Yesterday, an ad executive told me that the estimated online ad spending in the Philippines is pegged at 0.5% of total annual spendings. I couldn’t believe it at first but a quick research pointed me to some more revealing numbers.
A recent story from ABS CBN News points to a Nielsen study that radio had the biggest increase in media spending with 26% for the first half of year 2008.
The breakdown of ad spending are as follows:
The study didn’t even consider online ad spending which could imply that it was insignificant. So, the 0.5% mentioned to me maybe closer to the real figure (btw, there are no figures on mobile ad spend too). In contrast, Singapore has 3.8% and Hong Kong has 5% of ad spending done thru online media.
Total ad spent for 2007 was about P154.67 billion on TV, radio and print. However, this is only based on rate cards and do not consider discounts/promos and other x-deals made throughout the year.
Nonetheless, take 0.5% of that and you get Php773 Million. I’m sure Inquirer.net contributes at least 10% on that total.