News article from by Lawrence Agcaoili

     In the most recent National Rural Ratings Data (June 2012) survey conducted by Kantar Media, Filipinos are said to be one of the longest TV viewers in Asia, spending 4 to 5 hours a day. According to the survey also, TV commercials are still dominated by hair care products since 6 out of 10 commercials are about shampoo and conditioner products.

     Advertising can be delivered in many mediums, including the television, newspapers, magazines, radio, and billboards. With Filipinos being among the longest viewers in Asia, it goes to show how TV is the most effective mode of advertising of products as 72 million viewers have access to the television.

     We think that this survey results will have an effect to our study because it shows how the television is such a huge medium for advertising. It will help us evaluate and differentiate how effective TV advertising is by the number of people in the rural and urban areas who have access to television. The survey results may help advertising agencies/advertisers think of the proper placement of their commercials. Based on observation, shows during primetime (6-9pm) have the most number of commercials. This is because more people are watching at that time of the day.

     In Nielsen Media Research (2007) findings, TV is leading on ad spending, having $1.9 billion in 2007. Also, TV commercials take place in between shows and viewers will always see the advertisements no matter what. The Advertising industry now has a bigger load on its shoulder as they should not just worry about the effectiveness of the strategy they use, but also to consider its ethical dimension as a bigger set of audience, of all ages, and social classes, is being catered. Furthermore, the results show that advertisers should try to shift their focus on the rural households in Visayas and Mindanao. This news/survey shows a positive effect to the Advertising industry especially to TV advertising. 

Adriano, Angela
Galang, Gianne
Rivera, Carmina

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