Traditional media is still the most influential platform in the Philippines

A confidential report by an international body shows that traditional media, in fact, electronic media such as television and radio are still the most influential communication channels in the Philippine today. Social media influences only a fraction of the Philippine market.

Why is this? Online penetration in the Philippines is still very low, compared with other countries. Yes, we are an estimated 30 million voices online but this fact is still being re-validated. The figure could be lower.

Aside from penetration, we also have an issue regarding repeated usage and multiple usage. We all know that in the Philippines, the possibility of one individual carrying two or three phones and two laptops and one tablet remains. The duplicity of functions and uses create a research issue.

Meaning, social media remains as an effective platform only to about 30% of the population. while TV influences 96% of the population. Print media, which many predicts to be on the brink of death, is still influential to about 40% of the population. The study reveals that print media is undergoing a metamorphosis. Ad revenues have fallen but subscription remains stable and even. The study also shows that weekend editions of newspapers have even increased both ad revenues and subscription. It is not Monday anymore, but Saturday and Sundays that have increased readership and revenues.

Radio remains relevant since almost 98% of Filipino families have this communication device. Radio remains the foremost communication device in rural areas. However, with satellite dishes beaming TV signals from space to terrestrial homes, it is just a matter of time before TV catches up with radio.