Monday, 8 June 2009

Philippines' ABS-CBN records ‘strongest’ monthly sales of P1.4B in May

Jeremiah F. de Guzman

LOPEZ-LED ABS-CBN Broadcasting Corp. enjoyed its highest selling month in May, reporting revenues of P1.4 billion, and expecting the total to reach P3.8 billion for the second quarter.

In a statement on Friday, ABS-CBN said revenues for the month of May surpassed April revenues of P1.1 billion and even summer 2007 revenues when political ads significantly hiked ad sales.

Television and radio segments of the flagship station accounted for 90% to 95% of total revenues, Channel 2 Head of Sales August Benitez told reporters on Friday.

The broadcast outfit cited its nationwide lead in ratings.

"We are able to utilize 90% to 100% loading in our prime-time programs, having at most 18 minutes of ads every hour," Mr. Benitez said.

Even noontime shows were doing well in terms of ads, he added.

Oz Trinidad, ABS-CBN head of sales and strategic planning, said the market has been very receptive to the various "special executions" included in sales packages.

This has strengthened the network’s revenue streams outside of commercial spot placements, she said, citing a "less cluttered environment" than competitor GMA Network, Inc.

"The May results are simply a testament to the success of our win-win strategy," Ms. Trinidad said in a statement.

ABS-CBN is expecting to book P3.8 billion in sales for the second quarter, far better than the first quarter’s P2.7 billion and the year-ago level of P3.4 billion.

"June is mirroring May based on the daily averages, but this month is a bit lower since it is one day less than the previous month," Mr. Benitez said.

He said infomercials and "policacies" or political advocacies are beginning to contribute significantly to ad revenues. "Infomercials comprised 7% to 8% of our revenues for the month of May," he said.

Senator Manuel B. Villar, Jr., Senator Manuel A. Roxas II, and Makati Mayor Jejomar C. Binay were the most "aggressive" in ad minutes, he said.

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