ABS-CBN, the country’s largest and leading multimedia conglomerate, continued to dominate TV viewing across urban and rural homes nationwide in April with its strong line-up of shows with an average total day audience share of 42% or 12 points higher than GMA’s 30%, based on data from Kantar Media.
Kantar Media uses a nationwide panel size of 2,609 urban and rural homes that represent 100% of the total Philippine TV viewing population, while the other ratings data supplier AGB Nielsen reportedly has only 1,980 homes based solely in urban areas that represent only 57% of the Philippine TV viewing population.
ABS-CBN also ruled the hotly contested primetime block (6PM-12MN), with an average national audience share of 46% vs. GMA’s 29%. Primetime is considered 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.
Aside from primetime, ABS-CBN’s early afternoon block (12NN-3PM) also strengthened with an average audience share of 41%, a three-point increase from last March’s 38%, while GMA lost a point to 32% from 33%. This was mainly driven by the performance on weekdays by “It’s Showtime,” which gained a national TV rating of 13.7%, beating “Eat Bulaga” (12.4%).
ABS-CBN also remained strong in the morning (6AM-12NN) with an audience share of 37% vs. GMA’s 32%, and in the late afternoon (3PM-6PM) with 36% vs. GMA’s 29%.
Twelve out of the top 15 regular airing programs for April were produced by ABS-CBN. (click here to see the list of the Top 15 Programs nationwide for April).
_____________________
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.