pollywog
May 22, 2005, 01:06 PM
METRO MANILA: NOT THE ENTIRE PHILIPPINES
Metro Manila does not represent 86% of the viewing Filipino public. Any study claiming the otherwise is unscrupulous and lacks a semblance of integrity and accuracy.
The mere fact that TV commercials are heavily concentrated in Metro Manila is not an enough basis to conclude that Metro Manila represents more than half of the viewing public. If it is true that AC NEILSEN considers this as a fact, then, with more reasons to doubt the integrity of their surveys, as they are employing incorrect research standards.
AC NEILSEN is an international research-marketing company utilizing international standards. However, certain international standards are not applicable to our setting, as the Philippines is a highly diverse country.
Neither Metro Manila represents Cebu nor Cebu represents Metro Manila. The same thing goes with the other areas. This is attributable to the fact that each region in the country does have its own unique culture, beliefs, and traits. In order to arrive at a correct conclusion, an analysis and a comparison of all the regions should be made.
hus, even if ABS-CBN’s closest competitor, GMA, leads in Mega Manila, the latter still could not claim that it is now the country’s leading network, the fact being that GMA failed to maintain the same status on the rest of the areas in the Philippines. To claim as such would be a total lie to the true sense of the word.
Accending to the fact that television sets are highly available in the urban areas and that Metro Manila is a 100% urban area, still it isn’t safe to conclude that Metro Manila is representative of the whole country. Aside from Metro Manila, it must be pointed out that there are other areas in the Philippines considered as highly urbanized.
In the year 2000, 16 provinces in the Philippines have been considered as highly urbanized.
Source: NSO, 2000 Census of Population and Housing
Provinces with More Than 50 Percent Urban Population: 2000
1 Rizal 95.79
2 Cavite 86.81
3 Laguna 83.49
4 Bulacan 77.80
5 Pampanga 67.43
6 Benguet 64.49
7 Cebu 63.43
8 Bataan 59.72
9 Zambales 56.92
10 Misamis Oriental 53.36
11 Pangasinan 52.41
According to the N.S.O., in Luzon, aside from Metro Manila, there are four other cities considered to be entirely urbanized, these are Baguio City, Angeles City, Olongapo City, and Lucena City. In Visayas, Ilo-lo City, Bacolod City, Cebu City and Mandaue City are considered to be entirely urbanized. In Mindanao, Cagayan de Oro City, Marawe City and Cotobato City are also considered to be 100% urbanized.
These facts, GMA 7, in proclaiming itself to be the country’s leading network, has failed to consider.
The country’s second leading broadcasting network, GMA 7, although leading in Metro Manila is but second as to the rests of the places in the entire country. How could GMA now claim that it is the Philippine’s no.1 network when in all other urban areas and in the rest of the rural areas in the Philippines, it is still ABS-CBN who maintains the lead?
In the entire country, it is only ABS-CBN who is enjoying a wide-range of popularity. No doubt, ABS-CBN is the Philippine’s largest and No.1 broadcasting network.
Heavy Concentration of TV Commercials in Metro Manila
The heavy concentration of TV commercials in Metro Manila is not attributable to the claim that Metro Manila shares more than 50% of the entire viewing public. This conclusion of GMA is incorrect and self serving.
The heavy concentration of TV commercials in Metro Manila could be attributed to the fact that Metro Manila is the country’s capital. All business establishments are placed here. Restaurants, bars, movie houses, car shops, and a lot more are all around the metropolis. Thus, it is but logical for the businessmen to concentrate their advertisements where the market is.
More so, most of the businesses in the provinces do not need commercial advertisements, or even if so, it wouldn’t be cost effective.
Factories, fishponds, poultries, farms, and the likes do not need commercial advertisements. A different type of marketing strategy is employed in these types of businesses.
Also, Jollibee and Mc Donalds need not place many advertisements in the provinces as the competition is not as tough as compared here. Place a Jollibee establishment is San Fernando, Pampanga, for sure they would not be needing TV ads much as they need it here in Metro Manila. To do so would be senseless and would just be a waste of money, as it is not needed.
Besides, most of the celebrity endorsers here in Metro Manila are ABS-CBN talents. Ha ha.. what do you think this fact implies now?
