LOCAL STUDIES
According to Nielsen study in 2016, “With the rise of video-on-demand platforms where
consumers have the power to select, watch, or listen to video content whenever they
want, broadcast TV still reigns supreme in the Philippines.” This study means that the
television advertisements are still the most effective advertising method in the
Philippines together with the video on demand.
The report stated that 59% of online Filipino consumers are subscribed to a cable
provider and at the same time, 16% are subscribed to an online service provider.
Additionally, on the Video-on-Demand Survey conducted for over 30,000 online
respondents from 61 countries, revealed that eighty-one percent (81%) of Filipino
respondents subscribed to an online service provider claim they watch some form of
VOD programming through the form of television, mobile phones, computer or laptop.
The study also stated that forty-five percent (45%) of online Filipino consumers watch
VOD once a day or more often.
As stated by Stuart Jamieson, managing director of Nielsen Philippines, “The
emergence of video-on-demand programming options is giving consumers greater
control over what, when, and how they watch content.” Also, according to him, “While
digital ads offer considerable advantages —such as precision-focused campaigns, in-
flight adjustments and more creative options—TV still delivers unequalled ability to
reach the masses.” The study shows that video on demand platforms and traditional
television are both great advertising medium and the trust for television advertising
remains strong.
Nielsen study shows that word-of-mouth recommendations from people they know and
trust continue to be the top source and most influential medium of advertising in the
Philippines.
Nielsen’s Global Trust in Advertising Survey were conducted for 30,000 online
respondents from 60 countries. Result shows that consumers in the Southeast Asian
region placed the highest level of trust in word-of-mouth endorsements wherein ninety-
one percent (91%) of Filipino respondents ranks the highest followed by Malaysia with
eighty-nine percent (89%), Singapore and Indonesia with eighty-five percent (85%).
According to Craig Johnson, Managing Director, Marketing Effectiveness and Reach
portfolio, Nielsen Southeast Asia, North Asia and Pacific, “Undoubtedly, word-of-mouth
recommendations from people they know and trust are the best way to promote your
product to consumers, especially when combined with the power of television and digital
advertising.” It is very evident in the study that word-of-mouth recommendations from
the people they trust are still the most trusted medium of advertising by the Filipino
consumer despite of the wide influence of online advertising.
On the other hand, trust in the traditional advertising stays strong according to the
Philippine Association of National Advertisers. Despite of the continued media
fragmentation and the emergence of different advertising platforms or methods, trust in
the offline advertising were still there. Television, magazines and newspapers remain to
be the most trusted traditional (offline) or paid advertising in the Philippines wherein
base on the study, seventy eight percent (78%) of consumers in the Philippines stated
that they trust television advertising followed by seventy four percent (74%) of
consumers trusted advertising in newspapers and seventy percent (70%) in magazines.
While the trust in the traditional advertising remains strong, online advertising, on the
other hand, gaining a credibility and are also getting stronger. According to Philippine
Association of National Advertisers, fifty nine percent (59%) of Filipino respondents trust
the advertisements seen on the social networks. In line with this, ads that can be seen
in the search engine results have stayed consistent since 2013 base on the study
conducted.
Base on the study conducted by the Nielsen, advertising is one of the medium to reach
the consumers that is why brand messages is so important to have connections with
them. About sixty five percent (65%) of the Filipino respondents agreed that real-life
situations advertisements resonate the most followed by the advertisements that are
family oriented, health-themed, value-oriented, and humorous. This study shows that
creating brand messages to the consumer is very essential.
References:
Filipino Consumers Trust Word-of-Mouth Recommendations the Most. Philippine
Association of National Advertisers. (2015, September 28). Retrieved from
[Link]
Giongco, M. (2016). TV Ads Dominate in PH – Nielsen Study. The Manila Times.
Retrieved from [Link]
ph-nielsen-study/253477/
Global Trust in Advertising and Brand Messages. Nielsen. (2013, September).
Retrieved from [Link]
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Rivera, D. (2013). Pinoys Trust Word-of-Mouth More Than Traditional, Online
Ads – Nielsen. GMA News Online. Retrieved from
[Link]
mouth-more-than-traditional-online-ads-nielsen/story/
Video on Demand and Traditional TV Make a Great Team. Nielsen. (2016, April
15). Retrieved from [Link]
demand-and-traditional-tv-make-a-great-team/
Video on Demand: How Worldwide Viewing Habits are Changing in the Evolving
Media Landscape. Nielsen. (2016, March). Retrieved from [Link]
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Word-of-Mouth Recommendations Remain the Most Credible. Nielsen. (2015,
January 7). Retrieved from [Link]
mouth-recommendations-remain-the-most-credible/
