Despite the rise of digital platforms, recent data shows that traditional television formats still hold significant relevance among Gen X and Millennials.
A study conducted by a PR firm found that “watching” remains the most popular media activity among respondents, with Facebook emerging as the most widely viewed platform in terms of time spent.
However, traditional television still maintains a strong foothold, with Free TV ranking second and Cable TV holding the fourth spot for content consumption time.
The study is part of Comm&Sense’s generational research titled “Common Ground: Pinoy Voices in New Media,” which surveyed 400 Filipinos aged 27 to 58 nationwide, exploring their media-based activities and the time they dedicate to various media platforms. This research is part of Comm&Sense’s 20th-anniversary celebration in October 2025, marking two decades of pioneering data-driven storytelling and PR excellence.
Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study, stressed the enduring importance of TV in media consumption.
“While digital platforms offer the convenience of on-demand content, the sustained appeal of traditional television among Gen X and Millennials underscores the comfort, familiarity, and communal experience these formats continue to provide,” said Paragas.
This study highlights that, even as digital platforms reshape the media landscape, Free TV and Cable TV remain vital for audiences who appreciate both tradition and familiarity in their viewing habits.
Comm&Sense Managing Director Charlotte F. Reyes, pointed out the implications for brands and content creators: “Brands must recognize that TV isn’t just surviving—it’s adapting and staying relevant. Gen X and Millennials still value its familiarity alongside their digital consumption habits. To capture these audiences, brands need to embrace this balance of old and new.”
Comm&Sense, a PR agency founded in 2005, is renowned for its #IntelligentPR approach, which combines data-driven insights with intuitive storytelling to create impactful narratives that resonate and deliver results. This innovative strategy has earned the firm numerous awards, including consistent nominations for Agency of the Year over the past five years.