Metro Manila does not represent 86% of the viewing Filipino public. Any study claiming the otherwise is unscrupulous and lacks a semblance of integrity and accuracy.
The mere fact that TV commercials are heavily concentrated in Metro Manila is not an enough basis to conclude that Metro Manila represents more than half of the viewing public. If it is true that AC NEILSEN considers this as a fact, then, with more reasons to doubt the integrity of their surveys, as they are employing incorrect research standards.
AC NEILSEN is an international research-marketing company utilizing international standards. However, certain international standards are not applicable to our setting, as the Philippines is a highly diverse country.
Neither Metro Manila represents Cebu nor Cebu represents Metro Manila. The same thing goes with the other areas. This is attributable to the fact that each region in the country does have its own unique culture, beliefs, and traits. In order to arrive at a correct conclusion, an analysis and a comparison of all the regions should be made.
hus, even if ABS-CBN’s closest competitor, GMA, leads in Mega Manila, the latter still could not claim that it is now the country’s leading network, the fact being that GMA failed to maintain the same status on the rest of the areas in the Philippines. To claim as such would be a total lie to the true sense of the word.
Accending to the fact that television sets are highly available in the urban areas and that Metro Manila is a 100% urban area, still it isn’t safe to conclude that Metro Manila is representative of the whole country. Aside from Metro Manila, it must be pointed out that there are other areas in the Philippines considered as highly urbanized.
In the year 2000, 16 provinces in the Philippines have been considered as highly urbanized.
Source: NSO, 2000 Census of Population and Housing
Provinces with More Than 50 Percent Urban Population: 2000
1 Rizal 95.79
2 Cavite 86.81
3 Laguna 83.49
4 Bulacan 77.80
5 Pampanga 67.43
6 Benguet 64.49
7 Cebu 63.43
8 Bataan 59.72
9 Zambales 56.92
10 Misamis Oriental 53.36
11 Pangasinan 52.41
According to the N.S.O., in Luzon, aside from Metro Manila, there are four other cities considered to be entirely urbanized, these are Baguio City, Angeles City, Olongapo City, and Lucena City. In Visayas, Ilo-lo City, Bacolod City, Cebu City and Mandaue City are considered to be entirely urbanized. In Mindanao, Cagayan de Oro City, Marawe City and Cotobato City are also considered to be 100% urbanized.
These facts, GMA 7, in proclaiming itself to be the country’s leading network, has failed to consider.
The country’s second leading broadcasting network, GMA 7, although leading in Metro Manila is but second as to the rests of the places in the entire country. How could GMA now claim that it is the Philippine’s no.1 network when in all other urban areas and in the rest of the rural areas in the Philippines, it is still ABS-CBN who maintains the lead?
In the entire country, it is only ABS-CBN who is enjoying a wide-range of popularity. No doubt, ABS-CBN is the Philippine’s largest and No.1 broadcasting network.
Heavy Concentration of TV Commercials in Metro Manila
The heavy concentration of TV commercials in Metro Manila is not attributable to the claim that Metro Manila shares more than 50% of the entire viewing public. This conclusion of GMA is incorrect and self serving.
The heavy concentration of TV commercials in Metro Manila could be attributed to the fact that Metro Manila is the country’s capital. All business establishments are placed here. Restaurants, bars, movie houses, car shops, and a lot more are all around the metropolis. Thus, it is but logical for the businessmen to concentrate their advertisements where the market is.
More so, most of the businesses in the provinces do not need commercial advertisements, or even if so, it wouldn’t be cost effective.
Factories, fishponds, poultries, farms, and the likes do not need commercial advertisements. A different type of marketing strategy is employed in these types of businesses.
Also, Jollibee and Mc Donalds need not place many advertisements in the provinces as the competition is not as tough as compared here. Place a Jollibee establishment is San Fernando, Pampanga, for sure they would not be needing TV ads much as they need it here in Metro Manila. To do so would be senseless and would just be a waste of money, as it is not needed.
Besides, most of the celebrity endorsers here in Metro Manila are ABS-CBN talents. Ha ha.. what do you think this fact implies now?