Philippine News

Insight: Close to half of Filipinos claim an improvement in ad quality post-pandemic, says Kantar COVID-19 Barometer study

MANILA, PHILIPPINES – Kantar, the world’s leading data, insights, and consulting company, has released its latest global COVID-19 Barometer study that was conducted across 20 markets (total of n=11,000+ interviews in its Wave 9 study, fieldwork April 2021, including the Philippines.

Specific to advertising, 46% of Filipinos claim that the quality of ads are much better nowadays than they were pre-pandemic, while 43% believe that quality is about the same. The perception that quality of ads are much better are most pronounced amongst respondents from CALABARZON (66%), Davao region 57%, Ilocos region (57%), Western Visayas (53%).

“This is encouraging as despite the restrictions brought about by this pandemic, our Filipino consumers continue to appreciate advertising quality as being at par and for some, even better than when things were pre-pandemic. Creative usually performs best during times of challenge and indeed, median Short Term Sales Likelihood and Power Contribution scores in our Link database are on a slight uptrend when we compare Q1 2021 vs Q1 2020,” according to Marian Villanueva, Head of Creative and Media Domain at Kantar Philippines.


This May 19, Kantar will be revealing and honoring the most effective ads in the Kantar Philippines database through its Kantar Creative Effectiveness Awards 2021 Pilipinas. These ads are amongst the top-ranking ads out of hundreds of ads tested in the Philippines by Kantar. Out of the Top Finalists, Kantar will also be revealing the Grand winners which are the ads that registered breakthrough in-market success and those which embody advertising excellence for 2020 as assessed by Kantar’s panel of creative experts.

To watch KCEA Philippines 2021 live via zoom webinar, you may register for free through this link. Slots are limited.

For more information about Kantar’s syndicated COVID19 barometer study or other Kantar offers, you may inquire here.

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