According to Synovate’s Media Atlas survey, 92 percent of respondents from A, B, C and D classes watched free television the day before and only 41 percent read a daily newspaper.
Only 46 percent had watched cable or satellite TV.
Watching television is the most common way for Filipinos to relax, with 94 percent saying so, Synovate said.
Also cited were resting (89 percent), spending time with family (85 percent), listening to music (74 percent) and eating out, chatting with friends, listening to radio and shopping.
In the preceding seven days, only 43 percent said they had read a Sunday newspaper and 79 percent said they had listened to a radio station, according to the survey.
Synovate’s first Media Atlas survey was done in the Metropolitan Manila and Greater Manila areas from June 2006 to July 2007.
It primarily measures local print media habits, spending patterns, product ownership, lifestyle, attitudes and values, especially across the expanding upper income groups.
A sample of 2,538 respondents, living in the Greater Manila Area aged 15 to 64 years old were polled using Computer-Assisted Telephone Interviewing (CATI) and face-to-face interviews.
CATI defines the media habits of upscale audience where telephone landline penetration is over 70 percent. This refers to socioeconomic classes A, B and C+.
Face-to-face approach was applied across all surveyed areas to pick up the classes broad C and D.
Synovate, however, did not provide reasons for preferences in network viewership, radio listenership and newspaper readership.
Favorite channels
Among the free channels, GMA Network’s Channel 7 ranks highest with 89 percent from among A, B, C and D classes who said they have watched the local channel within the past seven days.
This was followed closely by ABS-CBN Broadcasting’s Channel 2 at 83 percent, which is meanwhile the most preferred free channel among the affluent (AB classes).
Channel QTV 11 ranks third among preferred free channels with 48 percent viewership.
For radio, 37 percent of respondents preferred listening to FM station DZMB Love Radio (90.7 Mhz), followed closely by YES FM (101.1 Mhz), which is preferred by 30 percent.
Among AM stations, 17 percent listened more to DZMM Radyo Patrol (630 Khz) while 13 percent preferred DZRH (666 Khz).
Broadsheet readership
For daily broadsheets, the Inquirer enjoys the top spot from Mondays to Saturdays with an average issue readership (AIR) of 614,631.
Following closely is Manila Bulletin with an AIR of 585,806. Philippine Star ranks third with an AIR of 488,387.
AIR is defined as the number of readers who, on average, read a copy of a particular title.
On Sundays however, Manila Bulletin was said to have the widest reach per issue with an AIR of about 1.19 million or a reach of 17 percent of the sample polled.
Inquirer’s Sunday edition follows with an AIR of 747,927 or an 11-percent reach while Star has a 9-percent reach with an AIR of 603,894.
Among the affluent (AB) which have household incomes of more than P50,000, 44 percent preferred the Inquirer, 38 percent read Manila Bulletin and 34 percent for Star.
Inquirer is also the most read paper among those who have cars, credit cards and other financial investments.
Among newspaper sections, the top three most important sections were front page, according to 61 percent of respondents; entertainment, 44 percent; and sports, 39 percent.
Notably however, Filipinos spend only a short time in reading a daily newspaper with 49 percent of respondents saying they read for less than 15 minutes, given today’s increasingly fast-paced lifestyle.
About 30 percent said they spend 15 to 30 minutes in a day to read a newspaper.
The survey also showed that 63 percent of these respondents read at home while 24 percent read in either their office or school.
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