RP advertising spending jumps<\/p>\n
MANILA (Dow Jones): Advertisers spent 8% more in the
\nPhilippines during the first quarter of this year from the year-
\nearlier period, according to market researcher ACNielsen Media
\nInternational.<\/p>\n
Intense competition between cellular phone companies and
\nmakers of soap and food pushed spending to $339 million from the
\nfirst quarter of 1998. The Philippines was the only Southeast
\nAsian country where advertising spending grew last year.<\/p>\n
In the consumer goods business, Procter & Gamble Co. (PG)
\nspent $25.6 million during the first quarter, up 16%, to top the
\nlist. Second was P&G competitor Unilever PLC (UL) with $24.8
\nmillion, up 33%. Also spending heavily were cell phone
\ncompetitors Smart Gold and Globe Handy Phone.<\/p>\n
\"Competition among the titans is keen over the years despite
\nthe regional economic crisis,\" said Bienvenido C. Niles, managing
\ndirector of ACNielsen in Southeast Asia. \"While mixed signals of
\neconomic improvement are emerging in the region, leading
\nmarketers are battling for the best position to benefit from any
\npickup in consumer spending.\"<\/p>",
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"sponsor": "Okusi Associates",
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