Eat's Advertisers!: A study on the relationship between Eat Bulaga and its advertisers from Eat Bulaga's perspective

Eat's Advertisers!: A study on the relationship between Eat Bulaga and its advertisers in Eat Bulaga's perspective

Eat Bulaga is the longest running variety show in the Philippines. It is very interesting to find out why Eat Bulaga is able to get many advertisers and keep the program going for over thirty-five years.

This thesis focuses on the relationship between Eat Bulaga and the show’s advertisers in recent years from the perspective of Eat Bulaga. The goal of this study is to find out how Eat Bulaga and their advertisers influence each other in order to reach their respective goals. This study looks into how segments are produced and how advertisers influence the show. This study looks into the theory of structuration to explain how Eat Bulaga and their advertisers both create appropriate messages that are structurally accepted in the competitive market.

A qualitative study was conducted for this study. Past episodes were reviewed and interviews were conducted with some members of the Eat Bulaga personnel in order to gain a better understanding of different perspective in Eat Bulaga.

Results show that one of the key reasons to why Eat Bulaga has been airing for thirty-five years is that they keep evolving as a show while the structures in society evolve. It is vital to find the appropriate combination of content and advertisement for the show.

Eat Bulaga has the winning formula and the people behind the program have to make sure they keep it and potentially explore the power of digital media.


KEY WORDS: Eat Bulaga, Advertising, Sponsorship, Noontime television, Variety shows, Structuration, Competition


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