Shampoos most heavily advertised product in '06

Shampoos rule over text messages. The latest study by the Nielsen Media Research revealed that for the entire year of 2006, shampoo advertisers like Sunsilk, Palmolive, Head & Shoulders and Pantene beat out telecom companies like Smart and Globe, in terms of pesos spent for advertisements. The study said advertisements for hair shampoos and rinse products reached P15.58 billion in 2006, 5 percent less than what was spent for these products in 2005. Ad spending for communications and telecommunications products also went down by 5 percent to P12.75 billion. Other big spenders in advertisements were skin care, detergents and laundry preparations, government agencies and utilities, powder milk, proprietary drugs, cough and cold remedies, entertainment and dentrifices, mouthwash and toothbrush. Top advertisers meanwhile were Unilever Philippines which spent P14.24 billion; rival Procter & Gamble Philippines which spent P12.71 billion; and Nestle Philippines, which came up with P7.16 billion for its ads. Colgate-Palmolive Philippines spent P6.75 billion for advertising while United Laboratories coughed up P6.7 billion. Smart Communications shelled out P2.55 billion for ads last year while its rival Globe Telecom spent P1.95 billion. The report also showed that television is still the king medium for adveritsers. Seventy-seven percent of total ad spending went to the boob tube. Radio came in second with 17 percent, while newspapers and magazines got 6 percent of the total mix. GMA-7 cornered 49 percent of total TV advertisement loads in 2006, followed by ABS-CBN with 28 percent. ABC 5 got 8 percent, while RPN 9, QTV 11 and IBC 13 were tied with 3 percent. The rest of the ad spending was shared between Studio 23, MTV Channel and NBN.-GMANews.TV