Philippines, Media 

Notes:
Booklet,  

CONTENTS

DEMOGRAPHICS
The Philippines ……………………………………………………………............……………………………… 1
The Filipinos ………………………………………………………………...........………………………………… 2
Philippine Map ……………………………………………………………..........………………………………… 3
Total Philippines 1995 Population by Age and Sex …………….………………………………….. 4
Population Profile……………………………………………………………......………………………………… 5
1996 Population and Household……………………………………………..……………………………… 6
Education Profile …………………………………………………………….......………………………………… 7
Literacy ………………………………………………………………………...........………………………………… 8
Enrollment in Gov’t. & Private Schools ..………………………………………………………………… 9
The Market…………………………………………………………………..........………………………………… 10
Dialect Map of the Philippines…………………………………………....………………………………… 11
Major Dialect by Province………………………………………………......………………………………… 12
Socio-Economic Class……………………………………………………….....………………………………...13
Criteria for Eco-Class of Homes …………………………….………………………………………… 14-15
Income Group ……………………………………………………………….......………………………………… 16
Occupation of Urban Household Head/Housewife ………………………………………...……. 17
Occupation of Urban Household-Urban & Rural …………………………………..……………….18
Household Product Ownership…………………………………………..………………………………… 19
Household Spending .………………………………………………...........…………………………………. 20
Main Economic Indicator-Population ………………………………....………………………………… 21
Main Economic Indicator-Consumer……….………………………........……………………………… 22
Employment …………………………………………………….................………………………………………23

ADVERTISING INDUSTRY
Advertising Board of the Philippines …………………………………..………………………………… 24
Media Options ……………………………………………………………….......………………………………....25
Estimated Adspend …………………………………………………………....………………………………… 26
Annual Media Cost Inflation ………………………………………………....……………………………… 27
Top Ten Product Categories-Television ………………..………………………………………………..28
Top Ten Product Categories-Radio/Print ……………………..…………………………………………29
Top Advertisers/Top Ten Advertising Agencies……………………...……………………………….30
Media Penetration-Total Philippines ……………………………………..……………………………… 31
Media Penetration-Metro Manila ……………………………………....………………………………….32
Tools of the Trade ………………………………………………....……………………………………………...33

TELEVISION
Television ………………………………………………………..........………………………………………………34
Ratings ……………………………………………………………………...........…………………………………….35
Satellite & Cable ………………………………………………......…………………………………………….....36
Channel Ratings …………………………………………………..........…………………………………….….. 37
Channel Shares by Daypart-Total Persons Viewing ……………………………………...………. 38
Channel Shares by Daypart-Total Household Viewing ………………………………….………. 39
Distribution of Operating TV Station ……………….…………………………………………………40-41
Television 1995 Ratecard ………………………..………………………………………………………………42
Provincial Television ……………………………………....……………………………………………………...43

Radio
Radio ……………………………………………………...........…………………………………………………..44-45
Listening Level-Metro Manila …………………….……………………………………………………………46
Listening Level-Metro Cebu …………………………….…………………………………………………….. 47
Listening Level-Davao …………………………………………....………………………………………………48
Top Three AM/FM Stations in Selected Key Cities ……………………………...………………49-51
Metro Manila Car Radio Survey ……………………………………………..……………………………… 52
Metro Manila Car Radio Ownership Survey ……………..............................………………….. 53
List of Operating Station …………………………………………..……………………………………... 54-58
Marketing Arm Code …………………………………………….....………………………………………..89-91

PRINT
Print ……………………………………………………............……………………………………………………… 92
Leading Publication …………………………………………………….......…………………………………… 93
Newspaper Basic Information ………………………….…………………………………………….. 94-96
Sunday Supplement ……………………………………………...…………………………………….……….. 97
Publication ………………………………………………………......……………………………………….. 98-102
Local Comics ……………………………………………………….........…………………………………………103
Local Newspapers/Tabloids …………………………….……………………………………………. 104-113
1995 Trade Journals/Special Tabloids/Magazines.. ……………………………………………….114
Special Magazine ……………………………..…………………………………..………………………. 115-118

OTHER MEDIA FORMS
Non-Traditional Advertising …………………………..…………………………………………………….. 119
Rates Terms ……………………………………………….......……………………………………………. 120-122