Data from Kantar Media show that ABS-CBN obtained an average audience share of 43% nationwide on total day viewership, or 12 points higher than rival GMA’s 31%.
ABS-CBN further widened the lead in the morning block with an average morning audience share from 38% in last month to 41%, taking 3% shares from GMA’s 32%, now down to 29%. This lead was mainly brought about by back-to-back programs “Be Careful with My Heart” and “Two Wives.” The Richard Yap-Jodi Sta. Maria starrer hit a national TV rating of 22.6%, while the gripping Korean drama about two women who fell in love with the same man rated at 15.4%, rattling the morning landscape and trampling GMA’s Kapuso Movie Festival (8.4%) and Chef Boy Logro (9.9%).
Kantar Media is a leading television (TV) audience measurement provider with capabilities in gathering TV viewing data in both digital and analog platforms. It now has total of 6.315 million homes in rural areas across the Philippines (North Luzon, Central Luzon, South Luzon, Visayas and Mindanao) added to its existing 8.820 million homes in urban areas, bringing the total TV universe to 15.135 million homes nationwide. Kantar Media’s audience panel now covers and represents 100% of the total Philippine TV viewing population. This is in contrast to other providers that cover only the urban areas representing only 57% of the total Philippine TV viewing population.
The Kapamilya network also maintained its primetime leadership for the whole month of August in viewer-rich primetime (6PM-12MN) when most Filipinos watch TV and advertisers put a larger chunk of their investment in to reach more consumers efficiently, as it garnered an average audience share of 49%, almost twice than GMA’s 29%. This translates to a solid 20 percentage point lead or nearly 70% higher viewing that its nearest competitor.
ABS-CBN’s Primetime Bida also reigned in Total Luzon, hitting an average primetime share of 43% vs GMA’s 32%. In the Visayas, ABS-CBN’s primetime viewership averaged 56% vs GMA’s 25%, while in Mindanao, it registered 62% as compared to GMA’s 18%.
This dominance was mainly driven by ABS-CBN’s top-caliber primetime offerings that continue to hold the top program rankings across the country in every region including Mega Manila.
More Filipino homes also tuned in to ABS-CBN’s afternoon block (3PM-6PM), hitting an average national audience share of 39%, higher than GMA’s 34%.
ABS-CBN registered a net income of P2.4 billion for the full year 2011, while news media reported that GMA Network net income plummeted to P1.72 billion in the same period.
Kantar Media, 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.
