The Philippine Daily Inquirer continues to dominate Metro Manila and national urban Philippines as the top broadsheet, according to the latest results from the Nielsen Media Research readership survey.
The 2008 4th Quarter Nielsen Media Index revealed Inquirer’s leadership among ‘broadsheet yesterday’* readers with 50% nationwide, compared to Manila Bulletin’s 38% and Philippine Star’s 36%. [The statistic refers to the answer to ‘Did you read a broadsheet yesterday? What was it?’]
Among Metro Manila readers, Inquirer led at 47% readership, Bulletin was second with 42% and Star at third with 36%. Readership in Visayas (68%) and Mindanao (66%) showed Inquirer on top as well.
Among the key ABC socio-economic demographic, Nielsen found a similar pattern: Inquirer (51%), Bulletin (39%) and Star (35%). The last figure covers readership by the country’s middle and upper classes.
The paper’s leadership among the ABC class also cuts across regions, with 47% readership in Metro Manila, 46% in Mega Manila, 47% in Luzon, 78% in Visayas and 76% in Mindanao. For perspective, the previous Nielsen survey in 2008 also had Inquirer leading both nationwide (49% readership) and in Metro Manila (47%).
Nielsen also showed Inquirer’s sister publication Bandera maintaining its dominance over other tabloids in Visayas and Mindanao, with respective readership results of 50% and 20%..
“We are very happy that Inquirer has kept its leadership position. Our strong commitment to editorial excellence and superior business practice, fuel the Philippine Daily Inquirer to strive harder each day to deserve the honor, trust and respect that our readers and advertisers bestow on us”, Rene Reinoso, Senior Vice-President for sales and marketing said.
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