ABS-CBN, GMA, IBC and TV5 Advertising Rates for every Commercial

April 10, 2014

ABS-CBN (logo)

The Philippines three biggest television networks ABS-CBN, GMA and TV5 reportedly have these as their published rate card for 2013. A published rate card is simply the Advertising Rate for every TV commercial (TVC). A 30-second ad on Primetime on ABS-CBN costs P824,374; P695,500 on GMA 7 and P444,000 on TV5. ABS-CBN‘s rate card is at most 40% more expensive than GMA’s published rate card. Sometimes, TV networks give an agency discount, which are given, determined in large part by the volume of ad placements.

Meanwhile, in its annual report, Kantar Media, a television audience measurement provider, released its report Advertising Expenditure Report 2013 earlier this year. It disclosed that in 2013, a record total of P264 billion were the advertising revenues on Television, out of the total P340 billion for the whole advertising industry (TV, radio, and print media), with ABS-CBN getting 42.69% of the lion share or P112.70 billion, GMA-7 earned 30.44% or P80.36 billion while TV-5 managed to only get 7.84% of the total ad revenue for 2013 which translates to a no nonsense P20.70 billion. Kantar Media’s monitoring did not include digital advertising which inludes online sites which is a burgeoning industry.

ABS-CBN managed to out sell GMA7 by about P32.34 billion in ad revenues. ABS-CBN claims ratings leadership nationwide citing data from Kantar Media, while GMA-7 claims leadership in Urban Luzon citing data from AGB Nielsen.

The top advertisers in the Philippines in 2013 are multinational companies:
 * 1) Unilever Philippines Inc. – P48 billion
 * 2) Procter and Gamble Philippines – P33 billion
 * 3) Colgate-Palmolive Philippines Inc. – P16 billion
 * 4) Nestle Philippines Inc. – P14 billion