WORLD PRESS TRENDS - World Association of Newspapers

PHILIPPINES
ADVERTISING EXPENDITURE & ECONOMIC DATA
Advertising expenditure
(Pesos millions, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Print 3,411 4,822 2,688 2,500 2,812 3,182 3,495 3,670 4,188 4,816 5,299
Television 7,428 9,320 9,872 10,100 11,648 13,437 14,346 15,168 15,969 18,665 20,532
Radio 2,409 2,736 2,640 2,700 3,113 3,607 4,022
Other 133 322 800 880 1,034 1,233 1,436
Total 13,381 17,200 16,000 16,180 18,607 21,458 23,300 24,465 26,178 30,105 33,116
Source: 1994-95 Association of Accredited Advertising Agencies, 1996 Fookien Times Yearbook,
1997-2000 Ad Board of the Philippines 2001-2005 ZenithOptimedia
Notes: Includes classified advertising (est. at 15% of the total), and agency commission (15%), excludes production costs,
after discounts
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 50.99 Pesos at 2001 rate
Gross Domestic Product (Pesos billion)
at current prices 1,906 2,172 2,427 2,665 2,968 3,303 3,643
% change 12.6 14.0 11.7 9.8 11.4 11.3 10.3
at 2001 prices 2,851 2,981 3,146 3,149 3,286 3,504 3,643
% change 4.3 4.5 5.5 0.1 4.4 6.6 4.0
Gross Domestic Product per capita (Pesos 000)
at current prices 27.1 30.2 33.0 35.5 39.7 43.3 47.2
at 2001 prices 40.6 41.5 42.8 41.9 44.0 45.9 47.2
Population
Millions 70.3 71.9 73.5 75.2 74.8 76.3 77.1
Consumer Price Index
2001=100 66.8 72.9 77.1 84.6 90.3 94.3 100.0
%change 8.0 9.0 5.9 9.7 6.7 4.4 6.1
Ad.spend as a % of GDP
0.70 0.79 0.66 0.61 0.63 0.65 0.64
Advertising Expenditure Growth (%)
at current prices 29.9 28.5 -7.0 1.1 15.0 15.3 8.6
at 2001 prices 20.3 17.9 -12.1 -7.8 7.8 10.5 2.3
Source: IFS, ZenithOptimedia
Research
Newspaper circulations were first audited in 1989 by the Print
Media Audit Council (PMAC). The Council only ever conducted
fifteen audits over eight years, and No audit has been conducted
for the last six years. Some publications still use figures from
the last audit as their official circulations, other circulation
figures are simply claims made by individual publishers. Some
parties plan to revive the audit process.
Readership information is produced by:
1. Social weather station
2. Asia Research Gallup
3. AC Nielsen
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WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003