In a country where TV remains king, the shutdown of the Philippines’ largest broadcasting network disrupted TV viewership and brand campaign plans – the next all-out battle is likely in digital. Read this in-depth piece by CamilleElemia:
On its first week, the channel already ranked 4th among the most watched channels, trailing GMA, CineMo!, and TV5.
Access to Channel 2 is easier for most Filipinos, especially those who could not afford to pay for cable or devices.With the top network suddenly gone, the multi-billion-peso advertising industry looked for other ways to reach campaign targets. GMA also gained an additional 3 minutes worth of ads per hour. Ads are usually 15 to 30 seconds long.
“Advertisers had to again adjust campaign plans to take into account the audience migration from television, shifting media mix, as well as TV channel mix,” Navalta said in an e-mail to Rappler. “As a media planner, ABS-CBN not being part of any of my campaigns just doesn’t seem real. In our world, massive reach and awareness are equated to TV and TV without ABSCBN is not real TV. Or Philippine TV for this matter.”“The media landscape is forever changed, which has forced us to pivot as twice,” the media planner said.
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