Industry Events, Resources, Seminars, Tools

The Filipino Consumer On HD: Kantar Media Philippines’ Presentation

“Twenty percent of Filipinos are extremely happy and 40 percent see themselves having better lives in the future. Barring calamities, the general outlook of Filipinos for the first quarter is good. We can attribute that to our resiliency, our indomitable spirit or our capacity to smile even when confronted with heavy burdens.” — Bong Osorio, Corporate Communications Head, ABS-CBN, columnist, Philippine Star

Yesterday, Kantar Media Philippines, which provides audience measurement services which help quantify an advertiser’s efforts, held a meeting wherein they presented stats and facts outlining how Filipinos choose to spend their money, as well as how happy Filipinos are.

The meeting, which was held in Makati Shangri-La, featured interrelated studies presented by Gabriel Buluran, the general manager of Kantar Media Philippines. The studies gave a picture of the interplay of how the Filipino people spend, the prevailing fiscal climate, as well as our current outlook on life, as a nation. As Bong Osorio mentioned in his article,

“They are attempts to look at the Filipinos in high definition, to put things in perspective, and make us better understand the Filipino consumer.”

Bong Osorio outlined these points on his Commonness column on Philippine Star:

“Filipino Consumers In High Definition”

Hop on over to that link to know the salient insights that Kantar Media Philippines put forth.


Kantar Media provides critical information that helps clients make better decisions about communications. They enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. [Source.]

Kantar Media Research Philippines (formerly known as Kantar/TNS Philippines), popularly called Kantar Media, is one of the market research firms in the Philippines specializing in broadcast media. Kantar Media is responsible for audience measurement of television ratings in the entire Philippines.

Kantar Media uses a nationwide panel size of 2,609 urban and rural homes. Audience panel covers and represents 100% of the total Philippine TV viewing population. It has a total of 6.315 million homes in rural areas and 8.820 million homes in urban areas across the Philippines, bringing the total of 15.135 million homes nationwide covering 75 million individuals. As of the latest 2010 census, these figures represent 75% of all households and 81% of the total population of the Philippines. [Source.]


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