National Urban Philippines who have visited Social Networking sites in the past month Source: Yahoo!-Nielsen Net Index 2010
100
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Mobile for All!
101
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
26 22
30
1924
1418
9
22
14
All People 10+ Mobile PhoneOwners
50-up
40-49 yearsold
30-39 yearsold
20-29 yearsold
10-19 yearsold
50 48
5250
All People 13+ Mobile Phone Owners
Female
Male
Age Gender
Total Mobile Phone Owners Profile
Base: All People, 10+Source: Media Index 2010 Q2
102
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
7
49.93
48.47
36
5 71
19
25
1
All People 10+ Mobile PhoneOwners
Post Grad
Vocational
AtleastCollege
Atleast HighSchool
AtleastElementary 36 40
1514
11
19 16
29 29
All People 13+ Mobile Phone Owners
NotEmployed
Student
Retired/Pensioner
Housewife
Employed
Educational Attainment Occupation
Total Mobile Phone Owners Profile
Base: All People, 10+Source: Media Index 2010 Q2
103
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
2
98
0
27
67
4 6 8
2
98
0
27
62
9 811
1
98
0
25
61
9 9 10
Postpaid Prepaid Both Globe Telecom SmartCommunications
Sun Cellular Talk 'N Text Touch Mobile
200820092010
Base: Mobile Phone Subscribers, 10+, National urban PhilippinesSource: Media Index
Mobile Phone Subscription98% of all Mobile Phone Subscribers are Prepaid subscribers. Smart still leads the Mobile Service Provider race having almost 60% of all mobile phone owners.
104
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Top Mobile Features Use
56
23
17
13
10
SMS/TEXT
Camera
Radio
MMS
Mp3 Player
Now: 2010Then: 2008
49
26
18
15
11
SMS/TEXT
Ringtone/ Logo/Download
MMS
Camera
Radio
Base: All people, 10+ Source: Media Index 2008, Q2 2010
105
Copyright © 2010 The Nielsen Company. Confidential and proprietary.Page 105Digital Media and the Filipino
Consumer in the Next 3 Years Page 105The Power of Radio in Marketing and Advertising Page 105
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