ABS-CBN, the country’s leading and largest multimedia conglomerate, remained on top of the ratings game in July with more Filipinos tuning in to its programs with a total day audience share of 42%, eight points higher than rival GMA with only 34%, based on data from Kantar Media that cover urban and rural homes.
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 kept its stronghold of the primetime block (6PM-12NN) despite GMA’s new offerings, with a recorded audience share of 47%, higher by 14 points than GMA’s 33%. Primetime is the most important timeblock when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently.
Kantar Media’s report also showed that 13 programs in the top 15 in July (click here for the complete list of Top 15 programs nationwide) were produced by ABS-CBN, including “Maalaala Mo Kaya” (35.4%), “Juan Dela Cruz” (34.9%), “Wansapanataym” (32.2%), “The Voice of the Philippines” (29%), “TV Patrol” (28.7%), “Muling Buksan ang Puso” (28.7%), “Rated K” (25.8%), “Huwag Ka Lang Mawawala” (24.8%), “Be Careful With My Heart” (22.8%), “Apoy sa Dagat” (22.5%), “Goin’ Bulilit” (21.3%), “”Kapamilya Deal or No Deal” (19.6%), and “Annaliza” (19.4%).
ABS-CBN also dominated other key territories in terms of total day viewership. It earned an average audience share of 43% vs GMA’s 37% in Balance Luzon (areas in Luzon outside Mega Manila); 50% vs GMA’s 28% in the Visayas; and 54% vs GMA’s 25% in Mindanao.
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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.