The Philippines has voted, and the results are in.
The Reader’s Digest Most Trusted Survey, now in its 17th year, has identified the brands and services Filipinos believe in, above all others, along with our most trusted TV presenter and sports personality.
Having a trusted name in 2015 – as a brand or a public figure – is more valuable than ever, especially in a world where choices are increasingly decided with a click on the computer, or a click on the TV remote.
“It’s a huge endorsement,” notes Walter Beyleveldt, Reader’s Digest Managing Director, Asia Pacific. “And one the winners should be very proud of.”
THE BRANDS FILIPINOS TRUST
Ø Filipinos trust their meals to Baguio cooking oil, believe the quality of Monterey and Magnolia Chicken, and are confident in shopping at SM Malls. We’re secure with Acer laptops and when it comes to capturing those precious memories we prefer Canon cameras. In all, the survey covers a broad range of 42 different product and service categories. See here / See attached for the full results
Ø One of the world’s leading custom research firms, Ipsos, was commissioned to conduct the independent poll, and to ensure results were compiled in an objective manner using proven methodology. Approximately 5,000 individuals were selected across 5 of Asia’s key markets such as the Philippines, HongKong, Malaysia, and Taiwan.
Ø In the Philippines, around 1000 respondents completed the survey. Half were subscribers to Reader's Digest, while the remainder were selected to reflect the demographics of the general population.
Ø Consumers were asked to rate the brands they nominated on six qualitative criteria, including quality, value and innovation.
Ø There are two premium level awards given for Philippines Most Trusted Brands. Gold Trusted Brand Award winners are those which stand out clearly above their competitors. Platinum Trusted Brand Award is for brands which have achieved a mathematical ranking at least double that of the nearest competitor.
“Having a trusted brand is a distinct competitive advantage, and something the winners should quite rightly be making the most of in the marketplace,” notes Sheron White, Reader’s Digest Group Advertising Director, Asia Pacific. “Congratulations to them all.”
MOST TRUSTED PERSONALITIES
The Reader’s Digest Most Trusted Survey has also identified the Philippines most trusted TV presenter, entertainment presenter and our most trusted sports personality.
These are highly popular and competitive sectors, where trust is a crucial attribute.
“TV presenters and their ratings depend on our trust, so to top this poll is a significant achievement indeed,” notes Sue Carney, Reader’s Digest Editor-in-Chief, Asia Pacific.
“Likewise, sport is something of a cultural and emotional attachment for many people, so being at the top of the podium is definitely worth celebrating.”
Much like the awardees for the consumer categories, the Filipinos choice for the Most Trusted Personalities have likewise remained consistent for the past few years.
Ms. Jessica Soho remains as the Most Trusted News Presenter for the fifth straight year, proving how much the Filipinos value her news reporting and her opinions.
As one of the most visible TV personalities and bankable product endorsers, multi awarded host Vic Sotto has again been voted as the Most Trusted Entertainment Presenter.
Sotto, who has been part of Eat Bulaga, the Philippines longest running variety shows on TV, has also hosted several game shows and starred in various sitcoms throughout the years.
Finally, despite coming up short in what was billed as the “greatest boxing match of the century” Filipino Pride and future boxing hall of famer Manny Pacquiao continues to be the Filipinos Most Trusted Sports Personality.