ABS-CBN Corporation, the country’s largest and leading multimedia conglomerate, remained undisputed in national TV viewership with an average national audience share of 42%, or a ten-point lead versus GMA’s 32% in October as most urban and rural households spent more time watching ABS-CBN programs, based on data from Kantar Media.*
ABS-CBN also enjoyed a staggering 20-point lead in primetime (6PM-12MN) with an average audience share of 48%, while GMA suffered a slight decrease to 28% from 30% last month. The primetime block is the most important part of the day when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently.
Kantar Media uses a nationwide panel size of 2,609 urban and rural homes, more than AGB Nielsen’s 1,980 homes that are only based in urban areas. Kantar Media’s panel represents 100% of the total Philippine TV viewing population, while AGB Nielsen reportedly represents only 57% of the Philippine TV viewing population.
ABS-CBN also led in total day audience share in Balance Luzon (areas in Luzon outside Mega Manila) with a 42% audience share vs GMA’s 35%; in the Visayas with 49% vs 27%; and in Mindanao where it averaged 54% or more than two times bigger than GMA’s 21%.
ABS-CBN’s top-caliber weekday and weekend shows also seized all the top 15 most watched programs in the said month. (See the list of the Top 15 Programs Nationwide for October here).
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*Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It Is a multinational market research group that specializes in audience measurement in more than 80 countries, has 26 TV networks, ad agencies, and pan-regional networks subscribing to its ratings services.
Among its current subscribers are ABS-CBN, NBN, Sky Cable, J. Romero and Associates, 720ConsumerConnect, Starcom, OMD, PhD, Mediacom, Mindshare, MEC, Maxus, Universal McCann, Wellmade Manufacturing Corporation, Brand Ideas, and MPG Havas. They also include pan-regional networks like CSM Media Inc., Fox International Channels, Star HK, Discovery, AXN, HBO, MTV, Sony Pictures Television International, Celestial Tiger, and A&E Television Network.
Among these, the following subscribe to both urban and rural TV audience measurement: ABS-CBN, Brand Ideas, MPG Havas, and 720ConsumerConnect.
ABS-CBN shifted to Kantar Media/TNS after filing a case vs. AGB Nielsen Media Research for failing to comply with its request to investigate alleged cheating and data tampering in TV ratings. The case is still pending in court contrary to claims by GMA, which is not a party to the case, that it has been resolved.