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MANILA - Advertisers will not necessarily shift most of their TV ads to other networks following the shutdown of ABS-CBN’s broadcast operations, an advertising industry group said on Tuesday.

The Philippine Association of National Advertisers (PANA) said many brands will opt instead to advertise online, in newspapers, or on radio.

PANA president Marvin Tiu Lim said 45 percent of TV ad spending has been lost due to the non-renewal of ABS-CBN’s franchise. While rival network GMA has picked up some of the ads that would have otherwise gone to ABS-CBN, most TV ad spending was simply cut.

“Sa ngayon, konting dagdag sa kanilang network, pero based on our data hindi po talaga napupunta sa ibang network,” Lim said in an interview with DZMM.

(Right now, there’s an increase on their network but based on our data, it doesn’t really go to the other networks.)

He said this was also the case with TV viewership with most of ABS-CBN’s audience not shifting to GMA programs.

PANA also said that ABS-CBN’s shutdown has deprived advertisers of choice on where to put their ads.

“Napilitan kami sa isa o dalawang network na natitira na dun lang ilagay ang advertisement namin. Napipilitan kami na i-transition to online, sa ibang paraan,” Lim said.

(We are forced to place our advertisements in the remaining 1 or 2 networks. We are forced to transition to online, other means.)

The industry needs competition so that TV programs get better, more innovative, and ad placements better priced, Lim said.

PANA earlier said ABS-CBN’s mainstream platforms were important advertising channels for many of its members and that the shutdown adversely disrupted the marketing communications programs of many advertisers.