Access Pinoy

Broadcast giant ABS-CBN is the preferred channel among affluent Filipinos, teens and families of overseas Filipino workers. This, according to Nielsen Media Research as it looked into the media consumption of the three market segments.

Nielsen defined the affluent as those living in posh, gated villages with income higher than P50,000 a month, while the teens are those in the 13-19 age bracket regardless of economic bracket. OFW beneficiaries, meanwhile, are those with a member of the family working abroad. The research was conducted through personal interviews, and is limited to urban areas.

Traditional Media

Among the traditional media being used, nearly 100 percent of respondents across the segments watch television, with the affluent having more than one television set per household.

ABS-CBN, parent company of ABS-CBN Interactive, is preferred at 68.5 percent, followed by GMA7 at 50.87 percent. This is highest among the ABC1 market at 79.4 percent. There is no breakdown as to what shows are being watched.

Meanwhile, Philippine Daily Inquirer is the favored broadsheet daily reading across market at 28.23 percent. Manila Bulletin comes second at 18.87, followed closely by The Philippine Star at 18.83 percent.

Men’s magazine FHM takes top cake among monthly magazine readings across sectors at 15.70 percent. Cosmo comes second with 10.23 percent while 6.83 percent reads the fan magazine Yes.

Majority of respondents also admit to listening to radio, the teens and the more affluent favoring FM over AM. Among the listeners, dzMM is favored followed by dzBB and dzRH. Among FM stations, Magic 89.9 TM is the most listened to, followed by Monster Radio RX 93.1 and Love Radio 90.7.

Digital Media

While exposure to traditional media – print, television and radio – remains high, the use of new media is increasing exponentially especially among the teens. From 45.3 percent in the first half of 2006, Internet users increased to 73.9 percent in the same period of 2007.

Interestingly, the Internet is largely use for email, social networking and personal research. That explains why Yahoo! is the top visited Web site (almost 90 percent of respondents), with Google coming in second and Friendster and Multiply following.

The Internet is also used for other entertainment fare like music download (49 percent for ABC1 and 23 percent for teens), and gaming (65.6 percent of teens). Instant messaging or chat is also popular among Internet users, with 45 percent of OFW beneficiaries communicating with the family member overseas through the net.

Only 28 percent of the ABC1 market said they get their news from the Internet version of newspapers.