Asked what newspaper they read the day before, 52.7 percent of the ABC1 respondents picked the Inquirer.
The Manila Bulletin was a far second with a 34.3-percent readership and the Philippine Star, third, with a 16.6-percent readership.
Give back to readers
“We have to give it back to the readers who continue to trust us for years and years. Being No. 1 comes with the challenge to continue in our commitment to bring our balanced news and fearless views approach in delivering the Filipino story,” said Inquirer president and CEO Alexandra Prieto-Romualdez.
The survey also showed the Inquirer with a commanding lead among ABC1 readers in Luzon, the Visayas and Mindanao.
“We are happy to solidify our lead in the ABC1 segment as it is a crucial market for our advertisers—being that they comprise the major spenders in the Philippine economy,” Inquirer chief operating officer Rene Reinoso said.
“But beyond that, this is reflective of the strength of our content for one of the most significant opinion-making segments of society,” he added.
PDI leads everywhere
The survey was conducted in February 2015 and had a rolling sample of 10,000 respondents across all socioeconomic classes. It has a margin of error of plus-or-minus 1 percentage point.
The rolling sample size for ABC1 is 3,241, with a margin of error of plus-or-minus 1.7 percentage points.
ABC1 respondents who read broadsheets made up a sample size of 441, which has a margin of error of plus-or-minus 4.7 percentage points.
Among ABC1 readers in Luzon, the Inquirer led with 50 percent, followed by the Bulletin (37.9 percent) and the Star (15.5 percent).
The lead extends to ABC1 readers in the Visayas, where the Inquirer also led with 63.4 percent, followed by the Bulletin (36.6 percent) and the Star (4.88 percent).
Among ABC1 readers in Mindanao, the Inquirer soared, with a commanding 77.3-percent lead, followed by the Bulletin (18.2 percent) and the Star (13.6 percent).
Readership growth
The Inquirer readership in the first quarter of 2015 among ABC1 yesterday broadsheet readers also grew, compared to the third quarter of 2014. Its readership went up from 46.4 percent to 52.7 percent, equivalent to a 6.3-percentage-point increase.
Class AB readers (upper class) include college graduates from exclusive colleges and universities, as well as those with master’s or doctoral degrees.
Also included in this category are professionals, members of senior management and owners of medium to large businesses. Readers falling under this category reside in exclusive subdivisions and townhouses.
Class C1 readers (upper middle class) include graduates from state colleges or universities, members of supervisory or middle management, or owners of small businesses. Readers in this category live in mixed neighborhoods with predominantly large houses, according to Nielsen.
Comprehensive study
Nielsen’s Consumer and Media View survey is a comprehensive study of media consumption, attitudes, product consumption and lifestyles of Filipinos.
It is conducted quarterly among males and females, 10 years and older, across all socioeconomic classes. The study covers Metro Manila, Bulacan, Pampanga, Cavite, Laguna, Rizal, Baguio, Cabanatuan, Dagupan, Tarlac, Urdaneta, Olongapo, Legazpi, Naga and Lucena in Luzon; Metro Cebu, Talisay, Roxas City, Iloilo, Tacloban, Bacolod and Dumaguete in the Visayas; and Samal Island, Davao, Tagum, Cagayan de Oro, General Santos and Zamboanga in Mindanao.
Nielsen Co. has been providing various industries with advertising intelligence, media metrics and advanced analytical tools for more than 90 years.–Inquirer Research
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