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LIST: Vice Ganda, Alyssa Valdez, ABS-CBN, GMA among Reader's Digest's most trusted brands and personalities in 2023

By NICK GARCIA Published Mar 29, 2023 3:19 pm

Reader's Digest Philippines, the local edition of the popular American general-interest family magazine, has released a list of its most trusted brands and personalities.

Through 2023 Reader's Digest Trusted Brands, the award's 25th year, consumers are reminded of brands that are value-for-money, reliable, and worthy of their business.

"Trust plays an important role in every decision the consumer makes," the magazine said.

In deciding the winners, Reader's Digest said it tapped leading marketing research Catalyst Research to independently survey 8,000 individuals from the Philippines, Singapore, Malaysia, Hong Kong, and Taiwan. The participants completed an online questionnaire naming their preferred brands across over 50 categories and rating them.

Among the awards' highlights are personalities who are deemed as the most trusted in the field of entertainment, radio, television, and sports.

While life in the public spotlight carries constant pressures, Reader's Digest notes, Filipinos have been giving respect and trust to these people.

Vice Ganda – Most Trusted Entertainment & Variety Presenter

"Through his unique style of sarcasm, Vice Ganda makes people laugh, cry, and ponder the irony and unfairness of modern life in the Philippines," the citation reads. "[H]is cultural impact makes him one of the country’s most successful entertainers."

The magazine called Vice a "national treasure whose influential voice is heard in politics, philanthropic circles and, of course, as a much-loved comedian, entertainer and presenter."

He also uses his popularity to rally against discrimination of minority groups, the magazine says, adding to his authenticity which has secured him respect and trust across all sectors of the community.

Vice Ganda has won the award for five years in a row already.

Atom Araullo – Most Trusted TV Host for News & Current Affairs

Reader's Digest commended Araullo's career in news reporting spanning two decades, making him "well known for his broadcasting excellence."

As anchor and correspondent of GMA Network's The Atom Araullo Specials, the magazine said his "drive for compelling documentaries," ranging from social and environmental topics—including scams, the baby trade, climate change, forced displacement—has seen him build a wide appeal with viewers and the Filipino public.

The magazine also noted Araullo being the brand ambassador of the United Nations High Commissioner for Refugees since 2019.

Mike Enriquez – Most Trusted Radio Presenter

Enriquez began his career in radio in 1969 as staff announcer at the Manila Broadcasting Company.

Reader's Digest praised his "natural talent," his "magically mellow voice," and "firm interest in talking into the big microphone."

"Today, after over 50 years and countless roles across both the radio and television media, Mike is a national treasure," the magazine said, adding that his dedication and contribution to news reporting and Filipino culture in general "is much appreciated by his listeners and viewers across the GMA Network."

Alyssa Valdez – Most Trusted Sports Personality

The magazine said Valdez, dubbed as the Queen of Philippine Volleyball, is admired on and off the court for her "excellence and dedication to her teammates, the sport, and the community."

Though she was struck down with dengue fever on the eve of the 2022 Asian Volleyball Confederation Cup, Reader's Digest said Valdez "hasn't meant she's slowed down."

It also noted her having over four million social media followers, two million of whom are from Snapchat alone, making her the world's most followed volleyball player.

"Her authentic approach to life in the sporting spotlight has helped cement an enviable level of public trust," the citation reads.

GMA Network – Platinum Award for TV Network

(A platinum award means a brand topped its category with an overwhelmingly higher score than their nearest competitor.)

Truth is in GMA's DNA, and has been fearless in the pursuit of truth since its humble beginnings in the '50s, Reader's Digest said.

It praised the network's airing of local newscasts and political analyses while other stations were airing soap operas and musicals at the time.

It also commended GMA's programs, specifically its coverage of the 2022 national elections.

Reader's Digest also noted how GMA continues to evolve, and delight and foster greater connection with audience through talent management and original concepts on television, citing as examples Lolong and Maria Clara at Ibarra.

ABS-CBN – Gold Award for TV Network

(A gold award means a brand scored significantly higher than their rivals in the category.)

Reader's Digest noted that though ABS-CBN's franchise wasn't renewed since 2020, it has still made its quality content available on multiple platforms to continually serve Filipino audiences at home and abroad.

"In a rapidly evolving media landscape, ABS-CBN pushes the boundaries, innovating to match the needs of its audiences," it said, noting how the network has partnered with entertainment providers like Netflix "to make its mission of telling meaningful stories to as many viewers as possible a reality."

The magazine also cited ABS-CBN's international exposure, including its partnership with Hong Kong's Viu and Malaysia's TVS, as well as staging variety show ASAP in Las Vegas.

It praised ABS-CBN's latest offerings Dirty Linen and FPJ's Batang Quiapo, as well as its YouTube channel ABS-CBN Entertainment becoming the most subscribed and viewed channel in Southeast Asia in 2021.

Award-winning brands

Here are the brands that won Platinum Awards:

  • Broadband/Fiber Internet Services – PLDT Home Fiber
  • Canned Tuna – Century Tuna
  • Credit Card Issuing Banks – BDO Unibank
  • Investment Fund Companies – Sun Life
  • Life Insurance – Sun Life
  • Mattress – Uratex
  • Online Bank – BDO Unibank
  • Pen – Pilot
  • Personal Computers – Acer
  • Pharmacies/Drugstores – Mercury Drug
  • Tires – Goodyear

Here are the brands that won Gold Awards:

  • Air Conditioner – Panasonic
  • Canned Sardines – 555 Sardines, Ligo
  • Canned Tuna – 555 Tuna
  • Cooking Oils – Baguio Oil
  • Facemasks – Indoplas
  • Health Insurance – AXA
  • Investment Fund Companies – BDO Unibank
  • Life Insurance – AIA
  • Milk Tea Shops – Macao Imperial Tea
  • Optical Shops/Stores – Ideal Vision Center
  • Personal/Consumer Loans – BDO Unibank
  • Plasticware – Orocan
  • Refrigerators – Panasonic, Sharp
  • Travel Insurance – AXA
  • Washing Machines – Panasonic, Sharp, Whirlpool