RP advertising spending jumps

RP advertising spending jumps

MANILA (Dow Jones): Advertisers spent 8% more in the Philippines during the first quarter of this year from the year- earlier period, according to market researcher ACNielsen Media International.

Intense competition between cellular phone companies and makers of soap and food pushed spending to $339 million from the first quarter of 1998. The Philippines was the only Southeast Asian country where advertising spending grew last year.

In the consumer goods business, Procter & Gamble Co. (PG) spent $25.6 million during the first quarter, up 16%, to top the list. Second was P&G competitor Unilever PLC (UL) with $24.8 million, up 33%. Also spending heavily were cell phone competitors Smart Gold and Globe Handy Phone.

"Competition among the titans is keen over the years despite the regional economic crisis," said Bienvenido C. Niles, managing director of ACNielsen in Southeast Asia. "While mixed signals of economic improvement are emerging in the region, leading marketers are battling for the best position to benefit from any pickup in consumer spending."