Mind Wars
This column is all about media as the battleground of the marketing world – a world constantly at war as each company pushes its brands in the name of service to the consumer, providing us with goods and services that our everyday lives depend on. Needless to say, political parties are also companies that push for their individual candidates as brands, promoting them and “selling” them to voters at election time. It is also about the marketing of media themselves – how individual media channels compete for our attention, and consequently become molders of our tastes and preferences.
Happy Easter everyone!
We have just received a copy of the latest data from Nielsen Media Research, the advertising industry’s top provider of this information. Most of the names are, shall we say, “the usual suspects”, save for a few surprises, and one conspicuously absent big name.
Over-all, the industry grew by as much as 23% in terms of total adspend on television, from P37.794 billion to P46.427 billion. This translates to about P15.5 billion a month versus last year’s P12.5 billion a month. This is surprising, considering that this is only the first quarter, and that last year was an election year – where we had an unusual surge in TV spending for the first quarter. Many are hoping this will be a sign of even better times ahead.
In terms of commercial load, the growth was lower: from 127,421 commercial minutes to 141,497 minutes, or a growth rate of 13%. This means clients are now paying much higher rates for the spots that they are buying. The data show an average effective rate of P328,000 per minute, or P164,000 per 30-second spot. Speaking of spots, the growth is also lower for the total number of spots aired – 374,108 for 2011 versus 330,884 for 2010. That means advertisers are also switching to more regular 30-second spots as opposed to the shorter length 15-seconders. This is also a good trend, as shorter-length spots normally indicate short-term campaigns like quick seasonal promos versus full length brand-building thematic campaigns.
Apart from the big names, like Unilever, Nestle, Colgate, Unilab and Procter & Gamble, we see names like L’Oreal, ACS (makers of Pride detergent), Sara Lee, Kraft, and KFC, along with the more regular ones – Globe, Jollibee, McDonald’s, Mead Johnson, Wyeth, Johnson & Johnson, Universal Robina, and Coca-Cola. The most surprising item? No mention at all of PLDT or Smart.
So here are the names on the 2011 Q1 Television Honor Roll…
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