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AMONG
encompassing mediums to effectively reach Filipino
audiences at a wider base, television dominates the
scene by 98 percent, according to a recent study
conducted by global market research company Synovate.
The
survey was done to identify the needs of Philippine
media for more precise measures of media consumption and
discover the lifestyles of Filipino consumers.
“We want
to reflect on what the consumers are doing to adopt
different approaches and capture the truth [consumer
habits],” explained Steve Garton, global media director
of Synovate.
A
growing number of cable and satellite TV subscribers
have boosted television’s dominance in the market along
with households’ access to free or terrestrial TV. Radio
airwaves grabbed the second spot at 58 percent.
Newspapers and magazines gained 59 percent, while the
Internet’s popularity registered at 32 percent on a
weekly basis.
Although
TV is the most expensive form of media for a company to
have its product advertised in, Garton raised
alternatives.
He said,
“TV does not disqualify other mediums, it delivers
information that could be at daytime on a more active
way. Newspaper has its medium of being passive in
delivery.”
“Advertisers should ask themselves how they can promote
their advertising strategies by looking at all media.
They should also consider age, lifestyles,
psychographics and buyergraphics,” Garton told
BusinessMirror.
Synovate
furthermore intends the study to be an atlas media for
planners to have efficient advertising money
allocations; for advertisers to reach target audiences;
for media to adapt on the dynamism of consumers profile
and preferences; and for the consumer to receive the
relevant and appropriate information they value.
In the
print medium for instance, the survey clearly described
readers’ language preferences in reading newspapers.
Respondents who prefer to read newspapers in Filipino
are higher than those who read it English, 17 percent
and 11 percent respectively.
Internet
utilization by users, on the other hand, also showed
variety. When in cyberspace, 90 percent of respondents
said they accessed their e-mails, while the 41 percent
respondents who own mobile internet capable phones
accessed the web through their handheld device. |
