Includes web links to local trade fair or show authorities and local newspapers, trade publications, radio/TV/cable information.
Last Published: 7/18/2019

The Philippines is a brand-conscious market.  Advertising plays a significant role in promoting the sale of most consumer goods.  Most of the leading advertising agencies in the country are affiliated with international agencies. Advertising in the Philippines has evolved beyond traditional tri-media outfits (print, TV and radio). Local advertisers now also use electronic billboards, web advertising, mass transit or public transport advertising, special events and product launches, direct marketing, social media promotion, and other tools to promote their products.  Although some advertisements utilize Western image models or concepts, many market segments are “localized” versions of product advertising and brand-building. The use of celebrity endorsers or other high-profile personalities is a well-tested and well received formula for local advertising.

The National Telecommunications Commission (NTC) reported that broadcast media in the Philippines is comprised of 132 AM radio stations, and 349 FM radio stations as of December 2015. The NTC also reports that there are six major television networks that operate 285 stations.

Print media includes more than nine daily newspapers, 19 national tabloids, over 100 regional newspapers, and more than 100 magazines and publications covering a diverse range of themes (for example, entertainment, leisure and lifestyle, sports, hobbies and recreation, business and trade, religion, fashion, culinary, specific market segments, health, travel, IT, agriculture, etc.).  These publications are distributed in weekly, bimonthly, monthly, bi-annual or annual issues.  Provincial newspapers and regional publications are also available.

Internet penetration has increased but is still relatively low compared to Asian neighbors such as Singapore, Taiwan, and Japan.  Online advertising is gaining popularity as social networking/marketing captured the younger Filipino market.  Web-based advertising is typically placed on the most-visited local websites (online news and entertainment media, local search portals, etc.).  Although most of the major companies in the Philippines maintain their own websites, the content quality, level of sophistication, and interaction with site visitors varies.
Text messaging (also referred to as SMS or short message service) is a very popular advertising medium since it is relatively inexpensive and allows businesses to reach out to highly targeted consumers. The Philippines has 110 million mobile subscriptions with the ability to receive text messages. Large companies often send promotional messages via SMS, which serves as an effective marketing strategy.
The use of other social networks such as Facebook, YouTube, Linked-in, and Twitter have also gained momentum in reaching niche markets for consumer brands, especially among young people.
Over the last few years, local organizers have developed numerous industry-specific trade shows and exhibitions. These trade promotion activities cater to a wide array of sectors, including construction, clean energy, health and lifestyle, furniture and home décor, food and food equipment, regional products, giftware, franchise opportunities, education, industrial goods, automotive, maritime and defense, sporting goods, apparel, telecommunications and IT, among others.

Popular venues for trade fairs and expos include shopping malls (for example, SMX Convention Center attached to the SM Mall of Asia complex), trade halls (World Trade Center and the Philippine Trade Training Center, among others), and convention centers. CS Philippines participates in some of the more prominent local trade shows and regularly informs U.S. companies when such opportunities arise.

CS Philippines offers web-based information and advertising services for U.S. companies, including:

  • The Featured U.S. Exporters (FUSE) is a catalogue of U.S. products featured on websites of U.S. Commercial Service offices around the world. FUSE enables U.S. companies to target specific country markets in the local language of business. Catalogue advertisements are currently offered free of charge to qualified U.S. exporters seeking trade leads or representation in over 30 markets around the world. Information on how to join the FUSE program can be found at: https://buyusa.gov/.
 Local Fair and Trade Show Organizers:
Global Link Philippines                                    https://www.globallinkmp.com/
Primetrade Asia Incorporated                         http://www.primetradeasia.com
Worldbex Services International                    http://www.worldbex.com
Fiera de Manila                                                   http://www.fmi.com.ph
Major Local Newspapers:
Businessworld                                                    http://www.bworldonline.com
Manila Bulletin                                                   http://www.mb.com.ph
Manila Standard Today                                    http://www.manilastandardtoday.com
The Manila Times                                              http://www.manilatimes.net
The Philippine Daily Inquirer                         http://www.inquirer.net
The Philippine Star                                            http://www.philstar.com
The Business Mirror                                          http://www.businessmirror.com.ph
Major TV/ Radio Stations:

ABS-CBN (TV) / DZMM (Radio)                     http://www.abs-cbn.com
ABC- TV5 (TV5)/ DWFM (Radio                    http://www.tv5.com.ph/
CNN Philippines (TV)                                       http://www.cnnphilippines.com
GMA (TV) / DZBB (Radio                                 http://www.igma.tv
People’s Television-PTV4 (Govt. channel)  http://www.ptv.ph/
The Consumer Code of the Philippines covers the legalities of direct selling and direct marketing.  Firms interested in engaging in either direct selling or direct marketing can coordinate their activities with the Department of Trade and Industry (DTI).

Contacts:
Ms. Ruth B. Castelo
Undersecretary, Consumer Protection Group
Department of Trade and Industry
2F, UPRC Building, 315 Senator Gil J. Puyat Avenue, Makati City
Tel: (632) 824 4779; Fax: (632) 824 4780
Email: RuthCastelo@dti.gov.ph

Mr. Ireneo Vizmonte
Undersecretary, Management Services Group (MSG)
Department of Trade and Industry
5F Trade and Industry Building, 361 Senator Gil J. Puyat Avenue, Makati City
Tel: (632) 791 3242, 751 0384 loc 2537; Fax: (632) 890 4870
Email: oamsg@dti.gov.ph
Website: http://www.dti.gov.ph

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.